KBC manages to lure the South TV audiences too

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | July 23, 2012
Suvarna TV has witnessed 47 per cent jump during its 8 pm slot viewership, post the launch of Kannadada Kotyadhipati (KK), or KBC in Kannada; KBC's Tamil and Malayalam versions, too, have managed to grab audience attention.

Kaun Banega Crorepati (KBC), the international game show format that swept the Hindi general entertainment channel market with its Indy-version, seems to be casting its magical spell on the South television audiences as well.




Suvarna TV, the STAR Network's Kannada general entertainment channel, has witnessed as much as 47 per cent jump during its 8 pm slot viewership post the launch of Kannadada Kotyadhipati (KK), or KBC in Kannada.

Consider this: Before the launch of KK on March 12 (Week 11), the 8-9.30 pm (Monday-Thursday) slot on Suvarna TV (the time-run for KK on the channel now) was averaging at 3.6 TVR, while the 8 pm slot aired the one-hour cookery-based reality show, Kitchen Khiladigalu. At 9 pm, the channel aired the fiction property, Preetiyinda, which has now been shifted to 7.30 pm.

However, once KK was launched, the slot's average TVR moved up to 5.3 (C&S 4+, Karnataka). During its launch week, KK was viewed by 6.66 million people, thereby capturing as much as 48 per cent of the total Karnataka TV audience; and as for the week ended July 14, the cumulative reach for the show stood at 11.11 million, a jump of almost 67 per cent.

And it's not just Suvarna TV. The TAM data provided by various media agencies suggest that Vijay TV's KBC version, too, has scored well across the Tamil Nadu market.

Christened Neengalum Vellalam Oru Kodi, the show launched with 5.1 TVR (C&S 4+, Tamil Nadu) during Week 9, and closed with 7.1 TVR for the week ended July 14 (Week 28). The show averaged at 4.4 TVR, wherein the season high stood at 8 TVR.

As for Asianet, which began airing the Malayalam version of KBC - Ningalkkum Aakaam Kodeeswaran (NAK) starting April 9, the show averaged at 11 TVR. Not to forget, before NAK, the 90 minute slot beginning 8 pm was garnering an average TVR of 8 in the C&S 4+, Kerala market. Also, as of now, the show's season high on the channel stands at 12.35 TVR.

For the record, while KBC on Vijay TV was hosted by superstar Suriya, Puneeth Rajkumar is hosting the show on Suvarna TV. NAK on Asianet, meanwhile, is anchored by popular Malayalam actor Suresh Gopi.

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