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Zee TV ropes in Hutch as Kam Ya Zyaada’s presenting sponsor

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Zee TV ropes in Hutch as Kam Ya Zyaada’s presenting sponsor

Zee TV’s long-awaited ‘business’ game show ‘Kam Ya Zyaada’ is finally all geared to make its on-air presence. The timeslot and the launch date haven’t been confirmed as yet, but channel officials inform that the show is set to launch by end-November. Hutch has been roped in as the presenting sponsor, and the channel is looking for eight associate sponsors – Lo’ Real and Zandu are the first two.

Zee TV has been one of the most active mass channels, as far as new launches are concerned, the year seeing quite a few efforts like ‘Sinndoor’, ‘Sarrkaar’, Time Bomb’ and ‘Saath Phere’. Among these are some of the high profile launches, but ‘Kam Ya Zyaada’ is being projected as one of the biggest properties that the channel has seen, with a prize money of Rs 3 crore.

The game show will be based on ‘business kind’ of questions and the channel has roped in Manoj Bajpai as the presenter. Zee Network’s EVP, Sales, Joy Chakraborty, explained that the channel has placed this as a premium property, which would allow ‘value for money’ and in-programme product placement opportunities as well.

He said, “We are going to be very strict though and not just brand everything that you can see on the screen. Only some key points like the cheque or the time clock will be branded. We believe this would offer a good opportunity for our clients.”

Hutch has been brought in as the presenting sponsor and the telecom partner for mobile telephony, while BSNL will take care of landline requisites for the show. Zee TV’s Corporate Brand Development, Head, Ashish Kaul, said, “What makes this game show interesting, in addition to the prize money, is the fact that the chances of winning are far higher than what any other property has.”

Optimystix is the production house for the show. After parting ways with Sony Entertainment Television on ‘Fame Gurukul’ and not partnering on ‘Indian Idol 2’, the production house is back on mass channels for format shows with this property. The show is planned as a daily on the primetime band. Kaul informed that the launch date and time slot were yet to be crystallized.

Chakraborty asserted that the show has opened to a good market response, and said, “The property was announced some time back and clients have shown very encouraging interest. Extensive research has gone in the making of this show. We have strong partners on it and a good presenter. This is the reason why we have already been able to sign these sponsors and various other clients and agencies are in the process of firming up.”

With KBC 2 on STAR Plus, and ‘Deal Ya No Deal’ coming on Sony on November 23, it looks like the ‘return of game shows’ phase again for Hindi mass channels. However, as Indian audiences have shown once before, there can be as many attempts as channels deem fit - but impressing the audience doesn’t get any easier.


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