KBC to strengthen weekend reality programming for Sony

31 Aug,2012

By A Correspondent


After saying adios to Indian Idol, Sony is set to battle it out with competing GECs with its master show. Kaun Banega Crorepati will begin on September 7, and will air Friday to Sunday at 8.30 pm. Produced by Big Synergy Media Ltd, the game show that has created history on Indian television with the iconic Amitabh Bachchan as its host is all set to delight its audiences with a brand new innings this season with ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ as the central theme.


Danish Khan, Senior Vice President and Head of Marketing at Sony Entertainment Television, said, “Weekend slot offers most fertile viewing. The appointment viewing is immense and we have been doing extremely well with our reality shows in this band. Hence, we decided to air the third season of KBC in this slot.” Previously, only the repeat shows of KBC were telecast in this time band.


KBC has also signed Cadbury as presenting sponsor and Idea as telecom partner, besides signing Axis Bank, Ceat Bike Tyres, Just Dial, Sony Bravia, Aakash Educational Services, and Maruti Suzuki. However, Mr Khan said that in-programming sponsor has not been signed. The show will air on 21 weekends, with 58 episodes that will also comprise of special episodes with unique and distinct themes which will capture a little bit of India in every episode, lined up to ignite the minds and hearts of Indian audiences.


On the occasion of announcing the show, NP Singh, COO, Multi Screen Media said, “It is a glorious moment for all of us at Sony to bring back another power-packed season of the magnificent game show Kaun Banega Crorepati on our network, This year’s theme ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ celebrates knowledge as the greatest leveller in our society and a potent change agent.”


Siddhartha Basu, CMD, Big Synergy Media Ltd. Said, “We’re back. This time we’ve gone further down the road into the heartlands and hinterlands of India, and come up with a fascinating line-up of ordinary Indians as contestants, extraordinary for their diversity and individuality, each one of them looking for an opportunity to transform their lives through this knowledge game. They’re more knowledgeable than before, better prepared, and hungry for success. They are the unseen faces of an emerging India, thirsting to prove themselves. It promises the viewer quality entertainment, which engages both the heart and the mind.”


Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television, said, “We are honoured to have the one and only Mr. Amitabh Bachchan hosting KBC once again. He brings a tremendous amount of charisma and his ability to connect with one and all with his sincerity and humility takes the show to another level. KBC is not just a popular game show, but a powerful platform where people from all across India, cutting across the demographic, geographic and social boundaries converge to celebrate common man’s triumph against all odds. It celebrates knowledge as a powerful tool which can help change his destiny.”


Will the third season of KBC change the destiny of the channel? Time will tell – soon!


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