The Indian Premier League (IPL) and COLORS (a Viacom18 channel), India’s number 1 Hindi entertainment channel, today joined hands to launch a series of new entertainment initiatives to attract more fans into the IPL fold.
The IPL, on behalf of its franchisees has entered into a unique entertainment licensing deal with COLORS, to further enhance the ‘Cricketainment’ quotient of the league. As part of the agreement, COLORS will launch a series of entertainment shows around IPL and IPL players that will not only play out during the 45-day IPL 2010 Season, but in the post season as well. The announcement was made at a press conference held in Mumbai and addressed by Lalit Modi, Chairman and Commissioner, IPL and Rajesh Kamat, Group COO – Viacom18 and CEO – COLORS, together with the Rajasthan Royals co-owner Shilpa Shetty and Preity Zinta of the Kings XI Punjab.
As part of this unprecedented fusion of cricket and entertainment, IPL cricket stars will now be seen on COLORS like never before – through various format shows, extending the IPL franchise beyond IPL season. Leading the pack will be none other than a Special IPL Edition of Fear factor – Khatron Ke Khiladi IPL Special, COLORS flagship format show. That apart, COLORS also plans 2-3 other shows including an ‘IPL Awards Night’ and 42 other ‘IPL Nights’, amongst others.
Commenting on the COLORS partnership, Lalit Modi, Chairman& Commissioner, IPL said, “Our partnership with COLORS takes the IPL cricketainment quotient into an all new orbit. I have always maintained that the IPL is a cricketing carnival like no other and with this unique partnership that we have entered on behalf of our franchisees, we are delivering on our promise to extend the IPL franchise beyond cricket, beyond the IPL season and quite frankly beyond imagination. This unique entertainment proposition will combine our IPL cricketers’ mass appeal and COLORS flagship format shows to create an unprecedented genre of cricketainment”.
Speaking on the association Rajesh Kamat, Group COO Viacom18 and CEO-Colors said, “This partnership is about coming together of two of the biggest entertainment brands in their respective domains, IPL and COLORS – brands that have changed the landscape of Cricket and entertainment respectively over the last 2 years.” He further added, “Cricket & Bollywood are two of India’s biggest passions. While, COLORS always had Bollywood and glamour, now with cricket added, it cannot get any bigger. The channel is currently in talks with Akshay Kumar to host the special IPL season of Fear Factor-Khatron Ke Khiladi.”