Star is planning to cut down the frequency of Kaun Banega Crorepati from four episodes every week to three. Star’s new strategy is meant to work two ways. It will help cope with fatigue which viewers have been complaining of lately and it will enable Star to take on Sony’s Jeeto Chappar Phad Ke during weekends. KBC for kids will hit the small screen early May.
Industry sources, however, point out that the TRP ratings of both these gameshows are nothing to write home about. Barring the celebrity-packed episodes, KBC’s average rating is languishing at 9, while Govinda’s Jeeto Chappar Phad Ke’s average rating is around 7. The media buying industry is, however, bullish on KBC. All advertisers would want to position the upmarket brands in that slot, given the contemporary and educative nature of the game show.
At the same time, however, they agree that it’s high time the channel revived the interest of the viewers and the advertisers. Gameshows worldwide are time-bound which goes off air at regular intervals to curtail the boredom which inevitably creeps into such programmes.
During the euphoric days of KBC, 10 seconds slot sold for Rs 4 lakh. Today, it has fallen to Rs 2 lakh. Media buyers warn that if Star doesn’t do some rejig, the cash-cow might soon go dry.