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The Failure of Zee's Sawaal Dus Crore Ka

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR004 Electronic Format: Rs. 200;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Case Length : 9 Pages
Period : 1991 - 2001
Pub. Date : 2001
Teaching Note : Available
Organization : Zee TV, Star TV
Industry : Media and Entertainment
Countries : India


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. At the end of the case-discussion, the students should have an understanding of the following issues:

-The Indian Television scenario after private players were permitted to enter the market, the emergence of Zee as a leader, with its unique programming mix and the threat it posed to STAR.

-The factors that made Zee opt for the programming of SDCK.


Programming Strategies, Satellite Television


  Page No.
Flop Show 1
The Background 2
The Star Offensive - KBC 3
The Zee Defensive - SDCK 4
Reality Bites 5


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

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