For the first time in five seasons, Kaun Banega Crorepati’s promos will be available on the Internet before they’re seen on national TV. Sony Entertainment, this season, has partnered with YouTube to stream the upcoming set of promos of the game show that premieres on August 15 with Amitabh Bachchan as host.
The channel’s idea was to provide an exclusive preview of the new promos to their trade partners and reach out to billions of young and old fans of KBC through the web, before airing the content on the channel. Danish Khan, head of marketing, Sony Entertainment, says, “We have partnered with YouTube on this initiative. There are no hidden strategies and it’s early to say whether the next season or any other show will have a similar tie-up.”
The promos were shot on May 14 at Bandra’s Mehboob Studios with Amitabh Bachchan and character artistes. Each promo has a social theme, the first one being corruption in government set-ups. Apparently, the idea stems from the first crorepati last season, a housewife from Bihar. “Last year, our show moved from being just a game show to a show that could change lives. So this time we’ve focused on the ‘aam aadmi’ (common man) of the country,” explains Danish, adding that the promos will break at a gap of seven to 10 days each. “Our idea is to tell the world that no one should ever be underestimated.”