BUSINESS MODEL OF KBC

WHY REALITY SHOW

They can suddenly boost the ratings of a channel and draw in new viewers.

A top reality show commands 20-25 minutes of viewership in every hour

of telecast. Soaps get about 10 minutes of viewership (for 30 minutes of telecast time).

They are most efficiently used in marketing the channels other

programmes. For example, ad breaks in a reality show like KBC are mostly used to peddle its own shows.

The kbc platform in its 4th season reached 81 million viewers in the first
week itself and sony used it to launch two fiction shows tera mujhse hay pehle ka nata koi and saas bina sasuraal.

INTRODUCTION TO KBC
KBC is a game show a reality show

It is created by Siddhartha Basu

Presented by Amitabh Bachchan and Shahrukh Khan

The creators are Keith and Mathew Strachan

Produced by Big Synergy Productions Distributed by Sony Broadcasted on Star plus From 200-2007 and there after on sony

INTRODUCTION TO KBC
Kaun Banega Crorepati is an Indian reality/game show based on the

UK game show Who Wants to Be a Millionaire?

The show first aired in 2000 and was hosted by Amitabh Bachchan. The show was popularly received in India The show has aired 5 seasons in all till now It has received many awards like best game show of the year the ITA achiever award and many more every year it was conducted

INTRODUCTION TO KBC
The show was first aired in 2000 and was hosted by Amitabh

Bachchan
On August 5, 2005, the show was restarted after a 4 years hiatus and was ended when the host fell ill. Star Television roped in Shahrukh Khan to host the part 3 of KBC, which didnt receive good reviews and the TRP fell drastically

4th season onwards the show was aired on Sony Television instead
of Star Television and the first host came back in

KBC SEASON 5 PLAYOUT

KBC Season 5 was rated the best reality show this year TRP exceeding 4 throughout its 52 episodes

2-3

2.4

4-4.5

WHO PAYS FOR KBC

Currently, Sony pays the prize money. But not from its own pocket as it charges heavy rates from the advertising companies during the chhota sa break. It is no guess who pays for Kaun Banega Crorepati- you the consumers.

Sources indicate that every 10-second ad spot has been sold at Rs 3.5 lakh. With this calculation the average revenue per day is likely to be Rs 2 crore.

SET KEEPS KBC ALIVE

Aims to utilize mobile and online media to retain consumer interest and earn revenue from the quiz show brand Has already unveiled the KBC micro site http://www.kaunbanegacrorepati.org.in It uploads videos and games related to the show It will also screen special episodes and behind-the-scenes videos The game application will be offered for free; but mobile users will be charged (by the mobile phone service provider) for data usage, when they download and play the game Revenue will be shared between MSM, UTV Indiagames and the mobile phone operator.

KBC 5 SPONSERS & PARTNERS

SPONSERS

ASSOCIATE SPONSERS

PRESENTING PARTNER

Each associate partner pays between 16-18 crores for 60 Secs of commercials

KBC 5 COST ESTIMATES

o Cost estimates were around Rs 100 crore o Prize money and pays for the host, which is almost 70% of the total cost o License fees, including hardware and software costs amount around 10%-12% of the production cost

o Bought licenses for six languagesTamil, Telugu, Kannada, Malayalam, Bengali and Bhojpuri.

REVENUE GENERATION
SOURCES OF REVENUE
One of the major sources through which KBC earns its large chunk of revenue is through the advertisement space sold in the media at really high prices The co sponsors also contribute to a great extent It also earns nearly Rs 1 crore through the redemption insurance policy The sms and calls made by the participants also contribute to huge amounts

REVENUE GENERATION
THROUGH SMS AND CALLS
For IDEA Subscribers
Dial 55456 '01/ '02/ '03/ '04' if the answer is Option A/B/C/D *Up to Rs.5 per minute *Available only for Idea Mobile Subscribers. Similarly IDEA subscribers can SMS their answers to 554567

SMS KBC<space>A / B / C / D to 554567 * Upto Rs. 5 per SMS *Available only for Idea Mobile Subscribers KBC 5 received more that 120 million SMS and phone calls

REVENUE GENERATION
THROUGH ADVERTISMENTS
1. Presenting sponsor - Cadbury (paid 25 Crore) 2. Telecom Partner - Idea Cellular (Paid 35 Crore) 3. Associate Sponsors
Samsung Smart TV, Maruti, Pepsi, Just Dial, Hero MotoCorp and Axis Bank (Rs 16 and 18 crore for 60 seconds of commercials during each episode)

The remaining ad inventory will be sold to spot buyers for almost Rs 4 lakh per 10 seconds of ad

REVENUE GENERATION
THROUGH REDEMPTION INSURANCE POLICY
It earned close to Rs1 crore by taking an over- redemption policy with National Insurance Company (NIC).

This policy, which forms a part of wagering insurance, includes commercial contracts of insurance or contracts which deal in futures and options

KBC purchased this policy by paying a one-time premium of Rs7.5 crore to

NIC, in anticipation that they would give out prize money worth Rs7 crore and more.

REVENUE GENERATION
KBC was confident of giving out prize money worth Rs7 crore and more, but

it didnt include the prize money given to the 10 invited celebrities

The contract also suggested that Rs7 crores of prize money that KBC gives

away will include only sums of Rs50 lakh, and above. Players taking home
anything below these will not be included in the amount of Rs7 crore.

While KBC crossed this limit , the amount claimed was Rs8.5 crore by KBC as the decision fell in their favour.

REVENUE GENERATION
So KBC according to the claim got the amount of 8.5 crores

However they had paid a premium of 7.5

So they earned a revenue of RS1 Crore by the easiest means of taking insurance.

ADVERTISING STRATEGIES
The moment the megastar says about the beginning, a strip appears at the bottom of the television screen, a visual of chocolate maker Cadbury's popular ad campaign, SHUBH AARAMBH. When Amitabh asks questions Computerji viewer is drawn to Samsung smart TV.

Britannia did its popular 50:50 biscuit branding around the lifeline of the same name.
Ad Campaigns : Koi bhi sawaal chota nahi hota & Koi bhi insaan chota nahi hota

"Koi bhi insaan chota nai hota"

Conceptualized by Leo Burnett and produced by Chrome Pictures It reiterates the power that lies with the average middle-class man. The campaign consists of five TVCs first of which went Live on YouTube on 15 June, 2011. touching the chord with the aam aadmi (5.4 trp)

BUG BRANDING

BUG BRANDING

SWOT
STRENGTHS Undisputedly most popular reality game show from the past decade Included celebrity as players, host, viewers Broadcasted in popular family entertainment channel

Broadcasted in the peak television viewing time frame

Roped in star charisma and social cause Lengthening of telecast time High spending from Sony Television (Rs.800-1000 million) Humble attitude of the host

SWOT
WEAKNESSES

Absence of the celebrated celebrity of the show brought the TRP of

the show down Viewers were not able to connect with Shahrukh Khan Still bears the image of the copy cat show Who wants to be a Millionaire?

Treated as a gamble
Tax angling to the Winners

SWOT
OPPORTUNITIES It has a set platform because of the popularity of its host- Amitabh

Bachchan
Opportunity to address global audience Endorsement of international celebrity

Lengthening of telecast time

The show's positioning has been amplified from "Koi bhi sawaal chota nai hota" to 'Koi bhi insaan chota nahin hota

Attracting a younger population with a non-fiction base

Fiction Shows are losing its charm due to the same stereotype and predicted storylines

SWOT

THREATS Loss on money in publicity Loosing TRP rate to competition Viewers inclination for fun plus entertainment reality show

BLUE OCEAN STRATEGY

Biggest innovation in Indian TV shows of entertainment Not only innovative in entertainment but also a Value to Indian viewers Director Siddharth Basu changed the philosophy of The 'Can't Be Done In India' Mindset.

9 baj gaye kya

Flooded with a lot of serial like kahani ghar ghar ki, kyunki saas bhi kabhi bahu thi(which was also a hit by star plus),dulhan, kalash, sautan etc which were more cater to family dramas New concept was missing Not only entertainment but also a chance for winning

GHAR BAITHE JEETO JACKPOT

Introduced a new contest for the home viewers

Ghar Baithe Jeeto Jackpot.

Ghar Baithe Jeeto Jackpot winner WASchosen randomly from the

correct entries and he/she will get Rs 1, 00,000 A question for this contest was asked in every episode and there was a winner in every episode

GOING RURAL WITH VRITTI I-MEDIA

Survey by Vritti i-Media revealed that the ad jingle of Kaun Banega

Crorepati had emerged as the most recalled ad at MSRTC owned

bus stands across Maharashtra Koi insaan chota nahi hota ad messaging - an effort by the marketing team at Sony to increase the viewership base of people residing in the semi urban and rural parts of India

With Vrittis innovative medium, it has become lot easier for

advertisers to reach the real India effectively through Vrittis audio and audio video networks

Tie up with Movies

Emotional Element
The target audience for Kaun Banega Crorepati Season 5 was semi urban and rural people, who lives in small places but have high dreams. The tagline of the show was Koi Bhi Insaan Chota Nahin Hota was created keeping that fact in mind Basically, the main theme of the show was to concentrate on emotional element Before starting the game, a movie clip was played about contestants life highlighting the hardship of the person and why he wants to win On Thursday, the special episode of guests who fought hardship in their life and came up as a champ showcased during the show. It was all to target emotional centric audience of India

Lets PLAY KBC Season MMS

Lets PLAY KBC Season MMS

Q 1. Who said, My youth is my biggest strength

Lets PLAY KBC Season MMS

Q 1. Who said, My youth is my biggest strength

A. Lauren Crampsie C. Randall Stephenson B. Jeff Bezos D. Vikram Pandit

Lets PLAY KBC Season MMS

Q 1. Who said, My youth is my biggest strength

A. LAUREN CRAMPSIE C. Randall Stephenson B. Jeff Bezos D. Vikram Pandit

Lets PLAY KBC Season MMS

Q 2. How many Indian companies featured in Fortune Global 500 list 2011

Lets PLAY KBC Season MMS

Q 2. How many Indian companies featured in Fortune Global 500 list 2011
A. C. 7 6 B. D. 5 4

Lets PLAY KBC Season MMS

Q 2. How many Indian companies featured in Fortune Global 500 list 2011
A. C. 7 6 B. D. 5 4

Lets PLAY KBC Season MMS

Q 3. Subir Raha, this name was associated with which company?

Lets PLAY KBC Season MMS

Q 3. Subir Raha, this name was associated with which company?

A. C. HPCL ONGC B. D. BPCL RIL

Lets PLAY KBC Season MMS

Q 3. Subir Raha, this name was associated with which company?

A. C. HPCL ONGC B. D. BPCL RIL

Lets PLAY KBC Season MMS

Q 4. Mr. Narayan Murthy did his masters from?

Lets PLAY KBC Season MMS

Q 4. Mr. Narayan Murthy did his masters from?

A. C. IIT Bombay IIT Kharagpur B. D. IIT Kanpur IIT Delhi

Lets PLAY KBC Season MMS

Q 4. Mr. Narayan Murthy did his masters from?

A. C. IIT Bombay IIT Kharagpur B. D. IIT KANPUR IIT Delhi

Lets PLAY KBC Season MMS

Q 5. Only Indian to win Academy Honorary Award

Lets PLAY KBC Season MMS

Q 5. Only Indian to win Academy Honorary Award

A. C. Dadasaheb Phalke Raj Kapoor B. D. Mira Nair Satyajit Ray

Lets PLAY KBC Season MMS

Q 5. Only Indian to win Academy Honorary Award

A. C. Dadasaheb Phalke Raj Kapoor B. D. Mira Nair SATYAJIT RAY

!! Thank you!!

!!