MAX readies for World Cup 2003; announces line-up for two-month extravaganza

What is common between Mandira Bedi, Charu Sharma, Sandhya Mridul and Maria Goretti? In two words - World Cup. To be precise, the Cricket World Cup 2003.

The three women and one man team will play a crucial role in MAX's wrap-around programme Extraa Innings to debut with the start of the World Cup a month from now. Speaking at a press conference in Mumbai on January 9, 2003, Rajat Jain, executive vice-president and business head, MAX, unveiled his three-pronged approach, which includes targeting both male and female viewers, promotion and on-ground activities and customised packages for advertisers.

"The idea is to draw in a larger audience besides the cricket-crazy viewer and make it a family experience," he said. A similar approach was used during the ICC Champions Trophy, Sri Lanka, in 2002, which met with a good response from both advertisers and viewers, he claimed. Interestingly, the former anchor of Extraa Innings Ruby Bhatia has been replaced with television personality Mandira Bedi, who along with co-presenter Charu Sharma, will take audiences through a delectable mix of cricket and entertainment for three hours every day.

Some of the main attractions, according to Sharma, will be tarot card reader Maa Prem Ritambhara, the animated tiger whose on-screen histrionics were lapped up by viewers during the Champions Trophy 2002, and Predikta, the interactive capsule, which be introduced in three versions - Predikta Insta, Predikta Krazy and Predikta Jackpot. "During the ICC Champions Trophy, viewers could participate in Predikta only through SMS; this time round, they can also participate using phone lines," he said.

The channel has lined up a battery of commentators to give viewers company, including brand ambassador Kapil Dev, former Sri Lankan skipper Arjuna Ranatunga, Mike Atherton, Krishnamachari Srikkanth, Robin Singh, Anshuman Gaekwad and Roshan Mahanama among others. Key sponsors for the event include Pepsi, Hero Honda and HLL. "Some more would be signing on the dotted line," reveals Jain.

Meanwhile, as part of its on-ground promotion and marketing efforts, the channel flagged off the Go India Go national signature campaign on January 9, which will travel to 100 towns and cities providing an opportunity for cricket fans to wish the Indian team. "The final output will be presented to Indian captain Saurav Ganguly," adds Jain. Earlier, the channel had kicked off Gully Cricket, a promotional effort, which had Kapil Dev visiting several cities, playing and interacting with lovers of the game.

Thus, for all practical purposes, the channel is ready to go, says Jain. "The event will start with a grand ceremony on the evening of February 8 with the first match happening the next morning (on February 9)," he adds.

Incidentally, MAX will telecast 51 of the 54 matches to be played over the two-month period. © 2003 agencyfaqs!