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MAX swears by interstitials to get across cricket message
MUMBAI: SET MAX is getting into the groove as far as pushing the World Cup Network is concerned. And while it has announced two weekly celebrity-hosted cricket shows that will launch mid-August, it is “short format programming” that will be the key message driver.
“Frequency of exposure is our aim,” says Rajat Jain, executive V-P, SET MAX. And what will provide that according to him, are interstitials (short format shows) differentiated across different categories. About 150 of these have been created that are aimed at “building the interest in cricket and building the association with MAX,” says Jain.
And what about recently signed brand ambassador Kapil Dev. While he features prominently in the interstitials, the famous all-rounder and recently voted Wisden Indian Cricketer of the Century will make his television debut for the network with the infotainment programme Kapil Dil Se. The half hour, weekly series to be launched mid-August and airing Fridays will provide viewers with interesting, informative nuggets on the life of cricket stars – as perceived by their fans, their friends, neighbours and local residents, an official company communiqu says.
The first segment is called Gullies of Fame and tracks Kapil Dev on location in neighbourhoods where the cricketers began their careers. The show will include sections for viewer participation including contest, write-ins etc. where viewers can contribute special stories that could feature on the show.
Mantra for Success is an interview section where Kapil will ask a host of celebrities about their personal mantras for success – whether it be Aamir Khan, Amitabh Bachchan or Sachin Tendulkar (how they propose to get Sachin when he has been contracted to ESPN Star Sports as brand ambassador remains a mystery though). The segment will also offer snapshots of the milestones of the celebrity and will include an informal and real-to-life chat show.
The last section is a wrap-up titled Kapil on Kricket Karma which draws
“Spice Girl” Ruby Bhatia
parallels with the lives of celebrities and how that can translate into success in the game of cricket.
Also launching around the same time is Cricket Masala – a programme that will be hosted by Ruby Bhatia and will air Sundays. Cricket Masala, a weekly half-hour show will highlight the lighter side of cricket and aims to draw in the entire family. With a mix of the light and serious – Cricket Masala will provide information on the game, its players and even its fans.
One property that came as part of the package that Sony bought when it secured the ICC cricket rights is the Under 19 World Cup. MAX will offer viewers a first glimpse of what is in store on 19, 20 & 21 August, 9 am onwards when it telecasts highlights from the tournament held earlier this year in New Zealand. Competitors from 16 participating were in the fray for the trophy, which saw Australia take the cup.
Building interest youth cricket will probably be the toughest task ahead for Team MAX.
News Broadcasting
Business Today MindRush returns to Mumbai, spotlight on India’s edge in a fractured world
Policymakers and corporate heavyweights gather to map supply chains, energy security and markets
MUMBAI: As fault lines widen across global trade and geopolitics, Business Today is doubling down on India’s moment. The 14th edition of Business Today MindRush & Best CEOs Awards lands in Mumbai on March 28, pitching India’s strategic edge at the centre of a fragmenting world.
The day-long summit, presented by PwC, will bring together a tight mix of policymakers, industry leaders and market voices to decode shifting supply chains, maritime strategy, defence priorities, energy security and capital markets—sectors now deeply entangled with geopolitics.
M Nagaraju, secretary, department of financial services, ministry of finance, will headline the event, setting the tone for discussions that aim to track how India is repositioning itself amid disrupted trade routes and volatile energy dynamics.
The speaker slate reads like a cross-section of India Inc’s command centre. Krishna Swaminathan will zero in on sea lanes and supply chains, while Prashant Ruia is set to push the case for self-reliance in oil and gas. Ashish Chauhan will weigh in on capital markets at a pivotal juncture, as a panel featuring Vibha Padalkar, Sanjiv Mehta, Amish Mehta and Sanjeev Krishan debates navigating economic uncertainty.
Leadership under pressure will be another running theme. Madhavkrishna Singhania, Sharvil Patel, Karan Bhagat and Anurag Choudhary will unpack how businesses are steering through disruption. Arun Alagappan will turn the spotlight on fertilisers, Arundhati Bhattacharya will reflect on leadership transitions, while Anish Shah and S Vellayan will outline blueprints for building future-ready conglomerates.
The event will close with Aroon Purie setting the broader editorial lens, before the Best CEOs Awards recognise standout corporate leadership across sectors.
At a time when the global order looks increasingly splintered, MindRush 2026 is positioning itself as more than a conference—it is a signal that India intends not just to navigate the churn, but to shape it.
