Imagine takes another shot at revival with ‘The Voice’

Imagine takes another shot at revival with ‘The Voice’

Author | Arwa Sultanali | Friday, Oct 07,2011 9:00 AM

Imagine takes another shot at revival with ‘The Voice’

After a slew of unsuccessful shows, Imagine TV is set to bring ‘The Voice’ format to India. The music talent hunt reality series was first started in the Netherlands as ‘The Voice of Holland’ in 2010. US network NBC was the first to reproduce an American version of the series. Speaking to exchange4media about the format, Nikhil Madhok, Senior Director –Marketing and Communications, Imagine TV, said, “Even though ‘The Voice’ was a late entrant in the US, it had very good ratings in the first few weeks of its launch.”

He further said that the show’s format allowed high quality talent to be picked up and in turn helped the show to break away from the clutter of music talent reality shows in the Indian market today.

The show’s format features three stages of competition. The first is the blind audition stage, in which four coaches listen to contenders without seeing them and turn their chairs towards the participant to signify that they are interested in working with that artist.

Madhok added, “This is the only show that has blind auditions. This show lives up to the promise of bringing high quality genuine talent. You probably won’t see another collection of such talent.”

The current GRP for Imagine TV is between 60 and 75. Madhok was confident of a GRP boost going forward and the format becoming a hit in India. He said, “The show has everything going for it” and added that it was a proven format in US.

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