Abstract

The case 'Failure of Zee's Sawaal Dus Crore ka' deals with the programming strategies followed by two rival satellite television channels, Zee TV and Star Plus, in the Indian market. The success of Star Plus' pioneering gameshow effort 'Kaun Banega Crorepati' (KBC) forced rival Zee TV to come up with its own gameshow 'Sawaal Dus Crore Ka' (SDCK). The case examines in details the mistakes committed by Zee TV, which eventually led to the failure of SDCK.The case is so structured as to induce students to think about the merits and demerits of game shows offering a large amount as prize money to garner viewership. Students should be able to understand the importance of TRP's to garner the advertising revenue - an important source of income for the channels. The tutor can use the discussion to bring out the circumstances, which forced Zee TV to come up with SDCK, followed by studying in detail the reasons for its failure.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• TV Programming Strategies
• Indian Satellite Television Market.

Keywords

Failure, Zee, Sawaal Dus Crore ka, programming, rival, satellite, television, channels, Zee TV, Star Plus, Indian market, Kaun Banega Crorepati, KBC, SDCK, mistakes, demerits, game shows, prize, money, viewership, TRP, advertising, Indian Television scenario, private players