March 2010
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Kaun Banega Crorepati : Sony ropes in sponsors to get Rs.100 crore revenue

MUMBAI: There are more than three months to go before the first winner emerges from the fourth edition of Kaun Banega Crorepati, but Sony is winning the show hands down.

The channel has already roped in Cadburys India and Idea Cellular to play the presenting sponsor and telecom partner of the popular game show that is expected to fetch about Rs 100 crore.

“The show is coming back on air after such a long gap and there is a lot of advertiser interest,” said Rohit Gupta, president — network sales at Multi Screen Media, owners of Sony channel.

Cadbury has paid around Rs 14 crore to Multi Screen Media (MSM) to become the presenting sponsor of the fourth edition of KBC to be hosted by Amitabh Bachchan. Idea shelled out Rs 18 crore to join the show.

Both the advertisers will get around 90 seconds each of commercial time for every episode of the programme that will go on air around Diwali.

Media buyers expect the quiz show to fetch the broadcaster Rs 80-90 crore through sponsors and spot advertisers and generate another Rs 10 crore through mobile messages and calls.

“KBC 4 will help the channel Sony to get incremental viewership and will help Sony’s overall strategy,” said Hiren Pandit, managing partner at Group M.

The channel plans to rope in six associate sponsors who will shell out between Rs 8-10 crore.

Mr Gupta said all associate sponsors are expected to be on board by July end.

Each of the 36 episodes will have 700-750 seconds of commercial time, of which the eight sponsors will get around 540 seconds and the remaining will be sold to spot buyers, MSM executives said.

Executives in media buying agencies said the channel is quoting around Rs 4 lakh per ten seconds for spot buyers.

MSM acquired the rights of the Indian version of ‘Who wants to be a millionaire’ from Two Way Traffic the international rights owner.

The previous three editions of the show were aired by Star Plus. While Bachchan hosted the first two editions, KBC 3 was hosted by Shah Rukh Khan.

KBC 3 had raked in Rs 150 crore from around 50 episodes, according to media experts.


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