The channel has also hiked the ad rates across the board with top-rated shows like Amanat and Koshish going up from Rs 1.25 lakh to Rs 1.80 lakh. In the Super Platinum category which has shows like Mehndi Tere Naam Ki, the rates have increased from Rs 1 lakh to Rs 1.5 lakh.

"With the success of KBC, we saw an opportunity to hike the ad rates. We realised that advertisers are willing to pay a higher price for popular programmes," said Zee Network chief executive officer Mr RK Singh.

Zee TV has done away with a varied ad rate based on commitment of secondage and introduced a flat rate in its different programme value categories. Amanat, for instance, was priced between Rs 1.25 lakh and Rs 1.60 lakh, depending on the seconds consumed by the advertiser. Now it is a flat Rs 1.80 lakh.

The Platinum category programmes are priced at Rs 1.20 lakh per 10 seconds, while Super Gold is at Rs 1 lakh and Gold at Rs 90,000. Super Silver shows will cost Rs 70,000 and Silver Rs 60,000. While Gems category programmes are priced at Rs 45,000, Pearls will cost Rs 30,000. In the rate card, 18K is priced the lowest, at Rs 15,000. Though the company's performance in the current fiscal was a shade under the targeted 27-28 per cent growth rate, Zee expects to catch up in the remaining period of the year. "Our revenues will not be affected by the runaway success of KBC. We will do better than our budgeted figures on the strength of higher ad rates, total deliveries and addition of programmes like mythologicals and fantasy," said Mr Singh.Though Zee TV's programming cost will go up, advertising revenues will more than compensate the additional expenditure, Mr Singh added.