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News of Jan
6, 2007
Shah Rukh Can't Wait
to Occupy 'KBC' Hot Seat
By Arpana
New Delhi, Jan 6
Unfazed by comparisons to Amitabh Bachchan, Shah Rukh Khan is busy
rehearsing for "Kaun Banega Crorepati" (KBC) and basking in
the buzz created by the promos.
The stage is set for the third innings of STAR Plus's KBC, which is
to go on air Jan 22. Shah Rukh is all set to win the audiences over
if the warm ad campaign is any indication.
"Shah Rukh is a general knowledge freak and I am a general knowledge
fan too. I am eagerly waiting for the show to go on air. Comparisons
are unfounded because Shah Rukh has his own style and he will do it
in his own way," Nikhil Advani, who directed the star in "Kal Ho Naa
Ho", told IANS.
Shah Rukh's determination to win had him put up mock sets of the KBC
show at his home - Mannat - so that he could practice. He reportedly
rehearses five hours daily with friends like Karan Johar, Farah Khan
and Ganesh Hegde.
According to a study by Hansa Research for Optimum Media Solutions,
Amitabh is more popular as an anchor among all age groups and
genders.
The research showed that 71 percent of those who participated in the
poll are willing to give the programme an initial try while eight
percent will not watch it at all and 21 percent will watch all
episodes.
"Shah Rukh is a phenomenal guy and he is not going to play any role
on this show. He is going to be what he is, a very down to earth,
humble guy. He will be extremely charming and people are going to
have more lighter moments on the show because he is determined to
make them happy," said Sagar Mahabaleshwarkar, the creative director
of O&M, which conceptualized the
promos.
The research explored host preference, interest in programme,
changes expected by viewers, reaction time, competitive slots and
implication for advertisers. As expected Shah Rukh has more takers
among women and younger audiences.
"I am getting more calls from female journalists. This shows his
popularity among women. I am not a diehard Shah Rukh fan, but I have
seen him rehearsing for the show and have changed my opinion about
him. He is vibrant, hardworking and extremely energetic. I am
confident that he will be able pull it off very well," added
Mahabaleshwarkar.
The format of the game show will stay with minor changes - the set
has been changed and the background will be red.
"Bachchan is like a sky for us that's why the color was blue but
main is desh ka lal hoon (I am this country's darling) so the
color is red," explains Shah Rukh.
Even though KBC will coincide with the World Cup, the response from
sponsors
was overwhelming. According to media reports, KBC has raked in over
Rs.1 billion for its third innings.
Paritosh Joshi, president - sales and distribution - of STAR India,
said: "We at STAR do not comment on revenue and we have not bothered
to confirm or deny the reports. But I will say that we have done
exceedingly well and have earned handsome revenue from the show.
"But the fact is that we didn't negotiate very hard because the
client's interest was very, very high."
Joshi also said that cricket poses no threat to KBC.
"Cricket is a game of glorious uncertainty and the advertisers don't
get the value for money that is promised. But KBC is a unique show,
which has a universal appeal because we are a knowledge-conscious
society. It is a truly family-viewing show and the risk is factor is
not so high," he added.
Last year's sponsors Airtel, Hyundai and Cadbury are joined by new
players Pantaloon Retail (Big Bazaar), Godrej Sara Lee, UTI Mutual
Fund, Videocon, Godrej Sara Lee, Jyothi Lab, Big Bazaar and the UB
group. Replacing Nokia is Motorola this time.
However, two decisions are yet to be made - the bank issuing the
cheques and a replacement for the famous "Lenovo" computer.
IANS
News of Jan
6, 2007
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