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Kickstarting the ‘KBC 2’ jackpot

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Star Plus launched KBC 2 on 5 August but preparation for the show started in early January.

The show had a five phased launch – all of which happened before 5 August. The idea was to come back with a bang, which captured the grandness of the show as well as spark off a feeling of nostalgia. This activity started with the Umeed phase – which had Bachchan talk about what it was that made people come back and never give up – it is Umeed, Hope. This was done through two commercials which played for a period of three weeks. This promo was in fact released simultaneously across all Star channels in a network road-block.

“We also decided not to overexpose Mr Bachchan, so the next phase was the “Are You Ready?” phase, where we showed people from across all walks of life getting ready for KBC 2. We did this through four commercials called – “The Coolie”, “The Marriage”, “The Increment” and “The Canteen”. These commercials were a first of its kind for KBC where we did not use AB nor the sets, but yet invoked a sense of ‘getting ready for the show’,” says Vidyasagar.

Around this time, the phone lines were thrown open. A multimedia national campaign to signify this was unleashed. An on air commercial called “Makkhan Singh” was the first. Here the character Makkhan Singh is told by his rather naughty neighbour, not to give up hope even though he has been robbed – he should pick up the phone and dial the numbers that could get him onto KBC 2.

Vidyasagar elaborates, “In this entry mechanism explanation promo we described how one could enter using landlines and mobiles. We also released print advertising across seventeen states in India with all the entry mechanism details. We also activated outdoor, internet and radio advertising for the same.”

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The role of PR was also immense as the entire country was literally hungry to read about KBC 2 and how one could get in to the Hot Seat. The entry questions were shown on Star Plus.

The next phase was called “Fast Lane to KBC 2” which was a special entry mechanism for Airtel users, which would get them directly into the Fastest Finger First round.

About five weeks before the launch date, the final bunch of commercials were released, which were the tune-in films. These picked up the thread of Umeed, but exploded the concept to talk about Umeed Se Dugna.

Three commercials – “Actor”, “Cricketer” and “Musician”, each of which showed the principal character moving up in life because he never gave up hope were shown. Bachchan came back in his inimitable rap style to say “Don’t lose hope is the moral of the story.”

Ten days before the launch date, 10 more short commercials – in the form of a countdown – one every day till the day of launch were unveiled. “On the day of the launch we again activated about 20 markets with print advertising to remind people to tune in tonight. In this final phase we also activated outdoor, radio, internet, mobile, ground, in-train, and word-of-mouth advertising to supplement the campaign,” says Vidyasagar.

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The entire five phased launch campaign lasted for three months before the launch date.

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Sun TV posts steady revenue, profit dips amid rising costs

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CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

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Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.
 

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SPNI hires Pradeep M with responsibility for standards and practices in the south

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MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

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As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

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Colors Gujarati rolls out two new shows from 2nd February

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MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.

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