Max has mega plans up its sleeves for the forthcoming ICC Champions Trophy 2004. With this mega event, the channel looks to further strengthen its positioning as a leader in cricket presentation with enhanced viewer interactivity and engagement. To start off, Max has roped in illustrious list of cricketers for their expert panel, led by the brand ambassador Kapil Dev.
Revealing the programming plans for the cricket series, NP Singh, CFO of the company and Business Head, Max, says, “We will present an explosive mix of cricket with entertainment and thus further build the appeal for the game in the country.” The channel driver during last year’s World Cup, ‘Extraaa Innings’ will be presented even more delightfully with a host of new elements. Television personality Rakshanda Khan has been taken aboard by Max to add huge dash of glamour and entertainment in her role of a ‘roving reporter’. The programme is all set to be more entertaining and more interactive with bunch of exciting programming segments that will not only bring cricket actions to viewers, but also give them the opportunity to be a part of the game’s exciting moments.
Another element of the mega plan is a special music video, which is meant to capture the true spirit of the game and a new multimedia marketing campaign. This video apparently will be spread across all music channels to create wider visibility. As Kunal Dasgupta, CEO, SET India, says, the initiative will be a part of the many innovations to be rolled out by the channel for the ICC Champions Trophy, “With the cricket series, we expect to go past the growth registered by Max during the World Cup, as the match timings are very well-suited for the Indian audience.”
With all these new packages, SET Max is surely gunning for the extraaa mileage it can capture.