KHMC helps ETV's viewership go up by 47 %

MUMBAI: From Who wants to be a Millionaire to Kaun Banega Crorepati to Kon Hoeel Marathi Crorepati, the game show format has travelled a long way.

Earlier this year, ETV Marathi announced the launch of the adapted version KBC. "When KBC was launched in Hindi, it changed the genre. Also nothing like this had ever happened in the Marathi genre. So, our main objective was to change the perspective of the channel and portray ETV as a pioneer in creating such breakthrough shows," says ETV business head and EVP Viacom18 Anuj Poddar.

ETV business head & EVP Viacom18 Anuj Poddar

The channel which already has two game shows (Divided and Aata Tumhi Maalamaal) in its stable had high expectations from KHMC that targeted Marathi manoos who are educated and up-to-date on the latest happenings in India and the world. The channel wanted to focus on the youth who don't have any language barrier to come back to the regional channel. "If the content is appealing enough, I'm sure they would come to a Marathi channel," reasons Poddar.

In May, the show was first premiered on the channel and has been able to create a buzz in the genre. "The sheer reach of the show is enough to tell us how it is different from the rest. The number of people who want to be on the hot seat or just sit at home and win is just amazing," says Poddar who goes to elaborate on how the show which ends in September has helped the channel take a jump in its viewership and strengthen itself.

The channel has recorded a 47 per cent growth in channel viewership (WK01-04, 2013 Vs WK26-29, 20-13). "Compared to our peers it is a big jump to have in six months and most of it has happened in the past three months," proudly claims Poddar.

He adds, "And looking at the numbers, our advertisers are happy too." KHMC which is presented by New Fair & Lovely and powered by Idea is the single highest revenue driver for the channel which has seen newer advertisers coming onboard because of the show.

Host of the show Sachin Khedekar with a contestant on the hot seat

The channel which claims to be the first to experiment with homegrown non-fiction formats like Gaurav Maharashtracha, Dholkicha Taalavar, Superfast Comedy Express and Crime Diary is confident to bring back as bigger and better season two of KHMC.

As for the Marathi genre's growth, Poddar says that the revolution can be divided into three stages. "First being the launch of regional channels by networks. The second was when Star Pravah was launched which saw an uplift in the content and now the third phase is when all three competitors (Zee, ETV and Star) see a three-way fight and because of it the audience will benefit as they will see a better and innovative content," he says.

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