KBC rakes in booty for Star

The 33 episodes that have been aired have already earned advertising revenue of Rs 380 to Rs 410 crore and the remaining 50-odd episodes are likely to rake in another Rs 360 to Rs 380 crore. "By the time KBC-II winds up in February 2006, it would manage to generate additional advertising worth over Rs 360 to Rs 380 crore," sources added. In return, the prize money given out by the channel is only 8 per cent of the advertising generated on the channel.

According to Star TV officials, while the first round of KBC aired 305 episodes, the prize money given out was Rs 25 crore and there were only three winners who took home Rs one crore. KBC-II has been a far bigger show for the channel. For the first 33 episodes already aired, the show has given out a total prize money of Rs 6.8 crore with film star couple of Kajol and Ajay Devgan winning the highest amount so far of Rs one crore, officials said. "KBC has delivered huge number of eyeballs to Star. That's where its success lies as higher viewership generates Rs 4 lakh per 10 seconds of advertising for the channel," industry source have said.

It's not about the prize money alone. KBC is watched for high production values, Amitabh Bachchan's charisma and viewers' participation,to mention a few, sources added. The fist series of KBC generated advertising revenue to the tune of Rs 250-280 crore for Star. In its second coming, KBC-II not only managed to generate Rs 90-100 crore in fixed sponsorships, but also makes as high has Rs 2.7-Rs 3 crore per episode.