1. Participatory Content Programming
on Indian Television- Current Status
and Scope
MBA in Media and Entertainment
Project Guide-
Dr. John Lee Jr.
Shashank Aggarwal
Roll: 092516032
MBA (New & Interactive Media)
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2. Participatory television content prompts a viewer to participate in a TV show
using some form of interactivity and in the process turning a passive viewer
in to an active viewer.
Mobile- 550 million
active users
TV- 140 mn TV
households
Responses and
revenues come
through:
•SMS
•IVR
•WAP applications
Producer urges viewers
Participate in the contests, games, etc
Win a gratification
Announced instantly
UNIQUENESS
Participatory content uses “pull mechanism” to
attract the viewer and ensure than the viewer
understands the format, decides for himself and
responds thereby.
Introduction
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Slots played on
•Late night time-
band
•Dead bands

3. • Average time spent per day on TV is 2-3 hours
only while it is US – 5 Hours
• Late night viewing in India is very low
• TV is not very much interactive like the internet
• Time bands with low viewership generate very
little revenues for broadcasters
• Revenue models for TV content on platforms
like Mobile and internet are still being worked
out
Problems in the current TV
Scenario
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4. Objectives
• To Study how Participatory Content is
currently doing in India
• To study the various platforms on which
participatory content can work
• To probe into the future of participatory
content (challenges and opportunities)
Participatory Content
Programming on Indian
Television- Current Status and
Scope
PROJECT TITLE
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5. Research Methodology
Secondary Data
1. Bytes of eminent people from television
2. Earnings Report Cellcast UK
3. Research Reports on Interactive content
4. Case Study – “Pull Mechanism”
Primary Research
Interviews of people from the
Participatory content fraternity
1. Atul Sharma, AVP Tangerine Ent.
2. Mr. Saurabh Chakrabarti, Associate
VP, Cellcast
3. MRS. RU Ediriwira- Ex. National IT
Head, INX
4. MRS. Bhavana Chand, Content
Producer-Cellcast
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6. Future Scope
Cost of
production of
formats
SMS to TV
reports
Current Status
of Participatory
Content
How slots are
bought on TV
Challenges for
participatory
content
Competitors
Platforms for
Participatory
content
Scope for a full
time channel
Problems in
the current TV
Scenario
Opportunities
Revenue
streams
Revenue
Sharing
Late night
viewership
Brand
Perception
How Short
codes are
generated
Comparison in
revenues with
regular TV
slots
QUESTIONS PROBED INTO
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7. Objective 1- Study of current status of
Participatory content
 Nascent Stage
 Cellcast, pioneer has more than 8 hours original programming
across several channels
 No Competition in this space
 Popular shows- bid2win, Bollywood Bonanza,
 Zee, NDTV Imagine, Zoom, Raj TV, Sun TV, Star – Key Takers
 400% revenue increase 2009-2010
 300% more revenues than dead band slot revenue (Cellcast UK)
 Double revenues than teleshopping
 Huge potential
 Platforms currently include- TV, Internet, Mobile
 A prime example is a show Bid2Win on NDTV Imagine, which
received 30 million responses from 2.5 million individuals
within span of one year.
 Year analysis- 32 cr revenues(SMS-IVR-WAP) Costs- 25cr approx
(Programming, Slot Buying, Short code, teleco sharing)
DATA ANALYSIS BASED ON
FINDINGS
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8. Objective 2- Platforms on which Participatory
content can work on
•TV- Cable, DTH, IPTV- Currently
•Mobile- Future (Working on a model)
•Internet (Bid2win and other shows in
future)
•Gaming consoles- Nintendo, PSP, Ipod
and Smart Devices (Future)
DATA ANALYSIS BASED ON
FINDINGS
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9. Objective 3- To probe into the future of participatory
content (challenges and opportunities
CHALLENGES
 Average time spent on TV still
low
 Number of mobile users
inflated, actual active users 550
mn
 Buying slots on TV Channels at
the right time as required, a
challenge
 Brand perception for certain
show formats
 Building infrastructure, trust
and distribution platforms for
full time channel
OPPORTUNITIES
 Innovative formats
 Foray into Job Search, humour,
jokes, jobs, reverse auctions, etc
 Software to support multiple
participation coming up
 Number of TV households and
mobile users increasing
 Full time channel slated to launch
 Huge market to be explored as
yet
 Multiple platforms to be targeted
 Increase late night viewing of TV
DATA ANALYSIS BASED ON
FINDINGS
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10. THANK YOU
END
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