KBC arrives on smartphones with SonyLIV; grabs seven sponsors

The show will be available on SonyLIV on a linear feed on subscription + VOD mode to allow viewers to test their IQ anytime, anywhere

e4m by exchange4media Staff
Updated: Sep 22, 2017 4:00 PM

Seventeen years later and now into its ninth season, Kaun Banega Crorepati (KBC) crosses the threshold of TV and enters a fresh territory in digital. Riding on SonyLIV, the ninth season of KBC will be the first to be streamed online, and it has already become the property to acquire the highest number of sponsors. The show will be available on SonyLIV on a linear feed on subscription + VOD mode to allow viewers to test their IQ anytime, anywhere.


KBC has been able to rope in seven of the biggest brands in India as its sponsors, a record for any content category. The popularity of the show can be gauged from the fact that Indian telecom’s most talked about brand, Jio, has come onboard as the show’s presenting sponsor on SonyLIV and also has a unique proposition this season. Viewers of KBC can match their knowledge with the contestants on the hot seat with Jio KBC Play Along. This can be done by downloading the Jio Chat app on their phones.


The show is co-powered by India’s largest online automobile marketplace Droom and the go-to brand for Ayurvedic products, Patanjali and driven by Datsun. Gujarat Tourism functions as its associate sponsor. EaseMyTrip has grabbed the role of KBC’s travel partner while caring for its health is Fortune VIVO Diabetes Care Oil. 


SonyLIV has been at the forefront of introducing the exclusive and highly anticipated content from all over the world on its platform. Its vast repository of the best entertainment properties and sporting events has played a pivotal role in redefining the entertainment landscape in India, transforming many traditional media devout into netizens. KBC’s inclusion within SonyLIV’s repertoire further cements its position as the ultimate destination for the finest content.


With a few alterations in the lifelines, the timer, and a digital transfer of the winning amount, season 9 of KBC has been an entertaining ride so far, and it promises to be even more so, once on digital.


Uday Sodhi, EVP and Head – Digital Business, Sony Pictures Networks India said, “Kaun Banega Crorepati has revolutionized the viewership for the game show. This year, we decided to further augment its massive fan base by involving the digital audience. The program has seen high traction from advertisers and seven of India’s biggest brands are now advertising on the digital platform. With KBC’s launch on SonyLIV, there has been a rapid increase in the digital viewership and further strengthening of SonyLIV’s position among its users as the go-to destination to access the most vibrant entertainment content.”

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