Star Plus plans to reduce the frequency of Kaun Banega Crorepati (KBC) to twice a week from 29. On Mondays KBC will be replaced by new serial called Desh Mein Nika Hoga Chand. According to Star, no decision has been taken on winding up the show. However the channel plans to cease airing KBC Junior in December.
This decision has led to speculations that KBC may be wounded up by December. According to TBWA-Anthem’s media controller KBC viewers were increasingly become fickle, making the programme unattractive for advertisers.
The KBC’s INTAM figures for September shows that while the cumulative programme viewership for the show is 20.10 lakh, its average programme viewership is only 8.28 lakh. This means that although over 20 lakh viewers float in and out of the show, only over 8 lakh watch it at any given point of time.
Compared to this with Star Plus’ successful soap, Kyunki Saas Bhi Kabhi Bhau Thi where a whopping 18 lakh audience is constant of the 22.79 lakh which walks in to see the show. With such high levels of surfing during KBC it is no longer an attractive option for advertisers.