An Interview with Gayatri Yadav, Executive VP and CMO, Star India on the application of Analytics for the show Satyamev Jayate

News | by Pratima H

MUMBAI, INDIA:

What spurred the idea for a concept like this? Any international reference points?
The idea of show came from discussion of Star India CEO Uday Shankar with Aamir Khan about the television debut. This is a very unique show. I don't think there are any direct reference points. There have been many kind of talk shows, reality shows, but this show has a unique combination of discussing a social issue from all aspects and what one can do to affect change at individual level.

To what extent could you successfully interpret the results, be it those drilled from social platforms and online feedback or those culled during pre-show research phases? For sure, Translating numbers in the right context, can make a lot of difference to these vital issues.

The analysis of results was pretty thorough. It went well beyond the simplistic levels such as praise or criticism. Before every episode, we got together with Persistent team, to go over taxonomy of tags for analyzing the responses based of the issue handled in the episode. These tags (more than 50), helped us analyze the responses in the context of the topic discussed.

The 'favorable' responses to every show's questions are commendable. But what about that iota of naysayers (0.3 pc, 0.4 pc, or 16 pc people who voted saying that violence against a woman is a sign of masculinity) Is there any action or analysis possible with those numbers (Ex: to get to the root or mental genesis of such crucial problems). And yes, how strongly could you leverage these data and analytics bits to advocate the relevant laws and push for the legal reforms needed. Were they admissible?