Television

Sony TV ropes in 12 sponsors for KBC 13

The show is set to begin on 23 August, every weekday at 9 p.m.

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Mumbai: Sony Pictures Networks India has announced the 13th season of “Kaun Banega Crorepati” (KBC), starting 23 August. Produced by StudioNEXT and hosted by Amitabh Bachchan, the show will air on Sony Entertainment Television, every weekday at 9 p.m. 

The show has roped in BYJU’s and Cadbury Dairy Milk as ‘co-presenting’ sponsor, Hyundai Motor India, Asian Paints Royale Glitz, Ultratech Cement, and Zydus Wellness (Complan) as ‘co-powered by’ sponsor and CERA, Pharmeasy, IDFC First Bank, LIC of India, Bharat Matrimony as associate sponsors. The Reserve Bank of India has come on board as a ‘special’ partner.

“For a show like KBC that has followed a certain creative pattern, it was time for us to break the mold and approach it differently. While digital auditions replaced the regular audition process, it didn’t deter the volume of entries. In fact, the ease of digital audition encouraged a lot more aspirants, based in the remotest areas possible to participate. We are happy with the spiritedness of each contestant, and we are hopeful that they fulfil their KBC journey," said Sony Entertainment Television, head of content and digital business, Ashish Golwalkar. "While we did introduce AR (Augmented Reality) in the previous seasons, this year, the use of AR is far more superior and immersive. From refurbishing the entire set with the play of lights to the graphical elements and LED panels, India is the only country to host the format with the inclusion of such refined technological detailing. With distinct modifications to the game this season, we look forward to rewarding gameplay and promise an enhanced viewing experience to the audience."

“It’s the 21st year of my association with Kaun Banega Crorepati and I can never get enough of this show," said Amitabh Bachchan. "It was probably for the first time, last season, that the studio audience wasn’t a part of the show and we saw a major change in the lifelines as well. I, for one, truly missed them and their energy… it’s infectious! I am happy that the studio audience is back this season with a newfound vigour and so is the lifeline – Audience Poll. It’s an enriching experience for me, each year, to be surrounded by contestants from all walks of life and I look forward to engaging and fulfilling gameplay. These contestants inspire me in every way," Bachchan said.

“It’s the 21st year of India’s longest-running show, and it’s heartening to know that KBC remains such a strong family favourite, that it still resonates with viewers across the social spectrum, and from all age groups," said Siddhartha Basu, consultant for KBC season 13. "Each season, we’ve seen participants coming on to the hot seat from across the country, with varied levels of education and occupations, each with a distinct dream and story. Among a host of reasons that drive them, a key one is the search for ‘sammaan’ or respect. And they win that respect along with what can be life-changing amounts of winnings through a knowledge game. Gyan or knowledge is what provides a level playing field in our society, and viewers can now look forward to an exciting and entertaining new season of the show with a signature offering of gyan, dhan, and sammaan."

Fans of KBC may also log on to SonyLIV to participate in the gameshow via KBC Play Along, starting from 23 August, said the channel.

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