How Mobilox got Back Audience Interaction on Popular Indian Television Reality Shows

MUMBAI, May 28, 2013 /PRNewswire/ --

A Research Study on why 86% of Reality Show Viewers Prefer Missed Call Voting Over SMS Voting

A recent research conducted by Mobilox Innovations Pvt. Ltd. delves into the voting habits of reality show viewers taking into consideration the advent of missed call voting. Being a relatively new form of voting, it is important to know how voters are adapting to the new process.

When reality show viewers were asked how often they vote, 37% said that they vote regularly for their favorite contestants. 30% of the respondents vote every time just for the love of voting. 21% of the surveyed reality show viewers voted for the first time this year.

Mr. Akash Chawla, ZEEL - Marketing Head, National Channels, says, "For Zee, the consumer is always at the center of our business decisions. When we pioneered the missed call mechanism with Mobilox, it was with the intention of being the front-runners who not only wish to seek more viewer participation but also take steps in making that viewer participation the most convenient for our consumers. We are thankful that our viewers gave us a great response. The number of votes grew more than 10-fold. We are now at the brink of announcing our next such initiative soon."

Further into the survey, the voters were asked whether they had ever participated in reality show voting but not through a missed call. A whopping 66% admitted that they had never used any other medium to register a vote in comparison to 33% who had experimented with SMS voting before.

Nikhil Madhok, VP - Marketing, Star Plus said, "We were bringing back one of our most popular shows, Nach Baliye, and wanted to ensure that we have a voting tool which will be convenient and easy to engage for the viewers and also robust enough to handle the crores of votes which would come in. The toll free number solution which Mobilox came up with worked brilliantly for the show, which saw an unprecedented viewer response. Star Plus, which has always been a pioneer when it comes to introducing new technology will continue to partner and engage with such disruptive and viewer friendly solutions."

To drive the research further, respondents were asked whether they preferred missed call voting over SMS voting. 86% supported missed call voting. Of the 86% of the people who supported missed call voting, 48% of the people supported it since they found it easy, 37% supported it since it was free and 8% found it very convenient. However, 10% people preferred SMS voting since they have a perception that they can also pass comments to their favorite participant.

"Voting for my favorite contestants on Indian television reality shows just got easier. With a missed call, I can cast my vote and that too for free! Now, registering multiple votes for all the shows that I follow is so much simpler" - says a reality show viewer.

"Mobile has made it possible to engage and interact with an audience of millions. The simplicity and convenience of mobile tools like missed call, has been instrumental in reaching an audience of every kind and for a variety of reasons. Missed call voting per say, cannot be generalized to reality shows but in fact finds tremendous utility in gathering quality public opinions. Missed call voting comes with a clear objective; to maximize brand - viewer engagement. As per our survey, it was revealed that viewers found SMS voting tedious and expensive. 86% of respondents realized a higher confidence and belief in the show because they were not charged for voting. All this means that missed call has changed the way the audience votes!," mentions Mobilox MD, CEO, Abhijit Saxena.

Sangeetha Aiyer - Vice President & Head Marketing - A+E Networks ITV18 adds, "In an age where marketers of all hues are vying for the viewers' attention, the missed call provides a simple, effortless solution which helps them interact with campaigns. Case in point was our initiative 'The Greatest Indian' where we received a whopping 1.8 crore votes of the 2 crore votes was received through the missed call solution, helping us engage with our viewers in a manner never done before in either the news or factual space." 

Mobilox were pioneers of using missed call as a voting method and have successfully implemented it in Zee TV's Dance India Dance and DID 'Lil Masters, Star Plus' Jo Jeeta Wohi Superstar, Nach Baliye and History Channel's Greatest Indian and Bollywood 100.

"In the past one year, there were 5 major implementation of missed call voting in the entertainment industry and all of which were done by Mobilox - during which we have managed a cumulative volume of 11 crore plus missed call votes. These staggering numbers only mean that the viewers have open heartedly adopted this new voting process and also strengthens the fact that - missed call voting is here to stay. This year we believe that apart from entertainment channels a lot of news channels will also use similar innovations especially for taking opinion polls during elections. This can be a big game changer in the manner in which people express their opinions and that too for free," mentions Mobilox Director Innovations and Marketing, Vishwajeet Sukhija.

With television channels like Zee TV, Star Plus and History adopting the new process, it is a matter of time when others hop onto the missed call bandwagon. In any case, viewers are to be benefited the most from the recent developments and can now freely vote and participate in the show of their choice.

About Mobilox:

Mobilox Innovations Private Limited (Mobilox), established in 2011, has been conceptualized as the first mobile solutions company of India with a vision of getting mobile as a media its due credit. Every marketer is aware that no other media has this wide a reach in India, however not many know how to use this media effectively and here is where Mobilox fits the bill, where they understand the existing marketing and branding needs of enterprises and guides them to formulate and execute a mobile strategy. Mobilox also would ensure that the brand promise resonates well with their target audience and work in conjunction with the traditional media, where traditional media would be used to create a visual impact while mobile will carry forward the same message and actually connect with the end customer, hence ensuring that brand now walks the talk.

Mobilox focuses on mobile technologies, with a vision of helping brand managers and marketers use mobile as a medium of consumer engagement, marketing and advertising platform as well as enterprises to use mobile as a key device across various internal and external process e.g. sales force automation, delivery management, employee management, travel expense management.

Mobilox USP is that we not only suggest ideas to enterprises but also execute the same with high quality and ensuring the value proposition of the brand is injected in their customers DNA. Mobilox is offering technology solutions around mobile apps, mobile web, mobile games, and social media marketing. 

Mobilox has serviced a lot of renowned clients in last one and half years of operations. Clients include prestigious companies such as Zee TV, Star TV, TV 18, Marico, Tata Motors, DSP Blackrock, Kotak Bank etc. For more information, visit www.mobilox.co.in.  

Primary Media Contact: Vishwajeet Sukhija, [email protected], 91-9819683195