Betting big on the festive season, general entertainment channels (GECs) are launching celebrity-driven shows, but media buyers are concerned about the audience split that is set to happen.

Akshay Kumar and Salman Khan

The fourth season of Bigg Boss on Colors is almost certain to clash with the fourth season of Kaun Banega Crorepati (KBC) on Sony Entertainment Television (SET) in the second week of October.

Another big property, Master Chef, to be hosted by Akshay Kumar, on STAR Plus, is also expected to go on air in October. However, the channel is yet to disclose the launch date.

Big-budget shows like these are often loss-making propositions for channels, as the operating cost is very high and advertisement revenues do not suffice to cover the cost.

Source: IBNS

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