Zee Kannada pumps in Rs 1 cr to promote new show ‘Tata Indicom Daddy No. 1’

Zee Kannada pumps in Rs 1 cr to promote new show ‘Tata Indicom Daddy No. 1’

Author | exchange4media Bangalore Bureau | Monday, Nov 10,2008 5:16 AM

Zee Kannada pumps in Rs 1 cr to promote new show ‘Tata Indicom Daddy No. 1’

In celebration of the special bond between father and child, Zee Kannada is launching a game show – ‘Tata Indicom Daddy No.1’, which goes on air from November 10. This is a huge property for the channel and it is leaving no stone unturned to market the property. A huge set has been especially created for the show and its production value is way above what any regional channel has seen so far.

Talking about the show’s marketing plan, Anup Chandrasekharan, Business Head, Zee Kannada, said, “Zee Kannada has already pumped in big monies for the marketing and promotions of ‘Daddy No 1’. The overall marketing and promotions spend is estimated to be around Rs 1 crore. This includes both ATL and BTL activities, including on air promotions, radio and print promotions, outdoor media, contests in schools across the state, and mall activations to promote the programme.”

With an eye on Children’s Day, which is round the corner, ‘Daddy No 1’ will showcase not just the relationship between a father and a child, but will also be a complete entertainer with various games and acts to test the fathers’ intelligence, dexterity, strength and smartness. The show will be aired Monday to Thursday at 9.00 pm.

The show claims to have the largest 360-degree set ever seen on South Indian television. Because of the sheer nature of the games that involve hundreds of litres of oil, climbing heights, balancing, encounters with creepy creatures, etc., an ambulance, doctors, experts, and counsellors are always available at the venue.

“With a fantabulous set, and the look and feel close to that of international standards, this show is definitely going to mark the beginning of a new era for game shows in India,” asserted Chandrasekharan.

The show will be hosted by popular television artiste Rajesh and is aimed at fathers and children in the 7-12 age group. 112 teams have already been selected through auditions. During the first few episodes of the preliminary rounds, four teams will participate in every episode and one team each will move to the quarter finals. Similarly, the teams that get selected from the quarters move to the semis and eventually there will be four teams participating in the finals and vying for the title of “Karnataka’s No.1 Daddy”.

On the focus on fathers, Vaishnavi H S, Head of Non-Fiction Programming, Zee Kannada, explained, “More often than not, the mother is given credit and importance when it comes to a parent-child relations, but one often tends to undermine the role of the father. Most of the television programming is also skewed towards the lady of the house and concentrates on their involvement. It is this fact that prompted us to take a look at this wonderful father-child relation and make it more fun and exciting in the form of a game show.”

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