Viacom 18’s Colors announced fresh plans to beat rivals in the pecking order of general entertainment channels and leapfrog its revenues by signing up Amitabh Bachchan, widely considered the most saleable name on Indian television.
Bachchan will star in the third season of reality show ‘Bigg Boss’ by tweaking the international format of the show, to allow for a pop philosopher. Like Shilpa Shetty, he will preside over the proceeds on eviction day, but interact with inmates and assess their behaviour as well as counsel them.
For Colors’ CEO Rajesh Kamat, netting Bachchan was a coup. “It can’t get bigger,” he told exchange4media.com in an interaction in Singapore to explain details of the announcement.
Although Kamat was tight-lipped about spends on bringing Bachchan on board, he said he hopes to see Bigg Boss Season 3 netting a significant premium given the renewed thrust. Promos will break on Colors starting Monday, September 7 even as detailed roll-out plans on roadshows etc being stitched up. The programme will start in October and as in the past, will last around two-and-a-half months.
“Last year, Bigg Boss helped further the initial push-up that the channel received in ratings,” said Kamat indicating that he hoped that Season 3 would do the same and with the Bachchan magic, it will reach out to beyond urban areas. “We want Bigg Boss to percolate to small town India,” he said, hoping that with the new act, Bigg Boss could turn from a gossip-driven show to one which is a little more serious. “We have made the show meatier by bringing in an element of wisdom. The role of contextualising and decoding behaviour can only be done by some of the stature of Mr Bachchan,” Kamat said. The talks on doing Bigg Boss have been ongoing, Bachchan said. “Both the channel and I wanted to take it to the next level,” he said.