MUMBAI: With ICC World T20 round the corner from 15 March 2016 onwards, cricket aficionados from around the world will be glued in front of their TV sets cheering for their respective teams. In a cricket crazy nation like India, interest in cricket explodes for a tournament as big and as prestigious as the World Cup. The country comes to a standstill each time the Men in blue hit the lush green field to clinch the world championship and this time the excitement is a notch higher, given that India is hosting the tournament.

To go along with the mood of the nation news broadcaster IBN7 has created an exclusive programming titled T20 Ka King Kaun that started from 8 March 2016. The new show featuring India-Pakistan clash under T20 Ka King Kaun will hit the television screens from 16 March between 6.30 pm and 7.30 pm, on 17 March between 6:30 and 8 pm, on 18 March between 7 and 9 pm and on 19 March between 5 and 7:30 pm. 

With the entire news space equipped with exclusive sets of programming during the T20 World Cup, IBN7 promises to give its viewers an unmatched perspective right through the tournament with all the latest updates, analysis and insights on every single match of this cricketing extravaganza.  

On days that India will be playing, the channel will extend its programming duration. For the India-Pakistan clash scheduled on 19 March, the channel has planned integrated shows with three news channels from across the border. 

IBN7 has tied up with Pakistan based channels like Dunya TV, ARY Digital and Samaa TV to present the unique joint show with each of these channels providing a preview of the key India – Pakistan match and will capture unique scenes. Experts on Dunya TV will include Kamran Akmal, Aaqib Javed and Zainab Abbas while the panel of experts on Samaa TV will include Aamer Sohail and the panel on ARY Digital the will include Basit Ali.

Talking about the tie-ups, IBN7 deputy managing editor Sumit Awasthi says, “The shows will run live on the channels, giving viewers a unique experience of witnessing cross border debates and discussions between anchors and experts”.

The channel has roped in top former cricketers and analysts to share their expertise and  discuss  the strengths, preparations and the chances of winning. Kris Srikkanth and Lalchand Rajput will be seen sharing their own experiences from past matches while Aakash Chopra, the former Indian cricketer turned cricket analyst and commentator, brings to the table his knowledge of cricket stats and technicalities of the game, along with reputed expert Ashok Malhotra.

IBN7 has positioned the show as a one stop shop for all T20 World cup related updates and analysis, led by the four cricketing legends.

“Sports are an important content area for us and experts are an important part of the programming plan. Undoubtedly they bring in a unique and often a personal perspective to the analysis of the game,”says Awasthi.

With former cricketers and top analysts to share their expertise, the programming on IBN7 will comprise of preview and review shows bringing detailed analysis of every match. "We will also bring in viewer comments as also other entertaining elements to truly take our coverage to the next level”, he adds.

He further elaborates, “A standout part of our line-up is the integrated shows with 3 of the most popular Pakistani news channels. This is sure to add a new dimension to our programming.”

The channel has structured its content after an extensive survey of the market. Given the penetration of Hindi news channels in Hindi speaking markets, the channel is more inclined towards the regional market and the male population.

In India, everyone has a strong opinion when it comes to cricket. The channel will also execute a viewers’ connect initiative around T20 World Cup this year by giving them a chance to analyse the game and be an expert on IBN7’s T20 world cup shows along with the eminent experts on board.

With the promo of the show already on-air, IBN7 will also push the buzz a step further through their social media assets. Further consolidating its position in the space with this show, the communication will put the cricket experts at the centre attracting more viewers.

The channel is also leveraging the popularity of the experts through a ‘predict and win’ contest that enables the winner to be a cricket expert on IBN7. The promos of the contest will be on-air from India’s first match of the T20 World Cup and will be promoted heavily on social media.

“We will also target out of home media vehicles like outbound dialling, cinema screens, etc.,” concludes Awasthi.