A system dynamic model of management of a television game show

Purpose – Success of a television game show requires brand‐building effort and brand value management like any other product. However, aspects of information, entertainment, novelty, instant gratification, and experience dimensions are more salient in game shows. This has been amply proven by the television game show Who Wants To Be A Millionaire . The purpose of this research is to explore why some entertainment products succeed, while others fail. Design/methodology/approach – In this paper, we present the system dynamic model of brand management of the game show Kaun Banega Crorepati ( KBC ), the Indian version of Who Wants To Be A Millionaire . Initially, we present the reference mode behaviour, drawn from published data. In the dynamic model, we include factors such as channel popularity, host popularity, prize money, and competition that work towards building the viewership and influencing operational revenues. Computer‐based simulation and experimentalism are then applied as a research method to the model to explore its dynamic behaviour. Findings – Our analysis shows that the right mix of host popularity, channel popularity and prize money has enabled KBC to achieve unprecedented success. Research limitations/implications – Validation of the model is based on the strength that the simulation results can replicate the reference mode behaviour and produce behaviour expected under extreme conditions. The validated model is used to draw what‐if scenarios, some of which resemble the experiences of competing game shows. Originality/value – Understanding the dynamics of brand management of this game show can serve as an important tool for brand management of entertainment products. Further, the use of system dynamics for dynamic modelling of brand value has application in broader areas of marketing, and would be of interest to a wide managerial audience.