Top Story

Home >> Media-TV >> Article

Max experiments with non-fiction, to launch weekly quiz show

09-September-2011
Font Size   16
Max experiments with non-fiction, to launch weekly quiz show

After eight years, Max is experimenting with non-fiction again. The channel is set to launch a half-hour weekly quiz show ‘Extraa Shots Challenge’, which launches on September 18, 2011 in the 8.30 pm band. The channel’s EVP and Business Head, Neeraj Vyas explained that the show was targeted at the hardcore movie buff.

Speaking to exchange4media, Vyas said, “The genesis of this idea came in a conversation with Ormax, when in their brand track a few things stood out in context to Max. One was that Max would do different things and interesting take off was the recall ‘Extraa Shots’ enjoys. This is an extension of ‘Extraa shots’ and we believe would work to be a differentiator for the channel.”

Max used Facebook and its website to audition the participants for the show. The show has been designed as a 13-week property, where each week would see a winner garnering a certain number of points. The two highest scored players of the 12 weeks would face-off in week 13. Diyva Dutta is the show’s anchor.

The channel has earmarked a marketing budget 40 per cent higher than its regular spends in property promotion. Apart from Multi Screen Media’s channels, the show would also be promoted on other music channels, news channels and could even be seen on regional channels. The channel is also using out of home extensively, including mall activation across six key cities. The digital media too has been used for this show’s promotions.

JWT India has conceptualised the campaign ‘Filmon ka Board Exam’ to promote this show. Ashu Trikha’s Samarksha has produced the show. Vyas divulged, “This show is taking the Max proposition of catering to an absolute movie buff. We would be very happy if it rates anywhere between .5 to 1 TVR.”

Max has experimented with non-fiction only once before with ‘Biographies – Ek Kalakar Ki Kahani’. The series, presented by Om Puri, was on-air in 2002-2003 and showcased the legends of Bollywood, from actors to singers and directors, with insights into the various facets of their work.

Tags Max Neeraj Vyas

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before