Well, well, we predicted that it would be a runaway hit for Sony
Entertainment Television (Set). And sure it has. The Amitabh Bachchan
hosted Kaun Baega Crorepati premiered on 7 September and as per
TAM data (C&S 4+) provided by the channels, it registered a
whopping 6.1 TVR and had an average reach of 19 per cent.
numbers are the best registered by any first episode of a non-fiction
show on a Hindi GEC since the start of 2012. The great performance
has also rocketed Set to its highest GRP reportcard in 2012 with
the number at 244.
gambit by the Set management to take KBC to the weekend spot from
last seasons weekday worked very well for the show. During
the previous season when it aired during weekdays, the debut episode
had scored 5.24 TVR. What also helped it achieve those numbers was
the fact that it had no commercial breaks in the first hour of its
two hour telecast.
to a statement by Set, KBC was viewed by over 29
million viewers across the country. Whats even more pleasing
for Set is the numbers it generated in SEC A and B homes: its TVRs
with those audiences were 7.7 and 8.3 respectively. Obviously, the
well heeled and educated have really taken a shining for KBC.
Set senior EVP & business head Sneha Rajani, KBC 2012
has had a record breaking opening and has seen the highest opening
this year across all shows on GECs breaking all previous records.
We were confident that viewers would really enjoy watching this
season of Kaun Banega Crorepati. The numbers more than corroborate
this. We are really pleased with the opening week results and there
is a lot more to look forward to on the show in the days to come.
Overall we are delighted at the performance of all our shows and
over the next 4 to 5 weeks we aim to further consolidate our position.
KBCs TVRs met the expectations media outfit MEC which had
only last week predicted that the show would generate a 5.4 TVR
during its opening weekend. It had made this call based on the extensive
promotion Set had undertaken across channels and media; the extensive
buzz that the show had generated, and the higher base channel share
of Set compared to last year.
and media planners and buyers of course are pleased as punch. Take
Cadbury which is the presenting sponsor of KBC which is handled
by Madison Pinnacle. According to Pinnacle COO Dnyanada Chaudhari
what worked for KBC in its previous season was the in-built inherent
drama of the underdog winning and the aura of a superstar host who
connects audiences in a real sense. Says she, Sony has retained
the real life makeover in the storyline and reinforced the age old
Indian belief in the power of knowledge. The challenge in a quiz
show in long format is that it can easily get boring; the channel
has consciously added auditions to extract elements of entertainment
to sustain engagement.
year, KBC was the one show that catapulted Sony into market leadership
and was successfully used by the channel as a funnel to build their
new primetime shows. These new soaps have long sustained on their
own steam. It would jeopardize current loyal audiences, if the channel
were to launch KBC on weekday. The initial viewership numbers are
as good as prime time soaps. We hope that the programme leverages
and builds enough anticipation for the Rs 5 crore milestone to sustain
viewership on weekends. The opportunity for KBC is the possibility
of strengthening Sonys presence in no mans land
its weekends. And more important, is whether KBC will redefine audience
loyalties on weekends in the long run, Chaudhari adds.
principal partner - client leadership Anita Kotwani said that the
promotional campaign carved out by Sony ensured that everyone eagerly
awaited KBCs launch episode. A personality like AB has
a huge following and the entire promotional nuances touched the
masses emotionally getting them charged up to watch the show. Scheduling
it on the week end has definitely added to the numbers, and its
appeal seems to cut across SEC groups. My sense is that the show
will have a good run in terms of ratings. Sony will ensure that
KBCs steam does not run out and its team will go all out to
ensure that it sizzles enough to keep the ratings going.
associate sponsor Axis Bank CMO Manisha Lath Gupta is all smiles
about its decision to partner the show, Last year KBC had
averaged something around 5 TVR and thats what we had kept
in mind before doing the deal again. We are happy with the opening
ratings of the show and also with the brand integration that has
been giving us good visibility.
the record, KBCs second episode which aired on 8 September
(a Saturday) saw its average reach shift a little southward to 16.2
per cent and the TVR to 5.3. We will have to wait for next weeks
ratings release to find out how it fared in episode 3 when contestant
Manoj Kumar Raina pocketed Rs 1 crore.