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Junior
KBC locks Britannia, McDonald's as sponsors
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Krishna
Gopalan
Mumbai
: Junior Kaun Banega Crorepati, the gameshow for kids on Star
Plus,has lined up two sponsors. Britannia and McDonald's have
confirmed theirsponsorship for the show, which is yet to be
launched. Like Kaun Banega Crorepati, JKBC will also be hosted
by Bollywood icon, Amitabh Bachchan.
According to Mr Sumantra Dutta, executive vice-president (sales
andmarketing), Star India, there will be other sponsors for
the show. He wasunwilling to elaborate on the total number
of sponsors for the show or thesponsorship deal itself. He,
however, said: "The initial commitment fromthese sponsors
will be for a period of 13 weeks." It is still unclearwhether
the sponsorship will be restricted to Star Plus or is likely
to bespread across the network.
Details pertaining to the exact date of launch and the time
of telecastcould not be ascertained at this stage. "We
are still in the process offirming up details on JKBC right
now," said Mr Dutta. Industry sources haveconfirmed that
JKBC will be targeted at kids and will be an hour-long show.According
to them, JKBC will target school children up to 15 years of
age.The uniqueness, according to them, is that the money will
be retained forthe child's higher education. "Star is
clearly looking to expand itsaudience base through JKBC,"
they add.
Clearly,
the success of KBC has been the motivation for the launch
of JKBC.There are a few gameshows for kids at this stage -
the more prominent onesbeing Bournvita Quiz Contest on Zee
TV and Sports Olympiad on ESPN, hostedby Mr Derek O'Brien
and Mr Harsha Bhogle respectively.
Industry
observers believe that the show's success will depend on contentand
overall presentation. "The presence of Mr Bachchan obviously
will be thehuge differentiating factor," they say.
Industry
observers believe that gameshows have been able to create
a newaudience altogether.
"Starting
with KBC, the gameshows have brought a variety of advertisers
andsponsors to the small screen," they point out.
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