For Star Plus, the second round of Kaun Banega Crorepati (KBC II) has managed to garner a total of 10 crore (100 million) calls and SMSes in 65 episodes, and this through its cellular partners BSNL and Airtel.
Launched on August 5, KBC II has beaten its own record of 9 crore (90 million) calls in 309 episodes in 2000.
With 25 episodes to go, and the play along and the second round of the fast lane to KBC coming up, Star is very upbeat about these numbers becoming even bigger.
The numbers recorded, accounted and audited by KPMG, the process auditors reveal that KBC received a peak of 24 lakh calls in one day.
Of the calls, 29 per cent came from the north, 39 per cent from the west, 20 per cent from the east and 12 per cent from the South.
A caller is charged Rs 2.40 if he called on the BSNL line and Rs 6 if he uses the Airtel SMS or voice-enabled service.
"The numbers clearly indicate that the audiences of Star are spread across markets, including non-metered television audience measurement markets. Besides, it also shows the depth of C&S television households," said Viren Popli, senior vice-president, interactive services, Star.
According to industry estimates, Airtel closed an all-episode deal with Star for Rs 22 crore (Rs 220 million), of which Rs 7 crore (Rs 70 million) was for Airtel being the exclusive telephony partner.
There was also a minimum guarantee inked, which stated that a revenue sharing of 50:50 would take place after the SMS and voice call revenue for Airtel crosses Rs 18-20 crore (Rs 180 to 200 million).
Of the total 10 crore figure, SMSes accounted for 15 per cent. BSNL contributed about 7.5 crore (75 million) calls, while Airtel contributed the remaining 2.5 crore (25 million). Industry sources also said Airtel has so far received Rs 15-17 crore (Rs 150 to Rs 170 million) to via SMS revenue.
Shying away from giving any figures, Popli said, "The numbers set in perspective that there is a huge space in interactivity and mobile telephony. And the success of the KBC telephony numbers builds a strong case for mobile, telephone and television players to look at this opportunity to synergise and explore this area."
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