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World Kabaddi League could get more traction from North India: Prasana Krishnan
MUMBAI: On the eve of the opening of the World Kabaddi League (WKL) in London, Six business head Prasana Krishnan said that the event could get more viewership from Northern India.
Speaking to TelevisionPost.com Krishnan said: “The World Kabaddi League is using circle kabbadi which is more popular in the Northern belt of the country. At the start, you could also see viewership coming from rural and semi-urban India. In fact, if you look at it, the only thing common between World Kabaddi League and Pro Kabbadi League is the name kabbadi. That is because the forms of kabaddi being played are different.”
He added that WKL matches take place over the weekend which means better viewership potential for the channel. “The league will be played over 19 weekends. It is following the F1 model where each weekend there is a new venue and city. All the matches will air in primetime in India except for the leg where it happens in the US and Canada, but that is fine.”
He also said that the reason for Six doing a one-year deal is that WKL is an experiment. “From the organiser’s perspective also, this is an experiment. They have chosen to do this at a global level. There will be learning along the way, but there is certainly potential for growth. Kabbadi has a community that follows it both in India and abroad. The league will gain traction among that community.”
Krishnan maintained that there will be a sustained marketing push for the league. “The league is taking place over five months. There has to be a sustained marketing push given over time. It cannot be just a short burst and then you forget about it. We are running promos on air. Print and outdoor are among the other vehicles being used. When the event comes to India, you will see a further burst of marketing being done.”
MSM president Rohit Gupta explained that the channel is waiting for the initial ratings to come in before pitching the property to clients.
The WKL kicks off on 8 August in London with the opening ceremony. Multi Screen Media’s sports channel Six, which is airing the event, has a one-year deal for the event.
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