Novelty, innovation to help KBC command premium ad rates

Written by Shaheen Mansuri | Mumbai | Updated: Jul 9 2010, 06:42am hrs
Kaun Banega Crorepati (KBC), the popular quiz show which is making a comeback later this year through Multi Screen Medias (MSM) general entertainment channel (GEC) Sony Entertainment Television, has the potential to attract premium advertisement rates, provided it brings in much more novelty and innovation compared with its previous three editions, say media planners.

The top ten reality shows on Hindi GECs attract ad rates of upto Rs 1.75 lakh per ten second slot. This year, companies in sectors like FMCG and auto are looking at better advertising spends and have bought slots across GECs as well. Advertisement remains the major contributor to GECs revenues, with 80% coming from it, followed by subscription revenues. While Star Plus launched KBC in 2000, it was in a position to command premium rates for the ad slots since it was a novel format and had a person of Amitabh Bachchans stature host the show. The Bachchan charm weaned in the subsequent show, and the challenge for Sony will be to now ensure a better product which captures more eyeballs, and creates curiosity and stands out among the clutter of the Hindi GEC space.

Says Manas Mishra, president, MudraConnext, KBC will attract premium advertisement rates only if it makes value additions compared with its previous three editions. In such a scenario, the show will have the potential to attract advertisement rates equivalent to other reality shows like Dance India Dance and Saregama or may be slightly more than these.

Rohit Gupta, president at Multi Screen Media, that owns Sony says, We have yet to open the advertisement inventory for KBC. However, media buyers say that Sonys premium property IPL had garnered over Rs 600 crore in terms of advertisement revenue. Gupta further says that comparisons cannot be drawn between IPL and KBC because both are different genres in the entertainment space.

As per industry estimates, the advertisement rates for IPL 3 was about five-six times more than that of GECs. While a five to six second slot during the IPL cost around Rs 5 lakh, the same duration ad on a GEC prime time slot was charged around Rs 60,000-Rs 1 lakh.

Divya Radhakrishan, president, TME adds, Though KBC has it own charm and Amitabh Bachchan will pull it off well, there have been many reality shows between the first edition of KBC and now. However, Sony as a channel will do well as reality show Indian Idol is the only property which helps the channel in terms of ratings.

Nevertheless, KBC could be a platform for brands that have been long absent from the media.