Colors bets big on Sur-Kshetra to strengthen weekend

GEC channels Colors and Sahara One are all set to launch the Indo-Pak musical show Sur-Kshetra on September 8. The show, which is a cross-border musical battle, will be simulcast on multiple networks across three channels Colors, Sahara One and Pakistan’s Geo TV. It is understood that the advertising feed on Colors and Sahara One will be same.

In a bid to strengthen the weekend content line-up, the show would be aired on the weekend slot. According to Raj Nayak, CEO, Colors, the show will also be launched across Colors’ network all over the world, including its soon to be launched channel, ‘Rishtey’. This new channel will be launched first in UK. “With Jhalak Dikhhla Jaa going strong on weekends, the inclusion of Sur-Kshetra will further provide our audiences with variety entertainment that appeals to them,” added Nayak.

A 360-degree integrated marketing campaign will engage multiple medium such as print, television, outdoor and radio through tie-ups reaching out to target audiences across the globe. The estimated marketing spends for the promotion of the show would be in the region of Rs 7 crore to 8 crore, which is the average marketing budget allocated for shows aired on Colors.

Simulcast across multiple platforms helps in effective consumption of content, which is what ultimately channels aim for in the long run. Through this, channels aim to increase the reach and garner attention from the audience. Apart from increasing the viewer base, the properties which are simulcast offer networks a wider base of brands to collaborate with. At the same time, brands benefit from an increased reach of their property.

Elaborating on the same Nayak stated, “The title sponsors and the presenting sponsors are common to both the channels. Hence, there won’t be any fragmentation in terms of advertising since the audience watching the show in the respective channels would be getting the same advertising breaks at the same time. In terms of absolute numbers it would be the world’s biggest launch of any television show.”

Produced by Sahara One in association with Saaibaba Telefilms, Sur-Kshetra’s two teams will be mentored by Himesh Reshammiya and Atif Aslam. The contestants would be judged by Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh). The show will be hosted by Ayesha Takia. It will also witness celebrities from the Indian and Pakistani world of music such as Ismail Darbar, Alka Yagnik, Suresh Wadkar, Janab Ghulam Ali Sahab, Haddiqa Kiani, Amir Ali and Sajjad Ali scouting for talent during the mega auditions.