The magic of Big B has once again delivered a grand opening for KBC Season 5. KBC has become the leading show in the non-fiction genre and SET the No. 1 channel, according to data provided by Set for three metros (Delhi, Mumbai and Kolkata).
KBC debuted with a 5.24 TVR on 15 August at the 8.30 pm slot, according to TAM mid-week data for the three metros. With the excellent performance of KBC 5, Sony has firmly established its leadership position. And the numbers are expected to touch somewhere around 6 to 7 TVR in the coming weeks.
According to the latest update Sony Entertainment Television has earned Rs. 200 crores, almost double the income of last year from KBC 5. Colors channel brought in Cadbury and Idea Cellular for the sponsorship and they paid Rs 25 crores and Rs. 35 crores respectively for the show. Whereas the associate sponsors Samsung Smart TV, Maruti, Pepsi, Just Dial, Hero MotoCorp and Axis Bank paid between Rs 16 and 18 crore for 60 seconds of commercials during each episode, according to the media buyers.
Danish Khan, vice-president and head of marketing, Sony Entertainment Television (SET), said that Amitabh Bachchan has a huge brand pull with this show and therefore we were able to sign deals well in advance and get a premium.