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SET partners with Radio Mirchi, listeners offered unique KBC experience!

The iconic game show Kaun Banega Crorepati is back and this time it is grander than ever before. After a stellar opening in Surat, the channel joined hands with the leading radio station Radio Mirchi 98.3 FM for an exclusive on air contest Kaun Banega Lakhpati in several cities across India. With this unique innovation, SET intended to bring their fans closer to the show through a different yet successful medium. Radio Mirchi took the popularity of the show on the air waves and gave listeners and KBC loyalists a chance to not only be part of the mega franchise but also be a double lakhpati.

As a part of the contest, morning RJ’s floated questions from the previous night’s telecast episode on air and invited participation from Mirchi listeners. All they had to do to become a lakhpati was SMS the correct answer to the question. The first person to send across the message with the correct answer (Fastest Finger First) became eligible to be a contending participant in the radio show on that day. The shortlisted contestant was then asked a series of 5 questions. With each correct answer he proceeded to the next question of a higher difficulty and prize level. For instance, prize money for correctly answering the first question was Rs. 10000, for the second question it was 25000, for third it was 50,000, fourth was 1,00,000 and finally by answering the fifth and final question the participant became eligible to win the grand bumper prize of Rs. 2 Lakhs! Amongst many contest winners, Mr. Sultan Mohammedbhai Dalal won Rs. 2 lakhs on Hi Mumbai and Ms. Sunita Pokhriyal won Rs. 1 lakh on Hi Delhi.

Speaking about this unique contest, Gaurav Seth, Sony Entertainment Television, Sr. VP and Head - Marketing, said, “This unique contest with Radio Mirchi was specially conceptualized to give our viewers an opportunity to play this great game and engage with our show. Sitting on a hot seat is a dream come true for every viewer and this contest was the perfect platform for them. Iam extremely happy at the overwhelming response that the contest has received.”

Commenting on this, Preeti Nihalani, Mumbai Cluster Head, Radio Mirchi, said, “KBC is one of the biggest and most admired shows on television. Radio Mirchi is delighted to associate with a show that is so close to the hearts of people around the country. The tie-up amplified the interest level of the TV audience as well as the radio listeners and gave them a chance to be a lakhpati sitting at home.  We received a tremendous response on air and appreciation from our listeners on Twitter and Facebook. This  activity has definitely got the audiences closer to the show.”


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