There are more than three months to go before the first winner emerges from the fourth edition of Kaun Banega Crorepati, but Sony is winning the show hands down.

The channel has already roped in Cadburys India and Idea Cellular to play the presenting sponsor and telecom partner of the popular game show that is expected to fetch about Rs 100 crore.

Cadbury has paid around Rs 14 crore to Multi Screen Media (MSM) to become the presenting sponsor of the fourth edition of KBC to be hosted by Amitabh Bachchan. Idea shelled out Rs 18 crore to join the show.

Both the advertisers will get around 90 seconds each of commercial time for every episode of the programme that will go on air around Diwali.

Media buyers expect the quiz show to fetch the broadcaster Rs 80-90 crore through sponsors and spot advertisers and generate another Rs 10 crore through mobile messages and calls.

The previous three editions of the show were aired by Star Plus. While Bachchan hosted the first two editions, KBC 3 was hosted by Shah Rukh Khan.

Categories: Amitabh, KBC 4, Kaun Banega Crorepati, Kaun Banega Crorepati 4
Tags: Kaun Banega Crorepati, Kaun Banega Crorepati 4, Kaun Banega Crorepati Season 4, KBC, KBC 4, KBC season 4, Sony