Abstract
The Indian television industry has come a long way in entertaining its audiences, which has spanned boundaries in recent years. The genre of reality shows has struck a chord with the viewers in recent times. The opportunity for advertising on TV is reducing; contemporary platforms are attracting the advertising buck. Marketers have been compelled to find alternate ways to grab eyeballs, and one such recourse has been to use covert advertisement as a tool of promotion. The objective of this study was to measure the perception and preference for reality shows. The study also explores the level of covert advertising (product placement) in reality shows found acceptable by the young viewers (aged 18 – 25 years, from Surat). The study reveals that youth has a wide acceptance of reality shows. They have no objection to the amount of covert advertising inserted in reality shows.
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