MUMBAI: “To chaliye, hum aur aap milkar khelte hain Kaun Banega Crorepati.” With these legendary words, the biggest star of Bollywood’s galaxy, Amitabh Bachchan, announced Indian television’s grandest show in his baritone.

Seventeen years hence and in its ninth season, the quiz game show crosses the threshold of TV and entered a fresh territory in digital, but with the same flamboyance. Riding on SonyLiv, the new season of KBC will be the first to be streamed online, and it has already become the property to acquire the highest number of sponsors.

Sony Pictures Networks India EVP and head – digital business Uday Sodhi said, “Kaun Banega Crorepati has revolutionised the viewership for the game show. This year, we decided to further augment its massive fan base by involving the digital audience. The programme has seen high traction from advertisers. With KBC’s launch on SonyLiv, there has been a rapid increase in the digital viewership and further strengthening of SonyLiv’s position among its users."

The show will be available on SonyLiv on a linear feed on subscription + VoD mode to allow viewers to test their IQ anytime, anywhere!

KBC has been able to rope in seven of the biggest brands in India as its sponsors, a record for any content category. The popularity of the show can be gauged from the fact that Indian telecom’s most talked about brand, Jio, has come on board as the show’s presenting sponsor on SonyLiv and also has a unique proposition this season.

Viewers of KBC can match their knowledge with the contestants on the hot seat with Jio KBC Play Along. This can be done by downloading the Jio Chat app on their phones.

The show is co-powered by India’s largest online automobile marketplace Droom and the go-to brand for Ayurvedic products, Patanjali and driven by Datsun. Gujarat Tourism functions as its associate sponsor. EaseMyTrip has grabbed the role of KBC’s travel partner while caring for its health is Fortune Vivo Diabetes Care Oil.

SonyLiv has been at the forefront of introducing the exclusive and highly anticipated content from all over the world on its platform. KBC’s inclusion within SonyLiv’s repertoire further cements its position as the ultimate destination for the finest content.

With a few alterations in the lifelines, the timer, and a digital transfer of the winning amount, the new season of KBC has been a superbly entertaining ride so far, and it promises to be even more so, on digital!