Title: Towards redefining values in business: with special reference to Sach Ka Saamna (Indian version of Moment of Truth)

Authors: Mahima S. Thakur; Puja Khatri; Yukti Ahuja

Addresses: Faculty of Management Studies, Delhi University, Malkaganj Marg, North Campus, New Delhi 110007, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Kashmere Gate, New Delhi 110403, India ' Jagan Institute of Management Studies, Sector 5, Rohini, New Delhi 110085, India

Abstract: The Indian viewer is waking up to the new concept of reality television viewing which has already made waves in the international arena. Yet another development has been the genre of voyeurism which is taking the forefront. This research explores the impact of reality viewing on socio-cultural milieu of India. 'Sach ka saamna' is one such show which has drawn considerable publicity in terms of its debatable alignment with the Indian culture. The show promotes candid public confessions in return of monetary gains as prize money. The research presents a multi-perspective framework highlighting implications on cultural erosion. Primary data (N = 106) from prime time television viewers with minimum exposure of three episodes has been collected with the help of a questionnaire through multi-stage sampling, keeping in perspective the variables related to the study. The research has been extensively done with the use of statistical package SPSS 17.0 through correlation techniques. Some of the findings of the research depict that such shows are a failure in India as they lead to cultural erosion (r = 0.386; p < 0.01). However, people may find it interesting if the show is constructively positioned through innovative strategies. Reasons for failure of the show and strategies for rejuvenation have been proposed.

Keywords: redefined values; media; reality television; entertainment; voyeurism; society; sach ka saamna; Sacch Ka Saamna; facing the truth; Moment of Truth; USA; United States; broadcasting genres; voyeurism; socio-cultural milieus; candid confessions; public confessions; monetary gains; prizes; prize money; multi-perspective frameworks; cultural erosion; prime time television; television viewers; multi-stage sampling; SPSS 17 0; statistical packages; social sciences; correlation techniques; constructive positioning; innovative strategies; failure; rejuvenation; television shows; television programmes; India; Indian culture; business management.

DOI: 10.1504/IJICBM.2012.046625

International Journal of Indian Culture and Business Management, 2012 Vol.5 No.3, pp.280 - 298

Published online: 20 Dec 2014 *

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