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1Mr. Pranav Ranjan is an Assistant Professor of Marketing in the Department of Management, NIIT University. He had previously worked at Tata Steel, Jamshedpur, in the works division of the Mechanical Maintenance and Operations department. His research papers have been published in journals of national and international repute in the area of Marketing. He can be reached at pranav.ranjan@niituniversity.in/profpranav@gmail.com
2Ms. Razia Sehdev is an Assistant Professor in the Department of Management at the Lovely Professional University. She is an avid researcher and has several research papers to her credit. She can be reached at razia28sehdev@gmail.com/razia.sehdev@lpu.co.in
3Dr. Yuvraj Bhatnagar is a Professor and Director in the Department of Management, GNIIT, Greater Noida. He can be reached at yuvrajanshu@gmail.com
In India, reality shows hosted by celebrities have become salient execution strategies to make the show successful, where top Indian celebrities host different reality shows apart from endorsing several brands. This research paper has tried to find out the factors that affect people’s choice towards different reality shows. Later, by taking one very popular Indian reality show ‘Kaun Banega Crorepati’, efforts have been made to understand that among two stalwarts of Indian celluloid world, Amitabh Bachchan and Shahrukh Khan, who is the better host of the show and why? ‘Q’-score technique has been used to understand the same. Focus group discussion involving people from different demographic backgrounds was conducted to understand the reason for variation in the viewership of this show from 2000 to 2012. Further, this research can be treated as a base while selecting celebrities to host a reality show or for brand endorsement by producers, directors, marketeers and advertising agencies.
Celebrity host, Factor analysis, Focus group discussion, KBC, Q-score
JEL Classification: M3-M37
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