Multi Screen Media (MSM)-owned Sony Entertainment Television (SET) is betting big on the fifth season of Kaun Banega Crorepati (KBC 5), Indian television’s iconic quiz show, which will be launched in Mumbai on Tuesday. It goes on air on August 15 and Sony is looking at a 70% rise in the show’s advertising revenues this season, over that of the previous season.
The channel has roped in Cadbury and Idea Cellular as the show’s title sponsors and Axis Bank, Hero Honda, Pepsi, Samsung, Maruti and Just Dial as its associate sponsors.
Sources indicate that every 10-second ad spot has been sold at R3.5 lakh. Rohit Gupta, president, MSM said, ?KBC 5 will get an extended 13-week season with 56 episodes. Going by the popularity of the show last season, which saw the return of Amitabh Bachchan as the host, this season has attracted premium ad rates.?
He also added, ?About 80-85% of the on-air ad inventory has been sold off. The remaining will be spot buying in the next two months.?
Meanwhile, industry experts believe that a marquee show like KBC, whose viewership cuts across demographic profiles, could take Sony closer to Zee in the GEC (general entertainment channel) ladder.
At present, it occupies the fourth position
with 190 GRPs, after Star Plus, Colors and Zee. Jehil Thakkar, ED ? media & entertainment, KPMG said, ?A show like KBC runs on premium perception. It is a marquee property for the channel and gauges all sorts of viewers. Sony will get closer to the third spot in the GEC pecking order. It could even overtake Zee.?
KBC 5 will air from Monday to Friday at 8.30 pm.
