Television

'KBC II' expected to rake in Rs 2.5 billion+ from ad sales

MUMBAI: The stakes are getting bigger and as summer sets in

with its full fury, the heat at Star House in Mumbai’s Mahalaxmi area too is increasing. The next 90 days at Rupert Murdoch’s Indian ops would, probably, be critical. A general restlessness at Star India apart, a pivotal Star Plus property gets unleashed on 5 August.

 
The all new KBC 2 Logo

Coming to Star’s game plan with KBC2, it would certainly take potshots at competition’s established time slots. Take, for example, Sony, which is quite stable on Fridays with good properties. KBC2's entry is sure going to upset the apple cart from Sony's viewpoint, if not completely upturn it. It may also redefine afresh how weekend programming is done.

 
 
 

As far as revenue is concerned, KBC2 (with a fixed 85-week run) is expected to rake in, as per market estimates, on an average, Rs 30 million in ad revenues per episode. The total cost for mounting KBC2 is approximately Rs 850 million, which includes acquisition and marketing costs as well as host and bollywood icon Amitabh Bachchan’s remuneration. Theoretically speaking, if Rs 850 million is spread across 85 episodes, cost per episode comes to Rs 10 million. Hence, the total ad sales revenue generated solely from KBC2 could be pegged at Rs 2,550 million with actual profits standing somewhere around Rs 1,700 million.

There are also the ramp ups on distribution declarations that need to be factored into any revenue projections though. One would expect the KBC "pull effect" to have a significant positive impact on the network's declared subscriber base.

From an advertiser’s lookout, however, what KBC2 offers is a new opportunity. According to information available with Indiantelevision.com, Star has managed to rope in Nokia as an associate sponsor and the deal has been cracked at Rs 150 million. Airtel and BSNL have come on board as the SMS and landline phone partners, respectively, on a revenue sharing model.

In the weeks to come, Star will be roping in five more associate

sponsors – one from the automobile segment, two from the FMCG sector and one each from the white goods (the likely toss up is between LG and Samsung) and the two-wheeler categories.

That Star will put all its marketing muscle behind KBC2 goes without saying. What the public and the trade are waiting to see is just what the media and promo blitz will entail. Comparisons will no doubt be drawn to its predecessor KBC but that is only to be expected. According to a leading pink paper, Star's creative agency O&M has created 11 commercials around KBC2 all featuring the Big B.

It is also interesting to note that all these strategies would not have much bearing if advertisers are not willing to spend. Will advertisers increase ad spend because of KBC2 or divert funds from Star Plus?

Star seems to have figured this out up to a certain extent. Taking into account that existing advertisers don’t divert funds from their current programmes, a strategy could be to approach clients whose spends on the network is presently low. If one looks at the brands mentioned above, very clearly these clients have had a cricket skew.

Will KBC2 be to Star what Indian Idol was to Sony --- a short-lived euphoria? Or, will KBC2 actually move both the revenue and programming game plan into a next phase? Only time would answer such queries, but let’s not forget that KBC is a different ball game altogether. Unlike the international show, where the host was not such an attraction, while the concept was, the Indian version has got two hooks --- Bachchan’s ageless popularity and, of course, an increased prize money of Rs 20 million to be won.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/big-magic-ganga.jpg?itok=LgCwAIHn
Big Ganga strengthens weekend programming; four shows planned in Jan

Big Ganga has scheduled the launch four new shows -- Litti-Chokha, Ganga Sankranti, Buddha and Biraha in January.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/Ganesh%20Rajaram-800x800.jpg?itok=tjDzhz58
'Asia's Got Talent' s2 to air on AXN; multi-year deal with FreemantleMedia confirmed

MUMBAI: The search for "Asia's Got Talent" will continue in Season 2 this year after its successful first season in 2015. Sony Pictures Television Networks, Asia, has finalised terms with FremantleMedia International for the talent show's rights.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/Barkha-Dutt_0.jpg?itok=NrqDV69-
Barkha Dutt bids adieu to NDTV; hints at new venture

NEW DELHI: It’s the season for saying good-byes and starting afresh. It’s now Barkha Dutt’s turn to do so.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/m-k-anand.jpg?itok=NtDCYt2p
Unsponsored 'Remonetise India' simulcast on all Times channels without ads

Times Network, the broadcast arm of the Times Group initiated, ‘Remonetise India - A Citizen's Pledge’, a nationwide crusader campaign, urging Indians to take the next step from demonetization and Pledge for Growth.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/14/886-Private-Television-Channels-In-India.jpg?itok=OcWbQSq9
Dec '16: Private TV channels now number 899

NEW DELHI: The total number of private television channels has risen to 899, with nine new television channels cleared in December 2016.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/14/abdul.jpg?itok=2rb_-m03
Network 18 board approves amalgamation of subsidiaries; adjusted operating profit down in Q3-17

BENGALURU: The Network 18 Media and Investments Limited (Network 18) board on the recommendations of the audit committee has given the nod for amalgamation of its wholly owned subsidiaries with itself to simplify the corporate structure, consolidate businesses, and gain synergy and scale benefits...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/14/Michael%2BLynton.jpg?itok=o1QX6rjN
Sony Entertainment CEO Lynton stepping down; Hirai to take on more responsibility

MUMBAI: Sony Entertainment CEO Michael Lynton will on 2 February reportedly step down as he plans to focus on his role as the chairman of the board of Snap Inc., owner of Snapchat.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/vijay-goel-800x800.jpg?itok=baKuOtSh
IOA suspension revoked following Kalmadi, Chautala's removal

Following the "corrective action in reversing the decisions with regard to Suresh Kalmadi and Abhay Singh Chautala," the suspension of the Indian Olympic Committee by the Government has been revoked. Chautala and Kalmadi had been made life presidents of IOA but the decision was reversed in view of...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/anup-800x800.jpg?itok=oPA5W8dJ
Anup Viswanathan quits Sony Entertainment Television

The news of the first high-profile exit from the television and entertainment industry just came in.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories