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>
by
|
06/08/2001
NEW DELHI: Star India's Junior KBC - the children's edition of Who Wants
To Be A Millionaire in India - has become the latest hit variation of
the root show, Kaun Banega Crorepati (KBC).
KBC's success generated a new segment for the show. "There was a clamour
from children," says producer Siddarth Basu, Synergy Productions, New
Delhi. "They wanted to know why they were being left out. Amitabh
Bachchan (the host of KBC) himself was quite keen and the sponsors, too,
showed interest."
The move reinforces the growing influence in the media of the under-18
age group in India.
A contemporary show, with a glittering jackpot, hosted by a superstar on
Sunday morning prime-time during the May-July school holiday period is
expected to win instant approval from both parents and kids, and is
expected to draw plenty of interest from marketers.
Blockbuster KBC, hosted Bachchan, a charismatic actor, took Star India
to the top in the ratings game.
In order to ward off viewer fatigue, however, Star strategists plan
occasional changes within the show's line-up.
Indian celebrity contestants joined, donating winnings to charitable
causes, for instance, the Gujarat earthquake relief.
Then, following the route the programme has taken in other countries,
Star introduced contestant couples who have to take joint decisions on
answers.
KBC's current rival in the ratings war is Sony's game and quiz show,
Jeeto Chappar Phaad Ke (JCPK), hosted by scene-stealing screen hero
Govinda.
JCPK once had an overpowering 15+ points in the ratings.
However, it recently plunged to just three ratings points and now it
averages at six, behind KBC's eight.
Sony has tweaked its show with celebrities as well. But the broadcaster
has not said whether it will aim at the kids' market, given the apparent
increase in potential sponsor activity.
For instance, McDonald's and bakery major Brittania were the first to
announce their intentions some six months ago in January, when the show
was still in the planning stages.
They were quickly followed by TI Cycles, Novartis, Cadbury's, Nestle and
buscuit brand Parle.
