Hindi GEC channel Colors has always hit the right notes with its innovative content with shows like ‘Balika Vadhu’ and ‘Naagin.’ Now it’s all set to raise the stakes with its latest new non-fiction property called ‘Rising Star’ through which it is going to revolutionise the television viewing experience. With live viewer engagement at its core, the singing reality show will offer its viewers an opportunity to experience the build-up of the show instantly. Viewers can participate through ColorsTV app to decide the fate of the contestant. The channel has acquired the format rights from Keshet International. Chinese smartphone manufacturer Oppo continues its association—it previously sponsored ’24’ and ‘Bigg Boss’-- with the channel as the presenting sponsor for this show. Other sponsors include Tata Motors Commercial Vehicles on Colors SD feed and Kajaria Tiles and Jaquar bathroom products on Colors HD feed.
The primetime weekend show replaces ‘Bigg Boss’ and premieres on February 4.
During the launch phase, a multi-media campaign highlighting the messaging ‘Download the COLORSTV App, Be the Judge and Be Seen LIVE on TV’ will be executed across key Hindi speaking markets. Additionally, a tie-up with Radio Mirchi will present listeners an opportunity to feature in leading news dailies. On-ground, the channel has created special ‘Rising Star Experience Zones’ in Mumbai, Delhi and Ahmedabad to create awareness about the LIVE voting module of the show. On the digital front, an extensive digital campaign has been created to promote the show to its followers on social media.
Raj Nayak, CEO – Hindi Mass Entertainment, Viacom18 who is all excited about the show, tells us more about its scale, marketing initiative and more:
Given the concept do you think India is ready for a show like ‘Rising Star’?
This is a first of its kind of an experiment on Asian television, let alone India. With more and more people getting attuned to smartphones and the country moving towards Digital India, here’s a show where you are interacting digitally with TV and audience as well. When we started testing the Colors TV app it hit one million downloads in the first night itself. So India is waiting for a show like this. Here, we will be showcasing the best talent for the viewers to decide. This will be one show without any editing and will be real time.
More than 50 per cent of population in India is less than 25 years old, 65 per cent is less than 35 years old. There is a new generation who is looking at engagement and wants to do things globally. ‘Rising Star’ comes at a right time.
Do you think you will be able to pull it off?
Unless you try you will never know. We saw the format and loved it. We felt India doesn’t have a format like this and we should be the first ones to do it. We have looked at ‘Rising Star’ as an opportunity. Colors is always known for its innovations and cutting edge programming. When we were thinking of doing this show we knew it’s a risk. But I think the adrenaline rush comes with the challenge of executing this show. If we get it right and we will get it right, we will again be seen as trendsetters. We have always been trendsetters in whatever we do.
What’s the scale of the show?
In terms of our reality shows, it will be little more expensive than others except ‘Bigg Boss’. But in terms of production, this will be one of our most expensive shows. It comes second to ‘Bigg Boss’.
Apart from Oppo, which other brands have you roped in?
We are in discussion with other brands. We are looking at four ‘associate’ and two ‘powered-by’ sponsors.
Are brands inhibited by the concept?
Everybody waits because we are not bringing the price (ad rates) down. We are very convinced about what the show is about. Some (brands) will join the journey halfway while some will join just before the bus takes off. But again that’s the nature of the business.
What kind of marketing have you planned for this property?
The marketing for ‘Rising Star’ is going to be huge; probably our biggest for this year. There’s everything - activation, print, television, digital and radio. There’s no medium that has been untouched. There is lot more emphasis on ground activations compared to any other show because we want to educate people about the show and the app. The show will be on our OTT service Voot.
How are you positioning the show?
We are positioning it as India’s first live reality show where you can engage with your audience.
Who is your TG?
It’s the entire HSM. We are hoping to get maximum eyeballs.