Give credit to Citizen. They have tried and I believe the price money for Sakata II was much higher than for Sakata I. I 'see' the program as opposed to watching it so I might not have the exact figures and facts.
I agree with you @2012 and @For Sport that the price money should be increased but I think Citizen is way ahead of the rest. If they get a title sponsor and other partners maybe they can make the deal better for the competitors. It could be called "Summit Sakata" for example and other partners can do the costumes for free to reduce the cost on the participants. We could have for example "costumes by Fundi Frank", "Make up by ABC salon" etc. That way the winners might just pocket upwards of 3m with minimal costs.
Having said that, the "air time" [read free marketing] the groups got is worth millions of shillings. All they have to do is take advantage of it.
Never count on making a good sale. Have the purchase price be so attractive that even a mediocre sale gives good returns.