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KBC
to bring in new sponsors
Reversing its strategic decision to drop co-sponsors for Kaun
Banega Crorepati, the show will now have six new sponsors.
The gameshow will now be sponsored by Pepsi, Cadbury, Raymond’s,
Kinetic, Everest and Godrej. This was disclosed by Sumantra
Dutta, Executive Vice-President (Sales and Marketing), News
Television India Limited.
Dutta explained that these deals were part of a larger sponsorship
programme initiated by the channel to be spread across shows.
"The deals have been struck for a half yearly activity
on Star Plus and not just for Kaun Banega Crorepati,"
he said.
"The advantage for advertisers is that Kaun Banega Crorepati
will now have sponsors in totally different product categories,"
said Dutta. This, he elaborated, would be the perfect opportunity
for advertisers to get onto the game show. He added that this
was the first time that KBC would have six sponsors at one
time.
The show will also introduc its second branded segment: the
phone-a-friend lifeline, which will now be sponsored by Airtel.
"We will be going on air with these sponsors anytime
now," said Dutta. On the deal with each of the sponsors,
Dutta said that it would initially be for a period of three
months post which they would come up for renewal. Ideally,
he said, Star would like to have Airtel on the show as soon
as possible.
The time lag was only to get the logistics in place he explained.
According to Dutta, ICICI and Britannia have renewed their
contracts for sponsorship. At this stage, the winner’s
cheque bears the ICICI brand logo while Britannia sponsors
the 50:50 lifeline. KBC, which went on air in July last year
was initially sponsored by Colgate, LG, Bajaj and Dettol.
The contracts for these four sponsors expired at different
periods. On the question of the original sponsors coming back,
Dutta said they were quite keen to renew their contracts.
"This would take place only if the new sponsors do not
renew their deals with us," he clarified. KBC has a commercial
time of 10 minutes for every episode. On the deal with the
sponsors, Dutta said that "Fifty percent of the commercial
time is being given to the sponsors." The balance, he
explained, would be offered to the spot buyers. "The
original plan was to have no sponsors for Kaun Banega Crorepati,
starting this year admitted Dutta. He said the real objective
was to give everyone a chance to be a part of the show.
This, he explained, was not possible since there was immense
pressure from the advertisers. On the plans for KBC, Dutta
said the junior version of the game show would go on air in
the second quarter of this year. Confirming that the show
would be hosted by Amitabh Bachchan, he said Star was still
in the process of finalising a few areas about the show. Dutta
clarified there was no possibility of KBC being taken off
the air. "It will continue even after we launch Junior
KBC" he explained.
Krishna Gopalan
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