At a time when content on television is being redefined, the shelf life typically is seasonal, Bigg Boss – the reality show aired on Hindi General Entertainment Channel (GEC) Colors from the house of Viacom18, has managed to sustain itself for 18 long years with the 18th season currently on air. “The show’s appeal lies in its ability to offer a glimpse into the real lives of celebrities, showing how they behave in a different setting, their thoughts, and their emotions. This element of realism and unpredictability keeps both contestants and viewers engaged. Each season introduces something new and different, maintaining the show’s freshness and relevance. The unpredictability of what will happen next keeps everyone, inside and outside the house, on edge which is key to its sustained success,” Alok Jain, president – General Entertainment, Viacom18, told BrandWagon Online.
The content play
The show has a basic format, but each season, the broadcaster introduces variations to keep things fresh. Case in point: last year, to address perceptions of bias, the format was adjusted so that Bigg Boss would have a more transparent perspective, requiring different skills from the contestants. Changes included dividing the house into three sections and rotating participants. “While the core format involves placing 15-20 people in a house and testing their ability to survive and win against others, the creative elements and innovations are applied to keep the show engaging and dynamic,” Jain noted.
To be sure, Bigg Boss is highly unpredictable as a reality show. Unlike scripted shows like singing or dancing competitions, this is what the broadcaster claims to be a ‘truly unscripted show’. “We never know how contestants will behave or what will trigger certain reactions. Just like in real life, there are good days and bad days, and the same goes for the show’s dynamics—some days are action-packed, while others are quieter. The ratings fluctuate slightly around the average,” he explained.
To keep things engaging, the broadcaster sometimes introduces new tasks or focuses on contestants, but these are routine adjustments, it claimed. According to Jain, there isn’t a huge variability in the show itself, though external factors can affect viewership. For instance, last year, ICC World Cup matches coincided with the show’s broadcast, impacting the ratings. Think of it like cricket—some overs are exciting, while others are slower. That’s the nature of the show, and it’s what makes it unique compared to other non-fiction programmes, he added.
Interestingly, the content of the show is such that it also plays a role in changing the course of one’s career. Take Sunny Leone, once an adult content creator now is an actor and model in Indian cinema. “Bigg Boss was a game-changer for me. It introduced me to the Indian audience and led to incredible opportunities that have catapulted my career since,” Leone said.
And Leone is not a lone ranger, Jain added that there are many stories of people whose careers were boosted by the show. “Last year, there was someone who made a big impact. In most cases, it works brilliantly across various markets. While there are instances where it may not work or fall off, the majority of contestants see significant benefits. For example, Siddharth Shukla, Munawar, the Nagin leads, and Hina Khan have all built successful careers after becoming popular with audiences through Bigg Boss,” he stated.
Industry experts believe that when it comes to the selection of contestants, the makers of the show typically opt for the controversial kinds or the popular ones. However, Jain claimed, “We aim for variety—some contestants are popular, some are underdogs, and others come from different walks of life. The goal is to create a mix of personalities, so the audience can relate to different people. For example, last year we had the ‘Vada Pav Girl,’ Naezy, and a few other influencers, all from different backgrounds,” he said.
The makers believe that being part of Bigg Boss is a huge commitment. Contestants have to disconnect from everything for 100 days. According to Jain, people join because, for many, the show has transformed their lives, giving them immense visibility for over three months. If someone has real talent and potential, Bigg Boss is the best platform for them to showcase it. Agreed, actor Karan Kundrra, who said, “Bigg Boss was a defining platform for me, providing a unique opportunity to connect with my audience on a deeply personal level. The show not only expanded my reach but also allowed me to showcase my true self, which helped me grow both as a performer and as an individual. It was truly a transformative experience.”
As for the fee charged by contestants, the network claims it depends on various factors. It further claimed that there isn’t a set rate card or inflation-based system in the talent industry. “It’s more about the individual, how relevant they are, and how keen we are to have them on the show. Each case involves one-on-one discussions. There’s no standard rate or fixed increase, and since contestants aren’t repeated, the approach varies,” he noted.
While the show is on air for three and a half months, the network claims it takes people 12 months to get it going.
Money matters!
Eyeballs are just one part of the conversation, from what is understood the show over the years has managed to get its share of the money. “Over the last three years, Bigg Boss has been the only mainstream entertainment reality show that has grown, while others like KBC and The Kapil Sharma Show have seen a decline. The show has grown exponentially across television, digital platforms, and social media”, Mahesh Shetty, head – Network Sales, Viacom18, said.
The network claims that last year was one of Bigg Boss’ best years across all languages, not just Hindi. “We saw strong viewership and about 30% revenue growth. On Jio Cinema, our revenue numbers even doubled,” Shetty notes, adding that Bigg Boss has shown strong traction with advertisers and maintained double-digit revenue growth over the past three years, with last year being exceptional, thanks to new categories of sponsors coming on board.
Last year, the show got MakeMyTrip as a sponsor from the travel and hospitality sector. “Through our collaboration with Bigg Boss, we were able to provide customers with a truly unique experience—the chance to stay in the iconic Bigg Boss house, blending travel with entertainment like never before,” Raj Rishi Singh, chief marketing officer and chief business officer -Corporate, MakeMyTrip, noted.
Over the years, the show has seen many brands across categories advertising as well as sponsoring the show. For instance, BharatPe sponsored Bigg Boss, before Ashneer Grover appeared on Shark Tank. Mamaearth was also a sponsor before it went the IPO way, while established companies like Hindustan Unilever have also come on board, with brands like TRESemmé sponsoring the show. With the first episode of the 18th season aired yesterday on October 6, in the middle of the festive season, industry experts say that there is a heightened interest in advertising from brands, a sentiment that has been muted for past years. “Coupled with the fact that this year we don’t have any large cricket property, or non-fiction programming on TV, this will become a key route to break the clutter and drive customer engagement. Bigg Boss as a format lends itself to brand integrations and content creation, it’s always on and flexible, thus allowing brands to find a way to associate meaningfully,” Ashwin Padmanabhan, COO, GroupM South Asia, said.
According to industry estimates, the cost of title sponsorship for the show ranges between Rs 60-70 crore, while a powered-by-slot sells between Rs 30-40 crore. Typically 80% of the advertising inventory is attached to sponsorship. Meanwhile, advertisers also buy ad slots for a certain duration – for instance – two weeks. The cost of producing the entire season ranges between Rs 100-150 crore.
Interestingly, the network claimed that it is not only about the acquisition of new sponsors rather there have been enough cases of retention. Shetty claimed that there have been a number of brands that have returned or continue to year after year. “For example, Ching’s from Capital Foods has been a partner for almost seven to eight years now. HUL has also been a consistent partner, though the brands under HUL may change—for instance, last year it was TRESemmé. We’ve also had Dabur come on board, and while they may have taken a break for a year, they usually return. Appy Fizz, who was with us earlier, came back last year,” he noted.
From what it is understood the selling strategy is fairly simple. For its major sponsors, the network claims to provide access to all platforms – from TV, OTT, and social media, among others. “We also have exclusively digital sponsors, and they get to own content on Jio Cinema and access to inventory. Our deals vary; some are more television-focused with Jio Cinema integration, while others are more Jio Cinema-focused with minimal television involvement,” said.
The ongoing season once again features actor Salman Khan as the host. As Bigg Boss continues its journey, perhaps it is safe to assume that some TV content is here to stay.