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Our Bureau

New Delhi , May 16

STAR India seems to have decided to remain conservative in deciding the advertising rates for Kaun Banega Crorepati (KBC) 2.

The channel plans to charge a 50 per cent premium on the existing prime time rates for the final season of the popular game show.

According to advertising industry officials, a 10-second spot on serials such as Kyunkii... or Kahani... are available for anything between Rs 1.25 lakh and Rs 2.75 lakh.

"This would mean that the rates are similar to what was being charged during the first season of KBC," they said.

Star had then offered spots at Rs 3.75 lakh-4 lakh per 10 seconds.

"The Star India team had met some of the top advertisers some time ago and had pegged the ad rate at about Rs 6 lakh. But this was unrealistically high," they added.

Meanwhile, the channel is looking at tying up with eight associate sponsors.

Mr Ajay Vidyasagar, Senior Vice-President, Star India, said, "We are looking at other branding opportunities such as computer branding, money tree branding, 50:50 life line and others."

The channel hopes to get Rs 18-20 crore per sponsor for the whole series. Star also plans to unleash 21 commercials to promote the show with several of them featuring Amitabh Bachchan.

"In order to consolidate our weekend viewership, we are also planning to beef up the programming during the time bands before and after KBC too," Mr Vidyasagar added.

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