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KBC losing viewership, Star tries innovation

April 16, 2007 12:35 IST

Confronted with declining viewership of its much-touted quiz show Kaun Banega Crorepati, Star Plus has found a new way to bring in viewers.

It has launched a quiz -- Khelo India Saath Saath -- through which viewers at home can play from home with the contestant in the hot seat and win cash prizes.

One winner is choosen for every question and is awarded Rs 100,000 for the correct answer. Also, there is no limit on the number of entries sent by an individual per question. The contest, Star TV says is drawing viewers.

Confirmed Viren Popli, senior vice president of Star Mobile Entertainment, "We have received around 7 million calls during the first week of the contest"

He further added that the number of calls had doubled during the week when the contest was running as compared to the previous week when the number of calls received were around 3 million.

Shah Rukh Khan's KBC3 has seen a substantial dip in its television viewership ratings. It recorded a TVR of 12.33 in the Hindi speaking belts and a TVR of 11.26 across populations in Mumbai, Delhi and Kolkata, on day one, according to TAM Media Research. However, the TVRs have been receding.

In the period from April 2 to April 5, the TVRs were in the range of 4.45 and 5.86, according to TAM Media Research.

Aminah Sheikh in Mumbai
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