The Failure of Zee’s Sawaal Dus Crore Ka
Programming Strategies, Satellite Television
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.
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