MAM
Colors gears up for weekend battle with Khatron Ke Khiladi
MUMBAI: Colors‘ flagship dare devil reality show Fear Factor Khatron Ke Khiladi returns on 3 June with a weekend telecast, a strong indication that Hindi general entertainment channels are getting more serious about powering content on Fridays and Saturdays as they seek to expand viewership outside weekday primetime.
The time slot remains unchanged at 9 pm but the fourth edition of Fear Factor Khatron Ke Khiladi will air on Fridays and Saturdays and not on weekdays.
Said Colors programming head Ashvini Yardi, “While the earlier seasons were aired on weekdays, this season Khatron Ke Khiladi is slotted on the weekends to further strengthen our weekend viewing. Viewers are looking out for differentiated content and we are confident that Torchaar is their best weekend appetite. With the strong line up of sponsors and partners, we are extending the show across all levels to every home.”
The decision to place the big-ticket show on weekends was also influenced by the fact that Colors had stabilised its primetime slots on weekdays. “Last time, Colors had not stabilised its 9 pm weekday slot. So it made sense to put Fear Factor in that slot,” a media analyst who closely tracks the channel said.
Colors gets 30 per cent of its viewership from Fridays and Saturdays. “With the introduction of Fear Factor, Colors would be hoping to see a 15 per cent growth of viewership on these two days,” the analyst said.
The reality show, which has Akshay Kumar returning as host, has attracted five new associate sponsors. The channel collaborates with brands like Scorpio (Mahindra & Mahindra), Samsonite, Sure Dedorant (Hindustan Unilever Limited), Amul Macho, and Woodland Shoes & Apparel as advertising partners for this new season.
For the fourth season, soft drink brand Thums Up, which Kumar is brand ambassador of, will present ‘integrated product‘ for the first time on a Hindi general entertainment channel. While Kumar was the host in the first two seasons of Fear Factor Khatron Ke Khiladi, Priyanka Chopra anchored the show in the third edition.
The fourth season, Khatron Ke Khiladi – Torchaar, will be shot in South Africa with 13 couples.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
