RS.10 BILLION ALREADY IN! SONY’S KBC ON AN UPSWING

With only a few months to hit the screen, KBC is the biggest bet for Sony this year with mega star Amitabh Bachchan returning back to the small screen exactly where he started. Media reports state that KBC pulled about Rs.1.5 billion from its last season hosted by Shahrukh Khan. This year, apparently, it is expected to garner even more. The much hyped speculation about Aamir Khan hosting KBC4 has finally vapourised into thin air as Big B has been confirmed. Brand KBC worked as the biggest cash cow for Star Plus in prime time for three earlier seasons since KBC’s launch in 2000, which not only proved to be a panacea to Big B’s financial woes a decade back but also catapulted Star Plus to the the top in the General entertainment Channel (GEC) category. Now, after three years, will Sony be able to bite the bullet in the same manner? “It’s still a very big brand in the programming space. Hopefully, one of the biggest and one, which has been very hard for any program to copy. It’s a very big property which doesn’t have any negative conversation associated to it till date. It should be able to gain the same attraction as it did previously. I probably believe it will achieve even more of the ad revenues,” says Jehil Thakkar, entertainment analyst at KPMG. Reportedly, brands like Cadbury and Idea have already tied up with the channel bringing in sponsorship worth Rs.10 billion for the fourth season. If the going remains the same, this could well be the biggest season ever.


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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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