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Colors ventures into sports entertainment

20-January-2012
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Colors ventures into sports entertainment

After reality shows like ‘Khatron Ke Khiladi’, ‘Bigg Boss’ and ‘India’s Got Talent’, Colors is on experimenting mode and is all set to launch a wrestling entertainment reality show ‘Ring Ka King’. The show goes on air from January 28 at 8 pm and will be aired on Saturdays and Sundays.

Commenting on the new show, Raj Nayak, CEO, Colors, said, “‘Ring Ka King’ is the biggest reality show for Colors and first of its kind sports reality show. We believe the show will appeal to our viewers and advertisers, who are constantly looking for new and innovative platforms to reach out to their audiences. Tata Prima Trucks are the title sponsors of the show. We are glad to be working with them and hope that our relationship only grows hereon.”

Speaking about the marketing strategy for the show, Nayak said, “We have done billboard advertising across all 70 cities in India. We have also done TV, print, on ground and digital campaigns. We have used the digital platform extensively; in fact, digital has always played an important role in Colors’ promotions. 2-3 companies have shown interest in merchandising tie-ups for ‘Ring Ka King’ and we are in talks with them currently. Our TV promos have been done in-house, while the print and outdoor campaigns have been done by Orchard. Maxus is our media agency.”

Nayak further said that while most shows usually carried out promotion activities 10-15 days before the launch of a show, Colors started early for ‘Ring Ka King’ with promotions in theatres along with the movie ‘Don 2’, which was release around Christmas in 2011. “We did a lot of teaser campaigns, which have already generated a lot of interest,” he added.

Speaking more on the sponsorship front, Nayak divulged that talks were on with 4-5 partners to sponsor the show. “The show is not cheap, so the sponsors don’t come cheap,” was all he would reveal as of now.

Experimenting with sports
When asked why a wrestling entertainment show, Nayak replied, “Colors has been doing clutter breaking, tradition breaking and experimenting with new shows and that’s what we are going to keep doing.”

He maintained that ‘Ring Ka King’ would be different from WWE & TNT in that it would be an “Indianised” version of wrestling, “so there are a lot of emotions involved. We have also toned down the violence in the show keeping in mind the family audience and will also run tickers at the bottom of the TV screen urging the viewers not to try the wrestling moves at home.”

Cricketer Harbhajan Singh has been roped in as goodwill ambassador for the show.

The core TG is males in the 14-35 age group. Besides, kids too get hooked on to such shows. Nayak was confident that ‘Ring Ka King’ would attract a fair number of female viewers as well.

Ever since the latest season of ‘Bigg Boss’ concluded, Colors have been airing movies on Saturdays and Sundays in the 8 pm time slot. ‘Ring Ka King’ would not take up that slot. Besides, the channel has also lined up the Screen, Umang and Apsara Awards.

On the road ahead, Nayak said that the channel was planning to launch new shows in the near future, including a show based on Corporate Social Responsibility. He, however, refused to divulge further details on it. He concluded by saying, “My expectation from the year 2012 is to surpass everything that we have done in 2011 and hopefully write more profits for the company.”

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