The channel audience share peaked to a high of 8.7 per cent during the eight weeks beginning July 2, according to AC Nielsen data, compared with Sony TV's 7.2 per cent and Zee TV's 6.8 per cent (refer graph 1). ``We never expected the show to be such a big hit. We have changed the ball game,'' said Sameer Naik, executive vice-president, head of television programming at Star TV. High ratings and advertising revenues have allowed Star Plus the flexibility to spend more money and experiment on new shows. ``We have prepared a one-year strategy for the channel. We will soon be launching our festive season lineup,'' said Mr Naik. He did not elaborate.

KBC will also help Star TV in the distribution game, against the Zee pay bouquet. The network will have Star Plus and the two sports channels (ESPN and Star Sports) as driver channels in pay-TV business. The subscription revenue which was at $16 million last year (without ESPN-Star Sports) will increase by 60-70 per cent this year, said Yashpal Khanna, spokesperson for Star TV.

Star Plus had a modest ambition when it launched KBC. ``We knew it would be a hit. But our aim was to fragment the audience,'' said Mr Naik. The game show did much more: It pushed up ratings of Star Plus's other programmes. The channel has 12 of its shows on the top 50. Viewers, which were not tuning on to the channel, are sampling the software. ``We needed a powerful magnet show to boost the channel. Our other shows are being seen and tested. That is our biggest gain. We are promoting not only our prime shows but also our other channels on KBC,'' said Mr Naik.

The strategy to position KBC at 9 pm has worked. This was supplemented by a Friday night big movie telecast. ``We found that 12 of the 15 top shows of the week were in the Monday to Friday 9 pm band. So we designed KBC to go into direct confrontation with those shows,'' he said.

The ratings show how well the strategy has worked. The channel's audience share in prime time (6 pm to 12 pm) on weekdays has seen a remarkable rise (see graph 2). And a show, Kyunki Saas Bhi Kabhi Bahu Thi, on the 10.30 pm slot is showing promise. Now that Sony and Zee have reshuffled their programming, will Star Plus follow suit? ``They have reacted, though late. Now Saans will be up against Koshish. But none of these moves will be as damaging as KBC has been to both Zee and Sony TV. We are rather at a stage where we are planning to consolidate and grow our share,'' said Mr Naik. So far Star Plus has given away Rs 2.8 crore as prize money. Though Zee TV came out with Zee Malamaal as a counter to KBC, it has made little impact. ``It was like a stone dropped in a still pond,'' said Mr Naik.

But will the Rs 10-crore game show have an impact on KBC? ``We have the Big B. Besides, there is drama, sound and a simple format," he said. (This is the third installment of a four-part series on Star Plus' phenomenal success with its KBC show)