Bigg Boss South clocks 550 million watch hours in five weeks, attracts 75-plus brands
The broadcaster said overall watch time had increased 20 per cent year-on-year.
For the first time, all four editions premiered on the same day, creating a simultaneous launch across the four markets while retaining their individual regional identities.
Audience engagement has also extended beyond daily episodes, with six in 10 viewers engaging with the 24-hour live feed, according to the company.
JioStar said consumption on connected TVs had also reinforced the franchise’s growing reach across viewing platforms.
Krishnan Kutty, Head of Entertainment Business, South Cluster, JioStar, said the franchise had recorded growing audience engagement across daily episodes and the live feed.
He said the simultaneous launch across the four markets and increased connected-TV consumption reflected changing viewing habits and strengthened the franchise’s long-term prospects.
The four editions have attracted more than 75 brands, accounting for over 120 sponsorships.
More than half of the participating brands are first-time advertisers, while local advertisers account for around 30 per cent of total advertising spends, the company said.
The advertisers include Maruti Suzuki, Asian Paints, Britannia, Haier, Amazon, Colgate, Uber, Hero, Nivea, Sprite, TTK Prestige, Star Health Insurance and several regional businesses.
Audience engagement began before the main season with Bigg Boss Agnipariksha, a digital pre-show conducted across all four markets.
The initiative, known as Agnipariksha in Telugu, Agniparikshe in Kannada, Agnipareeksha in Malayalam and The Common Man in Tamil, offered aspiring contestants an opportunity to compete for a place in the Bigg Boss house.
Bigg Boss Tamil, hosted by Vijay Sethupathi; Bigg Boss Telugu, hosted by Nagarjuna; Bigg Boss Kannada, hosted by Kichcha Sudeepa; and Bigg Boss Malayalam, hosted by Mohanlal, air daily on Star Vijay, Star Maa, Colors Kannada and Asianet, respectively.
