It’s Showtime !

Life is more meaningful than a dream half lived and the flight we take is a step

closer to our dream coming true

To become a dream homemaker she forgot her own dreams. Now we give her that opportunity to soar high and give a better meaning to her life. Join us in this

inspirational journey!

Khwabon Ke Parinday

Background Study

Most viewed shows categorized by channels

Afternoon viewership patterns

Star Plus commands the maximum viewership in

afternoon slots

Zee TV and Colors perform the second and

third best, respectively, during

afternoon slots

Most shows during the afternoon are repeat telecasts of prime time

programming

This presents a benchmarking profile for

the category of shows that prove promising

Day part viewership: Working Days (1pm to 4pm) Day part viewership: Weekends (1pm to 4pm)

Source: Indian Readership Survey

Weekdays’ prototype

Weekends’ prototype

A lot of repeat telecast includes higher grossing shows ranging for drama genre to reality TV

A section of the mix is attributed to young adults

Weekdays feature a reality TV show pertaining to cooking

The weekend mix includes showcase for an important episode from one of the higher grossing shows

Movie screening is also added to the daypart plan for slots during weekends occasionally

Afternoon slots for Star Plus

Weekdays’ prototype

Weekends’ prototype

The mix for Zee includes less variety in terms of diverse appeal

The reality based show, Saregamapa, is less TG specific

The movie slot timing for weekends is a little pushed off which makes it easier for home makers to manage their morning to

noon routine and follow through the screening

Zee includes a compilation screening of best parts and segments from popular shows during weekends

The frequency of higher grossing shows is less during weekend aternoon slots

Afternoon slots for Zee TV

Colors adopts a strong mix of genres in terms of content being served during weekday afternoon slots

Colors involves all its highest grossing shows in the mix put together for the afternoon television slots

There is almost no focus on reality show screening post big boss wipeout for the season

‘Comedy Nights with Kapil’ introduces a different flavour to the regular prototypes for programming mixes during afternoon slots

The weekend afternoon programming does not cater to any specific TG and the content delivery operates within the generic space

Afternoon slots for Colors

Weekdays’ prototype

Weekends’ prototype

Insights and Recommendations

• Almost none of the reality shows streamed during these slots are TG centric

• A low level of interactive involvement works better for afternoon slots

• For reality shows, the support of a celebrity (host/participant) is crucial for success

• Most of the viewers for Hindi GECs include home-makers, senior citizens and children

• A major chunk of this TG prefers intensely emotion-driven content

• Most content streamed in afternoons involve repeat telecasts (including reality shows)

Defining our Target Group• Home makers constitute the biggest segment of the viewership for afternoon slots

• It becomes important to focus on them as they also serve as influencers for other minor sections of the viewership (afternoon slots)

• No current reality TV show drives a concept that caters to them as a central TG

SegmentationDemographics

• Geographic: Tier-I, II cities, metros, towns and semi-urban areas across regions (N,S,E,W)

• Demographic: 25-49 years, middle-class homemakers, A1, A2, B1, B2, C

Psychographics

• The middle-class homemaker, who has always sacrificed her passions and dreams keeping them on the backburner as she grew up to assume a hoard of responsibilities

• She still has that hidden spark of ambition which is cloaked under her daily chores and family expectations

A day in the life of a home-maker

• A reality television show focused on empowering the homemaker by giving her the opportunity to fulfill her dreams and become what she truly wants to be

• To become “the dream homemaker” that her family wants her to be, she has forgotten what her dreams once were. We give her that opportunity to fulfill her dreams by exploring her talents and competencies.

• The show is a promising avenue which enables her to develop into a woman whose family prides over her and propels her to become a community idol while she manages to inspire a million hopeful hearts

The Concept

Khwabon Ke ParindaySac huE Sapne ………

• Homemakers actively seek content that is more relatable, relevant and gives them a dose of emotional and entertainment value

• The show concept aimed at inspiring women will draw good buzz, word-of-mouth among women social groups and leverage the ‘social conscious’ quotient via media coverage and brand associations

• Our concept thus aims at striking the fine balance between intensity and entertainment

Rationale behind the concept

Perceptual Mapping

Comedy Nights with Kapil

Bigg Boss

Roadies

KBC

Dance India Dance

Indian Idol

Jhalak Dikhla ja

Splitsvilla

Khatron ke Khiladi

India's Got Talent

Masterchef

Satyamev Jayate

Khwabon Ke Parinday

Reality television genre orientation

Expe

rienc

e ce

ntric

Celebrity centric

• This info-graphic tries to map the genre orientation for various well performing reality tv shows

• The area is divided on basis of celebrity vs community involvement focus (vertical axis) & experience-led content vs talent platform (horizontal axis)

• Different reality TV shows have been presented in the grid

• Khwabon Ke Parinday registers as a highly inclusive offering which has a negotiable mix of experience led and talent promotion mix orientation

Community inclusive

Tale

nt P

latf

orm

• Same network promotions including (GEC’s, News channels, Food channels etc.

• Along with Hoardings, making use of the other visibility options present at TG’s frequently visited places like I. Retail outlets (Food bazar, Local supermarkets) II. Transit media (Posters in Rickshaws, Local Buses etc)

• Radio shows essentially catering to homemakers

Marketing touch points

Outdoor Marketing

• Kiosks , Standees and other In store promotions in Retail Outlets

• Thought Provoking posters at bazaars in regional languages

• Affiliations with the nearby community centres , parks and clubs

• Transit marketing options in public transports like Rickshaws , Buses & Trains

Pre POST

SOCIAL MEDIA

MOBILESMS

Brand associations

• The concept of the show signifies ‘Women Empowerment’.

• It has to ability to inspire & motivate other women to accomplish their long lost dream

• Hence the brands associated with the show should have a similar personality.

Potential brand affiliations

Show FormatEpisodes aired on Monday, Wednesday and Friday from 4-5 PM

Auditions to be conducted across 18 towns and cities to shortlist final contestants

MON : Story 1 (Subject A)

WED : Story 2 (Subject B)

FRI: A common platform from where women A & B together interact with audience with a Q&A session inspire action and bring change in other women’s lives

Maha Shakti – Grand Finale episode: Bringing all the different women participants together on a podium as a live event for a speaker/interaction session.

Celebrity invites for finale episodefeaturing leading bollywood actors and actresses, social activists and musicians. Celebrating the spirit of successful homemakers.

Show timeline : 8 weeks (8x3= 24 episodes) + 1 Maha Episode (Finale)

Segment 1(15 min) Kahaani (The Past): The background story of the homemaker tracing her childhood, her life struggles and a typical day in her life. Covers the aspects of how she never got an opportunity to pursue her passion.

Segment 2(15 min) Justajoo (Grooming Phase): Make over, skill-development workshops, expert interactions, personality development and training sessions

Segment 3(15 min) Udaan (The Future): Showcasing the talent of homemaker in a workable environment and her journey towards tasting the first fruits of success by utilizing her full potential

PARTICIPANT SELECTION PROCESS

• Invitations for participating in the TV show by sending her dreams in “Khawaabon Ke

Parinday” contest • Entry forms in Hindi and regional language dailies

Fields for episodic content

| MUSIC | | DANCE | | FASHION DESIGN | | INTERIOR DECORATOR | | SOCIAL WORKER| | ENTREPRENEUR | | EVENT ORGANIZER || ARTIST |

Host For The Show -Impressive personality

- Popular among the target audience

- Perception of a good and supporting husband

- Can connect to the target audience for the show

- Good communication and understanding for the daily work of the housewife

Sample Persona: Salma

Salma, a 31 yr-old housewife from Aligarh, dropped out of her B.A. degree

due to her marriage and family compulsions. Had a hidden desire of

pursuing her passion of interior designing. The show gives her the

platform to participate in skill-development workshops, interact with

experts and consultants and develop her skills. She ends up designing interiors for a store in her locality and later on giving

a makeover to her home, pleasantly surprising her husband and kids.

#1

Sample Persona: Nidhi

Nidhi, a 33 yr-old homemaker from Jabalpur, couldn’t pursue her passion of

being a fashion designer, due to motherhood and marriage. She gets an outlet to upgrade her skills and opportunity to be trained by

top fashion designers. Honing her expertise, she goes on to becoming a

fashion designer in the local beauty pageant organized by Femina. The show gives her dream a direction and she gets inspired to

find a balance between a homemaker and a fashion designer.

#2

Sample Persona: Manjeet

Manjeet, a 38 yr-old homemaker from Kapurthala, always wanted to work for child

welfare but never got to learn how to go about it. The show gave her a platform to

take part in an exclusive social activism training and entrepreneurial skills workshop

conducted by TISS and attend speaker sessions by renowned activitists. She is

supported in her pursuit of finally open a self-sustaining non-profit organization for child welfare, while balancing her duties of

being a homemaker.

#3

Sample Persona: Kaveri

Kaveri, a 35 yr-old homemaker from Coimbatore, won a lot of classical

singing competitions but her family duties made her quit her singing

ambitions and she almost forgot her passion for singing. Through the show, she got trained by classical

music maestros and this rekindled her passion. She went on to become a

classical music teacher at a renowned school and also sing at events and

music festivals.

#4

SWOT ANALYSISSTRENGTH

Empowering women

Driving progressive social change

A more relatable concept for homemakers

Building greater audience connect with interactivity

THREATA draw towards cooking show preferences

Afternoon slot being looked upon as passive viewing

Competition from comedy and entertainment talent shows

WEAKNESSBordering slightly on serious and intense viewing

Afternoon slot preconditioned for light viewing

OPPORTUNITYBased on strong insight of unfulfilled desires of

homemakers

Catching the pulse of the target audience

A novel and unexplored concept

Building great PR opportunities and self-driven through earned media

Khawaabon keparinde

PRODUCTION BUDGET ESTIMATEProduction: 1,50,00,000Host remuneration: 30,00,000Expert/Consultants fee: 2,00,00,000Maha-shakti episode: 70,00,000Celebrity associations: 1,50,00,000

Total : Rs.6,00,00,000 (6 cr)

CONCEPT FEASIBILITY & INNOVATION

• The reality show concept is practical and highly feasible considering the cost-effective production cost compared to the average expensive reality shows

• A woman-centric reality show format never been done before where women get to bring about a positive change in their lives and become inspirational idols among their community

• Homemakers are involved and engaged with an interactive show format which features relatable stories and provides avenues/platforms for interactions

• Adds more diversity to Zee’s overall program mix portfolio

THE FRIDAY Mega EPISODE

• Event to bring together women participants from Monday-Wednesday episode from the respective week and give them a common platform to interact with live audience

• Friday Live event to be conducted at neighborhoods/societies/malls chosen by public voting

• Event to feature live audience interactions as well as telephonic Q&A engagement

• Inspire action and bring progressive change in other women’s lives

How our show is better than the others

Khwaabon Ke ParindeFresh Content

Exclusive show timingsNon Fiction

Promotes Women EmpowermentThought provoking

Invokes Self belief & hope

Other General Entertainment ShowsMonotonous Content

Repeated show timingsFiction and Intense Stereotypes women Emotionally Inclined Invokes sentiments

Submitted by: Team Name: Buoys (SIMC, Pune)Abhimanyu Govind

Rahul KaulAkshay ChandraGaurav Bhagtani

Indrajit DasContact: abhimanyu.govind15@simc.edu; 9881323896