-:|: SRK to occupy the 'hot seat' today :-¤

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ON THE HOT SEAT: Shah Rukh Khan will slip into the Big B's shoes on Monday.

Here's another game that many have been looking forward to is KBC 3. Or shall we say the King Khan vs the Big B?
The show goes on air on Monday, Shah Rukh Khan will slip into the Big B's shoes. And there is no let up on the comparisons between the two mega-stars in their quizmaster avataars.

With Amitabh Bachchan as its host, popular TV show Kaun Banega Crorepati (KBC) amassed TRPs with élan and established Star as the market leader in entertainment television.

So other than energy and effervescence what does brand SRK bring into KBC?
A 10 second advertisement slot was priced at Rs 4.2 lakhs during Amitabh's era but it is priced at Rs 3 lakhs as SRK gears up to take over from Big B.

So what happened to the indisputable King of the advertising arena?
The very association of King Khan with KBC has brought in Videocon and Compaq, companies for which he is the star endorser. And the latest to join the sponsors' bandwagon for KBC, in its third season are Pantaloon Retail, Godrej Sara Lee, UTI Mutual Fund, Jyothi Labs and the UB group.

Add to this repeat sponsors from KBC 2, namely, Airtel, Hyundai and Cadbury. So even before the new-age Don dons the role of the quizmaster Shah Rukh Khan's KBC 3 is estimated to be worth close to Rs 100-130 crore and a figure that by-far surpasses Big B's KBC.

Shah Rukh Khan is definitely the Shahenshah when it comes to pulling the big brands. But will the King Khan match the charismatic baritone of Big B?

Well, only TRPs can decide.