how tv shows are giving bigger prizes for thier contestants?

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now a days there are somany compitions in TV programs which are giving so many huge prizes. if we take Kaun Bangega Crore pathi, has given somany big cash prizes,even including one crore rupee for one contestant, and indian idol progam has given a very big deal with the winner of the program, and also somany telugu channels are giving gold coins as prizes, how all these they are manazing?