The Hindu Business Line : KBC-2 retains high viewer loyalty: Study

ALLAYING apprehensions over the viewer loyalty to the new version of the popular `Kaun Banega Crorepathi', KBC-2, a nation-wide survey conducted across seven cities indicated that Star TV had a very high recall of over 95 per cent.

The survey was conducted by Hyderabad-based market research company MARCH and ICFAI National College under the supervision of market research consultant Dr Pradeep Krishnatray.

In a press release here, MARCH said the study was conducted among 479 respondents spread over Mumbai, Kolkata, Chennai, Bangalore, Hyderabad Delhi and Lucknow.

The study also indicated that two in three viewers found the new programme to be an improvement over the last series.

What could delight the channel most was that 91 per cent of the viewers wanted to watch the further episodes of KBC, the study said.

According to MARCH, the survey covered a cross section of viewers from different income strata and age.

Mr Amitabh Bachchan was the main draw with his presence, voice and body language scoring over the need to improve one's general knowledge.

The study also captured the recall levels of the programme's sponsors. Soft drink major Pepsi came a close second to telecom major AirTel, which topped in terms of ad recall, the release said.

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