KBC3 to end on April 19th and SRK definitely hosting KBC 4 next year

MUMBAI: With KBC more than half way into its third season, the latest Tam data does suggest a gradual down hill trend with week six (26 Feb - 1 March) clocking an average TVR of 7.6.

Although, the hype generated at launch propelled the show to an average TVR of 9.84 in its opening week (six week average 8.42 TVR), the network and it's advertisers do not seem to be very perturbed by the current sliding situation.

Even though the numbers are slipping, what's left to determine is whether the big 'moolah' pumped into the show is paying off?

Star India president advertising sales and distribution Paritosh Josh claims to be satisfied with deliveries of the show, saying that from a pragmatic standpoint and from an advertiser's perspective, what matters is the number of people watching the show. "While we worry about TVRs, the marketers will measure the impact of their brand on other variables like brand recall. If we were not giving the advertiser his bang for the buck we would not have such support."

"In terms of audience deliveries, the show has consistently been rated among the top 10 shows (HSM) throughout its duration. We have thus cornered a substantial TV audience that resort to appointment viewing."

Apart from the extensive PR support generated from national media, "Surprisingly the level of interest from local media like from Jharkhand, Assam, Andhra Pradesh and Kashmir have surpassed our expectations. On a more global scale, the show has also been featured on Youtube."

However, Joshi laments to the fact that there is room for better deliveries, which was largely obstructed by the sudden onslaught of a changed ratings system in January. He adds, "We could have done much better, but there is a reality we have to deal with. In the absence of which we may have continued delivering ratings in the region of 10 and 11."

"It is not logical to define an audience by C&S 4+ as viewership is far more segmented."


Expanded Tam metrics is just one issue. What also emerges as a big question for the network is whether this big ticket show is geared to withstand the heat of 'cricket'?
Joshi adds, "Currently, there is no significant evidence of money rapidly shifting towards cricket. We expected an impact on our inventory, however for the rest of the month our bookings look healthy. But three weeks from now there will be a big impact, however we have factored that into our budgeting for the year."

Fact is though, that even in the excitement of KBC's opening week, the game show was bowled out by the India Vs West Indies ODI match, so will the coming weeks have Star biting their nails hoping that the housewife is empowered enough to command a mid-match break to watch KBC?

Among the key sponsors for the show, telecom partners Airtel have definitely left no leeway and have also invested in spot buys to gain maximum weightage from cricket. "A fall in ratings is expected, we also saw a similar drop during the Tri-series held earlier. But all of this has been factored in therefore, we have extended our presence and visibility to the World Cup, KBC will play a support at this time," says an Airtel spokesperson.

Another big investor in KBC, Pantaloon Retail head corporate communication Atul Takle opines, "We suspect that there will a drop, but at the same time the lady of the house is likely to request for an hour's break to tune into KBC. On the days that India is playing, the drop will also largely depend on whether India opens the batting or not."

But Star has maneuvered itself well around cricket to close the season of KBC on the 19 April, just days before the semi finals which kick off on 24 April. Interestingly the days India is playing has conveniently been positioned on weekends, so apart from the four week days (19 March, 2, 11 and 19 April) that coincide with KBC, the show is likely to escape being smothered with a 'full toss' from cricket.

Lodestar CEO Shashi Sinha asserts that KBC is the biggest show on television at the moment and although problems will creep in with the onset of cricket, the initial India matches may not pose a major threat. But from a larger perspective one off peaks and falls are insignificant."

For Lodestar which initiated the product integration for client Metlife with the clock timer branding, Sinha opines that in the larger scheme of things, ratings do not matter as long as the product integrated in remembered, which is what counts.

As opposed to expectation, no one seems to be fretting over ratings drops or cricket fever! Motorola India director - marketing Lloyd Mathias says that they have been reasonably satisfied with delivery of the show and have derived several positive associations from the initial hype and leading upto its current position.

In fact Pantaloons' Takle says that following the television spots for its shopping portal Future Bazaar on KBC, they have witnessed incremental peaks of business on the site from Rs 40,000 - 50,000 to presently crossing Rs 500,000.

As for Star, spirits are high and despite all media-generated comparisons with the Big B (a point to mention - it benefited the show), Joshi adds, "We feel completely validated with our choice of talent."

Given that King Khan has been roped in for two seasons of the show and Star has signed up with Celador to hold the contract for the format for five years, he concludes, "You will definitely see Shah Rukh next season. That should kick off about the same time next year."

__________________
I don't have an attitude problem. You have a perception problem.

If you can't see the bright side of life, polish the dull side.

Never argue with a fool. People might not know the difference.

When you're right, no one remembers. When you're wrong, no one forgets.

MUMBAI: He has just wrapped up his quiz show "Kaun Banega Crorepati" and now Bollywood superstar Shah Rukh Khan is about to take a long-due sabbatical to spend time with his family and work on a special project.
"I want to take time off with my kids and also work on a project that's very precious to me. I want our production company to become truly FX-savvy," Shah Rukh said in a rare interview.
Shah Rukh is currently looking at various creative and business options for this project.
"When I am asked what next, then I guess this is what I want to do next. This is where my heart is at the moment. I want our FX to be comparable with the best in the world. 'Dhoom 2' and 'Don' got it right. I want to take optical illusions even further."
He now needs to take a break but with a specific purpose.
"I want to spend the next three months honing up the FX in our production house. Have you seen films like '300'? That's the level of special effects (FX) we should be aiming at. And I'm going to go for it," said Shah Rukh with characteristic enthusiasm.
As excited as ever, SRK says, "For me, there're no real challenges. I need to create them."
He has been in too many places at the same time. His hugely enjoyable stint as the host of popular KBC on STAR Plus is over.
"I'm just about done with all the episodes. I had myself a good time, I don't know about the others," he joked. "But I wouldn't mind returning with another season. Let's see, talks are on."
Talk veers to contestants acting cocky or nervous on the show.
"It happens...I took it all in my stride. For example, the lady who chose to say she wasn't a fan of mine. That's her choice and I respect it. She was a schoolteacher and probably thought of actors in a particular way. I respect that. What is there to get upset about it? Incidentally, she spoke to me after the show and explained her point of view to me.

"I was also asked why I gave away watches to some contestants who were eliminated and not to others. My watches, my choice I guess."
But Shah Rukh was very clear about the motive and purpose behind his interactions on KBC.
"I wanted the contestants to carry back that experience with them as a special one. Otherwise, there would be no real purpose behind the exercise. Yes, I knew most of the answers to the questions. But when I didn't, I made sure I asked Siddharth Basu - he and I go back a long way to the time both of us did English theatre together in Delhi, or someone else on the sets."
King Khan says KBC was fun.
"Yes, I like my work to be fun and I make sure it is. That's why I don't want to do the kind of films I don't enjoy watching. With due respects, I don't want to be in the so-called offbeat films. I'd rather do my enjoyable stuff. Farah Khan's film 'Om Shanti Om', which I'm now shooting, is again a lot of fun."
But family gets top priority. "I decided to see you now while my son has gone to his friend's birthday party."
We're in Shah Rukh's newly done-up office. And he is looking as boyish, exuberant and ultra-energetic as the last time I met him.
There are innumerable activities awaiting his attention. But Shah Rukh has the ability to make it all look disarmingly basic and simple.
"Sooner or later everything does come together. And there's no point in fretting over. I lost both my parents very young. That made me kind of fearless about life and death. Now I fear for those who are close to me. I fear for what such a loss would do to my friends. My father was a freedom fighter. He gave a lot to his country. Now it's my turn...but with the added perk of getting recognition in return."

He then pauses.
"People say I've gone through a lot and that the health and other setbacks are god's way of equalising my success, stardom, whatever. I think that's rubbish. God doesn't have an accounts department.
"I don't think my neck injury was in reaction to the successes I've had. Now I'm asked, what next? Frankly I've no clue. My journey hasn't been mapped or planned. Whatever had to happen has happened."
Coming up is another book on Shah Rukh, this time by journalist Anupama Chopra.
"It's a journey through Indian cinema in recent decades as seen through my career. Interesting and insightful because of the amount of rigorous research Anupama has taken on. I'm still amazed at the amount of interest my work generates.
"Either we talk about these interesting aspects of cinema vis-à-vis my career. Or sensational quotes comparing me to Changez Khan or unnecessarily harping on my so-called differences with Amitabh Bachchan can be attributed to me. The choice is entirely yours."
Shah Rukh also has his own memoirs on the anvil.
"I've been working on that for sometime. But I feel the need to add new chapters constantly. I'll just have to find a place to stop it."

__________________
I don't have an attitude problem. You have a perception problem.

If you can't see the bright side of life, polish the dull side.

Never argue with a fool. People might not know the difference.

When you're right, no one remembers. When you're wrong, no one forgets.

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