On a different playing field

ULTIMATE KHO KHO, the premier league for one of India’s oldest and much-loved sports, is gearing up for season three with a new anthem that blends indigenous energy with modern elan even though the season is slated to begin at the end of this month.

- CHRISTINA MONIZ

But can the relatively new property do what the Pro Kabaddi League (PKL) did? Organisers are upbeat. Says promoter Amit Burman, also chairman of FMCG firm Dabur, “Ultimate Kho Kho (UKK) isa movement celebrating India’s kho kho legacy through a modern lens. As we edge closer to season three, our focus is on elevating the league’s stature and broadening its reach.”

Burman has pledged 200 crore towards the league already, which has over the past couple of years seen interest from other corporate firms such as Adani and GMR Group.

The numbers from the first two seasons are promising. In its first two seasons, the leagueloggeda cumulative audience reach of 164 million, with 41 million domesticandan impressive 64 million global viewers across TVand OTT. Broadcast by Sony Pictures Networks India (SPNI), UKK also recorded a surprise 40% share of women viewers, unusual foranew sports property.