MAM
MEC forecasts 5.4 TVR for KBC in opening weekend
MUMBAI: Some more good news for Sony Entertainment Television. The channel‘s mega game show, Kaun Banega Crorepati (KBC), which is kicking off its sixth season on 7 September, is expected to clock 5.4 TVR in its opening weekend, according to MEC‘s latest forecast.
This will be 10 per cent higher than the previous edition of the Amitabh Bachchan-hosted show. MEC, a leading media buying and planning agency and a founding partner of GroupM, has based its estimation among audiences above 15 years from SEC ABC in cable and satellite homes.
So what will give KBC a big boost this year? MEC believes Sony as a channel has grown its viewership base since the launch of KBC last year. The rise in base viewership for the channel will pump up the show‘s ratings this year.
The second beneficial factor is the shifting of the show to the weekends this year. This will ensure that KBC doesn‘t clash with the weekly soaps.
The buzz for the show gathered from search volumes is almost double of last season‘s, according to MEC.
Says MEC National Director, Analytics & Insight Geetha Shiv, “The performance of this season of KBC will be followed closely by media and clients given that last season had helped Sony displace competition. MEC‘s initiative in estimating ratings of such high expectation properties like IPL, World Cup and now KBC, is part of our endeavour to deliver insights that help our clients in formulating their investment decisions.”
MEC outlines four key influencing factors: program promotions on the channel, network and also other channels; promotion across other media like radio and newspapers; search volume index as a measure of viewer buzz; and the base channel share of Sony.
MEC, which had earlier estimated ratings for the Indian Premier League, has again partnered Meritus Analytics India to estimate KBC ratings.
According to MEC, the approach used for KBC was based on past learning from IPL estimation and the fact that increase in TVRs for a new program is due to a combination of increase in PUT (People Using Television) and people already viewing Television moving to the new program from their regular programming. MEC and Meritus built a statistical model using a set of TV shows to understand the factors affecting PUT and channel share for such non-sports programs.
Says Meritus Analytics managing partner Sunder Muthuraman, “For big properties where the cost of association is high, the rating the program delivers can be looked at as a very simple measure of ROI. We have used best in class statistical methods to estimate KBC ratings. Our finding that KBC advertising on other channels had the highest impact on the increased PUT of the program time slot seems to suggest that substantial part of the increased rating is likely from viewers of other channels and time bands tuning into Sony during KBC.”
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
