Outsourced software development services provider Persistent Systems has announced its association with Star India to provide social media analytics for Aamir Khan's pioneering television show Satyamev Jayate.
Satyamev Jayate aims to shed light on important social issues faced by India, with the aim of bringing about social awareness. Viewers are encouraged to share their opinions, personal experiences and suggestions in various ways -- including SMS, IVR and online media. This has created a large volume of data that needs to be analysed instantly and on a continuous basis.
This is the first time that viewer responses and sentiments are being tracked and analysed on such a large scale in India. After the end of each episode, the discussion around the show trends heavily on Twitter, occupying the top slots in India and even worldwide. Within the first nine weeks of the show, some 900 million impressions were made across web and social channels about Satyamev Jayate.
In the past few weeks there has been a wealth of unstructured responses coming in from a variety of sources -- Twitter, Facebook, YouTube, website comments, SMS polls, and phone voice messages. This data is being analysed and delivered by Persistent Systems to the Satyamev Jayate team at Star India and Aamir Khan Productions in real time to understand the impact the show has at a governmental, social and individual level.
A content filtering, ranking and tagging system (CFRTS) has been custom developed for the data analysis of Satyamev Jayate. Persistent has assembled an array of automated tools to parse the data and a user-interface for several analysts to process messages for deep analytics. The result is a cluster-based analysis along with trend, demographics and sentiment analysis for each message.
Anand Deshpande, chairman and MD of Persistent Systems, said: "We are very excited to be a strategic partner to the creative and unique initiative that is Satyamev Jayate. Persistent has been at the forefront of the Big Data revolution, working on key technologies, building platforms and creating solutions to help enterprises solve Big Data problems but by working with STAR and the Satyamev Jayate team we are leveraging our expertise to contribute towards a social cause."
Lalit Bhagia, VP digital for Star India, added: "We are very keen to understand and capture the chronology of change that is being affected through Satyamev Jayate. Hence we were looking for a partner who can not only mine the relevant data, but also analyse and present it in a meaningful way. Persistent Systems has managed to do this very well and the wealth of data and information makes for an interesting read for any student of social change."