Colors Bangla, the Bengali general entertainment channel of Viacom18, has announced the return of the Bengali adaptation of the British format game show Who Wants To Be A Millionaire. Titled Ke Hobe Bangla-r Kotipati, the show will be hosted by actor Prosenjit Chatterjee. Best known in India as âKaun Banega Crorepatiâ, its current rendition in Bangla will premiere on July 16 every Monday to Friday at 9.00 pm.
For the first time for the audience in this market, the show will also be available on the digital platform through Voot. Asked if the network will have an integrated ad sales approach, Ravish Kumar, Head, Regional Entertainment, Viacom18, said, âI don't think that is a good idea. We have engagement initiatives like play along on the digital platform. By bundling them together, I feel we will suppress their true potential. If we sell them separately, there's a scope of new price discoveries and we don't want to restrict that.â
The IP of the property lies with Big Synergy and the show first appeared in the West Bengal market on Mahuaa Bangla in 2011. At that time cricketer and former Indian captain Sourav Ganguly hosted the show.
Rahul Chakravarti, Business Head, Colors Bangla and Odia, said, âWe are upping the ante on our content line-up this year and a marquee show like KBC is a step in that direction. The show has been a massive hit worldwide and has been widely appreciated for its edutainment content. Bengalis are known for their wealth of knowledge and now is the time for them to showcase their talent to the world. Every question counts and contestants will have to apply strategy and carefully progress while weighing the risks theyâre willing to take. Chatterjee is a phenomenon across Bengal and Iâm sure his enthusiasm will make all Bengali viewers believe in the opportunity to transform their life through this remarkable show.â
Kumar added, âThe regional entertainment market is extremely dynamic in nature and the viewerâs appetite for quality content is fast increasing. KBC Bangla as a format allows everyday Bengalis to turn extraordinary by harnessing their aptitude. In Chatterjee, we have the quintessential Bengali host with the right mix of intellectual appeal and grandeur. I am confident of KBC working both as a show and dialling up Colors Banglaâs share in the discerning Bengali market.â
Earlier this year, the network ventured into the Tamil Nadu market through Colors Tamil. In addition to this, the regional cluster of Viacom18 has also put up a huge push on the Colors Super channel in Karnataka market. Viacom18âs second Kannada GEC, Colors Super, will be bringing in an early second anniversary with the launch of eight new shows in a span of 21 days, starting June 11. With six family dramas and two reality shows, the channel announced their fresh line-up through a specially created promo âJune Tingalu Super Tingaluâ.
Kumar said, âIn the Kannada market, we are the clear frontrunner in terms of both viewership and revenues, with Colors Kannada and Colors Super accounting for more than nearly 40% of the GEC viewership in Karnataka. With the upcoming launch of an entire new programming slate on Colors Super, I am confident in further expanding our strong position in the market.â
The network took a bold step earlier this year by bringing the fifth season of its marquee reality property Bigg Boss Kannada on Colors Super. The show was telecast on Colors Kannada in all previous editions.
Elaborating on the new show launches on Colors Super, Parameshwar Gundkal, Business Head, Colors Super and Colors Kannada, said, âColors Super as our second channel in the Kannada GEC became the talk of the town with Bigg Boss Kannada Season 5. With eight shows slated for a launch, we are set to bolster our platter of content with a wide variety of shows, including some much-awaited comebacks and fresh cutting-edge content. A launch of this magnitude in a month for an existing channel is unheard of.â