Regional
Bigg Boss Bangla becomes JioHotstar’s biggest show in Bengal
Season 2.7x higher watch time in week two and draws 3x unique viewers than top Bengali shows
MUMBAI: The Bigg Boss house has found its Bengal address, and the audience has wasted little time checking in.
Bigg Boss Bangla has emerged as the biggest show on JioHotstar in Bengal since its 30 August premiere, recording 3x the unique viewers of the top Bengali shows on the platform. The Sourav Ganguly-hosted reality show also picked up pace sharply in its second week, with cumulative watch time rising to 2.7x its week one level.
Produced by Banijay Asia and Endemol Shine India, the show has quickly become a daily entertainment destination for audiences across Bengal and Bengali viewers beyond the region. Its performance also points to growing demand for Bengali content on streaming, while the show is attracting a younger and more affluent audience.
The season, built around the theme ‘Durgo Joy Shohoj Noy’, has been keeping viewers on their toes with shifting alliances, demanding tasks and sudden twists. With episodes available on JioHotstar, the format is also extending beyond scheduled viewing through ongoing audience engagement.
Sumanta Bose, Head, Entertainment Business, Hindi and Regional (East & West), JioStar, said Bigg Boss has evolved into an entertainment event in which audiences participate for more than three months. He said the Bengal edition was designed to retain the scale of the format while reflecting the culture and sensibilities of the market, with Sourav Ganguly bringing familiarity and his own perspective to the show.
Ganguly said Bengal has always had a strong point of view and that Bigg Boss Bangla has given that spirit its own house. He added that the early audience response had been special and that he was looking forward to the season ahead.
The strong viewership has also translated into advertiser interest, with the show backed by brands spanning paints, personal care, automobiles, smartphones, FMCG and healthcare.
Asian Paints is the Title Sponsor, while Everyuth Tan, Hero Xoom, Britannia Marie Gold and Colgate Strong Teeth are Co-Presenting Sponsors. Fortune Soya, Comfort, Dollar, Ai+ Nova Smartphone, Maruti Suzuki India Limited, Kamla Pasand Pan Masala and Mankind are Co-Powered By Sponsors.
Dulcoflex, Oshea Herbal, Dazller Eterna, Head & Shoulders, Denver and Prabhuji have come on board as Special Partners, while Godrej AER Matic and Star Health are Associate Partners.
With its early numbers climbing and its daily viewing proposition gathering pace, Bigg Boss Bangla is turning the familiar reality format into a sizeable Bengali streaming property, with the house already proving that the audience is very much in.
