Ganguly to Star: Dadagiri era ends?

Time of India

08-05-2025

HighlightsSourav Ganguly, the beloved host of 'Dadagiri Unlimited' on Zee Bangla, is reportedly leaving the show for a new role at Star Jalsha in a massive INR 125 crore deal spanning four years. The departure of Ganguly is expected to lead to an initial dip in ratings and revenue for 'Dadagiri Unlimited', although the show's loyal fanbase may provide some resilience. Industry experts emphasize the challenge of finding a strong replacement for Ganguly, whose immense popularity and connection with the audience make him difficult to replace. Ganguly's new role at Star Jalsha, which includes hosting 'Bigg Boss Bangla' and a new quiz show, is anticipated to significantly boost the channel's viewership and advertising partnerships.
For over a decade,
Sourav Ganguly
and '
Dadagiri
Unlimited' have been closely identified in the minds of Bengali television viewers. Now, this era is reportedly drawing to a close as the beloved host is said to be heading to Star Jalsha in a massive INR 125 crore deal spanning four years. This move, which reportedly involves hosting '
Bigg Boss Bangla
' and a new quiz show, leaves a significant void at
Zee Bangla
while simultaneously generating considerable buzz and anticipation for Ganguly's new innings on a competing platform and the next chapter for 'Dadagiri.'
Industry experts predict an initial dip in —Dadagiri's ratings and revenue due to Ganguly's exit, citing his popularity. However, the show's loyal fanbase offers some resilience. Finding a strong replacement host is crucial for Zee Bangla to maintain viewership, though success is not guaranteed. Conversely, Ganguly's move to Star Jalsha is expected to significantly boost their viewership.
The Ganguly era
Although Sourav Ganguly announced his exit on a news channel last week, the specific reasons remain officially undisclosed. While speculation points towards low ratings as a potential cause, some reports have even suggested the possibility of the channel discontinuing the show altogether. However, Zee Bangla's business head, Navnita Chakraborty, has clarified the channel's stance, stating, 'The show is our big IP and a flagship property of the channel, so we will definitely continue with it,' while withholding details about the new host or the impact. Chakraborty also added that the channel has different plans so that the revenues and GRPs remained unaffected.
Launched on July 27, 2009, 'Dadagiri Unlimited' on Zee Bangla quickly became more than just a show. The show aimed to bring out 'The Dada' in the common man through a mix of intellectual quizzes, brain-storming puzzles, humour, and attitude. Hosted by Ganguly, fondly known as 'Dada', the show involved participants from across Bengal's districts competing in rounds often themed around cricket, like 'Toss' and 'Googly'.
'Dadagiri Unlimited, airing on Zee Bangla since 2009, has become a weekend habit for its viewers. Many Bengali viewers have grown accustomed to watching Sourav Ganguly (Dada) host the show," shared Anilava Chatterjee, director at GreyMind Communications, the creator of Dadagiri Unlimited who also introduced Sourav Ganguly as the television anchor for the show.
He noted that the Dadagiri quickly became a cult show in Bengal right from its first year and although Ganguly needed a few initial episodes to settle in, he adapted very quickly, and the show achieved huge success early on.
Dadagiri Unlimited enjoyed significant success after its launch. According to reports, the show initially garnered impressive Television Viewer Ratings (TVR) ranging from 8.8 to 8.1. However, by 2024, reports indicated a decline in viewership, with the show's TVR reportedly around 5.8.
Navigating the shift
Ganguly's decision to exit —Dadagiri Unlimited after a long and impactful tenure presents a significant challenge for the show's future and Zee Bangla's viewership. 'There's speculation that Ganguly might host a similar kind of show on a different platform. While viewers would still be able to see him on television, just on a different channel and possibly in a different format, Zee Bangla could potentially see an impact on its viewership,' said Chatterjee.
The reported INR 125 crore deal underscores Sourav Ganguly's immense brand value, evidenced by his endorsement portfolio of over 45-50 brands, according to experts. Industry sources further indicate that Ganguly was earning approximately INR 32 crore per year from hosting—Dadagiri. As per sources, Zee Bangla commanded ad rates of approximately INR 2-4 lakh per 10 seconds, with associate and presenting sponsorships costing upwards of INR 2 crore and INR 5-7 crore, respectively.
Over its different seasons, Dadagiri— has been associated with brands such as Complan, Colgate, Asian Paints, Wild Stone, Fortune, VICCO, Horlicks, Berger Paint,
Priyagold Marie Lite
, PC Chandra Jewellers, and Rollick Icecream, among others.
"Given his long association with the show, Ganguly's departure will likely have an effect," stated Anil Solanki, Senior Director, Media lead at Dentsu X. He also noted, "However, the makers will likely adapt with new ideas and may need a prominent new personality to draw viewers and advertisers."
Another senior media planner, speaking anonymously, suggested that while Ganguly's exit will likely cause fluctuations, the show's established format and loyal fanbase might mitigate severe damage. "A lot of credit also goes to the talent showcased on 'Dadagiri.' There might be some fluctuation in sponsorship rates, but I don't foresee a drastic drop," the planner opined.
Replacing Ganguly, however, presents a challenge. "It's widely believed that replacing Sourav Ganguly on a show like Dadagiri would be difficult, especially in Kolkata, given his immense popularity and connection with the audience," stated Chatterjee.
Solanki drew parallels to other reality shows, noting, "Look at '
Bigg Boss
': it gained significant popularity when
Salman Khan
took over (as the first season was hosted by Arshad Warsi). Conversely, 'Kaun Banega Crorepati' (KBC) attempted to replace Amitabh Bachchan with
Shah Rukh Khan
for Season 3, but it didn't achieve the same success, sometimes a change works, and other times, returning to the original formula might be necessary.'
While the specifics of Sourav Ganguly's new role at Star Jalsha remain under wraps, the move is undoubtedly a major win for the channel. Industry experts believe his star power will attract a substantial audience and valuable advertising partners. The approaches taken by Star Jalsha and Zee Bangla in the coming months will be indicative of how they are navigating this significant change.