Study says KBC-2 retains high viewer loyalty

Hyderabad: `Kaun Banega Crorepathi' or KBC-2, as it is better known, has retained its popularity and Star TV enjoys a high recall of over 95 per cent are some of the findings of a nation-wide survey conducted across seven cities by market research company MARCH and ICFAI. The survey was conducted under the supervision of market research consultant Dr Pradeep Krishnatray.

The study, conducted amongst 479 respondents, spread over Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Delhi and Lucknow said that two in three viewers found the new programme to be an improvement over the last series. Further, 91 per cent of the viewers wanted to watch further episodes of KBC, the study said.

According to MARCH, the survey covered a cross section of viewers from different income and age groups.

Amitabh Bachchan was the main draw with his presence, voice and body language, scoring over the need to improve one's general knowledge.

The study also captured the recall levels of the programme's sponsors. Soft drink major Pepsi came a close second to telecom major AirTel, which topped in terms of ad recall, according to a press release.