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KBC Junior to have its first crorepati, viewership dips

18-June-2001
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KBC Junior to have its first crorepati, viewership dips

On July 8, the game show Kaun Banega Crorepati Junior, will have its first crorepati. The episode should provide the much-needed boost to the declining viewership of the show. After its scintillating perfromance in Mumbai and Delhi in the first episode with viewership rating of 26.2 and 22.4 respectively among kids (socio-economic category A & B) aged 4 and 14, the programme has lost much of its charm.

The seven city average of TVRs show, that the ratings have settled at little below 4. INTAM data for the first five-week episode show that even in Mumbai and Delhi the average TVR is not more than 4. Even in the target age group of 10-14 years, in all cable & satellite homes, the TVRs are around 4.2 in Delhi, while they are a little better in Mumbai at 6.

INTAM data also shows that the programme is also losing out on the affluent parents, especially in Mumbai where the TVR ranged between 12 to 20 in the first episode to a decline of between 4 and 8. In Delhi TVRs for men and women between 25 and 44 ranges between 4 and 6.

The KBC Junior was launched on May 6, allowing children to participate in the show. Several kids’ related brands such as McDonald’s, Britannia and Cadbury’s came forward to sponsor the show. In view of the current TVRs, it remains to be seen how the TVRs will be affected once the schools re-open in the northern parts of India.

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