Star TV has decided not to have co-sponsors for the mega game show Kaun Banega Crorepati, with effect from January in order to free commercial time for more advertisers. At present, there is 10 minutes of commercial time on KBC.
The present crop of co-sponsors of KBC includes Colgate, Mortein, Bajaj and Godrej. LG, which had booked 78 episodes, has exhausted their quota. On an average, 15 brands are advertised per KBC episode. In the new arrangement, the number of advertisers is expected to go up to 25 per episode. The advertising industry sources estimates that each sponsor for KBC would have coughed up Rs 8-9 crore each for 52 episodes, fetching Star around Rs 36 crore from sponsors alone.
Meanwhile, in a statement, Star TV said it would host special monthly episodes of KBC in 2001 to add to its reach and variety.