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Screen - The Business of entertainment
 

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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