|
MUMBAI: With seven weeks to go before the biggest sports
event of the year the cricket World Cup kicks off Max is gearing
up to create buzz around the event.
Speaking to Indiantelevision.com Max business head
Sneha Rajani says that Extraaa Innings the wrap around
show kicks off at 5 pm on each match day. Since matches get
over in the wee hours of the morning the pre show will start
with a review of the previous match with the expert panel.
It will then go on to previewing the upcoming match. This
time around some matches will also air on the English movie
channel Pix in case Max and Sab cannot accomodate them. Besides
the first couple of Extraaa Innings Charu Sharma and
Mandira Bedi the channel has commentators like Geoffrey Boycott,
former Indian cricket coach John Wright who will provide an
insider's touch, Barry Richards and Ian Chappell. Max is also
in the process of finding someone to send to the West Indies
to join its commentary team with its Host Ka Dost hunt.
Max has kicked off promotional activity for the World Cup
with an on air campaign. The message is that one world will
be converging in the West Indies to watch the event.
The campaign is feel good and light in the spirit of the
Caribbean which is known for its relaxed, fun atmosphere.
From Friday a series of countdown spots will air to build
anticipation. Rajani adds that no cricketers have been used.
There will be calypso music to give viewers a feel of the
upcoming event.
On the ground the channel will conduct a roadshow next month.
A van will visit 150 cities in a bid to get fans to express
their support for the boys in blue. The winning placard will
be sent to the Indian team. Rajani conceedes that the fact
that matches finish late might impact viewing particularly
for the non India games. The hope is that the matches will
be involving enough so that viewers do not mind going to bed
late even if the likes of Saurav and Sachin are not involved.
The World Cup will be used to push Indian Idol 3 which
is expected to kick off sometime in the May - June period
on Sony. It will also push Max's blockbusters which will kick
off from May. Key shows on Sony and Sab will also be pushed.
| 
