MUMBAI: Colors is gearing up to launch another international format show for the weekend slot.

Ring ka King? Wrestling ka Mahayudh, a sports entertainment reality show, is produced by Endemol India in association with Total Nonstop Action (TNA) Wrestling, a privately held professional wrestling promotion company founded by Jeff Jarrett and Jerry Jarrett.

The show combines elements of reality and fiction and is about TNA wrestlers and the Indian wrestlers who will fight for the title of "Ring Ka King".

Interestingly, in 2009, Colors had aired an Argentinian format show 100% - De Dhana Dhan, also produced by the same production house. However, it could not manage to get eyeballs and the channel never launched another season of the show.

When asked about the similarities with 100%, Endemol India MD Deepak Dhar said, "It is similar but very different. Our partners are different, wrestlers are different. It is a completely new format. And we have put in a lot of time and efforts to groom Indian wrestlers."

Colors has roped in Tata Prima Trucks as the title sponsor of the show, while Harbhajan Singh is the goodwill ambassador.

The show will run for 13 weeks and will go on air on 28 January at 8 pm, on Saturdays and Sundays. At present, the channel airs movies during that time.

The show will feature 14 Indian and 16 international wrestlers including Jeff Jarrett, Matt Morgan, Scott Steiner and Monster Abyss. Indian wrestlers to participate in the show are Jwala, Mahabali Veera, Romeo Rapta, Zoravar and Deadly Danda amongst others.

Colors CEO Raj Nayak said, "India, for the first time will witness the excitement of a sport and the intensity of a drama, both rolled into one. We believe that the show will appeal to our viewers and advertisers who are constantly looking for new and innovative platforms to reach out to their audiences."

Colors is also looking to regain its lost glory. The channel, which has fallen to number third position, is eyeing to fix its weekend with the launch of this show, post which it will look at resurrecting its afternoon slot.

"Once we fix our weekends, we will eventually lift our afternoon programming and then try to improve ratings. We want to be No. 1 but not at the cost of profitability. We are trying to get the right balance and make sound investments so that we first consolidate our position as No. 2 and then climb to No. 1," said Nayak.

Dhar added, ??It?s an exciting format for us to work with. While the focus of course will be on the wrestling matches, it is the entertainment and the drama aspect of the show that will put the matches in perspective making them a lot more interesting. Endemol has entered into a partnership with TNA Entertainment, to popularise professional wrestling."

For selecting the participants from India, Endemol?s team went to 13-14 cities except Mumbai and Delhi. "We went to the smaller cities of Haryana, Punjab and UP," Dhar said.

According to Nayak, the core target group for the show is males in the age group of 16-35 years. "The show will also attract kids and lot of young women audiences."

The channel is going to heavily promote the show. Colors AVP-marketing Rajesh Iyer said, "We will be having cross channel promotion for five weeks. We will be rolling out outdoor communication in more than 70 cities. In print, there will be more than 100 ads on the day of launch. We will also be having radio innovations by putting up disruptive advertising between content. For the same, we have tied up with few stations. We are creating two characters on radio, who will be talking about Ring Ka King."

The channel will be active on the digital media as well. "On digital we have applications that we are creating. We are associating with Agneepath for promotion in Cinema. For on ground activities, we are going to 25 cities, where we will be doing road shows. There will be innovations on outdoor and on print with Mid-Day on its 28 January edition," said Iyer.