The Indian Premier League (IPL) has partnered with Colors 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 licensing deal with the GEC, wherein 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 period as well.
IPL cricket stars will now be seen on Colors through various format shows, extending the IPL franchise beyond IPL season. Leading the pack will be a special IPL edition of ‘Fear factor – Khatron Ke Khiladi IPL Special’, the channel’s 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 and 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.”
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 two years.”
He further added, "Cricket and Bollywood are two of India’s biggest passions. While Colors always had Bollywood and glamour, now with cricket added, it cannot get any bigger."