Mumbai: Ultimate Kho Kho has signed Rise Worldwide as its exclusive broadcast production partner and league consultant in a three-year deal.
Rise will work closely with Ultimate Kho Kho to give the game a makeover and make it more viewer friendly. It will help create standard operating procedures from the TV broadcast perspective in terms of presentation such as the look and feel of the game, duration of the game, grooming and training players and experts and sponsor integration.
“The motive is to create a brand that builds on all elements within the league and helps develop the sport year on year with exclusive and well researched enhancements,” said the statement. “This partnership will leverage the extensive experience Rise has with regard to building and sustaining leagues, to establish brand Ultimate Kho-Kho in the sports landscape of India.”
“Our emphasis is to bring forth Kho-Kho’s new avatar and make it popular among the masses,” said Ultimate Kho Kho CEO Tenzing Niyogi. “We are delighted to welcome RISE Worldwide on-board. The game changes within seconds in this sport. It prepares the players to respond swiftly and in a different way, making them as dynamic as the sport itself. And this partnership will put major emphasis on the versatility within the coverage and creativity in providing uniqueness to different segments in the broadcast. I am also confident that with the coming together of Ultimate Kho Kho and RISE Worldwide, Kho-Kho is ready to take over India and the globe.”
“We are excited to partner with Ultimate Kho Kho and take the game, which has been played in rural India for centuries, to the world stage,” said Rise Worldwide head of broadcast James Rego. “Viewers would get to see kho-kho in a stunning new avatar which will inspire youngsters and help grow the sport.”
He added, “High on pace, high on strategy, the enhanced version of this game will make for an interesting, high-octane viewing experience through our world-class production expertise, leveraging our multi-sport brand experience, multilingual content to lend thrill and intrigue to a fast-paced sport, engaging the audience. We are committed to working closely with the team at Ultimate Kho Kho to make watching kho-kho a world-class experience.”
Ultimate Kho Kho has signed Sony Pictures Networks India as its official broadcast partner and the league’s live action will be available on SPNI’s sports channels as well as on its OTT platform SonyLIV in English, Hindi and multiple regional languages.
