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SET and MAX, the two channels within the network, will telecast
live 51 matches out of the total of 54 matches being held in primarily
in South Africa. MAX will air 36 matches and the balance 18 matches
will air on SET as the MAX team believes that the mass entertainment
channels' prime time schedules will not be affected. MAX will also
telecast the opening ceremony on 8 February 2003.
Dasgupta referred to the huge aura of grandeur that had already
developed months before the opening ceremony: promotions, contests,
unavailability of tickets to South Africa, demand for charter flights.
"The format for the forthcoming World Cup cricket is the same
as that of the previous one; MAX is attempting to broaden the entertainment
value of cricket-related programming," added Dasgupta.
Objectives of MAX's plans for the WCC:
*Increase and encourage the involvement of male and female viewers
with its cricket programming. During both, the live cricket action
through its unique customisation of live cricket by leveraging world-class
commentators, experts and talent; also with its engrossing wrap-around
programming including the animated 'Tiger' packaged under the popular
Extraaa Innings brand.
*Innovative promotions and on-ground activities to create buzz
and excitement
* Provide customised packages and innovative platforms to advertisers
and enable them to reach across to relevant audiences in the most
effective manner.
Commentators:
An exclusive team of commentators lined up for MAX include Kapil
Dev, Jeff Thompson, Roshan Mahanama, Ian Bishop, Arjuna Ranatunga,
Mike Atherton, Arun Lal, Krishnamachari Srikkanth, L Sivaramakrishnan,
Mark Nicholas, Robin Singh and Anshuman Gaekwad.
The others signed up for commentary and expert analysis include
Tony Grieg, Barry Richards, Sanjay Manjrekar, Ravi Shastri, Rameez
Raja, Tony Cozier, Ian Smith, Aamir Sohail, Andy Pycroft, Mike Haysman,
Mark Butcher, Dean Jones, Ranjit Fernando and Robin Jackman - many
of who will be available on the world feed too.
Multi-media campaign:
MAX is planning a multi-media campaign to create hype and buzz
around the WCC comprising outdoor campaign, on-ground promotions,
on-air capsules and direct marketing campaign.
MAX brand ambassador and Wisden cricketer of the century Kapil
Dev had been visiting several cities to play and interact with his
fans, cable operators through an innovative promotion called Gully
Cricket.
MAX brand ambassador Kapil Dev added: "Gully Cricket's
concept is close to my heart because it gives me an opportunity
to reach out to cricket lovers and to give back something to the
game in my own humble way." Media analysts however claim that
this was just a way of pacifying cable operators and warding off
unwanted rebellion closer to the WCC.
"Indians are passionate and emotional about cricket. And while
MAX will celebrate and address this passion in its cricket presentation
throughout the forthcoming World Cup, it is also reaching out and
touching a deep-seated desire of Indian cricket fans - that of seeing
their team lifting the coveted trophy once again. Hence, the signature
campaign," added Dasgupta.
Extraaa Innings and cricket-related programming on a
bigger scale:
MAX executive vice president and business head Rajat Jain set the
tone by stating: "We shall bring to our viewers live, exclusive
and customised coverage The coverage that includes exclusive commentators,
experts and the engrossing wrap-around cricket programming for Extraaa
Innings! Our aim is to make this event the most entertaining
presentation of 'live' and 'out-of-live' cricket for every cricket
fan in India!"
Extraaa Innings includes Cricket Cuisine, Khel Kismet Ka,
Shop Talk, Stun, Main Khiladi Tu Anari, Travel Postcard, funfillers,
fun features and Predikta amongst others. Among the main attractions
is Maa Prem Ritambhara, who, the channel officials claimed, was
on the mark with her tarot card-based prophesies during the ICC
Champions Trophy 2002.
Jain added: "Predikta will be an integral component of Extraaa
Innings this time too; but it has morphed into a bigger version
of its earlier format. Last time, we got 1.5 million SMS messages.
There were complaints by people who don't own mobile phones. This
time, we have made arrangements to receive viewer responses on fixed
telephone lines too. There will be three versions: Predikta Insta,
Krazy and Jackpot!"
When questioned about the reactions of purists to the wrap-around
casual programming shroud, MAX officials claimed that the purists
were critical of all new innovations in the game - be it one-day
cricket format or the Kerry Packer series - but gradually accepted
the innovations. They also added that the host of cricketers lined
up could cater to the purists.
Dasgupta retorted that DD, ESPN and others were creating Extraaa
Innings kind of programmes. "This showed that the concept had
been successful and the industry had taken note of the same, "
he added.
Kapil Dev stated: I am happy to have been part of MAX's innovations
in cricket broadcasting, programming and promotions from day one.
Our commitment to exploiting the maximum entertainment potential
of this wonderful game has helped us to take it to the largest number
of viewers ever. I am confident that the World Cup 2003 numbers
will be even bigger and viewers will get even more entertainment
from both, the customised live action and the wonderful aspects
of Extraaa Innings."
Extraaa Innings' new look team:
The svelte cricket-loving Mandira Bedi has replaced bubbly Ruby
Bhatia in MAX's Extraaa Innings for the forthcoming World
Cup Cricket 2003. Bedi's inclusion is targeted at attracting women
viewers during the early afternoon slots when the World Cup commences
early February.
The reasoning being that Bedi, unlike Bhatia, could relate better
with women viewers with her Indian looks and wholesome appeal, feel
industry sources. MAX officials also claimed that Bedi's "Hindustani"
image, her passion for cricket and her fluency in Hindi made her
an ideal choice.
On being signed as the anchor of Extraaa Innings, Mandira
Bedi said : "In all my years of working, this is the most exciting,
the best job I've every got. I never thought there were avenues
for women in cricket broadcasting, but thanks to MAX's efforts to
maximise cricket entertainment and get the housewife more interested
in cricket, I am on the Extraaa Innings team."
Veteran presenter Charu Sharma, who survived the chop that his
co-presenter Ruby Bhatia (during the Champions Trophy) got added:
" During the course of my 20-year stint in sports programming,
I thought that I had seen it all. But, the ICC cricket World Cup
2003 is the biggest cricket tournament in terms of tremendous action,
colour and entertainment. I am excited."
Another addition is TV star Sandhya Mridul of Hubahu fame,
who was enjoying a break from television. "I got a call from
the SET MAX team and I grabbed the opportunity as it will be a new
experience for me. I admit that I am not a cricket freak but I enjoy
watching sports. Primarily, I want be part of the cricket mania
that will envelope the entire country and all other cricketing nations,"
Mridul added.
MAX is using every trick in the trade to ensure that the 'live'
matches and programming revolving around matches will grab the uninitiated
viewers as well as the purists!
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