Chandra taps SRK’s boost from IPL to propel Dish TV

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As Shah Rukh Khan's Kolkata Knight Riders ride a high after two consecutive wins in the Indian Premier League (IPL), media baron Subhash Chandra, whose own attempt at a cricket league is languishing, has drawn up a new set of commercials around SRK for his direct-to-home Dish TV.

Dish TV has lined up a set of new commercials featuring SRK, the brand ambassador, for airing during the Indian Premier League (IPL). Chandra's own Indian Cricket League, launched much before the IPL, is nowhere near the IPL on the popularity charts.

"The new set of commercials featuring Shah Rukh Khan will be aired sometimes this month even during the IPL matches," said a senior Essel Group official. According to him, the agreement with King Khan has been extended recently.

The TAM People Meter System shows that any IPL match has an average television rating point (TRP) of 8.52, way above that for any ICL match with an average TRP below 5.

Dish TV, India's first DTH player, had signed on SRK for the advertisement campaigns. According to sources, the Essel Group spent around Rs 200 crore for the 'Dish Karo-Wish karo' campaign last year. The budget is likely to go up this year.

"We have recently extended the contract with Shah Rukh keeping his mass appeal in view," he said. The two new commercials will have Shah Rukh promoting the 'set-top-box-free' campaign.

"He (SRK) will ask viewers-to stop being 'santusht' as there is really nothing more to wait for," said a company spokesperson.

Dish TV has launched a package for the viewers providing a free set top box for a year's 'maxi' subscription pegged at Rs 3990. The viewer will have an additional benefit of 67 movies on demand.