The final list of sponsors includes SSI, TI Cycles, Novartis, Cadbury's, Nestle and Parle. This was disclosed by Sumantra Dutta, executive vice president (sales and marketing), Star India. It was reported earlier in eFE that Britannia and McDonald's had already been signed on.

"All the sponsors have been signed on for a period of 13 weeks," said Mr.Dutta. Like KBC, he said the sponsorship deal will be spread across the channel Star Plus and will not be restricted to the game show alone.

According to Mr Dutta, the rationale behind airing JKBC on Sunday is to increase Star Plus' viewership base in the Sunday morning segment. The channel's presence in this segment is currently quite small. "We are targeting prime time ratings for JKBC," he added. Star Plus is still in the process of deciding on the exact time of telecast for JKBC .

"JKBC will be the first game show of its kind where children will be involved," said Mr Dutta. He explained that the format for the show will be the same as KBC. On the eligibility for participation, he said it will be open to children in the 10 to 18 age group across schools in India. The level of difficulty will vary depending on the age of the child. Mr Dutta added that the prize money won will eventually be given only when the child turns major. Special telephone lines for JKBC have already been set up by Star Plus.

On the issue of sponsors signed on from similar product categories, Mr Dutta clarified that they would promote non-competitive brands on the show. "While Cadbury's will promote Dairy Milk, Nestle has been signed on for Milo," he explained. He added that the deal with Novartis was for its children's brand Calcium Sandoz and Poppins in the case of Parle. Interestingly, Cadbury's Dairy Milk is one of the sponsors for KBC at this stage. Ji Mantriji gets 4 sponsors
Star Plus has also lined up its sponsors for "Ji Mantriji". A remake of "Yes Minister", this half-hour show will be sponsored by General Motors, Kelvinator, Mortein and Medimix. This political satire will be telecast every Thursday during prime time. Starring Faroukh Sheikh and Jayant Kriplani, this NDTV production will be aired from mid-April. Star Plus is targeting the prime time slot for "Ji Mantriji."

"Kahin Kisi Roz", a Balaji Telefilms-produced soap, will also go on air in mid-April. To be telecast five days a week, this soap will be sponsored by Electrolux, Samsung and Dettol. Star Plus is again looking at prime time for this. "We are trying to increase viewership in the 9 PM to 11 PM super prime time segment" said Mr Dutta.

Ji Mantriji gets 4 sponsors
Star Plus has also lined up its sponsors for "Ji Mantriji". A remake of "Yes Minister", this half-hour show will be sponsored by General Motors, Kelvinator, Mortein and Medimix. This political satire will be telecast every Thursday during prime time. Starring Faroukh Sheikh and Jayant Kriplani, this NDTV production will be aired from mid-April. Star Plus is targeting the prime time slot for "Ji Mantriji." "Kahin Kisi Roz", a Balaji Telefilms-produced soap, will also go on air in mid-April. To be telecast five days a week, this soap will be sponsored by Electrolux, Samsung and Dettol. Star Plus is again looking at prime time for this. "We are trying to increase viewership in the 9 PM to 11 PM super prime time segment" said Mr Dutta.