Why do people watch Reality TV???

A case study cum Term Paper

Industry Perspective of Reality TV Shows In India, reality shows can be categorized as follows:
Reality shows in India

Planned Category shows: Shows which are taken from the concepts originated abroad Only framework provided by the creative heads of the channels, Scripted category shows: Shows may or may not be originated in India Framework and the script both are provided by the creative heads of the channels

Planned category Ex: Big Boss, Sach ka samna

Scripted category Ex: Date Trap, Emotional Atyachar

Creators Mind : Reality shows in India run by tickling human emotion in India ( ex: physically challenged, tough childhood/livelihood, financial ) Every reality show, tries to weave a story around every contestant Mapping of the story to sell, talent and revenue contributed by the contestant Every channel while designing a show must follow certain set of guidelines

Objectives of the study

To find out the factors responsible for preference to Reality TV To probe and identify possible consumer segments

Tools used
Factor Analysis Cluster Analysis

What is Factor Analysis (FA)?

FA and PCA (principal components analysis) are methods of data reduction
Take many variables and explain them with a few factors or components Correlated variables are grouped together and separated from other variables with low or no correlation

Patterns of correlations are identified and either used as descriptive (PCA) or as indicative of underlying theory (FA) Process of providing an operational definition for latent construct (through regression equation) FA and PCA are not much different than canonical correlation in terms of generating canonical variates from linear combinations of variables
Although there are now no sides of the equation And your not necessarily correlating the factors, components, variates, etc.

General Steps to FA
Step 1: Selecting and Measuring a set of variables in a given domain Step 2: Data screening in order to prepare the correlation matrix Step 3: Factor Extraction Step 4: Factor Rotation to increase interpretability Step 5: Interpretation Further Steps: Validation and Reliability of the measures

MEANING AND DEFINITION OF CLUSTER ANALYSIS

Exploratory data analysis tool for solving classification problems. A cluster is a group of relatively homogenous cases or observations.

Applied to data that have been recorded on interval scales such as 5-, 7-, or 10- point scales, but it can also be applied to continuous variable data.
Cluster analysis identifies interdependencies among variables.
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Importance of cluster analysis

Describe a sample in terms of a typology.

Predict the future behavior of population types.

Optimize functional processes.

Formulate hypothesis concerning the origin of the sample.

Assist in identification.

Measure the different effects of treatments on classes within the population.

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Cluster analysis is used for..

1.

Segmenting the market and determining the target markets.

2. Product positioning and new product development. 3. Selecting test markets.

Methodology
To find out the reasons behind peoples increasing preference or the popularity of the Reality TV shows, focus group discussions were carried out 3 FGD each lasting for 30 minutes in a group of 4 were arranged Secondary research was done to find out reasons behind this phenomenon Ultimately a list of 15 variables was finalised

Sampling Plan
80 70 60 50 40 30 20 10 0

Convenient Sampling was done. Sample size 159 Likert 5 point scale was used

Demographics of Suvey
71

20

24

31

Number 4

3 female 31- 40

male 15-23

female

male 24-30

female

male

1 male 41-50

2 female

1 male 50+

1 female

Distribution of respondents by age

5% 2% 1% 28% 64% 15-24 24-31 31-41 41-51 50+

Distribution of respondents by Gender

Female s Males 39% 61%

Results and Analysis

MS Excel was used for data recording SPSS was used for providing results

Testing the appropriateness of the factor model

For factor analysis, the variables must be correlated and if the correlations between the variables are small, the factor analysis may not be appropriate. Bartletts Test of Sphericity

H0 : Variables are uncorrelated in the population H0 : Population Correlation matrix is [I]

Or

KMO test is another test statistic to judge whether factor analysis is able to analyse the correlations taking place between the variables

KMO measure should be more than 0.5 and so the results indicate that the it is a good model

Bartletts test is able to reject the null hypothesis that

the variables are uncorrelated with 99.9% confidence level

Method of Factor Analysis

Principal Component analysis has been used as the focus is on finding the minimum number of factors that will account for maximum variance in the data. These factors are the principal components. Only those factors with Eigen values more than 1 are retained.

Four factors have been extracted based on Eigen Values. Together they account for 61.594% of the variance

Unrotated Factor Matrix

These coefficients represent correlations between factor and variables. Larger the absolute value more is the correlation. These can be used to interpret the factors However, a better interpretation results by rotation

Rotation
It doesnt affect the communalities and percentage of total variance explained But the percentage of total variance accounted for by the factor changes (Slide 6) Varimax procedure has been used It enhances the interpretability of the factor in terms of the variables

Rotated Factor Matrix

Interpretation of Factors
Identifying the variables that have large loadings on a same factor If a variable has a loading of >= 0.6 on a particular factor, then that variable forms a part of that factor Hence, the factors can be interpreted.

Grouping of Variables -> Factors

Var Variable name Factor 1 Factor 2 Factor 3 X X X X X Factor 4
VAR00001 Special and unusual acts performed by participants VAR00002 A platform to see talent VAR00003 Just to be informed of whats happening around

VAR00004 The people are not the real stars but if they can do it, even I can VAR00005 We get attached to the emotions of these people as they are like ourselves VAR00006 Helps to understand human mind and psychology of people VAR00007 Watching them getting rejected, we feel a sense of satisfaction. VAR00008 Increases my intelligence
VAR00009 To get sexual satisfaction /physical enjoyment VAR00010 Sense of competition

X
X X X

VAR00011 l like the judges

VAR00012 People plotting against each other VAR00013 Family drama/ wholse some entertainment VAR00014 teaches me how to handle success and failure in life VAR00015 I like a particular participant

X
X X

Interpretation
The number of variables have been reduced from 15 to 4 underlying factors. Factor 1

Sense of competition Likeness for the judges People plotting against each other Teaches how to handle success and failure in life Likeness for a particular participant

Therefore this factor can be interpreted as Format of the show

Factor 2
The people are not the real stars but if they can do it, even I can We get attached to the emotions of these people as they are like ourselves Watching them getting rejected, we feel a sense of satisfaction. Increases the intelligence

Therefore this factor can be interpreted as Self- Relatedness

Factor 3
Special and unusual acts performed by participants A platform to see talent Just to be informed of whats happening around

Therefore this factor can be interpreted as Entertainment Factor 4

To get sexual satisfaction /physical enjoyment

Therefore this factor can be interpreted as Physical Stimulus

Factor scores

Still to be done

Cluster Anlaysis
To map the consumers/ audience in distinct segments, the same data was analysed using Cluster analysis Likert scale used could be reproduced as:
1-strong disagreement 2-disagreement 3-neutral 4-agreement 5-strong disagreement

The analysis of output

1st stage Hierarchical Cluster Analysis

2nd stage K-means (Quick Cluster) with a predetermined number of clusters specified.

Agglomeration schedule

MR\reality tv\results hierarch cluster.xls

This agglomeration schedule is as per Hierarchical Analysis Decision of number of clusters is to be made. Range selected is 2-5

Number of Clusters
Using high relative difference as the criteria, no of clusters = 2 Also going by the dendogram, two clusters are being observed Going by the frequency of the clusters appearing against the cases in membership table MR\reality tv\results hierarch cluster membership.xls

(contd. On next slide)

Number of Clusters.
Number of clusters 5 4 3 2 Members Members Members Members Members of Cluster of Cluster of Cluster of Cluster of Cluster 1 2 3 4 5 19 44 62 64 63 74 74 95 25 23 23 23 18 9

Thus number of clusters should be either 2 or 3 as the number of members need to be significant in each cluster.

K means ( Quick Cluster)

For 4 cluster solution

For 3 cluster solution

Cluster Interpretations
MR\reality tv\results hierarch cluster final cluster centres.xls Cluster 1 consists of people

Neutral towards activities performed by participants on shows and the talent that is shown They disagree with watching these shows just to know whats happening around and do not get attached to the emotions of the people They do not feel that these shows add to their intelligence They really do not feel any sense of satisfaction upon seeing the rejections in these shows and also do not experience any physical pleasure They are neutral to the idea of putting themselves into the shoes of participants and the idea that these shows helps them to understand human psychology.