Tag: ETV Marathi

  • Regional channels line up special Diwali shows

    Regional channels line up special Diwali shows

    The festive mood has caught up with the regional channels of the country. The five day long Diwali festival is being imitated on the TV screens to keep the audience engaged and in the feel of festive fervour.

     

    Star Vijay, the Tamil general entertainment channel (GEC) and ETV Marathi, the Marathi GEC have created snippets of their TV celebrities wishing viewers a happy Diwali that will be aired throughout the Diwali week. Suvarna TV will also have clips wishing viewers.

     

    Primetime shows will have Diwali themes incorporated in them. ETV Marathi is keeping the show stories for the week on a light note with no negativity in it. A special show has been introduced at 6:30 pm with film starts Swapnil Joshi and Sai Tamhankar for six days themed around Diwali. Promoting their upcoming show Pyaar Wali Love Story, the duo will be speaking to industry couples about their love stories.

     

    The day will begin for Star Vijay viewers with their TV anchors celebrating the festival with fun filled activities with a special song. Naan Sigappu Manitha and Maan Karate will be premiering on the channel. At 6:30pm, the show Mom’s Diwali will see actors Priyamani and Vijaylakshmi take part along with their mother.

     

    Suvarna is banking on movie premieres to create impact. Every Sunday of October, the channel has been showcasing various impact properties to maximise Diwali viewership. Big Magic Ganga has launched a series of special shows on the sentiment of ‘devotion’. Its popular shows Big Memsaheb, Big Bahuriya and Police Files have special versions on 23 October.

     

    Advertisers will be keen to tap into this mood with TV being the best audience reaching platform. ETV Marathi has seen a host of new advertisers such as Everest Masala, Ferrero ocher, Berger Paints, Domino’s Pizza, GS Tea, Xrbia and Voylla at a 45 per cent hike than the normal ad rates. Other channels are also glad with the lineup of advertisers that they have got.

     

    The Marathi GEC has created a ‘Shubh Deepawali’ logo that will stay full time. Big Magic Ganga did a customised logo from September itself for Dassera and Diwali titled ‘Big Magic Ganga Maha Parv’. Star Vijay and Suvarna TV have also changed the look of the channel for Diwali week.

     

     

     

  • Marathi channels gear up for Ganeshotsav

    Marathi channels gear up for Ganeshotsav

    MUMBAI: Maharashtrians eagerly await one festival every year- Ganesha Chaturthi. Preparations begin days ahead of the 11 day long festival. While homes are busy preparing for the occasion, Marathi TV channels are all set to attract viewers by lining up special programmes.

     

    Zee Marathi has lined up a special series for the festive season called ‘Jallosh Ganarayacha’ that will be aired at 6pm from 29 August, Monday to Saturday. The series will see performances by TV artists as well as darshan and prasad distribution.

     

    The tradition has been staunchly followed by several Maharashtrians after Lokmanya Tilak popularised it during the freedom movement. A part of that will be shown on Zee Marathi on 9 September. This apart, its regular shows will have Ganapati special such as Home Minister and Aamhi Saare Khavayye. A new show Ram Ram Maharashtra has been introduced at 8am.

     

    The channel logo will have a Ganesh incorporated into it. Branding activity will be taken up across the state specially Mumbai and Pune in big and small pandals in the form of banners and hoardings. Through this the channel will give festive greetings to people.

     

    Star Pravah viewers will see aartis being conducted on shows such as Pudhcha Paaul while Gauri pooja will be visible in all shows. Devyani will see the establishment of an eco-friendly Ganapati. An anchor based reality show Jallosh Bappacha will be telecast at 6pm all days. With Siddharth Dandekar, the show will travel to various mandals across the state as well as highlight the festivities that took place years ago.

     

    Meanwhile, ETV Marathi will show a three hour long private celebration with its TV stars on 7 September at 7pm. In between shows people will see Ganeshotsav wishes from the channel for all days. Six times a day, every day, a three minute video with various artists performing aarti will be shown. This apart, it will also have branding across pandals in Mumbai and Pune.

     

    Zee 24 Taas has been preparing for the season from the last two weeks. It has begun showing 1000 Ganapatis across the state. The channel has organised contests for best household Ganapati’s, mandal Ganapati’s and eco-friendly Ganesha. Maharashtra Pollution Control Board (MPCB) has tied up for the third one to promote awareness about eco-friendly idols. Prizes will be distributed during a private function post the 11 days.

     

    The first and the eleventh day will see the channel focus fully on the festival. Anchors will be dressed traditionally covering topics such as shopping and food preparations. Packages of how celebrities celebrate the festival will also be aired at various slots reserved in the morning and evening. Live telecast will be shown from all beaches of Mumbai on all the immersion days. New advertisers for the season include real estate companies, banks and agarbattis.

     

    IBN Lokmat has various shows including Bappa Morya Re that will show idols from across the state, Gauri Aalya Ghari that will show celebrities performing pooja, Ganesh Nidhi that will be based on an NGO, Kalaganesh will show celebrity Ganapati idols and Naivaidyam will feature special recipes for preparing prasad. Here too, female anchors will be seen in sarees and male in kurtas. The channel has issued advertisements in leading Marathi papers for the same. On immersion days, it will show live telecast of the procession.

     

    Channels surely are hoping to make a mark with these 10 days.

  • Behind the scenes of ‘Zhunj Marathmoli’

    Behind the scenes of ‘Zhunj Marathmoli’

    MUMBAI: It’s a full plate and more for the cast and crew of ETV Marathi’s new show Zhunj Marathmoli as they travel the length and breadth of Maharashtra, fulfilling cultural tasks and braving temperatures of up to 47 degree celsius in certain parts.  

     

    So much so, not a single day has gone off without someone falling sick or getting injured. In fact, a doctor from Mumbai has been hired to be with the unit full time to take care of casualties.

     

    However, this has deterred neither the 14 contestants nor celebrity host Shreyas Talpade from making season one a grand success.

     

    “It didn’t come as a surprise to us that we will have to shoot in such high temperatures. We knew it would be excruciatingly hot,” says Talpade, who along with the participants have taken time out from 15 April to 2 June to shoot the show.

     

    90 technicians, including 11 from Ramesh Deo Productions (RDP) and the rest hired crewmen, are ferried from one location to another in 11 cars and buses. “The technicians are freelancers who have worked on shows like Roadies and Khatron Ke Khiladi. Our director of production (DOP) has done 11 seasons of Roadies,” says RDP director Ketan Mangaokar about DOP Sanjay Chawda.

     

    Each location is given four days’ time where the first two days are taken up by the production team to try out tasks and ensure their safety for the participants while shooting happens in the remaining two days, with two tasks per day. The day starts at 6:30am for the production team and 8:00am for the contestants, going up to 10:00pm or 11:00pm at times. Participants are allowed cell phones only on the days ‘task testing’ is done to avoid any kind of distraction.

     

    A 20-day recce was undertaken by Mangaokar, art director Sandeep Bhamkar and a channel representative before the show started. The team scouted the interiors for regions and tasks of interest. “First, we selected the regions and then found out their specialty by talking to the locals. Each task also has a substitute task but fortunately, we haven’t had to use any of those,” says Mangaokar.

     

    Of the 26 episodes, the 20 second one was shot at Ganpatipule in Konkan amidst soaring mercury levels coupled with intense humidity. A visit to the Ganpatipule set revealed nothing more than a patch of land near a hen house. Eight normal HD cameras were set around the frame and six GoPro cameras – hired from ColorPlus in Mumbai – were set inside the task zone. Of the eight HD cameras, one was a master frame focused on the entire set, another a wide-angle camera shot focused on Talpade, yet another a close-up of Talpade and the rest focused on the contestants.

     

    A sufficient number of good quality lapel microphones were used to capture sound on the set with normal ones given to the participants and two advanced ones given to Talpade for his solo link. No part of the episode was dubbed. By the same token, no part of the show has been dubbed.

     

    Also, video diaries were shot in between tasks, encapsulating contestants’ emotions. Additionally, the over the fly (OTF) or byte of the participant before he/she performs the given task was taken.

     

    For the hen-catching task at Ganpatipule, two cameras were placed atop a car for a higher view of the task area. “It’s a practical and cost effective measure as we don’t have cranes and jibs,” says RDP head of operations Rekha Vaid.

     

    The coordination of cameras was done by Chawda who says, “I have been working on similar shows for years so I am aware of the kind of shots that are required.” The show’s creative director is Santosh Kolhe, executive producer Praveen Das, production controller Manohar Desai, sound engineer Mushtaq Sheikh and art director Sandeep Bhamkar. Generally, once any footage is shot, it is transferred onto a hard disk and backup is taken.

     

    Judges for all the tasks are not from the Zhunj Marathmoli team but experts or panch hailing from that region who are either asked to observe the tasks live or watch recorded footage and offer inputs to Talpade. This over, the entire terabytes of footage is despatched to the Mumbai office for post production.

     

    Talpade motivates the team in his usual boyish manner. Not only does he deliver his dialogues but also improvises them. Zhunj is his way to connect to his Maharashtrian roots which he says he missed growing up as a Mumbai kid. He is in awe of the efforts the channel has taken for Zhunj Marathmoli. “You need guts to execute such a show. Constant travelling, setting up new locations, arranging for food and stay of so many people. The channel and production house are going to additional lengths to make the show different and innovative,” he says.

     

    According to sources, nearly Rs 6 to Rs 8 crore is being spent on the show which may not be too much but is definitely on the higher side, where the economics of Marathi television is considered.

     

    Khatron Ke Khiladi and Roadies have higher budgets but with Zhunj Marathmoli, ETV is trying to give viewers maximum quality with a minimum budget.

  • ETV Marathi ups the ante with ‘Zhunj Marathmoli’

    ETV Marathi ups the ante with ‘Zhunj Marathmoli’

    MUMBAI: ETV Marathi is all set to take viewers on a road trip during which 14 celebrities will be assigned cultural tasks to prove their Maharashtrian-ness. Starting 26 May at 9:00 pm, the channel hits the highway with Zhunj Marathmoli that will travel to 12 cities in the state with Shreyas Talpade as host.

    A co-production of Ramesh Deo Productions (RDP) and Logical Thinkers, the 26-episode show has already canned around 14 episodes in seven weeks. Tracking districts across Vidarbha, Konkan, Marathwada, Amravati and Khandesh, Zhunj Marathmoli will see two cultural tasks being executed by the contestants per episode. One participant will be eliminated every week and there will be two or three wild-card entries as well.

    Zhunj took more than six months of ideation while every one-hour episode takes two to three days of shooting and nearly a week of post production. 78 people from RDP are travelling with the participants and Talpade along with four Scarlett Red cameras and six GoPro cams.

    Says RDP producer Abhinay Deo, “In a very simple format, we are trying to show the stories of the 14 participants and Talpade as well as the region where we are shooting through each episode.”

    Comparisons with other shows have already begun but Deo says that once people see the first episode, they will know for themselves. The locations either depict specific cultures or are task or production-friendly. “In season one, we just about cover a third of the state and it will take three seasons for almost full coverage,” says Deo.

    Promotions for the show are taking place in stages. After the first teaser look, the show song was launched on the digital platform. A live Facebook video chat with Talpade has been arranged for next week. The show being youthful, disproportionately higher focus is on digital. Outdoor marketing has for now been fixed in Mumbai while the rest of Maharashtra is on the cards. The creative for the campaign is done in-house and planning executed by Vizeum.

    Budgets for the show, sources say, are approximately Rs 25 lakh to Rs 30 lakh per episode, putting the worth of the whole project at a whopping Rs 6 crore to Rs 8 crore. Ten-second ad slots are being sold for Rs 50,000, which is 30 per cent higher than ETV Marathi’s other flagship programme, Kon Hoeel Marathi Crorepati (KHMC) went for. Lunar footwear has come on board as associate sponsor while the hunt for a title sponsor is on.

    “The Marathi TV space is hugely undervalued. So we are investing in shows to get that up. A show like this couldn’t have been done by us last year but after successfully doing KHMC, we have proved ourselves,” says Viacom18 EVP and ETV Marathi business head Anuj Poddar.

    Talpade has the task of coming up with instant dialogues while the shooting is on. “This show is unlike a studio recorded show. Here, you have to know what exactly your contestants are feeling. For me, that’s my zhunj (fight). Only if someone is getting distracted and we have to get them back on track do I get a pointer or else, it is totally unscripted,” he says.

    For the celebrities Pandaharinath Kamble, Megha Sampat, Swapnil Bhutkar, Arti Solanki, Vikram Gaikwad, Hemlata Bane, Satish Dede, Parag Kanhere, Tyagraj Khandilkar, Deepti Devi, Megha Dhade, Ruchi Savaran, Manisha Kelka and Abhijit Thakur, it boils down to ‘aata mateech tharvel kas’ or ‘the land will decide our worth’.

  • ETV Marathi brings you the First Ever Online Music Video Premiere in Marathi TV History

    ETV Marathi brings you the First Ever Online Music Video Premiere in Marathi TV History

    April 30th, 2014: Marathi television comes of age. Along with launching Marathi television’s first ever action road-trip, ETV Marathi’s Zhunj Marathmoli is all set to create yet another breakthrough with the first ever Online Premiere of its Music Video “Zhunj De”. Upping the entertainment quotient for its viewers, the music video will see celebrated actor and host Shreyas Talpade debut as singer and jam with singing sensation Jasraj Joshi.  Bringing alive the show’s promise of connecting with the youth, the music video “Zhunj De” will be premiering on May 1st 2014, Maharashtra Day at 1.00pm on ETV Marathi’s Facebook page.  

     

    Talking about the latest benchmark Anuj Poddar, EVP Viacom18 & Business Head, ETV Marathi said “Zhunj Marathmoli is a show that is focused on striking a balance between contemporary thought and traditional values.  The music video “Zhunj De” aptly captures the spirit and spunk of the show while celebrating the true Maharashtrian spirit. With the digital launch of the music video, our endeavor has been to amplify the reach of the video and capture the mind space of our viewers by engaging with them across multiple screens”

     

    The Music Video “Zhunj De” salutes the motherland (Maharashtra) and captures the thought of fighting for respect as a true Maharashtian.  With the On-Air tune-in Astons on the home channel, high decibel campaign on the channel’s Facebook page  and Page post link ads to New & existing Fans of ETV Marathi, the channel has left  no stone unturned to  increase the reach of the music video.

     

    Zhunj Marathmoli promises to provide a heady concoction of action and drama while showcasing Maharashtra’s cultural extravagance. Truly bringing alive the vast scenic expanse of Maharashtra, this new show with Shreyas in the driver’s seat promises to  get 14 celebrity contestants to battle it out  as they embark on this road-trip through their motherland.   

  • ETV Marathi to replace ‘KHMC’ with new non-fiction show ‘Zhunj Marathmoli’

    ETV Marathi to replace ‘KHMC’ with new non-fiction show ‘Zhunj Marathmoli’

    MUMBAI: Sticking to its word of providing entertaining content to all kinds of audiences and focus on the youth, Viacom 18’s regional GEC ETV Marathi is all set to thrill the viewers with a new action road trip show called Zhunj Marathmoli.

     

    The title that is derived from an expression used for a cock fight in the interiors of Maharashtra means ‘fight for respect as a true Maharashtrian’ that will be proved through tasks to test the contestants’ grit and determination.

     

    The show will also be aired at the 9:00 pm slot post the end of Kon Hoeel Marathi Crorepati (KHMC) season two once the IPL fever settles down in May or June. Currently KHMC is aired on Mondays and Tuesdays. However, the days for airing the new show being hosted by well known Bollywood actor Shreyas Talpade has not yet been finalised.

     

    14 Marathi celebrity contestants will contest in the tasks that are rooted in the Marathi culture across 12 cities including Nashik, Latur, Vidharba etc. Well known production house Ramesh Deo Productions (RDP) is behind this show, the production for which will begin only next month. The ETV team had been working on the concept since the last four to five months. This will be the first show being produced by RDP for ETV after its acquisition by Viacom 18. Prior to the acquisition also it has done shows for the channel.

     

    Viacom 18 EVP and business head of ETV Marathi and ETV Gujarati Anuj Poddar says that the series has all the scale to draw the attention of the younger audiences along with maintaining the conventional regional GEC audiences as well. “With Zhunj Marathmoli we have continued with our intent of launching shows that break new grounds of innovation in the regional space, striking a balance between contemporary thought and traditional values. Shreyas has the attitude and the youthful appeal. He is a well known Marathi personality who is rooted in his culture and has also gone out and achieved things,” he says.

     

    Speaking on his debut role as host Shreyas Talpade said “Coming back to Marathi Television with a show like Zhunj Marathamoli that will take me closer to my roots is like coming back home. Apart from allowing me to exploit my adventurous streak & connect with the youth of Maharashtra, this show gives me a sense of immense pride. I have travelled across the length and breadth of Maharashtra before. This show has allowed me to understand and connect with my motherland”.

  • ETV Marathi celebrates channel success and Gudi Padwa

    ETV Marathi celebrates channel success and Gudi Padwa

    MUMBAI: ETV Marathi, a channel that mirrors the cultural ethos and spirit of Maharashtra has always prided itself in providing a range of differentiated content that redefines the family viewing experience.  The channel has always held an important place in the heart of every Maharashtrian and over the last year we have further strengthened this bond.

    ETV Marathi over the last year has had a glorious run. The journey towards success has been achieved on the back of powerful programming that has redefined Marathi television history.  The transformation that started on the back of the mega blockbuster Kon Hoeel Marathi Crorepati establishing new standards of scale and grandeur in Marathi Television history, continued with other engaging and revolutionising content. Shows like 1760 Saasubbai, Majhe Mann Tujhe Jhale, Sundar Majhe Ghar have created new benchmarks in reach and social messaging and taken the channel towards the next echelon of growth.   

    Speaking at the occasion of the Gudi Padwa celebrations held by ETV Marathi, Anuj Poddar, EVP Viacom18 & Business Head ETV Marathi said “ETV Marathi’s journey towards success has just started and the best phase is still ahead of us. Our story of the past year is akin to the common man. We resonated with the masses and elevated this common man to a pedestal. We are confident that with the support of the masses, we will continue to keep pace with the growth we have witnessed so far and emerge as the leading entertainment destination for all our viewers.”

    Numbers speak volumes and if numbers are to go by, ETV Marathi is emerging as the preferred destination of Marathi entertainment amongst its viewers. The below data clearly highlights the consistently increasing power of the platform.    

    Pioneers of the Marathi General Entertainment Genre, ETV Marathi, which was launched on 9th July 2000 has many firsts to its credit. The channel was the first to experiment with new homegrown non-fiction formats like Gaurav Maharashtracha, Dholkicha Taalavar, Superfast Comedy Express and Crime Diary that has revolutionised the Marathi Television space. On the fiction front too ETV Marathi has had a glorious run with landmark shows like Char Divas Sasuche that was a raging success.

    Today the channel continues to be powerhouse of content with the best in fiction and non-fiction bringing alive a heady concoction of traditional and contemporary content for its viewers. Resonating the channels primary agenda of being a mass entertainer with a soul, the channel boasts of a rich, diverse and engaging content palate across genres and continues to entertain and engage its viewers across the length and breadth of Maharashtra

     

  • Kon Hoeel Marathi Crorepati – Marathi television’s 1st 1 Crore Winner

    Kon Hoeel Marathi Crorepati – Marathi television’s 1st 1 Crore Winner

    MUMBAI: Marathi television’s iconic and redefining show “Kon Hoeel Marathi Crorepati” has been a mega platform for the people of Maharashtra to translate their dreams into reality. For the first time in the history of the format, the show witnessed the “Power of Two” taking the hot seat by storm with the “Jodi” together vying for the 2 Crore mega bonanza. Produced by Big Synergy, this epic show since its beginning has seen entire Maharashtra wait with bated breath for the first Crorepati. The much awaited momentous occasion is finally here  with Mahadeo Jadhav & wife Anita Jadhav from Faltan, Satara  achieve this significant feat of winning the much coveted  and life changing 1 Crore  on Kon Hoel Marathi Crorepati.   Watch this epic journey of Mahadeo & Anita Jadhav from a couple facing lives challenges to becoming the 1st Crorepati on ETV Marathi’s Kon Hoeel Marathi Crorepati on Monday, 17th March 2014 from 9.00pm onwards.

    Mahadeo & Anita Jadhav, journey towards success has been brought alive by the Power of 2 unleashed on the show.   A civil engineer and a labor contractor Mahadeo Jadhav, with the support of his wife   has weathered challenges like social discrimination, responsibilities towards a 35 member family and a demanding financial scenario. Mahadeo’s thirst for knowledge and support of his wife finally got the couple the much deserving golden opportunity to take on the hot seat and move towards securing the title of 1st Crorepati on Kon Hoeel Marathi Crorepati.

     The much deserving Mahadeo & Anita Jadhav commenting on their life changing experience stated “This is a surreal experience and I have no word to express my emotion. This is a realization of all my struggles in life and I thank ETV Marathi for giving me this opportunity. I hope to secure the future of my entire family” The further added that they would also want to contribute towards society by creating awareness about female infanticide in the country.
    Speaking on the momentous occasion of finding the 1st Crorepati, Anuj Poddar, EVP Viacom18 & Business Head, ETV Marathi said “Our objective with Season-2 was to transform the lives of people while enriching the family viewing experience. The show by unleashing its power of two and now with finding its deserving 1st Crorepati Jodi, has successfully achieved this feat. Truly bringing alive the promise and ethos of “Asel Saath Tar Jamel Baat”   the show has become an integral part of their television viewing experience.”

    The shows reckoned host and revered superstar Sachin Khedekar on witnessing this epic moment added “This was  the most overwhelming  and unforgetful moment for me through the 2 seasons  and I am glad to be part of this momentous journey. Most importantly, to witness a deserving Jodi who has always taken challenges head on with the coveted 1 Crore makes me proud of being a part of this show that has the power to change peoples lives and destinies”

    ETV Marathi’s Kon Hoeel Marathi Crorepati’s foray into the Marathi Entertainment space has redefined the scale and grandeur witnessed in Marathi Television.  With the Second Season of the epic show that witnessed the reward and the opportunity being doubled, the stage was set for the people of this Maha – Rashtra to walk the path towards glory and success.   Now with the finding of the 1st Crorepati, this engaging and life altering show is all set move to the next echelon entertainment. Watch the enthralling story of Mahadeo Jadhav & Anita Jadhav on Monday, 17 March 2014 at 9.00 pm

     

  • TV 18 completes ETV channel acquisition

    TV 18 completes ETV channel acquisition

    MUMBAI: A year ago, one of India’s leading media companies announced that it was acquiring the regional broadcast network; yesterday it informed the stock exchange that it had completed the transaction. We are referring to  TV18 Broadcast, a subsidiary of Network 18, which sent a note out to the Bombay stock exchange that it had successfully completed the acquisition of the Ramoji Rao promoted  ETV network with effect from 22 January 2014.

     

    The channels  were acquired at a price of Rs 2,053 crore according to the Share Purchase Agreement which is well within the budget of Rs 2,100 crore that was approved by its board last year. The deal resulted in it acquiring 100 per cent of regional Hindi news channels ETV Uttar Pradesh, ETV Madhya  Pradesh,  ETV Rajasthan, ETV Bihar and ETV Urdu and 50 per cent in ETV Marathi, ETV Kannada, ETV Bangla, ETV Gujarati and ETV Oriya. The Telugu news and GEC channels ETV Telugu and ETV Telugu News will, however, see TV18 owning only 24.50 per cent equity. 

     

    Excepting for the two Telugu channels, TV18 will have complete board and management control over all the other channels. Additionally, it will be holding the 50 per cent stake in the five regional GECs as an asset held for sale. The interest in these channels, its filing with the BSE states, will transferred to an associate company. Sources indicate that the channels are most likely  going to  be added to its Viacom18 joint venture or another company in the group. This will help it keep separate identities for TV18 Broadcast as a news channel enterprise, and GECs under Viacom18, if  the transfer does happen under it.

     

    The deal cements TV 18 and Viacom 18’s presence in the regional space. When contacted, Network 18 group CEO B Sai Kumar, he said that the deal had been waiting to come through and more details would have to wait a while.

     

    With one more transaction out of the way, Network18 can now focus on expanding its portfolio further through a Gujarati business news channel in the next few months as announced by Sai Kumar barely a week ago, clearly signalling that things are turning around at the group which was once ailing, thanks to its heavy debt burden.

  • ETV Marathi’s Crorepati eyes double bonanza in Season II

    MUMBAI: Viacom 18 took its first bold step in the regional space after acquiring a clutch of ETV channels by introducing one of India’s biggest and boldest non-fiction shows on its Marathi channel. Thus, Kaun Banega Crorepati became Kon Hoeel Marathi Crorepati on ETV Marathi. Now back for a second run, just four months after the last season ended, the channel is looking at increasing its cash inflow as well as eyeballs from the flagship show.

     

    The second season will see Sachin Khedekar back as host but facing not one, but two contestants as the theme this year is about couples or jodis. The prize money has also been doubled to Rs 2 crore. “The dynamic of two people changes a lot of things. These two people may be anyone in a family,” says BIG Synergy MD Siddhartha Basu.

     

    A huge marketing campaign had rolled out on TV and radio about four weeks ago emphasising on the number ‘two’ that is the theme. 

     

    The print campaign will strike on 13 January, the day the show launches. A digital app is expected to roll out soon after the launch of the show that will try to engage the younger audiences through social media. With the response it received from season 1, this time the channel has gone overboard on its marketing, spending nearly about Rs 4 to Rs 5 crore.

     

    Airing on Monday and Tuesday from 9:00 pm to 10:30 pm, it will replace two shows on these two days, which will now air four times a week. The current season is expected to run for three months with 36 episodes in all. According to sources, the cost of production is approximately Rs 8-10 crore for season two.

     

    The studio set up was created in Film City in December and six episodes have been shot so far with average shoot hours daily totting up to 12 hours.

     

    Last season, KHMC garnered about 3 TRPs and this time the channel is looking at starting off at that and doubling it amongst Marathi speaking audiences.  “It is worthy to say that nonfiction shows don’t really get such high ratings in languages,” says Viacom 18 EVP and business head Anuj Poddar. Last year KHMC doubled the channel’s overall ratings.

     

    Conversations are on with a slew of advertisers and sponsors, with Lever brand Clinic plus already coming on board as the presenting sponsor and the target is to reach about five to six advertisers, this time. The average per 10 second rate for commercials has been pegged at Rs 70,000 that is about 60 to 70 per cent higher than last year.

     

    Although only Marathi speaking people are allowed to participate in the show, it has seen a 50 per cent increase in the participants claims the channel.

     

    “The show is a very generous one. Our average pay out per episode is about Rs 6.5 lakh,” says Basu. “With growing viewership not just broadcasters but also advertisers and sponsors are also putting their money into such formats. A broadcaster takes it as a game changer and it is a huge investment for him as well.”

     

    The targets it has set for itself are high but will the channel be able to live up to its own as well as the people’s expectations? We will soon find out as it launches this Monday.