New Delhi – STAR India’s Kya Aap Paanchvi Pass Se Tez Hai (Paanchvi Pass), the Indian version of the Mark Burnett game show Are You Smarter Than a Fifth Grader? (Fifth Grader) reportedly to premiere on April 18, 2008, has attracted sponsorships of over Rs500million (US$12.5million) from more than ten companies including Bharti Airtel, reportedly the presenting sponsor for Rs400million (US$10million).

Produced by Synergy Adlabs and fronted by Bollywood star Shah Rukh Khan, Paanchvi Pass is based on Fifth Grader which tests adult contestants with 10 fifth grade textbook questions of varying levels of difficulty – level one to five – for a cash prize of Rs50million.

Apart from Bharti Airtel’s sponsorship, associate sponsors, supposedly including Parle Products, Tata Sky, Ambuja Cement, L'Oreal India, Pidilite Industries, Havell’s India, General Motors, Pepsi Food India, LG Electronics India and Halls, are investing a reported Rs100million (US$2.5million) each into Paanchvi Pass. It is understood that the 36-episode game show to air at primetime on weekends will offer some 7 – 800 seconds of ad time per episode with 10-15% available as spot buys. Also, audience participation in the show via phone calls and short message service is expected to generate revenues of up to Rs180million (US$4.5million).

Synergy previously made Kaun Banega Crorepati the Indian version of Who wants to be a Millionaire? which aired on STAR Plus.

Rate This Article

Excellent
Very Good
Good
Quite Good
Poor

  Rate This Article

Related Stories

Asia Broadcast Satellite to acquire Koreasat-2 - 3/7/2009

KT Corporation and Asia Broadcast Satellite (ABS) announced that they have signed the sale and purchase of the Koreasat-2 satellite. The closing of the sale will occur upon the issuance of the necessa [...]

SingTel launches Football Frenzy - 2/7/2009

Singapore - SingTel announced the launch of Football Frenzy, Singapore's first multimedia social football experience, which will soon be available across the company's online, mio TV and mobile platfo [...]

CNBC back in Taiwan - on TFN Media's New TV - 1/7/2009

Singapore - CNBC Asia Pacific is back in Taiwan after a three-year hiatus in that market. From today, 1 July 2009, CNBC Asia Pacific is available on Channel 309 to subscribers on TFN Media's newly [...]