SET MAX is getting into the groove as far as pushing the
World Cup Network is concerned. And while it has announced
two weekly celebrity-hosted cricket shows that will launch
mid-August, it is "short format programming" that will be
the key message driver.
"Frequency of exposure is our aim," says Rajat Jain, executive
V-P, SET MAX. And what will provide that according to him,
are interstitials (short format shows) differentiated across
different categories. About 150 of these have been created
that are aimed at "building the interest in cricket and
building the association with MAX," says Jain.
what about recently signed brand ambassador Kapil Dev. While
he features prominently in the interstitials, the famous
all-rounder and recently voted Wisden Indian Cricketer of
the Century will make his television debut for the network
with the infotainment programme Kapil Dil Se. The
half hour, weekly series to be launched mid-August and airing
Fridays will provide viewers with interesting, informative
nuggets on the life of cricket stars - as perceived by their
fans, their friends, neighbours and local residents, an
official company communiqué says.
The first segment is called Gullies of Fame and tracks
Kapil Dev on location in neighbourhoods where the cricketers
began their careers. The show will include sections for
viewer participation including contest, write-ins etc. where
viewers can contribute special stories that could feature
on the show.
Mantra for Success is an interview section where
Kapil will ask a host of celebrities about their personal
mantras for success - whether it be Aamir Khan, Amitabh
Bachchan or Sachin Tendulkar (how they propose to get Sachin
when he has been contracted to ESPN Star Sports as brand
ambassador remains a mystery though). The segment will also
offer snapshots of the milestones of the celebrity and will
include an informal and real-to-life chat show.
The last section is a wrap-up titled Kapil on Kricket
Karma which draws
Girl" Ruby Bhatia
parallels with the lives of celebrities and how that can
translate into success in the game of cricket.
Also launching around the same time is Cricket Masala
- a programme that will be hosted by Ruby Bhatia and will
air Sundays. Cricket Masala, a weekly half-hour show will
highlight the lighter side of cricket and aims to draw in
the entire family. With a mix of the light and serious -
Cricket Masala will provide information on the game, its
players and even its fans.
One property that came as part of the package that Sony
bought when it secured the ICC cricket rights is the Under
19 World Cup. MAX will offer viewers a first glimpse of
what is in store on 19, 20 & 21 August, 9 am onwards when
it telecasts highlights from the tournament held earlier
this year in New Zealand. Competitors from 16 participating
were in the fray for the trophy, which saw Australia take
Building interest youth cricket will probably be the toughest
task ahead for Team MAX.
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