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Sony targets Rs 2 bn from KBC

Napster

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Sony Entertainment Television (SET) looks at more than doubling its advertising revenues from its flagship reality game show, Kaun Banega Crorepati (KBC), as the time stretches and duration expands.
The Hindi general entertainment television channel is expecting to reap an ad revenue of Rs 1.80 to Rs 2 billion from the fifth edition (second in Sony) of the show, according to market estimates.
This time the show will run for 14 weeks in 1 and a half hour long episodes. In the previous edition, KBC ran for seven weeks in one-hour episodes.
"Sony is looking at more than doubling its ad revenues as the inventory has gone up. Besides, the channel's ratings have improved as well," said a media analyst.

The channel is spending an estimated Rs 800-100 million on marketing the game show, which will be hosted by Bollywood actor Amitabh Bachchan. Last time SET spent Rs 110 million on marketing the show.
"We had to spend more on marketing the show last time because we had to stress on the fact that KBC was shifting from Star TV to Sony. Also, Bachchan was returning to the show after a gap of six years," said SET senior vice president and marketing head Danish Khan, while declining to comment on the actual spends this year.
Placing the show at 8.30 pm every Monday-Friday, Sony is using the flagship show as a gateway to its primetime programming. The channel plans to launch a fiction show at 8 pm in mid-September.

"We have two fiction shows which are doing well at late primetime. This is a good time band to attract audiences from smaller towns and metros. KBC is going deeper this time," stated Khan.
KBC was aired at 9 pm in the previous edition.
Sony is expanding the role of KBC from just a game show to a "show that reflects the transformation of lives in India".


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