Biggest Ever Campaign To Launch KBC – 4 On Sony Today

With a stiff competition from Big Boss and MasterChef, can Big B recreate the magic again?

Rajat Arora | Delhi | October 11, 2010

It was the beginning of the new millennium. Things were swiftly changing on the Indian TV. A less popular TV channel in India was planning new content strategy and above all the Shehnshah of Bollywood was making his TV debut on that channel with a quiz show.

It was starting of 2000 when a sort of curfew was visible on the roads of India at 9 PM every night. It was phenomena called Kaun Banega Crorepati which started on Star Plus and smashed all TV ratings and overall changed the fortunes of Star Plus.

Since then it has been 10 years and KBC has completed three seasons, two with Amitabh Bachchan and one with Shahrukh Khan. And now KBC is back again with Amitabh Bachchan but this time with Sony.

Sony, which currently holds 17% share of the GEC market, is expecting high from the KBC. Danish Khan, Vice President and Head of Marketing at Sony Entertainment Television, told BestMediaInfo.com, “KBC is still the best property a channel can have and we expect a lot from it. That's the reason we are so bullish about it. We hope it will revive its old magic again and with Mr Bachchan the show is all set to get bigger.”

Speaking on the promotional campaign for KBC, Khan said, “Thirty top newspapers in India are carring the front page innovative advertisements of Kaun Banega Crorepati today and with this other promotional activities are also on. The excitement has already started building around the show and we are sure KBC will rewrite the history.”

It has been reported that Sony is investing around Rs150 Crore on KBC.  This time it may not be easy for KBC to break the TRP meters again as the show will be competing with Big Boss on Colors and Master Chef on Star Plus. But the show with Amitabh Bachchan still has all the potential to recreate the magic of '9 baj gaye kya?'

Rajat.Arora@BestMediaInfo.com

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