After eight years, Max is experimenting with non-fiction again. The channel is set to launch a half-hour weekly quiz show ‘Extraa Shots Challenge’, which launches on September 18, 2011 in the 8.30 pm band. The channel’s EVP and Business Head, Neeraj Vyas explained that the show was targeted at the hardcore movie buff.
Speaking to exchange4media, Vyas said, “The genesis of this idea came in a conversation with Ormax, when in their brand track a few things stood out in context to Max. One was that Max would do different things and interesting take off was the recall ‘Extraa Shots’ enjoys. This is an extension of ‘Extraa shots’ and we believe would work to be a differentiator for the channel.”
Max used Facebook and its website to audition the participants for the show. The show has been designed as a 13-week property, where each week would see a winner garnering a certain number of points. The two highest scored players of the 12 weeks would face-off in week 13. Diyva Dutta is the show’s anchor.
The channel has earmarked a marketing budget 40 per cent higher than its regular spends in property promotion. Apart from Multi Screen Media’s channels, the show would also be promoted on other music channels, news channels and could even be seen on regional channels. The channel is also using out of home extensively, including mall activation across six key cities. The digital media too has been used for this show’s promotions.
JWT India has conceptualised the campaign ‘Filmon ka Board Exam’ to promote this show. Ashu Trikha’s Samarksha has produced the show. Vyas divulged, “This show is taking the Max proposition of catering to an absolute movie buff. We would be very happy if it rates anywhere between .5 to 1 TVR.”
Max has experimented with non-fiction only once before with ‘Biographies – Ek Kalakar Ki Kahani’. The series, presented by Om Puri, was on-air in 2002-2003 and showcased the legends of Bollywood, from actors to singers and directors, with insights into the various facets of their work.