KBC-4 Outperforms All Reality Shows In Recent Times

Topples fiction & reality alike to take top 2 slots in Indian television; propels Sony to a strong no 3 slot with 221 GRPs.

BestMediaInfo Bureau | Delhi | October 21, 2010

Powered by its 'aam aadmi crorepati' promise and the charisma of Amitabh Bachchan, its iconic host and India's biggest Superstar ever, Kaun Banega Crorepati (KBC) has emerged as India's favorite show with a block-buster opening of 6.2 TVRs, making it the most successful launch of recent times on Indian Television. KBC's first week average of 5.3 TVRs being the highest recorded for any non-fiction show over the last year, is further testimony that its format of providing knowledge in an entertaining manner, is holding Indian audiences captivated.

SOURCE: TAM, MARKET: ALL HSM, TG: 4+yrs

One in every 3 Indians chose to watch SONY Entertainment Television in prime time, with KBC delivering a 32% reach in the four days of its 1^st week run. KBC's widely anticipated opening episode reached 17.2% of C & S Audience in Hindi Speaking Markets.

'KBC' has powered SONY Entertainment Television to becoming the leading channel across many markets in terms of TVRs and Reach with an impressive 221 GRPs & reaching 81 million viewers during the week.

Commenting on the performance, Manjit Singh – CEO, Multi Screen Media said, “We are delighted with KBC's performance on SONY Entertainment Television. The impressive opening numbers for KBC is an emphatic endorsement of our vision to bring the biggest and best properties for our viewers.”

A pan-India phenomenon, 'Kaun Banega Crorepati' captivated people across the length and breadth of the country, across gender, age and socio economic groups resulting in impressive rating deliveries.

'Kaun Banega Crorepati' Opening Episode delivered:

• Gender: Male (6.4TVRs and 16.9% Reach), Females (6.0TVRs and 17.4% Reach)
• Age: 4-14yrs (5.8TVRs), 15-24yrs (7.1TVRs), 25-34yrs (5.3TVRs), 35-44yrs (6.0TVRs), 45-54yrs (7.4TVRs), 55yrs+ (6.2TVRs)
• SEC: SEC A (8.6 TVRs), SEC B (7.2TVRs), SEC C (4.7TVRs), SEC D (4.8TVRs)
• Metros: Mumbai (5.9TVRs), Delhi (6.2TVRs)
• 1Mn+ markets - MP (8.9TVRs), Maharashtra (8.4TVRs), UP (8.4TVRs), Gujarat (7.2TVRs).
• Less than Man markets – Gujarat (13.6TVRs), Chhattisgarh (11.4TVRs), MP (9.6TVRs), Maharashtra (6.7TVRs), PHCHP (5.6TVRs)

“I am delighted with the way audience have received KBC on Sony Entertainment Television. The combination of Mr. Bachchan's unique personality and the show's promise of delivering wholesome family entertainment has worked across the length and breadth of the country. It's a good beginning and I am confident KBC will break many viewership records in weeks to come”, said NP Singh – COO Multi Screen Media.

Speaking on Kaun Banega Crorepati's stupendous showing, Amitabh Bachchan said, “I am humbled and delighted with the performance of KBC. These numbers show that we have managed to touch a chord with the 'aam aadmi'. It is especially gratifying that it has brought whole families together across the entire country. Only a few days back, a viewer wrote to me saying after so many years, three generations of her family – she, along with her teenage daughter & mother-in-law - all watched television together, thanks to KBC. I would like to thank the audience for their love and support and hope that they will continue to stand by us throughout our journey.”

Ajit Thakur, Executive Vice President and Business Head, Sony Entertainment Television added, “KBC symbolizes the power of entertainment as a force of good for India & fulfills our promise of bringing families together to watch television. KBC's great opening numbers, consistent performance across geographies & strong appeal across demographics, have shattered the prevailing myth of fragmented viewership - - and that's a very good news for our advertisers too”.

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