KBC-4 Back with a bang, what's in store for Sony

The start of the new millennium brought with it the beginning of a new era to the Indian Silver Screen. That year Star Plus kicked off with Kaun Banega Crorepati (KBC), and gave audiences across the subcontinent a taste of television game shows with a celebrity twist.

It is true that there had been TV game shows in the past, however with the launch of KBC and the much acclaimed Mr. Amitabh Bachchan as host, TV games shows took on a new avatar. Every other channel hopped on the band wagon with their firebrand show and celebrity host.

With KBC, the stakeholders took the leap of faith and showed the world that India was ready for International format shows. It probably made other channels confident to sign contracts for Indian versions of popular reality television shows, the success of which we are witness to in present times.

KBC 4 is all set to be launched in its new look and feel, once again with Amitabh Bhachchan but on a different channel. This year Sony Television bought rights to air KBC 4 with its original host. The channel expects KBC 4 to lure in audience with the same impact as its first two seasons.

Sony has made a huge investment by taking up the KBC banner. This will nonetheless be one that is expected to rake in TRPs and profits, with the much awaited fourth segment and the return of Mr. Bachchan Sr. as well.

KBC has also gone big on radio, with around 20,000 spots in almost 35 cities. In the Hindi speaking markets and metros, the OOH campaign will be widely used. "We are looking at around 500 hoardings all around the country with more than 100 hoardings just in Mumbai," Khan said.

The marketing is mainly going to be through the print, OOH and broadcast mediums and the total expenditure is close to 15 crore.

KBC 4 is all set to be launched on October 11, which is also Amitabh Bachchan's birthday. On the launch day, a massive print campaign in approximately 35 top newspapers that includes English, Hindi and regional will be seen, Khan confirmed.

"There are few co-branded shows that we have worked on which will be announced soon. There will be merchandises which the contestants will be able to take away as a part of the show," he said.

The first phase of marketing is already in full swing. The advertising communication is creating an euphoria amongst the audience and has increased audience expectations to great levels. Only time will tell whether KBC-4 will be able to bring Sony within the top slots. | By Janees Antoo [janees(at)adgully.com]

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