While the iconic quiz show is known to pulls brands, old and new, it may not have an easy run 9️⃣ this year, feel some industry experts.

According to them, the show may have to face some competition from big cricket events 9️⃣ and other popular IPs such as Bigg Boss scheduled during the festive season.

In fact, some industry watchers believe that the 9️⃣ property may not see a 100% ad inventory sell-out as there could be a shift of eyeballs and ad spends.

Speaking 9️⃣ to exchange4media, Vinay Hegde, Chief Buying Officer, Madison Media, shared, "Sony has signed up sponsors.

However, with 90-100 episodes to sell, 9️⃣ and Asia Cup & World Cup in between during the festive season, inventory may not see a 100% off-take."