Kaun Banega Crorepati 2 (KBC 2) is sure one property which STAR India intends to utilise in innovative ways. The network has decided an unusual style to use the event for the South viewers. KBC 2 would be simulcast not only on STAR Plus but also on STAR Vijay, where the para-dubbed version would be aired.
KBC 2 would be launched on STAR Vijay on the same day, as it would be on STAR Plus, i.e. August 5, 2005.
Explaining on the rationale behind this move, Deepak Segal, EVP, Content and Communication, STAR India, said, “KBC 2 is a universal property and has also been greatly appreciated in the southern markets. With channels like STAR Vijay in the network, we could work out a way to enhance the viewing experience for the South audience. Hence we decided to simulcast the show on STAR Vijay.”
Segal said that the show would be para-dubbed for the South viewers, which implies that the original Amitabh Bachchan will stay on the show and on a higher volume, the Tamil dubbed version will play. “This way the viewer will have the feel of the original show and enjoy it in his language.”
The most expensive property on television presently, ‘KBC 2’ has already roped in three sponsors – AirTel, Nokia and Ambuja Cement. The others are expected to be in place soon. Interestingly, the property on both channels is sold separately, allowing STAR India to leverage it some more in terms of ad revenues.
The promotions for ‘KBC 2’ on Vijay follow a similar game plan, as it is in the north markets but with dubbed versions of the ads. The phone lines for ‘KBC 2’ will open from June 6, 2005 at 9 pm. There will be one entry question per day, which will be flashed on STAR Plus. This question will be flashed till 5 pm on the next day, and there would be one new question every day till June 19, 2005.
Viewers can use a MTNL/BSNL landline or an AirTel connection to send across the right answers. STAR officials inform that the show received over 9 crore calls last time.