Abstract:

This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing requires much more than pure quantitative or qualitative techniques. TAM India has been conducting a variety of experiments to uncover insight into viewership behavior. One of these experiments has yielded very encouraging results and the attempt of this paper is to describe the process and the results thereof. For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used. This means that a common sample now yielded both viewership minute-to-minute data and qualitative insights. This is what allows a broadcaster to study the 'why' behind past viewing patterns and use the learnings for his future activities.