Star World further Indianizes content with ‘India’s Child Genius’

Star World further Indianizes content with ‘India’s Child Genius’

Author | exchange4media Mumbai Bureau | Thursday, Jan 08,2004 7:33 AM

Star World further Indianizes content with ‘India’s Child Genius’

Catering to the ‘English speaking’ segment, Star World is adding more Indian content to its line up. In a bid to give the channel its own Kaun Banega Crorepati, the channel has now planned the Indian version of Fox’s Challenge of the Child Genius. The launch date is not yet finalised but the channel assures that the show will be on air soon.

The Indian version, India’s Child Genius – The search for India’s smartest kid, is a format show. The weekly quiz show brings together the brightest young minds in the country. Synergy Communications, associated with Star for Kaun Banega Crorepati, Mastermind India and University Challenge, will produce the show and Siddhartha Basu will host it.

Sameer Nair, COO, Star India says, “Today parents are very involved in their children’s education and through this show we will attract a lot of family viewership. This show is yet another addition on Star World, thus enforcing its positioning as a premium English channel catering to Indian audiences in the country.”

Deepak Segal, Sr. VP, Content and Communication, Star India adds, “There is a huge Indian English speaking audience and this show is in continuation with Star World’s aim to cater to this audience.”

This show joins locally produced programming like Rendezvous, Top Drive, Cover Story and Style. Content like Kumar’s at No. 42 is sourced from UK to add more variety. Explains Segal, “We have to give the English speaking population more programming of their choice. India's Child Genius is a step in that direction and we want to do more such work.”

As for the expectations from the show, he says, “Expectations are always high. We are looking at increasing the channel’s share in this segment. The nature of the programme is such that it should achieve our objectives.”

In the quiz show, 320 children will battle it out for the title of India’s Child Genius – The search for India’s smartest kid. The talent hunt is for the age group of 10-13 years (as of September 1, 2004), from all over India. There will be initial short listing, preliminary tests, zonal rounds, semi-finals and the final round, leading to the title winner. The quiz contest, also offers prizes worth more than Rs 50 lakh over 27 episodes.

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