New Delhi: KBC 3 goes on air on today (Monday), and there is no let up on the comparisons between the two mega-stars in their quizmaster avatars, despite the fact Khan has clearly stated he is not trying to replace or fit into Bachchan's shoes.

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, enthusiasm and charisma what does brand SRK bring into KBC?

By the very association of King Khan with KBC, it has brought in companies for which he is the star endorser, Videocon and Compaq,.

In addition, 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 Gen Next Don dons the role of Quizmaster, Shah Rukh Khan's KBC 3 is estimated to be worth close to Rs 100-130 crore - a figure that surpasses Big B's KBC by far.

When it comes to pulling the big brands Shah Rukh Khan is definitely the Shahenshah. Only time will tell if King Khan's KBC pulls in the same or better TRP's as the previous shows.