Colors is working towards building its weekend block now and has added its next big ticket property, ‘Ek Khiladi Ek Hasina’, to its weekend band. The show, which will see some of India’s leading cricketers in a different light, is set to premiere on September 26. The show will be aired at 9 pm on Fridays and Saturdays.
Colors has maintained that its philosophy was not in ratings per show, but in building blocks. “We have done that with our weekdays. There are some time bands that are very tough, but there are bands that are developing very well too. We are now slowly opening the weekends so that we can build it too,” explained Rajesh Kamat, CEO, Colors. Speaking more on the scheduling rationale behind the show, he elaborated, “It is important to funnel our audiences from the current shows. We have ‘Balika Vadhu’ and ‘Jai Shri Krishna’ in the 8.00 pm to 9.00 pm block on Fridays. This is when ‘Ek Khiladi Ek Hasina’ comes in, and at 10-11 pm there is the ‘Bigg Boss’ eviction episode.”
The new show would be directly competing with ‘Indian Idol Season 4’ on Sony Entertainment Television. Ashvini Yardi, Programming Head, Colors, added, “Any show that we would be launching would always be against another show. That doesn’t matter. ‘Fear Factor - Khatron Ke Khiladi’ was also competing against ‘Kyunki…’ and ‘Kahaani…’. We have focussed on bringing in the differentiation and we have been able to do it for this show too.”
Yardi explained that ‘Ek Khiladi Ek Hasina’ was not just any dance format show and that the element of bringing in the cricketers would have a substantial role to play. “Besides the dance bit, some of the participants have evolved over the episodes and the chemistry that you see between the pairs on the screen is very nice – all this adds to the differentiating factor of the show,” he added.
The channel has designed a concentrated burst for marketing this show. Kamat explained, “The GRPs of our own channel is significant now. Plus, there are 30-odd channels that we have been advertising on, so we would utilise that platform too. The complete multimedia campaign took off on September 14. We have tied up with Big FM for our radio campaign, given the sheer reach and penetration that that station offers. Out-of-home media would also be added to the mix.” Rediffusion DY&R has worked on this campaign.
Much like what some of the other properties are seeing on Colors, ‘Ek Khiladi Ek Hasina’ would also see a title sponsor along with 6-8 associate sponsors.
Sony puts marketing muscle behind ‘Indian Idol 4’; ropes in 9 sponsors