The Hindu Business Line : KBC increases Star Vijay's share for 9 p.m. slot

STAR Vijay's dubbed version of the game show Kaun Banega Crorepati (KBC) has managed to increase the channel's share for the 9-10 p.m. slot by two-thirds in Tamil Nadu, but Vijay still trails Sun TV and its associate KTV.

Pre-KBC, Vijay had a channel share of 6 per cent for that timeslot in Tamil Nadu, with Raj TV and Jaya TV clocking comparable numbers.

But KBC has improved that figure to about 10 per cent, in the process eating into the shares of Raj, Jaya and even KTV, according to data from TAM Media Research, which tracks viewership trends. Interestingly, Sun TV's share has increased (62.2 to 63.8 per cent). KTV is touching 20 per cent.

Data for the second week of KBC, which has been dubbed into Tamil by production house 7th Channel, indicates the programme has held on to its initial shares.

Star Vijay, however, has claimed greater success, more particularly in Chennai.

Figures provided by the channel, compiled on the basis of the socio-economic classification ABC, have put Vijay ahead of KTV for that timeslot in the city. The show, whose cost of production for Vijay is restricted to the expenditure on dubbing, is being pitched to advertisers on a par with dubbed English movies, which have fetched the channel the best rating points until now, said an industry official, adding that ten-second slots could be priced around Rs 3,000.

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