Amitabh Bachchan way ahead of Shah Rukh Khan: Survey
10th Jan 2007 14.22 IST
By Agencies
A survey by an independent media agency says that mega superstar Amitabh Bachchan way ahead of Shah Rukh Khan as 'a choice of host' for Kaun Banega Crorepati.
Optimum Media Solutions (OMS), Mudra's independent media agency, conducted a study titled EAR (Estimation of Audience Response) by taking the 'Junta's Vote' on their perception of the much talked about third season of KBC.
Interestingly, the 'junta' has vouched for Bachchan in terms of 'a choice of host'. The study points out that "Big B is clearly way ahead of King Khan, across generations, cities, gender and SECs. Nothing, or no one, beats the on-screen presence and charisma of Amitabh Bachchan."
The highly anticipated show has raised multiple questions regarding King Khan's competency as a quizmaster with obvious comparisons to the Big B. In this respect, OMS has attempted to fore tell the fate of KBC and has outlined the core objective of the survey, to estimate the response level of the viewers towards watching KBC with SRK as its anchor.
With a sample size of 200 men and women in each city among SECs A, B and C and age bracket of 25 - 44 years, the study was conducted across the three metros of the Hindi viewership belt (Delhi, Mumbai and Kolkata).
Even though the study suggests that among all categories of viewers Bachchan remains the original choice as a host for the show, a large section of the sample (71 per cent) are willing to give SRK a chance before writing him off. Coupled with 21 per cent who will definitely continue watching KBC , a very high 92 per cent of viewers polled are going to 'try' the first few episodes of KBC.
This poses a scary thought for Star Plus, which has thrown in big monies (an estimated Rs 130 crores solely on sponsorships) for the revamped KBC.
Expectedly, a major chunk of the SRK loyalists consist of females, Delhiites, and the up-market segment, which bodes well for the advertisers aiming at women and higher SECs. Although 20 per cent of viewers polled are likely to remain loyal viewers, there are still 50 per cent of viewers who are ready to flirt with other options. This can be seen generally as the fallout of initial skepticism about the change in host for a 'host-centric' program like KBC.
What clearly emerges from this study is that, though compared unfavourably vis--vis Bachchan by all audience groups, the new host is definitely worth a bet for advertisers for the first few episodes, when the audience will 'check-out' SRK on the 'Hot Seat'. Which is why this 'sampling' phase will be so crucial to the show.
It also appears to be a long-term win-win situation for advertisers targeting Women and the Up-market segment of the population.
Optimum Media Solutions president Chandradeep Mitra said, "Given that the day of reckoning for Star Plus is drawing nearer with the impending launch of KBC-3, advertisers and the media fraternity is waiting with bated breath for the final verdict of the Indian viewers. Will they accept the 'Badshah' as the successor to the 'Shahenshah' in the 'Hot Seat'? Will they still be as loyal as they had been in the previous seasons of KBC? Will it be another successful venture for the Star Plus and be viable enough to rake in the advertising 'moolah'? Will it redefine Indian television viewing yet again by its star-glitz? All these can only be speculated upon as of now, and for an improved prediction, one needs to go to the viewers to feel the initial pulse and receptivity of the Indian audience."
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