MAM
Big B clearly way ahead of King Khan: OMS study
MUMBAI: Optimum Media Solutions (OMS), Mudra’s independent media agency, conducted a study titled EAR (Estimation of Audience Response) by taking the ‘Junta’s Vote’ on their perception of the much talked about third season of Kaun Banega Crorepati (KBC).
Interestingly, the ‘junta’ has vouched for the Big B in terms of ‘a choice of host’. The study points out that “Big B is clearly way ahead of King Khan, across generations, cities, gender and SECs. Nothing, or no one, beats the on-screen presence and charisma of Amitabh Bachchan.”
The highly anticipated show has raised multiple questions regarding King Khan’s competency as a quizmaster with obvious comparisions to the Big B. In this respect, OMS has attempted to fore tell the fate of KBC and has outlined the core objective of the survey, to estimate the response level of the viewers towards watching KBC with Shah Rukh Khan as its anchor.
With a sample size of 200 men and women in each city among SECs A, B and C and age bracket of 25 – 44 years, the study was conducted across the three metros of the Hindi viewership belt (Delhi, Mumbai and Kolkata).
Even though the study suggests that among all categories of viewers Amitabh Bachchan remains the original choice as a host for the show, a large section of the sample (71 per cent) are willing to give SRK a chance before writing him off. Coupled with 21 per cent who will definitely continue watching KBC , a very high 92 per cent of viewers polled are going to ‘try’ the first few episodes of KBC.
This poses a scary thought for Star Plus which has thrown in big monies (an estimated Rs 130 crores solely on sponsorships) for the revamped KBC.
Expectedly, a major chunk of the Shah Rukh Khan loyalists consist of females, Delhiites, and the up-market segment, which bodes well for the advertisers aiming at women and higher SECs. Although 20 per cent of viewers polled are likely to remain loyal viewers, there are still 50 per cent of viewers who are ready to flirt with other options. This can be seen generally as the fallout of initial skepticism about the change in host for a ‘host-centric’ program like KBC.
A further enquiry into the viewer’s preferences threw up the most obvious competition – ‘cricket’, arguably the second religion of India. The issue takes a larger dimension with the relevance of impending World Cup and the recent performance of the Indian team.
This is reflected in the survey which shows that if it does clash with any cricketing event on-air it will affect 30 per cent of the populace; this time the effect being in favour of cricket. This effect seems to be pronounced among 25-30 year olds, males and Kolkatans.
An interesting finding is in the area of expected changes suggested that viewers in different cities have different expectations: Delhites expect easier entry, Kolkatans hope for more fun/humour while Mumbaiites expect the least change.
Another issue of concern will be the time slots. According to the study, although, the weekday 9 pm slot is the most preferred one, the next most preferred time slot is the weekend prime time slot. This is more prevalent within the viewer segment over 40 years of age and among lower socio-economic classes.
What clearly emerges from this study is that, though compared unfavourably vis-?-vis Amitabh Bachchan by all audience groups, the new host is definitely worth a bet for advertisers for the first few episodes, when the audience will ‘check-out’ SRK on the ‘Hot Seat’. Which is why this ‘sampling’ phase will be so crucial to the show.
It is also appears to be a long-term win-win situation for advertisers targeting Women and the Up-market segment of the population.
Cricket will be a major point of concern and must be regularly tracked to avoid any clash with KBC. Because a fair amount of ‘surfing’ is expected for KBC, it is imperative that there be a continuous tracking of it w.r.t. competitive programming. Finally, it all will depend on how effectively the charisma of SRK stacks up in the first few episodes in comparison to the standard set by his predecessor.
Optimum Media Solutions president Chandradeep Mitra said, “Given that the day of reckoning for Star Plus is drawing nearer with the impending launch of KBC-3, advertisers and the media fraternity is waiting with bated breath for the final verdict of the Indian viewers. Will they accept the ‘Badshah’ as the successor to the ‘Shahenshah’ in the ‘Hot Seat’? Will they still be as loyal as they had been in the previous seasons of KBC? Will it be another successful venture for the Star Plus and be viable enough to rake in the advertising ‘moolah’? Will it redefine Indian television viewing yet again by its star-glitz? All these can only be speculated upon as of now, and for an improved prediction, one needs to go to the viewers to feel the initial pulse and receptivity of the Indian audience.”
The field survey was conducted by Hansa Research for OMS.
Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
