ICC Cup may leave KBC-III stumped
Advertisers’ commitment to ICC World Cup 2007 is likely to spoil Star TV India’s plans of raking in big moolah from its renewed game show Kaun Banega Crorepati-III (KBC) with Shah Rukh Khan as the quizzmaster.
The new 52-episode series will go on air starting January-end. Agrees Vivek Srivastava, executive director, Innocean Worldwide—Hyundai’s in-house ad agency. “We have committed a big spend for the World Cup and now we have to see how we squeeze in that extra buck to be spent on KBC, which will also attracts viewers.” Incidentally, Shah Rukh Khan endorses Hyundai. Big spenders like Hind Lever, Nestle, Maruti, Hyundai and others have already committed over Rs 250 crore to the World Cup cricket tournament starting March 11, 2007 in the West Indies.
Small and medium advertisers were preparing to spend an extra Rs 80-100 crore on television as the World Cup draws close, media planners said. The ICC World Cup was expected to attract over Rs 350 crore of advertising, leaving very little for the big spenders to use for the KBC’s new avatar, industry sources added.
For Star India, the abrupt ending of KBC-II last year disrupted revenue growth of Star TV Asia by 6-10%. When KBC-II was on, Star’s Asia network was cruising at 20-30% revenue growth in both first and second quarters of 2005-06. But for the quarter ending March 2006, the company registered only 14% revenue growth to touch the $123-million mark. Star TV has already started sending out feelers to advertisers, saying companies that wish to be main sponsors of the show pay Rs 25-30 crore and those that want to be associate sponsors shell out Rs 17-20 crore.
:tea:
Advertisers’ commitment to ICC World Cup 2007 is likely to spoil Star TV India’s plans of raking in big moolah from its renewed game show Kaun Banega Crorepati-III (KBC) with Shah Rukh Khan as the quizzmaster.
The new 52-episode series will go on air starting January-end. Agrees Vivek Srivastava, executive director, Innocean Worldwide—Hyundai’s in-house ad agency. “We have committed a big spend for the World Cup and now we have to see how we squeeze in that extra buck to be spent on KBC, which will also attracts viewers.” Incidentally, Shah Rukh Khan endorses Hyundai. Big spenders like Hind Lever, Nestle, Maruti, Hyundai and others have already committed over Rs 250 crore to the World Cup cricket tournament starting March 11, 2007 in the West Indies.
Small and medium advertisers were preparing to spend an extra Rs 80-100 crore on television as the World Cup draws close, media planners said. The ICC World Cup was expected to attract over Rs 350 crore of advertising, leaving very little for the big spenders to use for the KBC’s new avatar, industry sources added.
For Star India, the abrupt ending of KBC-II last year disrupted revenue growth of Star TV Asia by 6-10%. When KBC-II was on, Star’s Asia network was cruising at 20-30% revenue growth in both first and second quarters of 2005-06. But for the quarter ending March 2006, the company registered only 14% revenue growth to touch the $123-million mark. Star TV has already started sending out feelers to advertisers, saying companies that wish to be main sponsors of the show pay Rs 25-30 crore and those that want to be associate sponsors shell out Rs 17-20 crore.
:tea: