As per the deal, Colors will launch a series of entertainment shows not only during the 45-day IPL 2010 event, but also post-season.
Colors will create around three-four entertainment properties for the teams. IPL cricket players will now be seen on Colors through various format shows, including its action game show Fear Factor-Khatron Ke Khiladi IPL Special.
IPL chairman & commissioner Lalit Modi said, This collaboration is solely an event for fans. We have been working on this for the last one year and with Colors coming on board, it gives IPL an extension to bring more entertainment properties for the cricket fans.
The production house of the channel will come up with properties like entertainment feed during the matches and post the matches. This includes, events like IPL award nights, fashion shows, parties and rock-star contest. Rajesh Kamat, group COO Viacom 18 & CEO Colors said, We have always had glamour in our channel with many Bollywood content, but this is the first time we are venturing into a cricket-based entertainment genre. The main driver of the shows to be launched by Colors will definitely be the Fear Factor .
To enhance the involvement of fans with players and franchisees, IPL in the third season has also extended its reach from television to internet and theatres. IPL has partnered with Google where matches can be seen live on YouTube. It also sold Rs 330 theatrical rights to entertainment sport direct (ESD) ESD for a ten-year period.