One more added to Colors’ weekends…

One more added to Colors’ weekends…

Author | Fatema Rajkotwala | Wednesday, Mar 09,2011 7:37 AM

One more added to Colors’ weekends…

After announcing its Saturday branding, titled, ‘Shaandaar Sahnivaar’, Hindi general entertainment channel Colors has announced the launch of its next weekend reality format property, ‘Guinness World Records - Ab India Todega’, which will air beginning March 18, 2011.

The channel currently has two new shows as part of its weekend programming, ‘Wanted – High Alert’ at 10 pm, ‘Anhoniyon ka Andhera’ at 11 pm and a one-hour repeat of a chosen fiction daily from 8-9 pm. As per data from TAM Media Research for CS 4+ Hindi Speaking Markets, the shows aired last weekend on February 26, 2011, and opened with ratings of 0.99 TVR and 1.69 TVR, respectively.

The new show, ‘Guinness World Records - Ab India Todega’ will replace the currently running dance-reality show ‘Chak Dhoom Dhoom’ and will take up the Friday-Saturday 9 pm slot from March 18 onward. The show will be co-hosted by actor Preity Zinta, this being her television debut, and television actor Shabbir Ahluwalia, who will be anchoring the outdoor feats on the show.

In an official press note, Ashvini Yardi, Programming Head, Colors, said, “The Indian talent may have been offered with multiple rewards, but to be recognised as Guinness World Records holder for an individual is a reward that no other reality show can offer today. Preity’s deep sense of patriotism and her natural charm will be the guiding factor for all the Indians to do their best and beat every world record thrown in their way. This show gives any Indian an opportunity to go down in history with their breathtaking, unusual and heart wrenching feat. There is no limit to what Indians can achieve on a show like this. All in all, it is a joyride into the best and the most audacious that India can offer.”

Guinness World Records Adjudicators, Elizabeth Smith and Kristian Teufel, will explain the rules to the participants, validate their achievements and recognise the new world records.

Niret Alva, Co-Founder, Miditech, said, “There are few brands like the Guinness World Records that lend themselves wonderfully to television and offer endless possibilities for season after season in an individual market. Miditech is proud and happy to be producing a show, which has incredible scale and variety and some never seen before action.”

Raymond Marshall, Head, Legal and Business Affairs, Guinness World Records, said, “India’s unique talent is what has struck me most. For the first time, we have built an entire format around the very best record breaking talent that one country has to offer in such a way that brings their back stories, families and real emotions to the fore. I believe that there remains a wealth of untapped talent and I hope that this show will inspire more Indians to apply to Guinness World Records, and that we will welcome many more talents to our record books.”

Guinness World Records is the world’s number one authority on record breaking. Guinness World Records television shows are watched in over 90 countries by more than 250 million people. Original productions include those in the US, the UK, Australia, New Zealand, Japan, Spain, France, Germany, Italy, Scandinavia, Poland, Portugal, Greece and China. These original productions are complemented by distribution deals in an additional 80 territories, spanning six continents. The Indian version is being produced by Miditech.

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