MxMIndia

Tag: Kon Hoeel Marathi Crorepati

  • ETV Marathi's Kon Hoeel Marathi Crorepati makes a quick comeback on the back of viewer demand and channel resurgence + Interview with Anuj Poddar, EVP & Business Head.

    Marathi KBC’s double gambit

     

    By A Correspondent

     

    In less than a year since the inaugural series of “Kon Hoeel Marathi Crorepati”, Marathi general entertainment channel ETV Marathi has announced the second season of the gameshow.

     

    Season 2 of KHMC, as the show is called, will double the prize money to Rs 2 crore and have two contestants as again one, participating as a team. The show starts on Monday, January 13 at 9pm and will see well-known actor and theatreperson Sachin Khedekar continue as the host. In a first across all television adaptations globally, there will be two participants instead of one, participating as a ‘jodi’ or a duo in every team.The show is being produced by Siddhartha Basu’s Big Synergy.

     

     

    Season 2 is already witnessing 50-70% higher rates from advertisers over Season 1: Anuj Poddar

     

    Excerpts from an interview with the EVP Viacom18 and Business Head, ETV Marathi, on the show, how it is doing in terms of revenues and the reasons for bringing it back so soon after the end of Season 1.

     

    01. It’s been less than a year since KHMC concluded – in fact the inaugural season last year started around May, so how did you look at starting the second season so early?

    The first season successfully established KHMC and also led to the resurgence of ETV Marathi. Ever since its completion, we’ve been getting a lot of demand from across Maharashtra, from viewers and interested participants asking about the next season. That prompted us to bring it back quickly. And the high response (150% of Season 1) to the call-for-participation has proven to us the eagerness amongst people for this season.

     

    Does it worry you that the format is not a ‘sureshot’ reason for ratings and popularity as we’ve seen in the case of KBC?

    The ratings of the show are a function of the show itself, its innovations and creative treatment, the platform it is on, the competitive scenario and the audience situation in each language market. Thus the factors for each language-market are unique and not comparable. While in Season 1 we spent a lot of time imbibing learnings from other versions and markets, for Season 2 our focus has been to imbibe learnings from our KHMC Season 1 and our own market. I am confident that Season 2 will be even more popular and talked about!

     

    02. The promos have been on air for a while. Getting ‘jodis’ to come on the show must’ve been quite a challenging task? Or was it easy to get them?

    ‘Jodis’ will prove to be a winner concept and I am proud that ETV Marathi is the first channel to introduce this concept for a full season of this format anywhere in the world. KHMC is not a game show. It is a show about people’s lives, the aspirations of the participants and their families, and what the winnings mean to them. We want to see them participate jointly, win jointly and transform their lives jointly. Of course, it has been a much greater logistical exercise to make it happen, but having now seen the mix of participants we have been able to get and the viewing experience it translates into for the audiences, it has really been worth it.

     

    03. You’ve retained Sachin Khedekar as host… any other changes in the format?

    This season brings double the prize money (Rs 2 crore instead of 1 crore), double the participation (2 hot seats), double the opportunity (2 minds working together) and promises to be double the fun! Guaranteed. And we will also be introducing certain other creative innovations. For example, we are introducing “Tension Gul”, a stress buster option for the participants. Again, this is an innovation being brought to the format for the first time by the Marathi version.

     

    Will the computer be called ‘Raje’ or has that been changed?

    The computer will be called Guruji.

     

    Was the change effected due to the controversy around Raje?

    As described above, this is one of the many variations we are bringing to Season 2. Viewer feedback, our own creative reviews and ideations, the need for freshness are all factors that drive changes.

     

    04. How did the first season do in terms of monies? Are you making enough money on it? Also, in terms of ratings, what are your targets for the KHMC 2?

    The first season did decently; it helped establish much higher rates than ETV Marathi had been commanding at that point and also brought on newer advertisers to the channel. And as Season 2 commences, we are already witnessing 50-70% higher rates from advertisers over Season 1. In terms of ratings, I expect Season 2 to start off from the peak at which Season 1 ended, and build even further from there to set new peaks.

     

    Could you throw some light on your promotional strategy?

    It is an aggressive 360-degree strategy across all media – home channel, cross-channel, radio, OOH, print, digital – just like in KHMC Season 1. However, the objective and messaging is very different this time. The objective in Season 1 was to establish that the biggest format was coming to Marathi television and also to re-awaken and create buzz around ETV Marathi. This time around the focus is on bringing out the innovations in KHMC Season 2 and build anticipation and excitement around it.

     

    Do we see an online version of KHMC 2 to target the growing Marathi online community?

    We will be rolling out an interesting social media app for KHMC to engage the online Marathi community and ETV Marathi’s fan base.

     

    05. While you have doubled the jackpot to Rs 2 crore, do you think we could see parity between KBC Hindi and KHMC?

    Both the versions operate in very different contexts and are at different stages of their respective lifecycle. So I don’t think there is any comparison.

     

    Said Mr Basu: “Team Synergy is delighted to bring back the show within a year of a successful first season, and can assure Marathi viewers that they can look forward to an even more engaging series this time around, with interesting and entertaining family jodis playing for a fortune, and Sachin Khedekar in great form as the host .”

     

    The veteran actor is looking forward to the show. On being asked what the show means to him, he said: “The Marathi Manoos has always valued the power of knowledge and Kon Hoeel Marathi Crorepati epitomises this thought. Season 1 was an engaging and gratifying experience that saw people from all walks of life across Maharashtra witness their destinies being redefined. With Season 2 now asserting that two hearts and two minds are better than one, the show is all set to showcase the power of togetherness.”

     

    What should lower the heat for Mr Khedekar and the programmers is that the ‘Computer’ is going to be called ‘Guruji’ in the second season and not ‘Raje’. In the last season, there were protests against the usage of the name as Maratha ruler Shivaji is reverentially referred to as ‘Raje’. The channel though did not change the reference through the season and the protests also died down (see link: http://www.mxmindia.com/2013/07/marathi-kbc-in-spot-over-computer-being-called-raje/). KHMC Season 2 will air every Monday and Tuesday at 9pm starting Monday, January 13.

     

    Speaking on the show’s promise, Anuj Poddar, EVP Viacom18 & Business Head, ETV Marathi said “Kon Hoeel Marathi Crorepati Season 1 successfully achieved our objective of redefining the television viewing experience on Marathi Television by providing a show that celebrated culture and knowledge. In Season 2 our focus has been to imbibe learnings from our KHMC Season 1 and our own market. I am confident that Season 2 will be even more popular and talked about,” he told MxMIndia in an interview (see accompanying story).

     

    A senior executive at a Marathi television broadcaster welcomed the Second Season saying the only way regional television will grow is when money is pumped into programming. “International formats are expensive and only those with deep pockets like ETV Marathi can afford such initiatives.” A media buyer, who requested anonymity said that formats like KHMC help in bring attention to a channel and the genre from people who are clueless about genre. Game shows and reality shows are excellent for product placements and smaller brands cannot always afford the Hindi GECs.”

     

  • Marathi general entertainment television hasn't seen promotions on this scale before. As Kon Hoeel Marathi Crorepati is set to take off on ETV Marathi, Anuj Poddar- EVP Strategy & Business Head Regional Channels Viacom18 ( in partnership with ETV) addresses MxMIndia's questions

    Jaldi 5 with Anuj Poddar: KHMC will be a milestone for Marathi television

    By A Correspondent

     

    In the world of regional television in India, ETV Marathi had made a mark soon after its launch 13 years back. Now with new renewed vigour post business realignments, the channel announced the launch of Kon Hoeel Marathi Crorepati to be hosted by veteran actor Sachin Khedekar as host. The show which will premiere this evening (May 6) has seen a high visibility blitz across Maharashtra. MxMIndia asked Anuj Poddar- EVP Strategy & Business Head Regional Channels, Viacom18 (in partnership with ETV) to talk on various marketing activities planned for KHMC.

     

    01. It wouldn’t be incorrect to say that you’ve virtually taken over the state’s media with the KBC Marathi promotions… can you give us some specifics on the promotional activity…
    TV spots: More than 2000 GRPs covered: Over 150 GRPs
    Number of hoardings: Several hundred hoardings, bus shelters, bus panels and other outdoor media
    Radio spots: 650+

     

    What is the approximate adspend?

    We have achieved visibility and engagement equivalent to a Rs 5cr spend.

     

    02. The promotional spend is comparable to the big bang launches on the Hindi GECs. We have seen a mixed response to the KBCs in various Indian languages… are you confident of KBC Marathi delivering in ratings and revenues?

    Everything that we’re doing on KHMC is to give it the same scale and persona as a Hindi property, but of course for the Marathi audience. The Marathi audience will not feel that this is any lesser or there has been any compromise of any sort. The participation process, the scale of the set, the production values and, of course, the marketing are all designed to convey the stature of this unique and most successful show. We have also extensively studied the format across the Hindi and all regional avatars so far and absorbed all the learnings from those and are confident we have a great version ready for the Marathi audience. We are confident that this will be a milestone for the Marathi television genre – as well as for advertisers who are hungry for something of this scale and quality for their brands to engage with.

     

    03. The response that your announcement saw some phenomenal response on our site (MxMIndia.com) with over a 100 people writing in, wanting to be part of KBC. Could this see a turning point in the various regional language programming will be promoted in future? Do we see ETV Marathi looking at more content which will entail viewer participation?

    Yes, I was most glad to note the response and buzz created by the show when we called for entries. We also have a second round of call-for-entries lined up shortly and with the show now hitting air, I am confident the participation buzz will only grow further. To me, it reflects how all the positive values of this show – knowledge, aspiration and celebration of one’s culture & history – find direct resonance amongst the amazing Marathi population of this country. ETV Marathi will continue to look for ways to deeply engage with Marathi viewers in a meaningful and relevant way.

     

    04. ETV was the first Marathi GEC… interestingly launched less than a month before the first season of KBC took off . We are also seeing some action with the other Marathi GECs. Do you see the entire genre growing in the months to come?

    Any process of evolution and growth witnesses key phases and turning points. ETV’s regional foray over a decade ago is a testimony to its founder’s vision and he helped set the ball rolling. The step-up in competition in the Marathi genre over the last 4-5 years was the next turning point and has led to Phase 2 of this growth. Now, I see us entering the next phase of evolution of the Marathi genre and we will look back at 2013 as the turning point for the start of this phase. And I am glad and hopeful that ETV will have led this turning point.

     

    05. The first season of KBC in Hindi on Star Plus saw some smart strategy from the channel in the form of the saas-bahu serials propelling the channel to numero uno. Are you working on rejigging the rest of your content?

    ETV has already quietly but surely rejigged the content on the channel over the last four months. The channel has a full new content line-up on air with great fiction properties some of which have already become leading-TSV shows, demonstrating their strong content quality. Hence, KHMC was strategically planned to be brought in post the rejigging of other content. The packaging, et al has also been changed. The channel is looking fresher, nicer and is ready to rock…we’re looking forward to an entertaining ride along with our viewers! Ratings will naturally follow…God and TAM willing!

     

  • The channel has secured the production and broadcast rights from format owner Sony Pictures Television and has partnered with Big Synergy to produce it for Marathi viewers

    KBC is ‘Kon Hoeel Marathi Crorepati’ on ETV Marathi

    By A Correspondent

     

    ETV Marathi has announced the launch of ‘Kon Hoeel Marathi Crorepati’ – a regional version of Who Wants to be a Millionaire, best known in India as Kaun Banega Crorepati. The channel has secured the production and broadcast rights from format owner Sony Pictures Television and has partnered with Big Synergy to produce it for Marathi viewers.

     

    Kon Hoeel Marathi Crorepati, set to go on air in summer 2013, is dedicated to the Marathi Manoos who are educated and up-to-date on the latest happenings in India and the world. The show draws inspiration from Kaun Banega Crorepati and stands for power of knowledge and education. It will offer the opportunity for every Marathi-speaking person to exercise their vast knowledge and possibly change their destiny through their participation in what has been called the most successful game show ever.

     

    Speaking on the show, Amit Phalke – Non Fiction Head, ETV Marathi said, “I am delighted to announce Kon Hoeel Marathi Crorepati, the world’s most popular format show, especially for Marathi Manoos. The show is a game changer, as it goes beyond the realm of entertainment and enters into a space that changes people’s destiny. We invite all Marathi viewers to the biggest and the most powerful game show so that they can put their knowledge to the test and have a fair chance to win the grand prize of rupees one crore.”

     

    Siddhartha Basu

    Siddhartha Basu from Big Synergy further added, saying, “We are very optimistic and excited about our foray into Maharashtra with Kon Hoeel Marathi Crorepati. This is a culturally rich region, with its own history and highly developed literature, and people thirsting to prove themselves – which makes it a fertile ground for this life-changing knowledge game. Having broken ground in the southern and eastern regional markets of India with multilingual productions of ‘Kaun Banega Crorepati’, we are now looking forward to creating the same magic on ETV Marathi.”