The ninth season of Amitabh Bachchan’s 17-year-old iconic show Kaun Banega Crorepati (KBC) that returned to TV screens on 28 August is proving to be a money-spinner for broadcaster Sony Pictures Networks India Pvt. Ltd. The network is expected to earn about Rs400 crore in advertising revenue from the show, according to several brand experts and media buyers who declined to be named.
The quiz show, an adaptation of the British show Who Wants To Be A Millionaire? that was last seen on Indian television in 2014, has mobile network operator Reliance Jio Infocomm Ltd as the presenting sponsor. Reliance Jio has paid close to Rs100 crore for the deal. This is more than three times the Rs30 crore that chocolate brand Cadbury paid last season.
The rates for other sponsors have gone up as well. The “powered by” sponsorship deal is said to have cost Chinese mobile handset maker Vivo Communication Technology Co. Ltd and India’s Capital Foods Pvt. Ltd-owned brand Ching’s Secret Rs50 crore each, a substantial increase from the Rs10-15 crore that brands paid in 2014. Associate sponsors including brands such as Raymond, Datsun, Axis Bank, Aakash Institute, Big Bazaar and Quick Heal have come on board for around Rs10-15 crore each, again a rise from the Rs5 crore the show demanded for associate sponsorship last season
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