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MUMBAI: Desperate times call for desperate measures! An analysis
of the duration of Star's big ticket show Kaun Banega Crorepati
as it draws to a close in its third season, finds the network
countering a dipping ratings scenario with special episodes
galore. And voila, here's another - In its culminating two
weeks KBC is willing to dish out Rs 1,00,000 to viewers
that correctly answers the questions asked to the hot seat
contestant with the 'Khelo India Saath Saath' special episodes
to kick off on 9 April.
With the show currently in its final hours, this activity
is not only looking to drive viewership, but also as shell
out cash to more aggressively rake in 'moolah,' which from
the looks of it, has fallen short of expectations. On an average
15 questions will be asked per episode at the rate of Rs 2.40
per SMS, for eight consecutive episodes.
 Additionally,
the show has consistently been distributing freebies in all
shapes and sizes from the product portfolio of sponsors endorsed
by host SRK. Infact, only last week, the channel ran a special
episode giving away nine Santro cars to the 'Fastest Finger
First' participants.
Coincidently, Sony's Virrudh was launched on the same
day (26 March) at 9.30 pm. Subsequently, Zee TV also launched
a 10.30 pm soap Teen Bahuraniyan which was strategically
tackled by Star with a counter programming initiative by combining
its top 'saas bahu sagas' Kahaani…, Kyunki….
and Kayamath into a one and half hour marathon episode.
Also amidst all the star studded appearances on KBC,
with the likes of SRK's Bollywood comrades Preity, Rani, Boman
Irani, Sanjay Dutt and others, he has also given away watches
to participants from Tag Heuer which he also endorses . Interestingly,
the 'Bollywood Badshah' is also set to give away Mushtaq Shiekh's
coffee-table edition titled 'Still Reading Khan' on the episode
to be telecast on 3 April.
Speaking to Indiantelevision.com Star India general
manager - content and marketing Harsh Rohatgi asserted that
the activity had been planned in advance and clearly pointed
out, "This is not a money licking activity, but rather
to take interactivity of the show to another level."
Now with cricket out of the way and as expected there will
be viewers flocking back to GEC. Rohatgi expects that this
activity alone will see a spurt of 15 - 20 per cent.
Spanning across two weeks from 9 to 19 April, the 'Khelo
India Saath Saath' KBC special will allow viewers at
home to play every question along with the hot seat contestant,
to win Rs 1, 00,000 for each right answer, during the telecast
of the show. Moreover, viewers can play for all questions
asked during the episode and even if they get one wrong answer
they will still be allowed to play for the next question with
no limit on the number of entries sent by an individual per
question.
The time frame to send the answers will start from the moment
the question is asked on the show till the right answer is
revealed (or the right answer turns green on the TV screen)
on the screen.
The entry mechanism for all the questions will remain the
same as 'Har Seat Hot Seat' so that BSNL / MTNL users can
dial 1904-424-44240 followed by the correct option 1, 2, 3
or 4. Viewers can also participate through Airtel mobile and
fixed line by dialing 5646 followed by the correct option
1, 2, 3 or 4. Or Airtel mobile users can also SMS or type
'KBC' and send it to 5646 with the correct option 1, 2, 3
or 4.
The only difference is that the options for the home viewers
will change from A, B, C, and D to 1, 2, 3 or 4 in naming
the answers. The name of the winner will be announced every
alternate day from the day of telecast of the said episode.
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