Artcle==KBC/SRK reaches 23.3m individuals

This is 5 million more than the launch episode of KBC 2 with a strong 12.3 rating on day one.

Mumbai February, 2007: Kaun Banega Crorepati Television's biggest game-show has opened with a big bang. Below is an update on the opening week's performance of KBC with SRK. Also some factoids about STAR PLUS' new prime time line-up. (Attached ppt on the same).

Commenting on the opening nos of KBC, Sameer Nair, CEO, STAR Entertainment India, said "At the outset, we had set 3 objectives for ourselves for KBC with SRK: strategic to ensure that STAR PLUS continues to dominate viewers hearts and minds; tactical to gain clear leadership in the 9-10 pm weekday primetime band and commercial, to allow us to ensure that the cricket World Cup does not dent our revenues. We have conclusively met all our objectives and the following facts bear those out."

The key facts and Nos on the success of KBC.

KBC with SRK Week 1: key facts

A) 9-10 pm:
1. KBC opened strong with a rating of 12.3 and did a 10.4 TVR and 9.2 TVR on Tue and Thursday respectively
2. On Wednesday the show faced fragmentation because of India-WI prime time cricket. The show with a 7.2 TVR did better than cricket on Neo sports (2.24) and DD (4.16)
3. STAR PLUS has grown phenomenally by 105 % between 9-10, at the same time Zee has fallen by 24%. STAR PLUS is now more than 2.5 times more than Zee at 9-10
4. The KBC first episode reached 23.3 million.
a. This was 5 million more than the reach of the launch episode of KBC-2
b. In a little more than an hour KBC reached more people than a India Australia Champions trophy match over 8 hours.
c. The first KBC episode has reached more people than any of the recent India WI matches on either DD1 or Neo Sports
5. KBC has reached 39 million individuals in the first week of launch. This is the highest ever reach for a show in the first week in the History of satellite TV
6. KBC led to a 25% growth in Hindi GE viewing. The channel gained viewers from Movie channels, Regional and Hindi News.
7. More youth tuned in for KBC in the first week with 4 hours of content than they did for cricket on either DD1 or Neo sports with more than 32 hours of content.
8. The show unlike other content on Hindi has performed well universally. The show has grown by 128 % among males from a 4 TVR to a 8.9 TVR average. This is higher than any programming including cricket ( twice as a big as the highest rated cricket match)
9. Despite the CAS impact in Mumbai, Delhi and Calcutta. The show has done a 15+ TVR in Delhi, around 9 TVR in Mumbai and Kolkata.
a. This is more than 50% higher than what any other show has done in Delhi in the Post CAS scenario
10. The show has performed exceptionally well in markets such as Gujarat and MP 0.1 to 1m where the show has done a 20+ TVR 11. The show has also grown the slot ratings massively ( by more that 250%) in UP 1m+ and Wb 1m+

B) Overall impact on Channel Shares & other key slots
1. The entire schedule has been rejuvenated by the KBC and moving of Karam at 8pm
2. STAR Plus has shown a significant growth this week growing from an average 399 over the last three weeks to 441 GRP's
3. Zee has fallen below 200 GRP's with GRP's this week standing at 193, a fall of 11 %
a. STAR Plus prime time has grown by 31% at the same time Zee prime time has fallen by 15%
4. Karam at 8pm has grown the slot by 140% and has led to a 22 % drop for Zee
5. Almost all shows between 8 p.m. and 1030 p.m. on Zee have fallen off this week.
6. Zee's channel share has been the first time its has gone below 6 % share in the last 30 weeks
7. STAR PLUS relative share among Hindi GE has grown from 48 % to 58 %

C) Commercial
1. We have 10 sponsors on KBC for the 52 episodes
2. In addition, there are 6 brand associations in the show
3. The overall yield on the show is far above any other property on Indian television
4. The bulk of the total airtime has been picked up by these sponsors
5. Of the balance airtime on KBC, there is no inventory available till the end of Feb