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Colors unveils ‘Khatron Ke Khiladi 8’ and eyes strong ad rev growth
MUMBAI: Having announced the launch of the eighth season of ‘Khatron Ke Khiladi’ (KKK8), Hindi GEC Colors aims to add different categories of sponsors for the popular reality show, some of these being mobile phones and automobiles. The channel is also looking at sponsorships from two-wheeler and FMCG brands.
Viacom18 COO Raj Nayak said, “FMCG has always been there for GECs, but when it comes to impact properties, we haven’t seen much interest from FMCG brands. However, some changes are taking place on that front. Now FMCG is looking at impact properties.”
With KKK8, Colors hopes to increase its ad revenue and keep the impact of demonetisation behind. “Demonetisation has now stabilised and things are getting back on track. So, we have to grow at a faster rate as we have to make up for the money that we couldn’t make during those three months of demonetisation. We never had problems with ‘Khatron Ke Khiladi’. Inventories are sold the moment the show is announced. Now that we have announced the show, we will lock the inventories in the next 10 days,” explained Nayak.
Produced by Endemol Shine India, the new season is built on the theme of ‘Pain in Spain’ and will go on air by August. KKK8 marks the return of Bollywood director Rohit Shetty as the host of the show; he was absent from the earlier season due to his other commitments.
The production for the show has already commenced in Spain and the new season will feature about 72 stunts, which will be performed by 12 contestants. The 20-episode season will be aired every weekend.
Some of the stunts are said to be designed by Shetty himself. The 12 contestants to take part in the show are acclaimed wrestler Geeta Phogat, ‘Bigg Boss 10’ champion Manveer Gurjar, Shibani Dandekar, Lopamudra Raut, Monica Dogra, Nia Sharma, Ravi Dubey, Karan Wahi, Rithvik Dhanjani, Hina Khan, Shiny Doshi and Shantanu Maheshwari.
Speaking about the new theme and the distinctive parameters of KKK8, Colors programming head Manisha Sharma said, “We have been taking the show to lots of exotic locations, Spain being the latest one. The line-up this year is very promising and the fact that we must take the show to its next level is very challenging. With Rohit Shetty back in the mix this year, we have tried to custom-make stunts going by the playout of the previous seasons. ‘Pain in Spain’ is going to be fun. Rohit too has his own ideas of frying this new bunch of contestants! The season is truly going to be ‘Darr Ki Nayi Definition’. Viewers will have a blast watching the ‘Dangal’ girl Geeta Phogat fight in a new battleground, daily soap bahu Hina Khan test new waters out of her comfort zone, and have other television heartthrobs, the ‘Bigg Boss 10’ winner, singers and anchors prove their mettle against fear.”
In the new season, the stunts will not only involve heights, water, creepy crawlies and wilderness, but also some other experiences that will change their perspective on fear altogether.
Talking about the new season, Endemol Shine India MD & CEO Deepak Dhar said, “Our constant endeavour is to redefine the notion of fear while creating a wholesome entertainment experience. This year, Spain will form the perfect setting for the stunts that we have planned. It’s going to be a fear-filled ride; ‘Khatron Ke Khiladi’ will explore uncharted avenues of ‘darr’ this season.”
After the conclusion of KKK8, the channel will start working on ‘Bigg Boss 11’, which is said to be grander than its previous season and which the channel plans to launch during Diwali. Currently, Colors is working on its live interactive talent show ‘India Banega Manch’, which started airing from 7 May.