23 brand partners on board for the first time ever
Mumbai: BIGG BOSS Kannada Season 11 has begun a promising new journey, capturing the audience’s attention with a remarkable 9.9 TVR* in its opening day. Produced by Endemol Shine India, the show’s success spans across both weekdays and weekends, captivating viewers in all time slots and across platforms with its engaging content. This season, titled “Hosa Adhyaya,” (new beginning) introduced the unique “Hell and Heaven” concept, featuring contestants from diverse backgrounds and delivering thrilling tasks that mark a new chapter in the show’s evolution.
For the inaugural season of Bigg Boss Kannada, a groundbreaking twist was introduced. A few contestants were unveiled on Raja Rani Reloaded finale, a day ahead of the grand launch and viewers were invited to actively participate by casting votes to determine which contestants would begin the season in ‘Hell’ and which would enter ‘Heaven’. This innovative approach fostered a more immersive viewing experience, as the show’s narrative began with direct audience involvement.
Though the theme, contestants, and gameplay change with each season, Kiccha Sudeep remains the constant, bringing his charismatic leadership and wisdom to the show and its participants. As always, Sudeep tailored his approach to fit the dynamics of the house and its housemates. During the Promo reveal he promised viewers that this season marks the beginning of a new decade for Bigg Boss Kannada, as a fresh chapter begun –the same has been reflected in the impressive viewership and market share.
Talking about the early signposts of success this season, Sushma Rajesh, Cluster Head – Colors Marathi, Colors Kannada, and Colors Tamil, Viacom18, said, “Bigg Boss Kannada Season 11 has set a new benchmark for entertainment, achieving record-breaking viewership with an impressive 9.9 TVR. This achievement showcases the power of innovative content, from the unique ‘Hell and Heaven’ concept to the audience-driven narrative that fosters deeper engagement from the very beginning. Kiccha Sudeep’s steadfast presence continues to enhance the show’s dynamics, and the remarkable audience response reinforces our commitment to differentiated storytelling. This milestone further strengthens Colors Kannada’s position as a market leader and exemplifies our strategic vision to elevate regional content and deliver transformative viewer experiences.”
Colors Kannada’s market share during the launch week of Bigg Boss Season 11 soared to an impressive 38%^ emerging as No. 1 Kannada General Entertainment Channel (GEC) in Week 40, cementing yet another remarkable milestone. Furthermore, this season has hit a record-breaking number of brand partners with 23 brands coming on board from launch. With an opening revenue 22% higher compared to last season, Bigg Boss Season 11 is off to grand start across metrics.
Bikash Kundu, Head – Revenue, Regional Networks, Viacom18, commented on the tremendous support from brand partners this season, “Bigg Boss Kannada Season 11 has achieved a remarkable milestone by starting the season with 21 sponsors. We’ve brought together an array of brand partners from various categories, ranging from consumer goods and technology to lifestyle and financial services, creating a unique and integrated platform for them to engage with our audience. Our first-ever partnership with a cutting-edge elevator brand marks a significant first for the show, in fact, across languages. As Colors Kannada secures its position as the leading GEC, we are proud to offer unparalleled opportunities for brands to connect with viewers across both TV and digital platforms and thank our partners for their constant support.”
H Raju Gowda, Managing Director, Eco Planet Elevators and Escalators Pvt Ltd,stated, “We are delighted to partner with Bigg Boss Kannada Season 11, and are excited to introduce our state-of-the-art elevator in the Bigg Boss house. This will be a first for the show and we look forward to the response from audiences and consumers. Our focus on innovative design, advanced technology, and uncompromising safety standards has positioned us as a trusted partner for a platform like Bigg Boss. We are confident that this integration will not only enhance the overall experience for viewers but also highlight the pivotal role that quality and modernization play in shaping everyday living spaces.”
Deepak Dhar, Founder and Group CEO, Banijay Asia and Endemol Shine India, said, “We’re thrilled to witness the extraordinary response to Bigg Boss Kannada Season 11, setting new benchmarks with its grand opening. This season’s innovative ‘Hell and Heaven’ concept along with the dynamic contestants has truly captivated the audience, showcasing our ongoing commitment to bringing fresh and engaging content to the viewers. Sudeep Kiccha’s exceptional performance year after year has been pivotal in Bigg Boss Kannada’s enduring success. His unique ability to connect with the audience and housemates alike has set the show apart, and Season 11 is no exception. Additionally, our long-standing association with Viacom18 has been integral in consistently delivering such landmark shows.”
In addition to its television success, BIGG BOSS Kannada Season 11 has created significant buzz on social media, expanding its reach to a broader audience. On JioCinema, the show’s launch week (September 29 – October 4) attracted 3.4M viewers and 6.2M watch time hours.
[Source: *BARC, 15+ Karnataka Urban, Sun, Week 40’24, Colors Kannada SD+HD |
^BARC, 15-50 ABC, Karnataka Urban, Week 40’24, Relative share among 4 GECs – Colors Kannada, Zee Kannada, Star Suvarna & Udaya TV]