Star Plus is all set to beef up its 8 PM time slot with the third season of ‘MasterChef’, which sports a new theme and has been titled ‘MasterChef Kitchen Ke Superstars’. The series, which goes on air from March 11, 2013, will replace ongoing show ‘Kaali - Ek Punar Avtaar’, which was launched in December 2012. The new reality based show will attempt to further strengthen the 8 PM time slot, which has been observing low TRPs for some time.
The show will face some stiff competition from ‘Balika Vadhu’ on Colors, which has been ruling this time slot for some time now, ‘Anaamika’ on Sony Entertainment Television and ‘Rab Se Sohna Isshq’ on Zee TV. With different genres of programming line-up that includes suspense, drama and now reality based content, the 8 PM time slot will present target viewers with a wide variety of choices in terms of content.
Star Plus is gearing up to launch an extensive marketing campaign to create buzz around the show. Elaborating on this, Nikhil Madhok, Vice President, Marketing, Star Plus stated, “The three media platforms – television, digital and on ground – will form three strong legs of the marketing campaign. We are going to use television in a very large way, our channels as well as across networks. This time, it will be a wider set of television channels since our sole objective this year is to propagate the reach of ‘MasterChef’ and reach out to as many homes as we can. We want people to get acquainted and familiar with the content.”
The channel has allocated around 75 per cent to 80 per cent of its marketing spends on these three platforms. Of this, the channel has earmarked around 20-22 per cent of the spends on the digital platform.
As part of the marketing activities on television, Star Plus will be launching contest-based promos extensively for four weeks and across 35 channels in the country. On the digital platform, which forms the second leg of the campaign, the channel has created applications for Apple, Blackberry, Android and Nokia, where people can interact with the show, chat with the judges, and read the blogs while watching the show. Since digital media provides live engagement, the channel will also run contests, wherein people can reply to questions on mobile.
The third leg of the marketing campaign comprises on ground promotional activities. Madhok shared, “We will be going to around 12 to 13 cities every week, primarily in Hindi speaking markets, wherein we will be conducting different activities. At the end of each event, a winner will be declared as the MasterChef of whichever city the event is taking place in. We will also give the winners an opportunity to come on air every Sunday.”
Amul is the presenting sponsor of the show, which is powered by Fortune. The show will have Chef Sanjeev Kapoor, Chef Kunal Kapoor and Chef Vikas Khanna as the three judges and will present a platform for common people who are amateur cooks.