Big Digital, the digital content and marketing arm of Reliance Broadcast Network Ltd, has announced the launch of a youth online reality show. Titled ‘Transform India- Youth Uncensored’, the reality show aims to empower the youth by providing a platform for them to voice their opinion through an extensive social media initiative.
The online reality show will address social problems ranging from escalating corruption, safe sex, eve teasing to gender discrimination from the perspective of the youth.
This digital reality show will bring over 100 colleges from across the six cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad to fight the battle to Transform India through their ideas, on raising concern for issues and tackling them thereafter.
Commenting on the launch, Soumen G Choudhury, Business Head, 92.7 BIG FM, said, “It is our constant endeavour to offer pioneering initiatives, and Transform India: Youth Uncensored is a leap in that direction. We want, through this initiative to galvanize a movement in the youth space as we allow them to focus their energies towards this path-breaking social media initiative. We are confident of the youth coming on board to express their views, while we offer an excellent platform for advertisers to partners with.”
Speaking with exchange4media, explained the strategy behind the initiative. He said, “The core strategy behind this initiative is to have a creative way of engaging the chunk of audience in the digital media. Our target audience is obviously the Youth, most of who are regularly connected via the net. We have hardly scratched the surface of this very powerful medium. This digital reality show will be the very first of its kind in the country.”
On being asked about the expectations from the show, he said, “Our main objective is to create unparalleled value for the client via innovative tasks and seamless execution. In the course of executing the property we also want to create great content for the digital platform which will give the youth of the country an opportunity to truly express their thoughts on how they wish to bring about a positive change.”
Colleges will compete against each other, as they upload videos on how they believe they can best tackle societal issues. These videos will be judged by an esteemed jury panel, and will then be left open for online voting. Teams will be given a socially relevant topic and will be asked to upload the video of their proposed recommendation to tackle them.
This initiative also brings forth an opportunity for both youth and marketers looking to connect. While it offers the youth a platform for expression, it will also provide opportunities to marketers to get associated and play a pivotal role in piloting India's transformation.
He believes that this move will help BIG Digital in establishing itself as brand partners. He added, “We have been doing good work in creating websites, media planning and social media but we feel Intellectual Properties are the next big thing. We are one of the first digital agencies creating integrating media properties hence we are creating a unique proposition for ourselves as well as our brand partners in the market. “
Big Digital has two more properties set to be launched this year. Choudhary revealed, “All our properties are targeted towards ensuring that the youth, the digital community & brands benefit from the proposition. We have 2 more properties lined up for this year, one to be rolled out every quarter. The next one its cookery based show targeted towards men and then we have the next one based on music.”