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KBC vs Bigg Boss: Clash of the Titans and its impact

Was it a good decision on part of Colors to have Bigg Boss collide head-on with Big B? What impact did it make on the time slot? A Stratagem Media analysis

When Colors pitched its flagship reality show Bigg Boss season 12 against Kaun Banega Crorepati on Sony Entertainment Television, advertisers were apprehensive that a head on collision between KBC and BB at the 9 PM slot may cannibalise on each other.

Did the change in slot yield desired results for the channel? Yes, the strategic decision of changing the original show timing from 10.30 pm to 9.00 pm proved to be beneficial for the show, as it has shown an increase of 29% in popularity in comparison to last year’s Big Boss season 11.

But was it a good decision on part of Colors to have BB collide head-on with Big B? What impact did it make on the time slot? Well, the jury is still out on that one, but here’s something to steer the thought process.

Ten weekdays before the launch of the current season of KBC, Sony was an insignificant player among the top four GECs with a relative channel share of just 5%.

Pre-KBC & Pre-Big Boss : Relative Channel Share

Source : BARC data

But in the first ten weekdays of launch of KBC, the channel went on to become the second most watched GEC during 9pm - 10.30pm with a share of 26%.

The launch of KBC also expanded the total viewership universe by 33%.

First 10 Days of KBC

Source : BARC data
Source : BARC data

Strangely, with the launch of Big Boss, the viewership pie of major GEC's in the first 10 weekdays shrunk by 3% from 67.557 mn to 65.349 mn impressions, which could be incidental. The share of Colors grew by 11% whereas a decline of 8% and 12% was observed in the viewership of Star Plus and Zee TV respectively.

First 10 Days of Big Boss

Source : BARC data

During the first ten weekdays, when BB and KBC went on air during the sametime, Sony’s relative channel share grew by 2%.

Source : BARC data
Sundeep Nagpal

Stratagem Media Pvt. Ltd. is an independent media specialist organisation, which has been around for more than two-and-a-half-decades – and is headed by its Founder-Director Sundeep Nagpal.

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