Priyanka Chopra helps Khatron Ke Khiladi garner Rs 100 crore plus; 20% more than last year

With Chopra as the host, the third season of Fear Factor Khatron Ke Khiladi, which has Rs 100 crore riding on it, has been sold at a premium of 20 per cent over its earlier edition

The third season of the reality show, Fear Factor Khatron Ke Khiladi (FFKKK 3), will be rolled out on Colors this September. This time, the show is being hosted by Bollywood star Priyanka Chopra, who has stepped into the shoes of the host of the last two seasons - Akshay Kumar.

According to industry sources, about Rs 100 crore is riding on the third season of the reality show. It is also learnt that the female host (Chopra) has seen Colors selling the show at a premium of 20 per cent in comparison to its second season.

With a month and a half to go for the show, Colors has already roped in the title sponsor and associate sponsors for the show. Garnier Men Deodorant is the main sponsor; while Vodafone, Sony Bravia and Micromax Mobile have come on board as associate sponsors.

In 2009, the title sponsorship for Colors' costliest show went for Rs 10 crore. This year, the channel has charged Rs 12 crore for the title sponsorship. Associate sponsors are believed to have shelled out Rs 4 crore each.

Also, a regular 10 second ad spot on the show is being sold for Rs 1.2 lakh.

"Chopra as a host has added more value to the show; she brings more oomph to it. Also, with subsequent seasons, a reality show is expected to offer variety to audiences. FFKKK 3, with a change of host, makes for great role reversal where 13 men will be challenged by a female host," observes Anita Nayyar, chief executive officer, MPG.

Nayyar adds that given that the reality show is all about fear and adventure - a subject which generally doesn't appear to gel with women - a female for a host will attract the younger female audience. The show has always exhibited higher skew towards a male audience and with the Bollywood actor being the host, one could expect more men tuning into the show.

The show's third season was initially supposed to be an Indian Premier League (IPL) edition with 13 cricketers (national and international) as participants, as per the three year licensing deal signed by Colors and the Indian Premier League. However, as is known, the deal was called off, with IPL becoming embroiled in controversy.

FFKKK 3 features participants from various walks of life fighting all odds in Brazil. The list includes celebrities such as Milind Soman, Cyrus Broacha, Rahul Bose, Dino Morea, Angad Bedi and Terrence Lewis. These 13 participants will be accompanied by 13 girls on the show, who will be their trainers.

Commenting on the expectations from FFKKK 3 and the appeal of the participants, Sejal Shah, vice-president (West and South), IMX, says, "The performance of the show will depend on how well Chopra holds the show. The actor is known for attempting different genres and doing them well, as proved by her in the movie Fashion. Fear Factor is a different genre altogether - there is lot of curiosity around the show as it is being hosted by a woman and that too, Chopra."

Shah also feels that the mix of participants for the show is interesting as names featured are controversial figures, which will add to the flavour of the show.

The show will be a daily on prime time. However, the channel has kept the exact launch date and time slot of the show under wraps. The first edition of the show was aired in the 10-11 pm time slot; the second season was aired during 9-10 pm. As per TAM data, the last season of the show garnered a TVR of 4.4 (C&S, 4+, HSM).