By RICHA DUBEY
Indiantelevision.com Team

(5 January 2008 4:00 pm)

MUMBAI: Bollywood Ka Boss, the film-based quiz show developed by Synergy Adlabs, is all set to kick off on Filmy from 6 January at 9 pm.

Since this is Filmy's second big ticket launch after Bathroom Singer, the singing reality show that culminated on 23 December, the channel is promoting it heavily.

Elaborating on the marketing initiatives, Filmy business head Shailesh Kapoor says, "We have already tied up with Big FM and IBN 7 to promote the show. They will air the excerpts from the show. We have also bought ad spots for the India-Australia one-day series on Star Cricket."

The channel has also created a dedicated website for the show that contains an interactive quiz game for users.

Vodafone has been roped in as title sponsors. Besides, Filmy has also tied up with HDFC Life Insurance, Subhiksha, Fiat Palio and Henkel as associate partners.

The chanel is also planning a "roadblock" at 9 pm on several channels. Refusing to divulge much details on it, Kapoor said, "The roadblock deal is still being worked out. We will air the excerpts from the first episode across various channels at 9 pm."

In an attempt to reach out to the Hindi-speaking viewers, an array of below-the-line activities have also been planned. The ground promotions involve a contest where people stand a chance to win some big prizes.

Contest forms will be distributed in multiplexes across cities like Ahmedabad, Lucknow, Kanpur, Delhi and Mumbai. The winners stand a chance to win a car, five bikes, 50 mobile phones and 200 Filmy gift hampers.

The channel has also initiated a residential campaign which will extend to Delhi and Mumbai. Twenty homes in each of these cities will be targeted and quizzed on Bollywood.

The show is hosted by actor Boman Irani and the channel believes him to be the USP of the show.

"Bollywood Ka Boss will span up to 33 weeks which will see 10 contestants competing with each other in every episode. Each episode will have one winner who will then proceed towards a different level of the competition," said Filmy supervising producer Anurag Bakshi.

Kapoor added, "Conceptually Bathroom Singer was a good show but failed to deliver well on numbers. But Bollywood Ka Boss is a larger show especially because names like Basu and Irani are associated with it. Our expectations are definitely high."