Star Plus is ready with its first non-fiction launch of the year – ‘Survivor India’, based on the international reality show ‘Survivor’. The show premieres on Friday, January 6, 2012 and will be aired every Saturday and Sunday at 9 pm.
‘Survivor India’ replaces the recently concluded ‘MasterChef India’.
Miditech is the production company for ‘Survivor’ as well the franchise/ format holder for India. When asked what worked and what didn’t when it came to reality shows, especially in the Indian context, Niret Alva, Co-Founder, Miditech & Executive Producer, Survivor India, replied, “Celebs work. Authentic real people, whom the audience can connect with, work, especially when their motivations are clear. A simple format that doesn’t involve too much concentration on the part of a viewer works.”
He further said that the show would not be modified for the Indian market and retain “all its roughness, rawness and realness” of the international format.
While Alva refused to divulge the production cost involved in the making of the show, he did admit that “It isn't cheap to produce”. He further said, “A show like ‘Survivor’ is of the scale and construct that does not allow itself to be compared to other studio based formats or shows. It needed a channel like Star Plus to have the guts to launch the New Year with a brand new concept that’s never been attempted on Indian television before. We’re confident that there will be significant returns on the investment made in this production and that this is going to be one of Star's long running and very successful brands.”
Meanwhile, elaborating on the marketing activities lined up, Sameer Gupta, Senior Vice President - Marketing, Star Plus, said, “Besides promoting the show through radio, print, outdoor and digital mediums, we have lined up unique innovations like the Survivor House at In Orbit Mall in Mumbai with a view to bring alive the ‘Survivor’ concept. One of the contestants of the show, Abhinav Shukla, will attempt to survive an entire day without the basic essentials for life at a shack created 20 feet above the ground at In orbit. Other contestants will be performing various show-related challenges at the mall in order to help Abhinav win his basic necessities. We are providing a live webcast on Facebook.com/starplus.in and Starplus.in of the same. This will be the first ever interactive webcast of its kind. Online viewers will be able to help the contestants complete tasks and win prizes. We are also putting up a 3D hoarding at Mahim Causeway.”
The activity in Delhi, carried out on January 4, 2012, saw participants from the show at various hotspots in their Survivor look. Contestants like Payal Rohatgi, Sangram Singh, Rajesh Khera and others were seen around the Capital at various locations.
Garnier Fructis has come on board as presenting sponsor of the show, while Airtel and Sure Men are the associate sponsors.
‘Survivor India’ has 22 participants who struggle for survival in a remote island in the Philippines, approximately 5,000 km away from India.
Speaking on selecting a foreign locale for the show, Alva said, “This gives the show a larger-than-life feel. It also gives the viewer a chance to sample a brand new location, through the eyes of their characters like in fiction, for example, a honeymoon trip or a visit to an international cricket stadium. In reality shows, sometimes a foreign location is just the best place to execute a tough project. For ‘Survivor India’, the Philippines was an ideal location, given the range of islands available as well as access to trained ground crews.”
He further said that the participants for the show were selected with a view to have a mix of characters that people could relate to across the socio-economic matrix. “You need people who fit in and stick out. You need people to love and people to dislike… In short, you need a microcosm, a mirror to your own world as a viewer, Alva concluded.
Our typical marketing budget is usually 10 per cent of the topline spend