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Koteeswaran -- UTV bags marketing rights
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Krishna Gopalan
Mumbai:
The marketing mandate for Sun TV's game show Koteeswaran is
all set to change hands from New Age Entertainment to UTV.
As per the new agreement, UTV will handle the marketing for
the game show from 31 March, 2000. This was disclosed by Mohan
Radha, managing director, Radaan Picture Pvt Ltd.
Radaan Picture is in charge of producing and marketing the
game show currently. According to Mr Radha, while production
is independently handled by Radaan, marketing is handed out
to a marketing partner. Initially, New Age Entertainment was
appointed as the marketing partner for Koteeswaran.
"We
were looking for a better marketing partner for the game show,"
said Mr Radha. According to him, Radaan's marketing contract
with Sun TV is for a one year period after which it comes
up for renewal. On the plans for Koteeswaran, Mr Radha said
the objective would be to make it more creative and therefore
attract greater viewer interest.
Koteeswaran
is currently aired on Saturday and Sunday in the 9 pm to 10
pm slot. Mr Radha confirmed that this schedule would continue.
Industry sources have pointed out that Sun TV expected higher
ratings from Koteeswaran. "The ratings for the game show
were less than expected because it was clearly oversold,"
they explained. While admitting that the ratings have been
below expectations, Mr Radha explained that they have been
picking up in the last few weeks.
When contacted,
Suresh Iyer, managing director, New Age Entertainment clarified
that his contract with Sun TV was scheduled to expire on 31
March.
New Age
currently handles the marketing for Sun TV's Malayalam gameshow
aired on Surya TV.
"We
will continue to be the marketing partner for the show on
Surya besides working on a host of new projects," said
Mr Iyer. He added that New Age was working on a series of
marketing promotions for the show.
Other
plans for Sun TV include a game show in Telugu on Gemini TV.
According to Mr Radha, who will produce and market this, Telugu
film star Nagarjuna will be the host. "We are in the
process of confirming dates with Nagarjuna," he added.
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