The Hindu Business Line : Paanchvi Pass may earn Star TV Rs 150-cr ad revenue

New Delhi, March 7 Star TV is expected to make an estimated Rs 150 crore from its new format show Kya aap Paanchvi Pass se Tez hain? The channel has already tied up Airtel as presenting sponsor, and LG, Cadbury, Pepsi and General Motors as associate sponsors for what is expected to be the biggest show this summer.

Star declined to comment on advertising revenue, but sources say 10 associate sponsors and Airtel alone would contribute about Rs 150 crore. Earnings are also expected from other integrations like homework question and from interactives. In scale and size, it won’t fall short of KBC. “It’s the number one format, hosted by the biggest superstar Shah Rukh Khan, and at Rs 5 crore, for the biggest prize money on Indian television,” said Mr Kevin Vaz, EVP, Ad Sales.

The format which is running successfully across 50 countries currently will attract viewers and their family, said Mr Prashant Kumar, Managing Partner, Central Trading Group, Group M. “Having Shah Rukh Khan as host just adds strength to the format,” he added.

The channel, which is believed to have earned about Rs 6.5 crore from SMS and phone calls for KBC’s last season, has also tied up non-exclusive arrangements with most telecom players tapping into a total subscriber base of 250 million for the show. Mr Viren Popli, Senior Vice-President, Star Interactive, is expecting to add another 20-odd million of Reliance’ subscribers to that figure very soon. The 36-episode show being produced by Mr Sidhartha Basu’s Synergy Adlabs Media premiers this April and is slotted for the weekends, or on Friday, Saturday and Sunday evenings.

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