Colors, the general entertainment channel owned by Viacom 18, expects to earn about Rs 20 crore (Rs 200 million) from the soon-to-air dance reality show Ek Khiladi Ek Haseena.

According to channel insiders, it has already signed on Samsung LCD TV, Appy Fizz, Streaks Hair Colour, ICI Paints and Kohler as associate sponsors for as much as Rs 1.5 crore (Rs 15 million) each for the show.

The channel is scouting for one title sponsor for Rs 3.5-4 crore (Rs 35-40 billion) and additional three to five associate sponsors. Idea Cellular [Get Quote] and an insurance brand are eyeing the title sponsor slot, added sources.

Ek Khiladi Ek Haseena, which will span across five weeks (10 episodes), will showcase six cricketers -- S Sreesanth, Harbhajan Singh, Dinesh Karthik, Irfan Pathan, Vinod Kambli and Nikhil Chopra -- dancing along with television actors like Mona Singh (of Jassi Jaisi Koi Nahin fame), Nigar Khan and Shama Sikandar, among others. Actor Sushmita Sen and former Pakistan cricketer Wasim Akram will be the judges.

Cricketers, who have found a new sporting ground, will earn between Rs 1.5 million to Rs 8 million for participating in the show. According to industry estimates, the television stars could earn Rs 2.5-3.5 million each.

Among the cricketers, Harbhajan Singh and S Sreesanth have pocketed the biggest cheques (Rs 7.5 lakh million), followed by Irfan Pathan at about Rs 6 million. Dinesh Karthik and Vinod Kambli are said to have got Rs 2.5-3 million each while Nikhil Chopra will get Rs 1-1.5 million.