KBC’s regional run: Now on Suvarna in Kannada avatar
Suvarna channel plans to embark on a marketing blitz with an allocation of Rs 120 million towards promotion of Kannada version of ‘KBC’.
Star Network’s Kannada GEC Suvarna TV has announced the launch of KBC in Kannada. The show will be called ‘Kannadada Kotyadhipati’ and the channel has roped in Dr Rajkumar’s son, actor Puneeth Rajkumar to host the show. Anup Chandrasekharan, Business Head, Suvarna, stated, “Puneeth is a youth icon and people see him as the inheritor of Dr Rajkumar’s legacy. He is the face of Kannada cinema. He is also an extremely successful actor with 18 releases all of them completing 100 days. We chose him because people can easily relate to him.”
While Sony’s core communication this season was ‘Koi bhi insaan chota nahin hota’, the core communication of Kannadada Kotyadhipati is – ‘Knowledge can change lives’. It puts across the show’s motto that a common man with basic knowledge can also participate in the show and change his life. Anup remarked, “Right now, we are at the No.2 position in the GEC space and this show will take us to the next level of being the market leader. This is the biggest show on Kannada television with the biggest prize money of Rs 1 crore. We expect it to be hugely successful as a show of this stature has never been done on a Kannada channel. The right platform matters a lot for this kind of show which will be a landmark in Kannada television history.”
With this show Suvarna aims to increase the Kannada television viewership. “With this show we intend to increase the Kannada viewership pie. In the past 2-3 years we have come out with a number of innovative shows this is yet another example of Suvarna bringing an international quality show to the Kannada viewers, we want people to know that whatever they aspire while watching national channels can be brought to their living rooms by us.” said Anup. The call-for-entry will begin on December 27 with lines open till January 3. Puneeth Rajkumar will ask a question every night at 8pm on Suvarna and the registration lines will be open for viewers from December 27 at 8pm.
The channel has planned to unleash the biggest marketing blitzkrieg that Karnataka has ever seen. The marketing plan will unfold in 3 phases – a 4-week pre-launch phase beginning next week, the launch phase taking off mid January, and the sustenance phase running till end of the show. Chandrashekharan shared details. “To promote the show, we have planned a budget of around Rs 120 million. A comprehensive marketing plan is in place which includes – Print, Online media, Events, Mobile Vans, Radio, Cine promos, Outdoor (Hoardings and mall branding). We will take up 200 hoardings across Karnataka. Events have been planned in 15 cities and 200 theatres will play promos of the show to drive the movie-going audience. Our mobile vans will reach close to 10 million people. There will be an extensive radio campaign with a sustained 5-month activity with 92.7 Big FM, our official radio partner for the show. We will put up approximately one lakh posters across the state.”
As part of a 30-day activity, a canter van will go around with a display along with a photo exhibition of Puneeth and will also host a mini version of Kannadada Kotyadhipati, asking questions to people and distributing goody bags. “Our channel has a huge reach platform so 80% of our promo inventory time will go towards promoting this show. We will have our digital presence on Facebook and Twitter with Puneeth interacting with his fans. Puneeth’s fan clubs across the state will also be part of the promotions. We also have Suvarna Ladies’ Club across 6 districts with close to 10,000-15,000 members each. They do several social and cultural activities on a regular basis and we will be relying on them for word-of-mouth promotions”, Anup added.
The channel is also planning to launch several big ticket fiction shows over the next two quarters.
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