Search results

Success of a television game show requires brand‐building effort and brand value management like any other product. However, aspects of information, entertainment, novelty, instant gratification, and experience dimensions are more salient in game shows. This has been amply proven by the television game show Who Wants To Be A Millionaire. The purpose of this research is to explore why some entertainment products succeed, while others fail.

In this paper, we present the system dynamic model of brand management of the game show Kaun Banega Crorepati (KBC), the Indian version of Who Wants To Be A Millionaire. Initially, we present the reference mode behaviour, drawn from published data. In the dynamic model, we include factors such as channel popularity, host popularity, prize money, and competition that work towards building the viewership and influencing operational revenues. Computer‐based simulation and experimentalism are then applied as a research method to the model to explore its dynamic behaviour.

Our analysis shows that the right mix of host popularity, channel popularity and prize money has enabled KBC to achieve unprecedented success.

Validation of the model is based on the strength that the simulation results can replicate the reference mode behaviour and produce behaviour expected under extreme conditions. The validated model is used to draw what‐if scenarios, some of which resemble the experiences of competing game shows.

Understanding the dynamics of brand management of this game show can serve as an important tool for brand management of entertainment products. Further, the use of system dynamics for dynamic modelling of brand value has application in broader areas of marketing, and would be of interest to a wide managerial audience.

Because student viewership of video lectures serves as an important aspect of e-learning environments, video lectures should be delivered in a way that enhances the learning experience. The delivery of video lectures through diverse forms of media is a useful approach, which may have an effect on student learning, satisfaction, engagement and interest (LSEI), as well as future behavioral intentions (FBI). Furthermore, research has shown the value that LSEI has on learner achievement within online courses, as well as its value in regards to student intention to continue learning in such courses. The purpose of this study is to investigate the relationships between media diversity, LSEI and FBI in hopes of enhancing the e-learning experience.

This study surveyed a group of students (n = 88) who participated in cyber university classes in South Korea to investigate the correlations between media diversity and lecture viewership, effects of lecture viewership on LSEI and FBI, effects of media diversity on LSEI and FBI as well as the correlation between LSEI and FBI.

Results show no relationship between media diversity and viewership. Both lecture viewership and media diversity were positively correlated with LSEI. However, neither media diversity nor viewership was positively correlated with FBI. Finally, LSEI was positively correlated with FBI.

This paper looks at how video lectures affect LSEI. Past research has generally looked at learning, satisfaction, engagement and interest as separate entities that are affected by instructional aspects of online learning. Because of their interrelationships with each other, this study combines them as one construct, making a stronger case for their combined association.

The purpose of this study/paper is to propose a mathematical model that is able to predict the future popularity based on the view count of a particular YouTube video. Since the emergence of video-sharing sites from early 2005, YouTube has been pioneering in its performance and holds the largest share of internet traffic. YouTube plays a significant role in popularizing information on social network. For all social media sites, viewership is an important and vital component to measure diffusion on a video-sharing site, which is defined in terms of the number of view counts. In the era of social media marketing, companies demand an efficient system that can predict the popularity of video in advance. Diffusion prediction of video can help marketing firms and brand companies to inflate traffic and help the firms in generating revenue.

In the present work, viewership is studied as an important diffusion-affecting parameter pertaining to YouTube videos. Primarily, a mathematical diffusion model is proposed to predict YouTube video diffusion based on the varying situations of viewership. The proposal segregates the total number of viewers into two classes – neoterics viewers, i.e. viewers those viewing a video on a direct basis, and followers, i.e. viewers those watching under the influence.

The approach is supplemented with numerical illustration done on the real YouTube data set. Results prove that the proposed approach contributes significantly to predict viewership of video. The proposed model brings predicted viewership and its classification highly close to the true value.

Thereby, a behavioral rationale for the modeling and quantification is offered in terms of the two varied and yet connected classes of viewers – “neoterics” and “followers.”

The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences.

The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation.

The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform.

The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.

Previous research has solidly demonstrated that successful sports teams and athletes can sway purchase behavior and other critical outcomes (Braunstein-Minkove et al.; McEvoy; Bush et al.). The purpose of this paper is to explore the impact that a globally prominent sports team can have on perceptions of the country by foreigners. The importance of a country's image as a cue in consumer choice behavior is well recognized in the business literature. However, relatively little empirical research has been done in determining what factors influence the formation of country-of-origin (COO) image in the minds of potential consumers and tourists. The paper theorizes that loyalty and viewership of a country's sports team will be a significant predictor of COO image.

In all, 951 individuals from four different countries were surveyed to determine their loyalty and viewership of Manchester United Football Club and their perceptions of the geographic home of the team.

The results indicate significant effects of both team loyalty and team viewership on the COO image by foreigners, especially highlighting noteworthy differences between foreigners with strong loyalty toward the globally prominent sports team and foreigners with weak to nonexistent loyalty regarding the interaction of these effects.

Few studies have sought to empirically explore what factors influence the formation of COO image. The current research contributes to the ever growing COO image body of knowledge by demonstrating the importance that a globally prominent sports team can play in generating positive perceptions of a country by foreigners. The paper further demonstrates that a country should pursue opportunities that allow foreigners to watch the globally prominent sports team play.

The paper aims to examine the effect of levels of self-regulated effort (SRE) and levels of cognitive load on the watching and completing of video lectures used as the main source of instruction in online learning environments.

A survey provided data on the students’ engagement with video lectures, their level of SRE and the level of cognitive load they perceived while watching video lectures. The relationships between these variables and statistical significance were analyzed.

There were three key findings: a positive relationship between SRE and both watching and completing lectures; a negative relationship between SRE and perceptions of existing cognitive load; and students in different demographic groups watched fewer lectures, experienced higher cognitive load and reported lower levels of SRE.

Implications of this study are that video lecture creation would benefit from the development of best practices, consideration of students’ levels of self-regulation, minimization of extraneous load and individual differences among groups of students. Limitations are the context-specific nature of the findings and the fact that data were drawn from self-reported survey responses, meaning they are subjective in nature.

The originality of this paper lies in its investigation of relationship between SRE, cognitive load and video lecture viewership. No research of this topic could be found during the literature review. Findings are of value to those interested in reaping increased levels of video lecture viewership by showing elements that will encourage engagement, satisfaction and better transmission of instruction.

To understand: – the demand and supply side challenges in launching a new product in sports. – Factors, which go into the making of a successful “new” sport. – The role of planning in sport management.

In July 2017, on the eve of Pro Kabaddi League (PKL) Season 5, kabaddi had emerged as one of India’s most important non-cricketing sport. PKL was India’s first men’s professional kabaddi league, introduced by Mashal Sports and Star India in 2014. Kabaddi was an indigenous sport, and India had an unbeaten international track record as world champions. Yet, the sport and its players had never received their due in India. In 2017, while kabaddi’s popularity had increased, leading to sponsorship opportunities, huge player bids, prize money and television viewership, all was not quite hunky-dory. A women’s kabaddi league introduced only the previous year had not been continued, despite an extended format in 2017. The audience profile also did not match that envisaged by Star. As a unique creator of sports content, Star was in an enviable position in India; and so was Kabaddi as a sport. How had Star created a new property around an indigenous sport with rural and rustic associations, transforming it into a snazzy, up-market sport within just three years, even while leagues involving other popular sports failed to create a mark? Could Star sustain this interest? How could kabaddi retain its “star” position within Star’s stable?

In an undergraduate or a postgraduate programme in business administration.

Teaching notes are available for educators only.

CSS 11: Strategy.

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.

Data were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.

Three distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.

This research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

Advertising revenues are the primary source of income for cable television networks and the survival of a network strongly depends on the efficient management of its commercial inventory. Networks enter into advertising contracts that promise delivery of a certain number of impressions with specified demographic characteristics. However, the actual delivery of impressions is stochastic, and there is currently no systematic process to dynamically monitor and administer these contracts. This paper presents a model framework to manage this process through the efficient use of program promotions. Elements of the model are illustrated with data abstracted from an actual cable television network.

Wherever television is a commercial venture which earns a significant percentage of revenues from advertising, it tends to be transformed to better serve the needs of ad agencies and their clients. One oft raised complaint is that in an attempt to raise ratings and viewership, advertisers insist that shows cater to the “lowest common denominator” of society; as a result, quality programming is often compromised, eliminated, or banished to time periods when viewing is inconvenient. Programme diversity is also undermined. This paper suggests that the strategies of commercial television often restrict high quality programming even if the actual sponsors are committed to quality and diversity. This is done to create an environment which will best serve the majority of sponsors, and thus attract maximum advertising revenues. A history of Voice of Firestone (a long‐lived programme on U.S. Radio and TV) will be used as an example of this tendency. In an era when Europe is becoming more involved with commercial television, the lesson of such examples is especially significant.