Amitabh Bachchan at the launch of Sony TV’s show “Kaun Banega Crorepati – Season 9” in Mumbai, Aug. 23. (Press Trust of India)

Amitabh Bachchan says content matters the most and that no amount of technological advancement will hinder the growth of television.

“With each passing month, a new technology is coming out but good content will always rule. I feel if the content is strong, pure and good, no amount of technological advancement will hinder that,” Bachchan told reporters in Mumbai, Aug. 23, when asked if web series are a threat to conventional TV.

He was speaking on the sidelines of the media conference of the 9th season of “Kaun Banega Crorepati.”

Bachchan said he is honored and humbled every time he is approached for KBC.

“For me and Sony Television it is like family, we don’t look at this show as commercial proposition. ‘Kaun Banega Crorepati’ has been a life changer for many contestants. I don’t have any qualms in admitting that it has been a life changer for me as well,” he added.

The 74-year-old star said “Kaun Banega Crorepati” celebrates the dreams and aspirations of the common man and their tryst with knowledge.

When asked about his journey, he said, “To say this, I will have to write my autobiography and I will not write one.

All I can say is I am grateful for all the love and support from media, fans.”

Amitabh Bachchan during the press conference of “Kaun Banega Crorepati – Season 9,” in Mumbai, Aug. 23, which will start from Aug. 28. (Santosh Hirlekar/PTI)

The show, which is returning after three years, will have 30-35 episodes and the makers said it was a deliberate decision to come up with small season.

“The brief this time was that we make it a small season, the game playing should be fast, the duration of the episode should be tight so that we can have a classical game play and we can come every season. We want to make it a calendar event,” said Danish Khan, EVP and Business Head at Sony Entertainment Television (SET).

The ninth season of KBC will have new lifelines.

‘Phone-a- Friend’ will be revamped this season to Video-A- Friend, new life-line ‘Jodidaar’ has been introduced, where the participant can bring along a partner to join him/her on the coveted ‘hot seat.’

The winning amount too has been increased with the introduction of a jackpot question for Rs. 7 crore.

The show will also celebrate the exemplary contribution of people to the society in special episodes.

The show will be aired from Aug. 28.