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Star One to dole out cash to the deserving one in new reality show ‘Kisko Milega Cash’

29-February-2008
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Star One to dole out cash to the deserving one in new reality show ‘Kisko Milega Cash’

Need some cash? All you have to do is convince millions of viewers and two special guests about your genuine need for money. This roughly is the premise of a new game show ‘Standard Chartered Kisko Milega Cash’, which premieres on Star One on March 3. The show would air Monday to Thursday at 10 pm.

Star One announces a new game show ‘Standard Chartered Kisko Milega Cash.’ This new reality based show on just one suitable question of why the contestant with genuine reasoning to win Rs 5 lakh. The show will kick off on March 3, 2008 daily on weekdays Monday to Thursday in the 10 pm time slot.

Commenting on the new show, Ravi Menon, EVP & General Manager, Star One, said, “In the past, we have presented our viewers with exciting and cutting edge content, which has been greatly appreciated by them. To keep up with our promise of differentiated programming, we are launching a never-seen-before initiative on Indian television, ‘Kisko Milega Cash’.”

Menon further said, “Through this concept, we will be rewarding a huge sum of money to people who are in actual need of it. Each set of contestants – three per episode – have been chosen by our creative team and would be judged by viewers through SMSes. Inputs of our esteemed guests, Anil Dharker and Neena Gupta, would help viewers decide on their final judgement. We are hoping to live up to our audiences’ expectations.”

Star One had earlier called for entries to take part in the show. From the entries received, the channel’s creative team shortlisted some for the auditions. Based on the auditions, the contestants were chose for the show. Auditions for the first few episodes were held in Mumbai, but hopefuls all over India need not despair as the channel would expand its contestants’ list by holding the auditions all over the country as the show progresses. Star One has planned 28 episodes for the reality show.

The channel has roped in Vinod Sherawat, the host of its property ‘Bluffmaster’, to host ‘Kisko Milega Cash’. Every episode will have three contestants, who would be grilled by Anil Dharker and Neena Gupta, along with TV celebrities like Renuka Shahane, Sudha Chandran, Vidya Malvade and Shivaji Satam, among many others.

Each episode will involve questioning, cross-questioning, debates, arguments, reality shots, etc. The contestant who survives the grilling session and is successful in convincing the audience would play for the bumper prize of Rs 25 lakh, which would be won by the best-of-the-best at the end of the season.

Commenting on the marketing of the show, Menon said, “We have has adopted a 360-degree approach for our communication. Along with traditional media that includes, TV, print and outdoor, we are also indulging in a lot of ground-activities, which help in creating awareness for the show. The channel is also promoting its activities and promos across radio networks as well.” JWT is the agency in charge of promoting the show.

Menon added that Standard Chartered was the key sponsor for the show. He further said that the logo had been designed keeping the sponsors’ overall look in mind and after consulting with the sponsor.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.