Big Boss, KBC to go on air in same time band.

Betting big on the festive season, general entertainment channels (GECs) are launching celebrity-driven shows, but media buyers are concerned about the audience split that is set to happen.

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“There would be fragmentation in viewership, as two big properties will be on air in the same time band,” said Harsha Joshi, chief operating officer, buying and content, Madison India.

Another big property, Master Chef, to be hosted by Akshay Kumar, on STAR Plus, is also expected to go on air in October. However, the channel is yet to disclose the launch date.

The million dollar question is whether the advertisement market is buoyant to support these shows? Joshi is certain both the shows will get good support from advertisers. “Both shows are in different genres. While KBC is a quiz reality show and sees the return of Amitabh Bachchan, Big Boss has a good gossip value,” she said. Salman Khan will host this season of Big Boss.

Big-budget shows like these are often loss-making propositions for channels, as the operating cost is very high and advertisement revenues do not suffice to cover the cost.

“Channels need to look at cheap programming as each programme should be profitable as an individual property. Big-budget shows like these do not mean big profits for the channel,” said Ashok Rajgopal, partner-advisory services, media and entertainment, Ernst & Young.

KBC has almost closed its advertisement inventory and there is little free commercial time left in the show, which is expected to be sold at a handsome premium. “The show has fetched SET around Rs 80 crore and there is some scope in some further brand integrations,” said a media buyer, who did not want to be named.

Ten-second ad spots in KBC were sold for around Rs 3.5 lakh and advertisers expect that Colors would be pricing the spots in the same range in Big Boss, too.

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