Knowledge is Power says KBC season VI

‘Kaun Banega Crorepati’ is one of the most popular game shows on Indian television. It is based on a UK game show ‘Who Wants to Be a Millionaire? Bollywood actor Amitabh Bachchan made his television debut with the show in the year 2000. This season too  Big B  is back as  host for the sixth season.much to the excitement of the BIG B fans.  The new season of KBC6 will hit the television screens from September 7, 2012. Given the earlier rating points it is evident that the game show has created history on Indian television.

 

Last season the campaign focused on the tagline ‘Koi Bhi Insaan Chota Nahin Hota’. This time the show returns with a new theme, ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ but the show will retain the original concept and format.

 

This season the focus is on the ‘aam aadmi’ and a tactical move has been made from ‘greed to need’ for money. In this connection Sony has under taken extensive  BTL (below the line activity) to promote this season’s show in tier 2 and tier 3 towns in the country build a better connect with the heartland of India

 

Adgully spoke to Danish Khan, Senior Vice President & Head of Marketing at Sony Entertainment Television (SET) to learn more about the teams strategies this season.

 

Speaking about the three key changes in KBC’s marketing this time, Khan said, “There are no changes as such  but progression. We have taken forward the thought of ‘Koi bhi insaan chotta nahin hota hai’ which translates into ‘never underestimate anyone.’ Despite  all the gender bias in our country, ‘knowledge’ is one thing that makes you live-up to your dreams. So this time, KBC is celebrating the fact that knowledge has great power.”

 

Khan believes that most importantly, it is the change in thought that counts and said that as far as marketing is concerned, this time there is a lot of focus on the digital medium.  They have also introduced a new segment ‘hot seat apke shehar’ wherein people can sit on the hot-seat and play a simulated KBC game. The hot seat will be available to participants in 12 states all over India.   

 

This season Sony on a surprise  move has  scheduled KBC  for the weekend slot. Given the fact that the show had garnered   sizable  viewership on weekdays last season , the weekend remains to be seen if can act as a ‘bonus’ for Sony in terms of numbers . It is touted to build  traction on weekends! Sony expects to earn revenues of over 100 crores through KBC 6.

 

Khan says, “Weekend slot has always been a fertile slot as far as Indian television is concerned. Our fictions are doing pretty well on weekdays so we thought of shifting KBC to weekends which is quite a logical step!”

 

The thought behind the whole move is simple. They felt that during weekends the entire family gets together for television viewing and with KBC on air in the weekend slot both these  factors would complement each other.  

 

But media planners beg to differ and are of the opinion that weekdays and not weekends are key for a GEC channel. They are not in favour of the  move Sony has made in this regard.

 

“I believe every year we take the viewers through a journey. I don’t think KBC needs to change at any point but yes of course, every time we enter the market we enter with fresh and new thoughts. This time the thought in mind was to further build an aspiration for hot seat. Last year  many people from different parts of the country participated in the show and the same trend will be seen this time too. Every time you watch KBC, you will see a miniature India,” Khan shared.  

 

He also believes that KBC being a premium property it gives numbers from across all boundaries, be it age group, geography, gender and any other demographic and socio economic boundaries. Yes! There is no doubt that KBC is everybody’s favourite.  

 

Khan proudly and confidently claimed that no other show till date can match KBC’s appeal. The premium position of KBC remains unchallenged and it is the most watched show in the country today.  

Explaining the strategy on building a deeper connect with the show  with the youth and other stakeholders  they are betting big on digital and social media  they plan to capture that space too. Khan further explained, “I feel that Social media is a platform for communication and engagement, and if one’s communication is strong social media itself becomes an important part of it. Because people start getting influenced by what the channel is showing and ultimately they will start debating and conversing about the show on any social media platform. Also the popularity of the show will be reflected automatically on Social media space once the show starts.”  

 

According to Danish Khan, KBC’s promotion will be seen on all channels with Sony channel  playing the vital role. He also said Sony has put in a lot of efforts to promote their  show. The amazing 30 seconds ads on Sony have been attracting eyeballs. Apart from television, huge posters, radio ads and print ads are also promoting KBC. 

 

Sony also tied up with multiplexes in the city and bought spots during the interval of Salman Khan’s release ‘Ek Tha Tiger’ as part of their promotional campaigns.

 

Also in terms of advertisers, they have Cadbury as their presenting partner and Idea Cellular as the telecom partner.  Ceat bike tyres, Axis Bank, Just dial, Sony Bravia, Maruti Suzuki and Aakash are the other advertisers to name a few.   

 

Kaun Banega Crorepati is more than just a television show. It is become a phenomena and has been entertaining a large section of audiences . Beginning 7thSeptember 2012 the forthcoming weekends will bring 58 delightful and heart-wrenching episodes with unique and distinct themes for the viewers.