From ‘Kaun Banega Crorepati’ to ‘Kaun Rahega Crorepati’, money matters rule the channels. To cash-in on KBC’s popularity, CNBC-TV 18 and Awaaz have launched a new show titled ‘Kaun Rahega Crorepati’ (KRC). On this show, winners of KBC and their families will have a chance to get expert advice from India’s foremost financial experts on preserving and growing their prize money as well as spending it intelligently. The show is slated for an October mid-week launch.
The programme thus attempts to spread the message of informed investing by featuring winners of KBC, a show that has captured the imagination of middle class India. The attempt is to bring out the ‘human side of the winner’ and at the same time expose the most neglected areas such as financial planning.
Ajay Chacko, Head Marketing, CNBC-TV 18, said, “Kaun Rahega Crorepati is an attempt by TV18, India’s leading business and consumer network, to make people appreciate and understand the importance of financial planning in meeting one’s goals in life. It is also an attempt to help people, who have acquired wealth through a stroke of luck, to spend/ invest their money responsibly. In many ways, it is also a tribute to the success of KBC – today much of India spends prime time thinking about money.”
“So, while we at CNBC-TV18 and Awaaz have been trying to make people think about money all these years, STAR has kind of helped put this up right at their dinner tables. And we are grateful to them for that. Now it is our turn to chip in,” Chacko quipped.
He added, “In fact, this show takes off from where KBC has left and will appeal not only to CNBC-TV18 and Awaaz consumers, but will also target a slightly larger audience.”
Most winners of KBC, people who have won say even Rs 10 lakh, have aspirations that can’t really be met within their prize money’s worth. Most winners interviewed by CNBC-TV18 and Awaaz said that they would like to ‘spend’ most of the money on a variety of luxuries and perhaps invest in some real estate, etc.
The underlying fact is that most of middle class India does not know, and to a large extent are even complacent, about taking informed and intelligent investment / spending decisions.
Commenting on the new programme, STAR’s Corporate Communication Head Yash Khanna said, “Well, this just goes to show the popularity of KBC. It’s a good thing and will also help KBC in some way or the other. Though we have not really tied up with CNBC and Awaaz, we are particularly happy to see this happen. With KRC, CNBC-TV18 and Awaaz have come out with this intelligent property and we are happy.”
“While it is important to be a millionaire, it is equally important to stay one and multiply that wealth. With this show we are bringing the best financial experts and the KBC winners face-to-face to advise these winners according to their career goals and objectives on how to utilise this money,” explained B Saikumar, Vice-President, Sales and Marketing, CNBC-TV18.
Vivek Law, TV18’s consumer and personal finance face, will host this unique new show. Each show will feature one KBC winner (his / her immediate family) and a leading financial advisor (sometimes a set of advisors).
Besides attempting to educate the winner about financial instruments that can help him / her preserve and grow the prize money, the show also attempts to bring about helpful tips for making better spending decisions, be it shopping for luxuries or making real estate investments.