A healthy dose of India-Pakistan rivalry seems to be the flavour of the season. Moving away from the cricket field, this rivalry has found its way on to television screens. Close on the heels of NDTV Good Times announcing a new show that would see top chefs from India and Pakistan competing against each other, Sahara One is all set with its singing reality show ‘Sur Kshetra’.
‘Sur Kshetra’ will pit singers from the two neighbouring countries against each other. The show is expected to go on air from mid-January 2012.
Auditions for the show will kick-start in six cities in India and three cities in Pakistan from December 24, 2011. The first phase of the auditions would start from Lucknow and then move on to Kolkata.
Commenting on the marketing plans for the new show, Boney Kapoor, Director, Sahara One Media and Entertainment Ltd, said, “We are doing a massive marketing strategy for ‘Sur Kshetra’ by targeting television, print, outdoor and digital as advertising mediums. Overall, we have a 360-degree marketing strategy for the show.”
Going forward, Sahara One was planning to launch three or more fiction shows in a phased manner, Kapoor divulged. “We are also looking to launch non-fiction shows in the New Year,” he added.
Meanwhile, sources close to the channel revealed that Sahara One also had plans to launch two horror shows in the New Year.
This is not the first time that an Indian channel is airing a singing reality show involving singers from India and Pakistan. Earlier, there was ‘Sa Re Ga Ma Pa’ on Zee TV and ‘Chote Ustad Season 2 – Do Deshon Ki Ek Aawaz’ on Star Plus that had seen singers from the two competing against each other.