Reality shows have emerged as an important entertainment and marketing tool for many local TV channels. Even though the trend was ushered in by Western channels, the rage trickled down to viewers in India too, who hitherto watched the typical "saas-bahu" serials and music programs. Reality shows are also giving an average person a chance to become an instant celebrity. This article tries to find out the major factors prompting viewers to watch such reality shows and the promotion methods used by the Amrita TV channel in Kerala.

If serials and soap operas upped the ante on the television screen earlier, the so-called Reality shows (R-shows) now hold sway on the average Indian audience. Research on this realm proves that it is not just the middle class and the lower class who are viewers of this genre, but also the upwardly mobile elite Indians. With the increasing globalization of the media and entertainment industry, a mélange of cultures has occurred. Several regional channels have contributed to the localization of global entertainment genres, tailor-made for regional audiences.

There are several factors which accelerated the growth of the media and entertainment industry, like the increased migration of Indians to other countries, extensive growth of outsourcing in the animation domain and the broadband revolution. The onset of digital communication spurred the growth of satellite channels. While favorable government policies are helping the growth of satellite TV television, mergers and acquisitions in the entertainment industry, etc., are accelerating to this relatively new trend. Change in demographic composition, increasing disposable incomes and a vibrant young population serve as catalysts for the media. Recent estimates indicate that around 68% of the total adult population in India has access to the conventional forms of media. Of late, media penetration is seen to be higher in the southern states, with an increased preference for programs featuring celebrities.

It is in this context that a new genre of TV entertainment called R-shows emerged in Kerala. Its success prompted every channel to come out with its own innovations during prime time slots. The corporates too were quick to join the race to popularize their products and brands through product profiling and segmentation. Keralites now associate their favorite R-shows with the company or the product that sponsors the specific show. Keen interest was evinced by corporate firms to sponsor these R-shows, as they are target-audience specific and form a part of their brand recall strategies. Moreover, the reach and penetration of cable TV channels has been a significant driver for channels investing heavily in production houses, which came up with innovative formats and themes of R-shows in India.

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