The third season of Bigg Boss with Amitabh Bachchan was launched on Colors on October 4 amidst numerous reminders across television, print and hoardings. Colors has managed to more than double its viewership this time compared to the last season, which was hosted by actor Shilpa Shetty.
About 11 million viewers tuned in to the show, which aired for two and a half hours on Sunday, as per aMap data for C&S 4+, NWE markets. It was the unveiling episode where contestants were introduced. The show garnered a highest TVR of 3. It was the highest rated show on GECs during that time band.
Colors' other reality show, Fear Factor - Khatron Ke Khiladi, had also garnered a TVR of 3 during its launch. But far more people tuned into to Bigg Boss. The TVR garnered by Bigg Boss Season 2 on Colors was 1.5, while that of the first season that launched on Sony was 1.4.
Amitabh Bachchan plays the role of Pop Philosopher in the third season and will make an appearance on the show on weekends. For the third season, Colors had invited suggestions from viewers as to who they wanted to see as contestants on the show. A campaign was launched earlier, announcing Amitabh Bachchan's association with the show.
Colors plans to continue the promotional campaign through the three months that the show will be aired. The hoarding innovation, in which a camera will be placed on hoardings to capture cars passing by, will be extended to other cities as well as malls. 'Naka Bandi' (check points) spots in Mumbai bear the message 'Bigg Boss is watching you'.