Television
Report on Shemaroo

KBC 12 and the sponsorship puzzle

Will the hit show get enough sponsors behind it this season?

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/09/07/kbc.jpg?itok=84Oqb9iK

MUMBAI: Sony TV’s Kaun Banega Crorepati is one show which has stood the test of time. In its twentieth season in India, the game show is still popular and appreciated by people of all ages. KBC has always been synonymous with knowledge; it is a platform where contestants' brains have got them big winnings year-on-year. And, of course there is the iconic host of the show upon whom India dotes, the thespian Amitabh Bachchan. SET has already released the promo for this year.

However, this year, KBC is going to be different. To start with, the contestant selection process has gone digital owing to the SARS-CoV-2 outbreak in the country. Interestingly, SET shared the first glimpse of the KBC’s newly constructed set where the shoot starts from today. It has been reported that there will no audiences during the shoot, but only one member with the participant will be allowed to be present in the seating area.

The broadcaster has already signed two premium co-presenting partners for the game show – Tata Salt and Vedantu. The race for lining up other sponsors is on; however no new names have been released by the broadcasting team, until the filing of this report.

Media planners and buyers opine that Sony is currently charging Rs four lakh for a 10-second spot, which would be aired on the standard definition and high definition feeds. The industry view - in the best case scenario - is that KBC being a flagship property, will see those rates holding and, in the worst case, getting shaved by five to 10 per cent on the upper side.

“All big properties have opened at similar to last year’s rates," says Shripad Kulkarni & Associates principal Shripad Kulkarni. "Nobody is expecting overall ad spends to be more than 80 per cent of the last festive season. Moreover, IPL will suck away a big chunk of the budget, so all the big properties are staring at a 15-20 per cent lower yield. Other television genres would see a bigger hit in net yields,” mentions Kulkarni.

Media Ant founder Samir Chaudhary also echoes a similar sentiment and suggests that the rate card for KBC is similar to what it was last year. “In the usual scenario the channel would have booked 80 per cent of the inventory in advance and only 10 percent would be left for spot selling. The situation has changed now due to festivities and the IPL. Since all of these are getting bunched up in terms of timing, the spends will get distributed,” he avers.

Chauudhary adds that the network does not have too much time before the show comes on air, so it might have to do both sponsorship and spot sales simultaneously, unlike prior years when it first got the sponsors in and then sold FCT at a premium.

KBC has always been a premium property that has attracted brands from across the categories. In 2019, Vivo V11 pro and Mahindra Marazzo were the co-powered sponsors along with additional associate sponsors. The game show has the ability to cut across all ages and the brand equity of the legendary actor Bachchan has helped it make a grand success over the years.

Havas Media buying national head R. Venkatasubramanian believes that KBC will finally get support from advertisers and sponsors even though that looks like a challenging task currently. Says he: "This is a high investment property and clients will choose a vehicle on which they are getting ROI and KBC does offer that."

According to ex- Madison Media chief operating officer Anita Bose, as agencies and clients are not meeting, one can see a big difference between closing a deal face to face versus doing it online. She notes that even if KBC is a successful property with a great track record, clients are not willing to spend that kind of money that's being asked. It is one of the reasons why KBC got postponed, she shares, adding “starting a reality show will be challenging because of the pandemic, the client portfolio will also be different now. They are being very cautious.”

The pessimists and naysayers are of the view that due to the fact that cases of Covid2019 are continuing to rise and the IPL is coinciding with the festive season, television is not finding the going easy. Their view is that IPL may end up eating 40 per cent of viewership, which could lead to a drop in GEC viewership, with the movie and news genres continuing to hold strong. Red lights may start blinking for the entire TV sector if the festive season doesn’t live up to its promise and expectation, setting TV channels back for the rest of the year.

Bose further reveals that due to the economic slowdown, clients are hesitant to spend. As far as discounts or incentive plans are concerned, she thinks there will be no cash price offs from channels. “I think there will be other value offers which will make sense to clients. The channel will not reduce the price, as it is a matter of prestige but what makers can do is to give more value addition on the network and that is how the selling will happen. Also, depending upon the client’s requirement they can tailor it accordingly."

She adds that since KBC is a format which follows the original, there are lots of dos and don'ts which advertisers have to adhere to, unlike other shows where the flexibility is more.

Venkatasubramanian highlights that the show will also get support from mobile, consumer durables, automobiles, and tyre categories that are more than willing to pick up a slot on the 12-strong KBC sponsor rack. He believes that "ecommerce brands will probably go in for spot buy deals with edtuech companies stepping on to the podium."

We can only wait and watch and see if his predictions will come true.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624450678353.jpg?itok=WVrY5qd_
ZEE Biskope set to launch 'Talent Camera Action' season 2

New Delhi: ZEE Biskope is all set to launch the first-ever virtual talent hunt of Bhojiwood – Talent Camera Action Season-2 on 29 June to mark World Camera Day.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624433285091.jpg?itok=XeoxVl7Y
Producers Guild & Times Now settle civil suit over defamatory remarks

Mumbai: The Producers Guild of India has announced that it has settled the civil suit filed against Times Now over alleged "irresponsible, derogatory and defamatory remarks" against the film industry. According to a joint statement from the Guild and Times Now shared on social media, the channel...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624433011524.jpg?itok=u1TNsAqA
Shark Tank to get an Indian adaptation, set to air on Sony TV

New Delhi: Critically acclaimed business-themed reality TV series Shark Tank is all set to get an Indian adaptation. The show will be aired on Sony TV, the channel has announced. The popular series produced by StudioNext shows entrepreneurs making business presentations to a panel of investors or '...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/mona.jpg?itok=lE-0hHqf
Actor Mona Singh to return as host with &TV's Mauka-E-Vardaat

New Delhi: Film and television actor Mona Singh is all set to return to the small screen as a host with &TV’s Mauka-E-Vardaat. Mauka-E-Vardaat is an anthology series of mysterious crime cases. Set against the backdrops of real locations, the show presents various stories of crime incidents,...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624362545975.jpg?itok=P_SsVbVR
TRP Scam: Mumbai Police names Arnab Goswami as accused in chargesheet

New Delhi: Nine months after registering an FIR in the Television Rating Points (TRP) scam, the Mumbai Police on Tuesday submitted the chargesheet naming Republic TV's editor-in-chief Arnab Goswami as an accused. Goswami and four others from ARG Outlier Media that owns Republic TV – COO Priya...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624346667818.jpg?itok=lM_BzGh2
Colors Kannada relaunches Bigg Boss Season 8 second innings

Bengaluru: Colors Kannada plans to make a comeback with renewed spirit with the relaunch of its biggest property- Bigg Boss Season 8. This action-packed new season will be hosted by Kannada superstar Kichcha Sudeep. The show will witness 12 existing celebrities, namely - Vaishnavi Gowda, Aravind K...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/sare.jpg?itok=caKb9GeC
Sa Re Ga Ma Pa Lil Champs returns to Zee Marathi after 12 years

Zee Marathi is all set to bring a new season of Sa Re Ga Ma Pa Lil Champs after 12 years. The iconic singing reality show has not only leveraged the power of music in uplifting young kids, but also marked a valuable contribution to the growing talent in the entertainment industry.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/21/colors.jpg?itok=gKCNiFR6
Colors Tamil celebrates yoga from home

Several stars of Colors Tamil came together virtually to celebrate the International Yoga Day 2021 on Monday, advocating the importance of yoga in one’s emotional, mental and physical well-being in these pandemic-hit times.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/21/photogrid_plus_1624269678790.jpg?itok=f0pG_yFu
Times Hollywood Network launches FIT UP initiative

Mumbai: Celebrating International Yoga Day, Times Hollywood Network- Movies NOW, MNX, Romedy NOW and MN+ has announced FIT UP, a special initiative that will motivate viewers to stay fit & active while watching their favorite Hollywood movies. The Network has roped in Bollywood Actor and yoga...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required