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BENGALURU:
Suvarna plans to spend Rs 50-60 million on marketing ‘Kannadada
Kotyadhipathi’, the Kannada remake of Kaun Banega Crorepati
(KBC).
The
regional remake of KBC, which is the Indian adaptation of
'Who Wants to be a millionaire', has delivered well for the
broadcaster, both in terms of viewership and revenue in its
inaugural season last year.
“We
plan to spend about Rs 50-60 million for the property this
season,” revealed Suvarna Business Head Anup Chandrasekharan.
Suvarna's
media plans include 130 billboards across the state that have
been booked, radio jingles, print and online ads, and BTL
activities like mall activation.
Big
Synergy, the Indian licensee of the original ‘Who wants
to be a millionaire’ format, claims that during the first
season last year the Kannada show ‘Kannadada Kotyadhipathi’
(KK) had been viewed by over 81 per cent of the television
households in Karnataka state, and KK had been watched by
around 11.3 million people at least once in Karnataka during
the first season.
"In
Karnataka, based on SMS and IVRS data, the show has audiences
in small villages and towns that don’t have proper roads
leading to them, as compared to Tamil Nadu or Kerala where
the phenomenon is still limited to the big cites and class
II and III towns and some larger villages,” revealed
a source at Big Synergy.
KK
will start airing on 11 March during the 8-9.30 pm slot on
Suvarna with recaps during weekends. Of the eighty episodes
of the season, twenty episodes of about 70 minutes duration
each (with 20 minutes of ad and promo time to total 90 minutes)
have already been canned. Last year’s host Sandalwood
actor Puneet Rajkumar will host the show this year also.
Suvarna
has roped in ITC’s brand Sunfeast as title sponsor, Indian
mobile player Nugen Kailash as technology partner and Vijaya
Bank as banking partner. Talks are on with other major brands,
at least one of which is an Indian company with international
presence, and the channel is quite confident of growth in
numbers.
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