Kid Millionaire is Star's latest ratings weapon

<p>NEW DELHI: Star India's Junior KBC - the children's edition of Who Wants </p><p>To Be A Millionaire in India - has become the latest hit variation of </p><p>the root show, Kaun Banega Crorepati (KBC). </p><p><BR><BR> </p><p>KBC's success generated a new segment for the show. "There was a clamour </p><p>from children," says producer Siddarth Basu, Synergy Productions, New </p><p>Delhi. "They wanted to know why they were being left out. Amitabh </p><p>Bachchan (the host of KBC) himself was quite keen and the sponsors, too, </p><p>showed interest." </p><p><BR><BR> </p><p>The move reinforces the growing influence in the media of the under-18 </p><p>age group in India. </p><p><BR><BR> </p><p>A contemporary show, with a glittering jackpot, hosted by a superstar on </p><p>Sunday morning prime-time during the May-July school holiday period is </p><p>expected to win instant approval from both parents and kids, and is </p><p>expected to draw plenty of interest from marketers. </p><p><BR><BR> </p><p>Blockbuster KBC, hosted Bachchan, a charismatic actor, took Star India </p><p>to the top in the ratings game. </p><p><BR><BR> </p><p>In order to ward off viewer fatigue, however, Star strategists plan </p><p>occasional changes within the show's line-up. </p><p><BR><BR> </p><p>Indian celebrity contestants joined, donating winnings to charitable </p><p>causes, for instance, the Gujarat earthquake relief. </p><p><BR><BR> </p><p>Then, following the route the programme has taken in other countries, </p><p>Star introduced contestant couples who have to take joint decisions on </p><p>answers. </p><p><BR><BR> </p><p>KBC's current rival in the ratings war is Sony's game and quiz show, </p><p>Jeeto Chappar Phaad Ke (JCPK), hosted by scene-stealing screen hero </p><p>Govinda. </p><p><BR><BR> </p><p>JCPK once had an overpowering 15+ points in the ratings. </p><p><BR><BR> </p><p>However, it recently plunged to just three ratings points and now it </p><p>averages at six, behind KBC's eight. </p><p><BR><BR> </p><p>Sony has tweaked its show with celebrities as well. But the broadcaster </p><p>has not said whether it will aim at the kids' market, given the apparent </p><p>increase in potential sponsor activity. </p><p><BR><BR> </p><p>For instance, McDonald's and bakery major Brittania were the first to </p><p>announce their intentions some six months ago in January, when the show </p><p>was still in the planning stages. </p><p><BR><BR> </p><p>They were quickly followed by TI Cycles, Novartis, Cadbury's, Nestle and </p><p>buscuit brand Parle. </p><p><BR><BR> </p>