KHMC Season 2 aims 50 per cent higher revenues

With the ad rates going up from Rs 22000-27000 for a 10-seconder in Season 1 to Rs 34000-37000 in Season 2, the channel plans to add more sponsors for the upcoming season.

Kon Hoeel Marathi Crorepati (KHMC), the Marathi edition of the international game show, Who wants to be a millionaire, is back in its second season on ETV Marathi with double the prize money, double the participants and 50 per cent higher expectation of revenues. The show will be hosted by Sachin Khedekar again, beginning January, 13.

KHMC received a good response in its first season with nearly 4.5 lakh registrations and a total of Rs 4.2 crore given away as prize money. Nearly six million have registered for Season 2 to have a go at the hot seat. Given the track record, the second season is being brought back within a year of the first season that pulled the channel up from 36800 GVTs (Weeks 3-17 of 2013) before the launch of KHMC to 49700 GVTs (Weeks 18-32 of 2013) after the launch of the show, as per TAM data (C&S, 4+, Maharashtra).

Interestingly, ETV Marathi's ratings haven't dropped much in the four months since the show ended.

Clinic Plus has been roped in as the presenting sponsor of KHMC, while the associate sponsor is Fair & Lovely. The fairness cream brand was the presenting sponsor for the show in its first season in Marathi. The channel is in the process of finalising a banking partner for Season 2; Union Bank of India was its banking partner in Season 1. Ghar Baslyaa Dhanlaabh contest is sponsored by OLX, which is the contest partner. ETV Marathi is also reportedly looking at a sponsor for the 'fastest finger first' segment.

Sources close to the show reveal that the presenting sponsorship was available at an estimated Rs one crore in the first season.

Speaking on retaining the same format, Siddhartha Basu of Big Synergy says, "The Hindi edition is seven seasons old and the challenges faced by Sony in the Hindi market are much different than those of Marathi. Plus, channels need to decide whether they want to make similar changes or not. The licensers also prefer that the format is used in its classic version initially. Key changes are Jodi and double prize money, which are huge changes for a regional player."

It is also learnt that out of the seven versions of the format in India, Malayalam has had the highest peak TVR of 21.

Anuj Poddar, EVP and business head, ETV Marathi, explains, "The show resonates well as it is a story of people's lives. The chemistry between the two members who come here and play will add more content to the show. We have added other creative elements like Tension Gol which will have minor content segments to help them get rid of tension and anxiety of the quiz format."

The upcoming season of KHMC will have about 36 episodes of 90 minutes each, unlike the last season that had 68 episodes of 60 minutes duration. It will be telecast on Mondays and Tuesdays. The regular fiction show, Sasubai, at the 9-9.30 pm weekday slot, will now be telecast on Wednesdays and Thursdays and extended to an hour.

The channel is also launching a stand-up comedy show, Comedy Express, at the 9 pm slot on Fridays and Saturdays. On Sundays, the channel airs maha-episodes, movies or events.

About the advertising sales of KHMC, Poddar states, "We haven't started selling our slots (10-seconder) yet but we expect it to go up by 50-70 per cent. It is the function of both, the success of the format and the growth of the channel."

Interestingly, although there in an increase in ad rates across all shows on the channel, the rates vary from one show to another, ranging from a hike of 100 per cent for some shows, to a more general 50 per cent for others.

Since the market is already aware of the format, this time the focus is to create more buzz and anticipation around the show. The communication thus aims to create excitement about the Jodi special. The channel is promoting the show across all non-GEC Marathi channels including ABP Majha, Jhakaas and Maayboli, amongst others. The Marathi language newspapers will carry ads on the day of the launch. A Facebook app is being launched to enable people to play along.

Poddar adds that the show appeals to all the age-groups, unlike other reality shows that have a significant younger audience skew. He adds, "The show is lot younger this time, with more fun and energy. That's also a function of the viewership that we expect, that more youngsters will come to the show." Being a family show, it is quite suited for the single TV household culture in the country, suggest many. Basu adds, "This is one of those rare shows in India, which has substantial male viewership. It cuts across segments but has a strong hold on SEC A and B."

Speaking on the scheduling, Basu personally feels that KBC is a weekday show. "It does exceptionally on weekdays. Weekends have a lot of stimulus viewing or snack viewing and this show needs people to stay on the channel. Weekdays are better geared for it," he explains.