KBC-3 still plugging ad slots

Only 30-minute advertising spots remain to be sold on Star India's Kaun Banega Crorepati (KBC-3), which will be anchored by actor Shah Rukh Khan.

According to Star TV officials, all spots have been booked by the advertisers with only 30-40 seconds spots per episode left to be sold.

"We have got 14 fixed sponsors and six brands, which will be integrated in KBC itself. By the month-end, all spots will be sold for the 52-episode run, which will begin on 22 January and end on 22 April," Paritosh Joshi, president, advertising sales & distribution, Star TV said.

According to industry estimates, KBC-3 has got advertising worth Rs 110-130 crore for the first season.

"While KBC is attracting advertisers, several big spenders have not come forward to become sponsors. Big spenders such as Hindustan Lever, Nestle, Maruti, General Motors and others have already committed over Rs 300 crore to the World Cup cricket tournament starting March 11, in the West Indies," an industry source said.

Senior media planners said several top media agencies such as Maxus, Madison and ZenithOptimedia have bargained a lot for KBC spots.

"While Star asked for sponsorship money in excess of Rs 10 crore, we have managed to get it down by 20-30 per cent while getting maximum benefits," a senior media planner said.

The ICC World Cup was expected to attract over Rs 350 crore of advertising, leaving only Rs 120-130 crore for the big spenders to use for the KBC's new avatar, industry sources added.

Small advertisers have set aside Rs 80-100 crore on television as the World Cup draws close, media planners said.