The Hindu Business Line : A bigger, better KBC with Shah Rukh Khan

Will the SRK brand take over the KBC phenomenon? If the sponsors' enthusiasm is anything to go by, with Shah Rukh Khan as the new host, the show might just be bigger and better than the previous edition.

Against all apprehensions that ratings would not match those of the season hosted by Amitabh Bachchan and that KBC had tired audiences, sponsors Airtel, Hyundai and UTI have promptly signed up for the third run of the big game show on Star Plus.

The channel will soon be confirming other big names, including a television maker and FMCG player, a soft drink company and even a representative from the public sector.

For Hyundai, which renewed its association with KBC, ratings need not hit the roof.

"After the initial excitement of maybe 22 per cent, even if viewership settles at 13-14 per cent, like in the previous season, it is still considerably higher than the average 9-5 programme rating of seven per cent," said Mr G. Sanjay, Deputy General Manager (Marketing and Sales).

The programme is going to be marketed heavily, and with Shahrukh Khan as brand ambassador it can only be good news for Hyundai. And not just Hyundai and Airtel - other brands associated with Shahrukh Khan are also likely to join the club.

It's a different strategy this time round for the Star advertising sales team. "We are looking at building an association with about 10 sponsors and will be giving them 80 per cent of our inventory," said Mr Kevin Vaz, Executive Vice-President (Ad Sales).

Consequentially, he added, 4-5 spots available per episode are driving the prices of the ad spots up.

Considering that KBC moves back to the weekdays, between two of star's most popular K serials Kasauti and Kyunki, which Mr Vaz said have a rating of 8-10 per cent, ad sales have been up by 20-25 per cent.

"Added to that is an additional premium for the new host and the freshness he brings to the content," said Mr Vaz, refusing to give specific sales figures.

Merchandising is also being explored this time round. Star is close to finalising a KBC line with an apparel company. Shahrukh Khan himself is reportedly taking home Rs 80 lakh, Rs 30 lakhs more than Bachchan. Except for the prize money, just about everything else at KBC seems to have got costlier.

"I would never fit into Mr Bachchan's shoes," said Shahrukh Khan at a news conference organised recently by the KBC team.

It followed with "I am a very humble man" and many other quotable quotes. Somewhere along the line, he also said in a very matter-of-fact manner that he was the best. Looks like KBC's sponsors agree.

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