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ETV Marathi’s Crorepati eyes double bonanza in Season II
MUMBAI: Viacom 18 took its first bold step in the regional space after acquiring a clutch of ETV channels by introducing one of India’s biggest and boldest non-fiction shows on its Marathi channel. Thus, Kaun Banega Crorepati became Kon Hoeel Marathi Crorepati on ETV Marathi. Now back for a second run, just four months after the last season ended, the channel is looking at increasing its cash inflow as well as eyeballs from the flagship show.
The second season will see Sachin Khedekar back as host but facing not one, but two contestants as the theme this year is about couples or jodis. The prize money has also been doubled to Rs 2 crore. “The dynamic of two people changes a lot of things. These two people may be anyone in a family,” says BIG Synergy MD Siddhartha Basu.
A huge marketing campaign had rolled out on TV and radio about four weeks ago emphasising on the number ‘two’ that is the theme.
The print campaign will strike on 13 January, the day the show launches. A digital app is expected to roll out soon after the launch of the show that will try to engage the younger audiences through social media. With the response it received from season 1, this time the channel has gone overboard on its marketing, spending nearly about Rs 4 to Rs 5 crore.
Airing on Monday and Tuesday from 9:00 pm to 10:30 pm, it will replace two shows on these two days, which will now air four times a week. The current season is expected to run for three months with 36 episodes in all. According to sources, the cost of production is approximately Rs 8-10 crore for season two.
The studio set up was created in Film City in December and six episodes have been shot so far with average shoot hours daily totting up to 12 hours.
Last season, KHMC garnered about 3 TRPs and this time the channel is looking at starting off at that and doubling it amongst Marathi speaking audiences. “It is worthy to say that nonfiction shows don’t really get such high ratings in languages,” says Viacom 18 EVP and business head Anuj Poddar. Last year KHMC doubled the channel’s overall ratings.
Conversations are on with a slew of advertisers and sponsors, with Lever brand Clinic plus already coming on board as the presenting sponsor and the target is to reach about five to six advertisers, this time. The average per 10 second rate for commercials has been pegged at Rs 70,000 that is about 60 to 70 per cent higher than last year.
Although only Marathi speaking people are allowed to participate in the show, it has seen a 50 per cent increase in the participants claims the channel.
“The show is a very generous one. Our average pay out per episode is about Rs 6.5 lakh,” says Basu. “With growing viewership not just broadcasters but also advertisers and sponsors are also putting their money into such formats. A broadcaster takes it as a game changer and it is a huge investment for him as well.”
The targets it has set for itself are high but will the channel be able to live up to its own as well as the people’s expectations? We will soon find out as it launches this Monday.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
