CNBC-TV18 hopes to ride high on ‘KBC’ magic

CNBC-TV18 is trying to ride on ‘KBC’ magic. The business news network is all set to launch a new interactive show, ‘Kaun Rahega Crorepati’ (‘KRC’), on both its channels, CNBC-TV18 and Awaaz. The show revolves around the winners of the popular game show on STAR Plus, ‘KBC-2’, and seeks to guide them on strategic investments with the money they win in the show.

The motive behind the show is to educate the Indian consumer about strategic investments in the backdrop of an interactive game show.

Says B Saikumar, vice-president, sales and marketing, CNBC-TV18, “Surprisingly, the majority of Indians are still financially illiterate. And in this show, ‘KBC 2’ winners will represent the masses. This will also help the viewers to connect with the show in a much better way.”

With ‘KRC’, the channel hopes to attract viewers from middle-class, aspirational households. This is probably why the show will also have SMS queries from viewers seeking financial advice.

Saikumar says, “The concept for the programme is based on the fact that once a person makes his bucks, it is equally important to know how to maintain his funds and plan for the future.”

The show, hosted by Vivek Law, will disclose the family backgrounds and personal lives of the ‘KBC 2’ winners in order to create an emotional connect with the viewers.

Ajay Chacko, head, marketing, CNBC-TV18, says, “Financial advice is quite boring otherwise. We hope to make the subject interesting with this interactive show. In a way, the show will look like an extension of ‘Kaun Banega Crorepati’, as we are taking off from where ‘KBC 2’ ends.”

The news network has planned a communication campaign, which includes TVCs, print, outdoor and online advertising. In addition, ‘KRC’ will be promoted through the network’s current on-ground activities such as investor camps and insurance forums.

CNBC-TV18 has another programme, ‘Your Stocks’, which also advises viewers, but on stock-market investments. The new show will be promoted during this programme as well.

© 2005 agencyfaqs!