Summer '08 promises to be a big-bang entertainment party- Entertainment-Media Entertainment -News By Industry-News-The Economic Times

Rival Disney India also anticipates 40% advertising growth for all its channels, Disney, Hungama and Jeti, this summer. Star has plans to mop up Rs 150-crore from Kya Aap Paanchvi.. KBC I or II! Bollywood alone is betting over Rs 800 crore on its 20-odd flicks, including six directional debuts in the next 60 days or so.

And all this when the incessant pre-event IPL frenzy looks all set to carry on the playing field too when Vijay Mallaya"s Bangalore Royal Challengers takes on SRK"s Kolkata Knight Riders on April 18 in Bangalore. With so much at stake for the industry this summer, getting traction with the viewer and the cinegoer spoilt for choice will be game of, yes, smart content, but equally, smarter marketing too. Summer of Content Animation appears to be the flavour of the season, not just on kid channels but on the big screen as well.

While Pritish Nandy Communication (PNC) promises one of the biggest animated movies, EKEH 2.0 (Ek Khiladi Ek Hasina), blockbusters like Bal Hanuman and Ganesh will rule the small screen. Says Pritish Nandy of PNC: "Vacations are a time when people want to watch some fun movies. We have some romantic and comedy flicks like Mirabai Not Out, Raat Gayi Baat Gayi slated for release." Living rooms will have access to last year"s blockbusters, courtesy TV channels.

And even though talent and quiz shows will slog for viewership, mythological genre promises to stimulate audience minds. For instance, Star Plus will bring Bobby Bedi"s Mahabharata this summer. Though the channel is betting big on SRK"s Kya Aap Paanchvi for which channel has locked deals with associate partners such as Compaq, LG Electronics, Cadbury, Pepsi and 24x7 guru.com.

The show is expected to earn Rs 18-crore from telecom interactivity, which is higher than what KBC garnered. Continued.. Click on 'Discuss' link at the top and bottom of the story. To know more about this feature click 'here'. Here is your chance to get in touch with the best and brightest financial and business brains all over the world. Discuss' functionality in all its story pages.

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