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With Salman packing in the punch for ‘10 ka Dum’, SET plans big for new game show

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With Salman packing in the punch for ‘10 ka Dum’, SET plans big for new game show

After the silver screen, the Khan show now shifts to the small screen. While Shah Rukh Khan is finding out ‘Kya Aap Paanchvi Pass Se Tez Hain’, Salman Khan will be hosting a new game show, ‘10 Ka Dum’, on Sony Entertainment Television. With a prize money of Rs 10 crore, Sony is sparing no efforts to aggressively market the new show.

Like ‘Paanchvi Pass’, ‘10 Ka Dum’ has been adapted from an American reality show ‘Power of 10’. ‘10 Ka Dum’, which premieres on June 6, will be aired on Fridays and Saturdays at 9 pm. The show has been produced by Synergy Adlabs Media Ltd.

Explaining the show’s concept, Albert Almeida, Executive VP & Business Head, SET (Multi Screen Media), said, “The new property is an interesting, fun, popular and democratic show. It is not based on knowledge, it is not a quiz and, therefore, has a universal appeal. The questions that are posed to a participant are based on every day relatable issues. Thus, the questions elicit an opinion, response or a discussion, which is what makes it interesting – whether you are the host or a contestant or part of the audience or a viewer watching at home. The questions are very real and are related to issues concerning people like you and me.”

What differentiates ‘10 Ka Dum’ from the host of reality-based shows? Almeida replied, “No person knows what the real answer is. It is based on an opinion poll. The questions have been taken and polled to a stratified random sample across India. The poll has been pre-conducted by research agency Ipsos Indica on our behalf. So, typically when a question is pitched to a player, there is an answer that is pre-polled and is not known to anybody. Thus, it is a game that is based on a very intelligent guess. Typically, you will put yourself in the shoes of the nation and come out with an intelligent guess. There are five steps that will take one to winning Rs 10 crore.”

The show is scheduled for 30 episodes, extending for a period of 15 weeks. Commenting on the marketing strategy, Almeida said, “It’s a huge and a mass show and thus, has a mass icon to anchor it. The plan is to take it to the masses of the country. It is a combination of our own network, and currently we have the DLF IPL T20 Tournament on our network, which is huge both in its reach and the number of people viewing the matches. Therefore, we have used the IPL aggressively to create awareness for the show via television promos.”

This apart, outdoor hoardings have been put up at strategic places. The channel has also embarked on a road show throughout the country. The activity van is travelling across the country which has a stimulation of the game to enable people to familiarise themselves with the game. Radio is also being used extensively. While Big FM is the main radio partner, SET has tied up with other FM players as well as part of its marketing plans for the show.

Almeida confirmed that four sponsors had already come on board for ‘10 Ka Dum’ – Garnier, Vodafone, Gillette and LG. Some more sponsors are yet to be confirmed.

SET has already completed the first phase of marketing, where it talked about the whole concept of percentages that formed the show’s format. The channel has now embarked on the second leg of marketing, which involves educating people about the game and trying to give a flavour of the reality show.

Commenting on celebrities being roped in to anchor such properties and how they helped in impacting the channel buzz, Almeida said, “Celebrities on their own mean little. They may create an initial buzz and attraction for the show, but unless the celebrity works very instinctively for the show and the concept, it is not going to get you consistent returns.”

While Almeida refused to divulge details about the marketing spend for the show, he said that it was an aggressive campaign and an adequate amount was being spent to create the buzz around it.

As for expectations from ‘10 Ka Dum’, Almeida is confident that the show will turn out to be a winner, and a big one at that.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.