Big B magic works a second time too

Mumbai, Aug 26 | Updated: Aug 27 2005, 06:50am hrs
The Bachchan charisma hasnt waned on the small screen. Star Plus is now topping the weekend TV viewing charts, with the Amitabh Bachchan-hosted Kaun Banega Crorepati 2 (KBC2) garnering a television viewership rating (TVR) of 10-15 points, with its peak at 19.75 points on the first day of the shows telecast on August 5.

Star Plus is also charging the highest advertising rates for KBC2. It charges a hefty Rs 3.4 lakh for a 10 second spot on the show. The TVR figures were compiled by TAM Media. For the period between August 5 to 13, for the same time slot of 9-10 pm, Zee TV has a TVR below 2 for its serials and feature films. Sony has a TVR below 3 except for Fame Gurukul which managed a TVR of 3.36.

According to a media analyst with a brokerage firm, Star India has spent about Rs 90 crore towards advertising and promotions of KBC2, while the company is making about Rs 2.5 crore per episode. The show will have 85 episodes in all. Moreover, Star India has roped in eight associate sponsors with the cost of each sponsorship amounting to Rs 19.5 crore.

Star India has not only raked in the money but has been using KBC2 to promote other programmes on sister channels like Star One and the serial Baa Bahoo Aur Baby which follows KBC2, said a media buyer. The company on its part has lined up a host of new serials for weekend viewings.

We hope that even after completion of the 85 episodes of KBC2 , the other programmes will continue to attract viewers on weekends, said Star India, senior vice president, Yash Khanna. Media researchers feel KBC2 is an enhanced model, better than KBC1.