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Even before it goes on air ( later this month) , popular TV show Kaun Banega Crorepati , in its third season has raked in close to Rs 100-130 crore .The latest to join the sponsors’ bandwagon for Shah Rukh Khan’s KBC 3 are Pantaloon Retail (Big Bazaar) and Godrej Sara Lee.

Star India has sold ad slots for the show which goes on air from January 22 at an estimated Rs 10-13 crore per sponsor.

As the show has no title or presenting sponsors, the ten main sponsors will share the same mileage, roughly each sponsor will have 1 to 1.5 minutes visibility for each episode.

The repeat sponsors from last year’s show (KBC 2) are Airtel, Hyundai and Cadbury. After the recent bidding battle, Motorola has replaced Nokia, which was on board with KBC 2. The other new sponsors this year are UTI Mutual Fund, Videocon, Godrej Sara Lee, Jyothi Labs, Pantaloon Retail (Big Bazaar) and the UB group.

With less than three weeks left , Star is yet to decide on the bank presenting the cheques. Sources said, the contenders are HSBC, ICICI Bank, Barclays Bank and Kotak (which was on board last year).

Lenovo was the integrated computer brand on the show previously . This year with King Khan being the host and also the celebrity endorser for Compaq , Star have a tough decision to make .