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

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

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

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

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