In a reversal of policy, Star TV has decided to have sponsors back on its popular gameshow Kaun Banega Crorepati (KBC).
The new sponsors are likely to be Pepsi, Cadbury’s and Raymond. Those who had come on as KBC sponsors included Colgate, Mortein, Bajaj, Godrej and LG.
Currently, on an average there are 15 brands advertised per KBC episode. Mr. Sumantra Dutta, executive vice-president (sales and marketing) of News TV India Ltd. had said last month that after the sponsors were taken off, the number of advertisers was likely to go up to 25 per episode. His reasoning: since they were not increasing the 10 minutes of commercial time on KBC, without sponsors they expected to have more flexibility with their ad buy rates.
According to Mr. Dutta, ICICI and Britannia have renewed their contracts for sponsorship.
Star had also announced that it will host special episodes of KBC in 2001, one every month to add to its targeted reach and variety.