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Max hunts for Extraaa Innings T20 junior

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MUMBAI: In order to create hype around the Indian Premier League (IPL), Max has launched an initiative – Extraaa Innings T20 junior. 
 
Extraaa Innings is Max‘s wraparound show. For IPL 3.0 it is looking to add a distinctive new dimension by launching a nationwide hunt for eight junior DLF IPL extraaa innings T20 hosts starting this January.


A nine-city hunt will be conducted across Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Chandigarh, Bangalore, Ahmedabad and Jaipur for children between 7–14 years of age, starting 16 January till 7 February. The auditions will be judged by Extraaa innings hosts such as Gaurav Kapoor and Samir Kochhar.


Extraaa innings T20 Junior will engage in activation across 50 towns and over 1200 schools through School Contact Programs, radio contests and IVRS modules (call 5052525). Registration forms will be distributed in every school and Max will run a contest wherein the teachers will select 30 students per school based on the criteria shared with them. These kids will be given special ‘School representative passes‘ and will be invited directly to the audition in their city representing their school. The selection will be based on the confidence level, communication skills, on-screen presence and passion of the competing kids for DLF IPL.
 
    In line with the channel’s pioneering efforts to maximise the entertainment quotient of cricket related programming, the extraaa innings T20 Juniors will get an opportunity to express their views and interact with their home team players, guests and expert panel on-air for the entire DLF IPL 2010 season. The little masters will add extraaa zing to the acclaimed panel of extraaa innings T20, as they match the seasoned presenters ball-to-ball and game-to-game, with their perspective and views in the biggest cricketing event on television.
Max VP marketing Gaurav Seth says, “Cricket is not just a game; it brings people together. Indian viewers are seeking much more than cricket – a total ‘cricketainment’ experience today. With extraaa innings T20, we have pioneered an innovative mix of cricket and entertainment, to completely revolutionise what viewers expect from wrap-around programming. By introducing extraaa innings T20 Juniors, MAX has once again marked a turning point in the way cricket programming is telecast not only in India, but worldwide.”


The hunt for the little masters of cricket gab will see a buzz being created with special promotions across print, radio, TV, school activation and IVRS mediums. The radio will see customised contests, where the winning kids will walk away with passes to beat the queue and audition faster, much like the winners of the school contact programme.

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Kids

Om Nom bites into India as Warner Bros. Discovery picks up the series

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MUMBAI: The little green hero is making a big leap east. Zeptolab has struck a major distribution deal with Warner Bros. Discovery, bringing its hit animated series Om Nom Stories to audiences across the Indian subcontinent.

Under the agreement, Warner Bros. Discovery has acquired the series for exclusive Pay TV broadcast and non-exclusive digital streaming in India, Pakistan, Bangladesh, Bhutan, Nepal and Sri Lanka. The move marks a significant expansion for Zeptolab as it pushes one of its most successful original IPs into one of the world’s fastest-growing entertainment markets.

As part of the deal, all 26 seasons of Om Nom Stories will be rolled out across Cartoon Network, Pogo, Discovery Kids and Discovery+, offering both linear and digital access to the franchise’s slapstick humour and expressive, dialogue-free storytelling.

“We’re incredibly excited to partner with Warner Bros. Discovery to bring Om Nom Stories to the Indian subcontinent,” said Zeptolab executive producer Manaf Hassan, noting that the broadcaster’s reach and legacy make it a strong fit for the series’ growing global fanbase. 

Warner Bros. Discovery, meanwhile, sees the acquisition as a natural addition to its children’s portfolio. Warner Bros. Discovery head of factual entertainment, lifestyle and kids for South Asia Sai Abishek, said the series aligns with the network’s focus on cheerful, imaginative and universally appealing content for families across the region.

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The timing adds an extra layer of significance. The expansion coincides with Om Nom’s 15th anniversary, underlining the franchise’s staying power and its evolution from a mobile game character into a global animation brand. With this latest bite at the Indian subcontinent, Om Nom’s adventures look set to find a whole new generation of fans.

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Colour outside the lines Chhota Bheem sketches a new play with Faber Castell

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MUMBAI: If childhood memories had a colour palette, Chhota Bheem would likely be right in the middle of it and now, quite literally, in children’s pencil boxes too. Green Gold Animation has announced a landmark licensing partnership with Faber-Castell India, marking the global stationery major’s first-ever licensed character collaboration. The association brings Chhota Bheem to a specially curated range of student art and creative products, blending everyday learning tools with one of India’s most recognisable homegrown characters.

The move is a notable expansion of Chhota Bheem’s footprint beyond screens, reinforcing the character’s status as a multi-generational IP that has steadily grown from a television favourite into a cultural constant. For Green Gold Animation, the partnership signals a sharpened focus on extending its intellectual property into daily touchpoints, where entertainment meets education and habit.

In its first phase, the collaboration will roll out Chhota Bheem-themed products across key student art categories, including watercolour cakes, wax crayons, poster colours, sketch pens, oil pastels and creative bundling kits. The range is aimed squarely at school-going children, tapping into Bheem’s strong emotional connect while encouraging imagination, creativity and hands-on expression.

Green Gold Animation founder and CEO Rajiv Chilaka noted that Chhota Bheem’s journey has long moved beyond episodic storytelling. He said the partnership reflects a deliberate attempt to embed the character into moments of learning and creativity, while building a more purpose-led licensing ecosystem around Indian IP through collaboration with a globally established brand.

From Faber-Castell India’s perspective, the tie-up marks a strategic first. Faber-Castell India director marketing Sonali Shah said the collaboration opens a new chapter by pairing the brand’s long-standing reputation for quality and safety with a character that already commands trust and affection among Indian children. The aim, she added, is to make creativity more engaging and relatable without diluting product standards.

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The launch will be backed by a 360-degree promotional push, spanning digital campaigns, social media storytelling, creative usage content and on-ground retail activations across select markets. Both companies have confirmed that this is only the starting point, with additional Chhota Bheem-themed products across new categories planned in the months ahead.

Headquartered in Hyderabad, Green Gold Animation continues to scale its ambition of building globally competitive Indian IPs, with Chhota Bheem leading the charge. This latest collaboration suggests that the brand’s next phase of growth may be less about what children watch and more about what they create.

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Sony tightens grip on Peanuts with $457 million stake buy

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JAPAN: Sony has doubled down on the power of legacy brands, snapping up a majority stake in the Peanuts intellectual property in a late-year deal valued at about $457 million.

Sony Pictures Entertainment and Sony Music Entertainment Japan have acquired the roughly 41 per cent holding in Peanuts Holdings LLC previously owned by Canadian children’s entertainment company WildBrain. The move lifts Sony’s ownership to 80 per cent, with the Schulz family retaining the remaining 20 per cent.

The deal brings one of pop culture’s most durable franchises, home to Charlie Brown, Snoopy and the rest of the Peanuts gang, firmly under the Sony umbrella. The characters were created by Charles M Schulz, whose daily comic strip ran for half a century before ending in 2000.

Sony had already been a long-time partner in the business. The latest transaction consolidates control and sharpens the group’s hand as it looks to keep the characters front and centre across film, television, music and consumer products.

President and group ceo of Sony Music Entertainment Japan, Shunsuke Muramatsu, said the additional stake would allow Sony to further elevate the Peanuts brand by drawing on the group’s global reach and creative expertise, while preserving the legacy of Schulz and his family.

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President and ceo of Sony Pictures, Ravi Ahuja, said the combined ownership gives Sony the ability to protect and shape the future of the characters for new generations, expanding their relevance without diluting their charm.

Peanuts long ago escaped the confines of the comic strip, cementing its place in popular culture through perennial television specials such as A Charlie Brown Christmas and It’s the Great Pumpkin, Charlie Brown. More recently, WildBrain kept the franchise active with animated series including Snoopy in Space and The Snoopy Show.

Now, with Sony firmly in control, the message is unmistakable. In an industry obsessed with the next big thing, nostalgia still sells and Sony is betting big on a doghouse that refuses to age.

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