Cellcast Confidential & Proprietary
Presentation Flow
1. Channel Performance
2. Demographics of the customers
3. Viewership & Participation pattern
4. Show Content Response
5. IVR
6. Suggestions & Future participation
7. Summary
Cellcast Confidential & Proprietary
Bhavishya phal HSM National : Reach - MOU’s
0
500
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3500
4000
HSM NATIONAL
Tho
usa
nd
s
APR REACH MAY REACH APR MOU MAY MOU4% 3%
5% 5%
Cellcast Confidential & Proprietary
Bhavishya phal week wise performance
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
08:30 09:00 09:30
Rea
ch (
00
0’s
)
Cellcast Confidential & Proprietary
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
NEWS 24 April Reach NEWS24 May Reach
0% 0%-47%
54%
-62%
0%
-100%
185%
-25% 53%
0%
19%
13%
0%
-46%
139%
Bhavishya phal April – May Reach %
Cellcast Confidential & Proprietary
0 0
27
00
0
16
40
00
70
00
0
0 0
22
60
00
10
40
00
12
60
00
32
00
0
63
00
00
11
90
00
12
00
0
22
00
00
14
00
0
49
19
76
25
21
26
7
92
71
1
26
12
3
75
51
20
3
47
45
4
40
93
8
34
19
8
78
91
17
92
53
28
93
4
26
35
63
34
4
76
79
0
100000
200000
300000
400000
500000
600000
700000
NEWS24 May Reach May MOU's
Bhavishya phal May - Reach MOU’s
Cellcast Confidential & Proprietary
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Apr MOU May MOU's
38% 1%
0%
1%
-4%
11% -14%
0% -14%
3%
15%
47%
-20%
5%
-2%
4%
Bhavishya Phal April - May MOU %
Cellcast Confidential & Proprietary
REACH VIS-À-VIS MOU
Avg UU /Avg
Reach
Avg Calls/ Avg
UU
Avg
MOU/Avg.UU
Avg MOU/
Avg Call
5% 1.71 times 4.32 MOUs2Mins 31secs
•On an average 1,30,897 people watching our show per day, 5% are participating on our
show
•Every Unique User giving average calls 1.71 ( times)
•Every Unique User is generating average 4.32 MOUs
•Averagely each call spends 2 mins 31 secs
Cumulative Reach Avg / Day
Reach 3,796,000 130,897
MOU 760,031 26,208
Calls 300,806 10,373
UU 175,566 6,054
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Male 60%
Female40%
<17yrs 6%
18-25yrs 22%
26-35yrs 34%
36-50yrs 28%
>50yrs 10%
GENDER AGE GROUP
Demographics
• Bhavishya Phal show has
maximum male participants
• There is participation from all
the age groups
20%16%
12%
4%0%
48%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
INCOME
34%
22%
4% 4%
20%16%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
OCCUPATION
18% 18%
26%30%
6%2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
EDUCATION
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C&S74%
DTH26%
Prepaid 76%
Postpaid 24%
PREPAID /POST PAID CONNECTION
Type Of Connection
CABLE & SATELLITE/DTH
The following table depicts:
• The number of prepaid & postpaid users having C&S connection in their homes
•The number of prepaid & postpaid users having DTH connection in their homes
Respondents/ Type
of Connection users
(%)
BHAVISHYA PHAL SHOW
C&S DTH
PREPAID
USERS
POSTPAID
USERS
TOTAL
C&S
PREPAID
USERS
POSTPAID
USERS
TOTAL
DTH
58% 16% 74% 18% 8% 26%
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Their viewing habits
Research Findings:
• 50% respondents (ADDICTED) watch our show more
than 5 times in a week
• 32% respondents (LIGHT USERS) watch our show at
least once or twice in a week
Reasons for watching only once/twice-
- Busy with office work (14%)
- No time (8%)
- In college (4%)
- Busy on household work (2%)
• 18% respondents (HEAVY USERS) watch our show 3-4
times in a week
Reasons for not watching our show more frequently are-
- Busy with work (10%)
- Busy travelling to college (2%)
- No time (6%)
• There are no first timers and nobody has stopped
watching our show.
0%
32%
18%
50%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First Timer
Light User
Heavy User
Addict User
Stopped
Viewers have been bifurcated as :
First time watchers (Recently started watching)
LIGHT USER: Watches 1-2 times in a week
HEAVY USER: Watches 3-4 times in a week
ADDICT: Watches 5 times and above in a week
Stopped : Stopped watching
Cellcast Confidential & Proprietary
Research Findings:
• 66% respondents (LIGHT USERS) participate on our
show at least once or twice in a week
Reasons for participating only once/twice on our show-
- Call rates are high (38%)
- No Time (18%)
- Busy with work (6%)
- Busy with household work(4%)
• 24% respondents (HEAVY USERS) participate on our
show 3-4 times in a week
Reasons for not participating on our show more frequently
are-
- Call rates are high (18%)
- Calls always put on hold (2%)
• Only 8% respondents (ADDICTED) participate on our
show more than 5 times in a week
• Only 2% are first timers whereas nobody has stopped
participating on our show
2%
66%
24%
8%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First Timer Light User Heavy User
Addict User
Stopped
Their participation patterns
Participants have been bifurcated as :
First timer(Recently started participating)
LIGHT USER: Participates 1-2 times in a week
HEAVY USER: Participates 3-4 times in a week
ADDICT: Participates 5 times and above in a week
Stopped : Stopped participating
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Comparative Data
VIEWERSHIP
PATTERN
OBSERVATIONS MADE:
1. The Addicts remain constant whereas the heavy participation has increased by 71%
2. Many respondents have shifted from light participation to heavy participation
3. Nobody has stopped participating on our show since the past 3 months
Comparison Feb 2010 April 2010 May 2010
Rare/Light 10% 38% 32%
Occ./Heavy 24% 24% 18%
Reg./Addict 66% 36% 50%
Stopped 0% 2% 0%
Comparison Feb 2010 April 2010 May 2010
Rare/Light 62% 76% 68%
Occ./Heavy 22% 14% 24%
Reg./Addict 16% 8% 8%
Stopped 0% 0% 0%
PARTICIPATION
PATTERN
OBSERVATIONS MADE:
1. Despite a dip in the no. of addicts last month, there is a 38% increase this month
2. Many respondents this month have started watching our show on a regular basis
3. Nobody has stopped watching our show
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Reason for seeking an advice from astrologers
Why Bhavishya Phal show ?
What made them instantly call on Bhavishya
Phal show to speak to the Live astrologers ?
76%
20%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
For instant solutions
For future decisions
For peace of mind
76%
16%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Instant solutions
Astrologers are good
Easy remedies
Peace of Mind
Special mention was done for Indu Ahuja as a good
astrologer by 10% respondents
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Response on watching other Astro shows
• 12% respondents also watch other Astro shows on television apart from our show
Astro Shows Channel Name &
Time Slot
Rating % Respondents
Rashifal (Daily
Forecasts)
Aaj Tak Excellent show (Daily
forecasts)
2%
Tez Taare Aaj Tak (11.30hrs) Very Good Show (for the
astrologers)
2%
Daati Maharaj Live News 24 (09.00hrs) Good Show for astrologer 6%
Teen Deviyan Star News (07.00 &
08.30hrs)
Good Show (Good stream-
Tarot Card-Instant
predictions)
2%
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Astrologer (Counselor -38%)
- Astrologer will solve my problem (34%)
- The route to my future decisions (4%)
TV Show
-USP – Just call and they solve my problems instantly
- Attentive & knowledgeable astrologers (28% ) especially Indu Ahuja (10%)
- Strong IVR service
IVR
- Put on Hold (4% respondents)
Streams & Predictions (20%)
Varied range of streams in order of popularity-
- Crystal Ball & Pendulum(12%)
- Tarot Card (4%)
- Vedic (2%)
- Angel Card Healing (2%)
The Way Forward
Enhance assurance on QUALITY
of service provided by 2 key
quality parameters:
1. Technical Competence in
terms of faster customer
connectivity
2. Quality in Astrologer
counseling
Customer Feedback regarding one thing they like/dislike about Bhavishya Phal
Wellness factors of BP show:
• USP of interactive TV Show
with counseling
• On the spot customized solutions
for each customer
Challenging factors for BP
show:
• Customers are time conscious
and their fluctuations in
participation pattern depends
majorly on this
Cellcast Confidential & Proprietary
Kind of problem faced
• Observation: Since the past two months, there are many respondents with family problem
• The Way Forward:
1. During the live show, astrologer should project himself/herself as a counselor for family issues
2. Also she should emphasize on family bonding, optimism in a bright career and herself to be that
route to their future decisions
Family 40%
Career & Study 18%
Future 14%
Personal 10%
Work 8%
Finance6%
Health 2%
Business2%
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Feedback about Astrologers during the LIVE studio call
Feedback about Astrologers during LIVE studio call
Indu Ahuja(Total-38 respondents & 4/5respondents interviewed everyday for 8days )
Karmel(Total-12 respondents & 3 respondents interviewed everyday for 4 days)
Her predictions All are satisfied with her predictions, they find it believableAnd 6% respondents said they blindly trust her predictions as previous solutions given by her have successfully solved their problems
All are satisfied with her predictions
Her Stream Stream: Crystal Ball & Pendulum16% have rated her stream very good because they are able to understand stream and rest 60% rated it good
Stream: Tarot Card Reader22% respondents rate her stream as good2% respondents rate her stream as Excellent
Her communication style/skills 34% find her communication style fast paced 20% find her communication style normal paced22% find her communication style slow paced
20% find her communication style fast paced4% find her communication style normal paced
Her language & comprehension All find the astrologers language very easy All find her language to be easy andunderstandable
Her remedies/solns. 42% have understood and are satisfied with the solutions/remedies whereas 34% have requested for the astrologer to go slow during solutions for ease to note down
4 % have understood the solutions/remedies clearly whereas 20% understood find it difficult to note down the solutions as she was fast
Grooming of Astrologers 39% find her well groomed and perfectly dressed37% find her looks & outfit as good
16% find her outfit and styling perfectly suitedthe astrologer8% find her looks & outfit as good
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Other Insights Ranking for the current streams- (1st May-20th May episodes)
Credibility : Live Astrologers
Response on the show timings preferred
94%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Crystal Ball & Pendulum Tarot Card
Rank-1
Rank-1
44%40%
6% 6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Remedies are belivable
Expertise of Astrologers about their
stream
Assurance in their Speech
Stream-wise Prediction
No comments
Current timing is suitable
48%
Prefer 07.00-
09.00am52%
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Other Insights Opportunity For Introduction Of A Service (New Product Lines)
NIL response for Psychiatrist Counseling
A new service opportunity has
emerged this time of
HEALTH,FITNESS
&NUTRITION
COUNSELING, which should be
explored & thorough R&D be
done to track the demand &
feasibility
54%
46%
Yes we would like to avail new services also
No we don’t prefer any new services30%
12%
2%
10%
0%
10%
20%
30%
40%
50%
Career Counseling
Religious Service
Matrimony Service
Nutrition & Fitness
Counseling
Yes
No
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Awareness about show & servicesAwareness : Appointment Service
• Out of 20% respondents who are aware about the appointment
service only 8% have availed the appointment service ONCE and
2% availed TWICE
Awareness : Backend Service
• Out of these 16% respondents, only 2% have
availed the backend service
Surfing 6%
Actually saw the
show90%
WOM 4%
Awareness : Bhavishya Phal Show
Aware20%
Not Aware80%
Aware 16%
Not Aware 84%
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IVR EXPIRIENCE
Disconnected from customer
end (10%)
Holding to get
connected (74%)
Hold Period % Respondents
<1min 41%
1-2mins 23%
2-3mins 9%
3-4mins 5%
4- 5mins 4%
5-10mins 7%
11-15mins 6%
16-20mins 2%
20-30mins 3%
High Call Charges (4%)
Balance not enough to participate (6%)
• 24% respondents out of all respondents were connected to the studio and spoke with
Live Astrologers
• On an average 3 attempts were made by all respondents
• All the respondents were able to get connected to 5664466 immediately
• 84% of the respondents faced problems after getting connected to 5664466
IVR Experience Of Customer
Source : Data tracked from CDR
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Other Insights
Future participation :100% would like to call again to speak to our Live studio astrologers in future
Suggestions :
• 42% respondents said that the call rates should be reduced
• 30% respondents said that the calls should be received soon
• 20% respondents didn’t suggest anything , as they like the current show
• 6% respondents said the solutions should be send via sms so we don’t miss out on the information
• 2% requested the time for the show to be more early
Show Rating • Reasons for Excellent Rating (16%)
- 12% find the astrologers very good
- 4 % liked the solutions given by the astrologer
• Reasons for Good Rating (76%)
- 34% respondents said they like the show
- 14% respondents said they have faith on the astrologers
- 4% respondents said they trust and can follow Indu Ahuja blindly
-24% respondents said that people can get solution to their problems quickly
• Reasons for Average Rating (6%)
- 6% complained calls never get connected
• Reasons for Below Average Rating (2%) as find it fake
16%
76%
6%
0% 2%
Excellent
Good
Average
Below Average
Poor
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Summary
Our TG :
• Bhavishya Phal show has maximum male participants
• There is participation from all the age groups
• Only 42% have disclosed their income details & Deprived Class remains as our maximum participants
• Maximum participants are from Service background ,followed by Self-employed category
• Maximum participants have graduation as their highest educational degree
• Majority of the participants (76%) have cable & satellite connection & majority of participants use
prepaid mobile service
Viewership & Participation:
• 50% respondents (ADDICTED) watch our show more than 5 times in a week
• 24% respondents (HEAVY USERS) participate on our show 3-4 times in a week
• 76% respondents say they call to seek advice about their work & family relations
• 76% respondents call instantly because they get instant solution to there problems
• 16% respondents also watch other Astro shows on television apart from our show
• 52% respondents prefer an early morning timing i.e. between 07.00-09.00am
• 94% respondents ranked Crystal Ball & Pendulum stream as RANK1
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•44% said that remedies provided to them make them believe in Live astrologer
•54% respondents said yes for introduction of new service & A new service opportunity has emerged this time
of HEALTH,FITNESS &NUTRITION COUNSELING, which should be explored & thorough R&D be done
to track the demand & feasibility
• 28% respondents said the problem should get solved within 1 week
•90% respondents came to know about our show through TV show
•Only 20% respondents are aware about appointment service & out of this only 8% have availed the
appointment service ONCE and 2% availed TWICE
•Only 16% respondents are aware about backend service and only 2% have availed the backend service
• All the respondents were able to get connected to 5664466 immediately but 84% of the respondents faced
problems after getting connected to 5664466
• 12 respondents out of 50 respondents were connected to the studio and spoke with Live Astrologers
•100% have recommended the service to friends & family members
•100% would like to call again to speak to our Live studio astrologers in future
•42% respondents said that the call rates should be reduced
• 76% respondents rated the show as Good