Sony Entertainment Television has planned to reasonably bank on events for the next three months. The channel has three major events coming up to lure the advertisers and viewers. At the same time sister channel MAX is creating more noise around its cricketing properties by adding Virendra Sehwag to the ‘MAX Parivaar’.
The events that will soon be seen on Sony begin with Sonu Nigam’s show revolving around his new album ‘Chanda Ki Doli’. The channel has planned quite a few properties around Sonu Nigam’s life itself, the album and the Sony Nigam show as the genesis point.
N P Singh, COO, SET, said that these events are scheduled to unwrap in the course of three months. The other shows that would be seen include an event called ‘Yaaron’. This is a roadshow that has the Indian Idol stars at the helm of affairs. The channel’s 8.00 pm musical daily, ‘Kaisa Ye Pyaar Hai’ will also see a concert that is being sold separately.
Commenting on how these would be used by the channel, Singh said, “These initiatives allow us off-air advantages by interacting more with the trade fraternity, the promotions that are done around them and so on. And since each of these is a great property, the on-air benefits are obvious.”
The cricketing events that would soon be seen on MAX are ICC Super Series, which would take place in October 2005. This would be followed by ICC Champions Trophy and ICC Cricket World Cup. The channel has roped in cricketer Virendra Sehwag to make the relevant noise around these.
Singh explained, “He is the best cricketer today and he reflects the ‘Deewana Bana De’ spirit more than anyone else. We would be working with him for both on-air and off-air promotions.”
Even as Singh doesn’t divulge more on the contract, it is clear that this relation is exclusive and restricts Sehwag from any promotional activity for other channels. On how the channel intends to use Sehwag, Kunal Dasgupta, CEO, SET India, replied, “You have seen the manner in which we have worked with Mandira Bedi and Kapil Dev to add more life to this game of cricket. You can expect more on the same lines from Sehwag as well.”
Sehwag’s entry would definitely add more interest in the manner MAX promotes cricket. Whether it adds more numbers to the sport, that would be an interesting watch.