Bhavishya phal show analysis may new.om

CONSUMER RESEARCH

Bhavishya Phal Show

(50 interviews)

(MAY 2010)

Cellcast Confidential & Proprietary

Presentation Flow

1. Channel Performance

2. Demographics of the customers

3. Viewership & Participation pattern

4. Show Content Response

5. IVR

6. Suggestions & Future participation

7. Summary


Bhavishya phal HSM National : Reach - MOU’s

0

500

1000

1500

2000

2500

3000

3500

4000

HSM NATIONAL

Tho

usa

nd

s

APR REACH MAY REACH APR MOU MAY MOU4% 3%

5% 5%


Bhavishya phal week wise performance

0

200

400

600

800

1000

1200

1400

1600

1800

2000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

08:30 09:00 09:30

Rea

ch (

00

0’s

)


-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

NEWS 24 April Reach NEWS24 May Reach

0% 0%-47%

54%

-62%

0%

-100%

185%

-25% 53%

0%

19%

13%

0%

-46%

139%

Bhavishya phal April – May Reach %


0 0

27

00

0

16

40

00

70

00

0

0 0

22

60

00

10

40

00

12

60

00

32

00

0

63

00

00

11

90

00

12

00

0

22

00

00

14

00

0

49

19

76

25

21

26

7

92

71

1

26

12

3

75

51

20

3

47

45

4

40

93

8

34

19

8

78

91

17

92

53

28

93

4

26

35

63

34

4

76

79

0

100000

200000

300000

400000

500000

600000

700000

NEWS24 May Reach May MOU's

Bhavishya phal May - Reach MOU’s


-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Apr MOU May MOU's

38% 1%

0%

1%

-4%

11% -14%

0% -14%

3%

15%

47%

-20%

5%

-2%

4%

Bhavishya Phal April - May MOU %


REACH VIS-À-VIS MOU

Avg UU /Avg

Reach

Avg Calls/ Avg

UU

Avg

MOU/Avg.UU

Avg MOU/

Avg Call

5% 1.71 times 4.32 MOUs2Mins 31secs

•On an average 1,30,897 people watching our show per day, 5% are participating on our

show

•Every Unique User giving average calls 1.71 ( times)

•Every Unique User is generating average 4.32 MOUs

•Averagely each call spends 2 mins 31 secs

Cumulative Reach Avg / Day

Reach 3,796,000 130,897

MOU 760,031 26,208

Calls 300,806 10,373

UU 175,566 6,054


Male 60%

Female40%

<17yrs 6%

18-25yrs 22%

26-35yrs 34%

36-50yrs 28%

>50yrs 10%

GENDER AGE GROUP

Demographics

• Bhavishya Phal show has

maximum male participants

• There is participation from all

the age groups

20%16%

12%

4%0%

48%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

INCOME

34%

22%

4% 4%

20%16%

0%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

OCCUPATION

18% 18%

26%30%

6%2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

EDUCATION


C&S74%

DTH26%

Prepaid 76%

Postpaid 24%

PREPAID /POST PAID CONNECTION

Type Of Connection

CABLE & SATELLITE/DTH

The following table depicts:

• The number of prepaid & postpaid users having C&S connection in their homes

•The number of prepaid & postpaid users having DTH connection in their homes

Respondents/ Type

of Connection users

(%)

BHAVISHYA PHAL SHOW

C&S DTH

PREPAID

USERS

POSTPAID

USERS

TOTAL

C&S

PREPAID

USERS

POSTPAID

USERS

TOTAL

DTH

58% 16% 74% 18% 8% 26%


Their viewing habits

Research Findings:

• 50% respondents (ADDICTED) watch our show more

than 5 times in a week

• 32% respondents (LIGHT USERS) watch our show at

least once or twice in a week

Reasons for watching only once/twice-

- Busy with office work (14%)

- No time (8%)

- In college (4%)

- Busy on household work (2%)

• 18% respondents (HEAVY USERS) watch our show 3-4

times in a week

Reasons for not watching our show more frequently are-

- Busy with work (10%)

- Busy travelling to college (2%)

- No time (6%)

• There are no first timers and nobody has stopped

watching our show.

0%

32%

18%

50%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

First Timer

Light User

Heavy User

Addict User

Stopped

Viewers have been bifurcated as :

First time watchers (Recently started watching)

LIGHT USER: Watches 1-2 times in a week

HEAVY USER: Watches 3-4 times in a week

ADDICT: Watches 5 times and above in a week

Stopped : Stopped watching


Research Findings:

• 66% respondents (LIGHT USERS) participate on our

show at least once or twice in a week

Reasons for participating only once/twice on our show-

- Call rates are high (38%)

- No Time (18%)

- Busy with work (6%)

- Busy with household work(4%)

• 24% respondents (HEAVY USERS) participate on our

show 3-4 times in a week

Reasons for not participating on our show more frequently

are-

- Call rates are high (18%)

- Calls always put on hold (2%)

• Only 8% respondents (ADDICTED) participate on our

show more than 5 times in a week

• Only 2% are first timers whereas nobody has stopped

participating on our show

2%

66%

24%

8%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

First Timer Light User Heavy User

Addict User

Stopped

Their participation patterns

Participants have been bifurcated as :

First timer(Recently started participating)

LIGHT USER: Participates 1-2 times in a week

HEAVY USER: Participates 3-4 times in a week

ADDICT: Participates 5 times and above in a week

Stopped : Stopped participating


Comparative Data

VIEWERSHIP

PATTERN

OBSERVATIONS MADE:

1. The Addicts remain constant whereas the heavy participation has increased by 71%

2. Many respondents have shifted from light participation to heavy participation

3. Nobody has stopped participating on our show since the past 3 months

Comparison Feb 2010 April 2010 May 2010

Rare/Light 10% 38% 32%

Occ./Heavy 24% 24% 18%

Reg./Addict 66% 36% 50%

Stopped 0% 2% 0%

Comparison Feb 2010 April 2010 May 2010

Rare/Light 62% 76% 68%

Occ./Heavy 22% 14% 24%

Reg./Addict 16% 8% 8%

Stopped 0% 0% 0%

PARTICIPATION

PATTERN

OBSERVATIONS MADE:

1. Despite a dip in the no. of addicts last month, there is a 38% increase this month

2. Many respondents this month have started watching our show on a regular basis

3. Nobody has stopped watching our show


Reason for seeking an advice from astrologers

Why Bhavishya Phal show ?

What made them instantly call on Bhavishya

Phal show to speak to the Live astrologers ?

76%

20%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

For instant solutions

For future decisions

For peace of mind

76%

16%

4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Instant solutions

Astrologers are good

Easy remedies

Peace of Mind

Special mention was done for Indu Ahuja as a good

astrologer by 10% respondents


Response on watching other Astro shows

• 12% respondents also watch other Astro shows on television apart from our show

Astro Shows Channel Name &

Time Slot

Rating % Respondents

Rashifal (Daily

Forecasts)

Aaj Tak Excellent show (Daily

forecasts)

2%

Tez Taare Aaj Tak (11.30hrs) Very Good Show (for the

astrologers)

2%

Daati Maharaj Live News 24 (09.00hrs) Good Show for astrologer 6%

Teen Deviyan Star News (07.00 &

08.30hrs)

Good Show (Good stream-

Tarot Card-Instant

predictions)

2%


Astrologer (Counselor -38%)

- Astrologer will solve my problem (34%)

- The route to my future decisions (4%)

TV Show

-USP – Just call and they solve my problems instantly

- Attentive & knowledgeable astrologers (28% ) especially Indu Ahuja (10%)

- Strong IVR service

IVR

- Put on Hold (4% respondents)

Streams & Predictions (20%)

Varied range of streams in order of popularity-

- Crystal Ball & Pendulum(12%)

- Tarot Card (4%)

- Vedic (2%)

- Angel Card Healing (2%)

The Way Forward

Enhance assurance on QUALITY

of service provided by 2 key

quality parameters:

1. Technical Competence in

terms of faster customer

connectivity

2. Quality in Astrologer

counseling

Customer Feedback regarding one thing they like/dislike about Bhavishya Phal

Wellness factors of BP show:

• USP of interactive TV Show

with counseling

• On the spot customized solutions

for each customer

Challenging factors for BP

show:

• Customers are time conscious

and their fluctuations in

participation pattern depends

majorly on this


Kind of problem faced

• Observation: Since the past two months, there are many respondents with family problem

• The Way Forward:

1. During the live show, astrologer should project himself/herself as a counselor for family issues

2. Also she should emphasize on family bonding, optimism in a bright career and herself to be that

route to their future decisions

Family 40%

Career & Study 18%

Future 14%

Personal 10%

Work 8%

Finance6%

Health 2%

Business2%


Feedback about Astrologers during the LIVE studio call

Feedback about Astrologers during LIVE studio call

Indu Ahuja(Total-38 respondents & 4/5respondents interviewed everyday for 8days )

Karmel(Total-12 respondents & 3 respondents interviewed everyday for 4 days)

Her predictions All are satisfied with her predictions, they find it believableAnd 6% respondents said they blindly trust her predictions as previous solutions given by her have successfully solved their problems

All are satisfied with her predictions

Her Stream Stream: Crystal Ball & Pendulum16% have rated her stream very good because they are able to understand stream and rest 60% rated it good

Stream: Tarot Card Reader22% respondents rate her stream as good2% respondents rate her stream as Excellent

Her communication style/skills 34% find her communication style fast paced 20% find her communication style normal paced22% find her communication style slow paced

20% find her communication style fast paced4% find her communication style normal paced

Her language & comprehension All find the astrologers language very easy All find her language to be easy andunderstandable

Her remedies/solns. 42% have understood and are satisfied with the solutions/remedies whereas 34% have requested for the astrologer to go slow during solutions for ease to note down

4 % have understood the solutions/remedies clearly whereas 20% understood find it difficult to note down the solutions as she was fast

Grooming of Astrologers 39% find her well groomed and perfectly dressed37% find her looks & outfit as good

16% find her outfit and styling perfectly suitedthe astrologer8% find her looks & outfit as good


Other Insights Ranking for the current streams- (1st May-20th May episodes)

Credibility : Live Astrologers

Response on the show timings preferred

94%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Crystal Ball & Pendulum Tarot Card

Rank-1

Rank-1

44%40%

6% 6% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Remedies are belivable

Expertise of Astrologers about their

stream

Assurance in their Speech

Stream-wise Prediction

No comments

Current timing is suitable

48%

Prefer 07.00-

09.00am52%


Other Insights Opportunity For Introduction Of A Service (New Product Lines)

NIL response for Psychiatrist Counseling

A new service opportunity has

emerged this time of

HEALTH,FITNESS

&NUTRITION

COUNSELING, which should be

explored & thorough R&D be

done to track the demand &

feasibility

54%

46%

Yes we would like to avail new services also

No we don’t prefer any new services30%

12%

2%

10%

0%

10%

20%

30%

40%

50%

Career Counseling

Religious Service

Matrimony Service

Nutrition & Fitness

Counseling

Yes

No


Awareness about show & servicesAwareness : Appointment Service

• Out of 20% respondents who are aware about the appointment

service only 8% have availed the appointment service ONCE and

2% availed TWICE

Awareness : Backend Service

• Out of these 16% respondents, only 2% have

availed the backend service

Surfing 6%

Actually saw the

show90%

WOM 4%

Awareness : Bhavishya Phal Show

Aware20%

Not Aware80%

Aware 16%

Not Aware 84%


IVR EXPIRIENCE

Disconnected from customer

end (10%)

Holding to get

connected (74%)

Hold Period % Respondents

<1min 41%

1-2mins 23%

2-3mins 9%

3-4mins 5%

4- 5mins 4%

5-10mins 7%

11-15mins 6%

16-20mins 2%

20-30mins 3%

High Call Charges (4%)

Balance not enough to participate (6%)

• 24% respondents out of all respondents were connected to the studio and spoke with

Live Astrologers

• On an average 3 attempts were made by all respondents

• All the respondents were able to get connected to 5664466 immediately

• 84% of the respondents faced problems after getting connected to 5664466

IVR Experience Of Customer

Source : Data tracked from CDR


Other Insights

Future participation :100% would like to call again to speak to our Live studio astrologers in future

Suggestions :

• 42% respondents said that the call rates should be reduced

• 30% respondents said that the calls should be received soon

• 20% respondents didn’t suggest anything , as they like the current show

• 6% respondents said the solutions should be send via sms so we don’t miss out on the information

• 2% requested the time for the show to be more early

Show Rating • Reasons for Excellent Rating (16%)

- 12% find the astrologers very good

- 4 % liked the solutions given by the astrologer

• Reasons for Good Rating (76%)

- 34% respondents said they like the show

- 14% respondents said they have faith on the astrologers

- 4% respondents said they trust and can follow Indu Ahuja blindly

-24% respondents said that people can get solution to their problems quickly

• Reasons for Average Rating (6%)

- 6% complained calls never get connected

• Reasons for Below Average Rating (2%) as find it fake

16%

76%

6%

0% 2%

Excellent

Good

Average

Below Average

Poor


Summary

Our TG :

• Bhavishya Phal show has maximum male participants

• There is participation from all the age groups

• Only 42% have disclosed their income details & Deprived Class remains as our maximum participants

• Maximum participants are from Service background ,followed by Self-employed category

• Maximum participants have graduation as their highest educational degree

• Majority of the participants (76%) have cable & satellite connection & majority of participants use

prepaid mobile service

Viewership & Participation:

• 50% respondents (ADDICTED) watch our show more than 5 times in a week

• 24% respondents (HEAVY USERS) participate on our show 3-4 times in a week

• 76% respondents say they call to seek advice about their work & family relations

• 76% respondents call instantly because they get instant solution to there problems

• 16% respondents also watch other Astro shows on television apart from our show

• 52% respondents prefer an early morning timing i.e. between 07.00-09.00am

• 94% respondents ranked Crystal Ball & Pendulum stream as RANK1


•44% said that remedies provided to them make them believe in Live astrologer

•54% respondents said yes for introduction of new service & A new service opportunity has emerged this time

of HEALTH,FITNESS &NUTRITION COUNSELING, which should be explored & thorough R&D be done

to track the demand & feasibility

• 28% respondents said the problem should get solved within 1 week

•90% respondents came to know about our show through TV show

•Only 20% respondents are aware about appointment service & out of this only 8% have availed the

appointment service ONCE and 2% availed TWICE

•Only 16% respondents are aware about backend service and only 2% have availed the backend service

• All the respondents were able to get connected to 5664466 immediately but 84% of the respondents faced

problems after getting connected to 5664466

• 12 respondents out of 50 respondents were connected to the studio and spoke with Live Astrologers

•100% have recommended the service to friends & family members

•100% would like to call again to speak to our Live studio astrologers in future

•42% respondents said that the call rates should be reduced

• 76% respondents rated the show as Good


Thank You

Bhavishya phal show analysis may new.om

Education

Transcript of Bhavishya phal show analysis may new.om