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STAR World hopes to broaden viewership with ‘India’s Child Genius’

12-May-2004
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STAR World hopes to broaden viewership with ‘India’s Child Genius’

The much talked about format show ‘India’s Child Genius’ is finally going on air on May 16. The adaptation of FOX’s ‘The Challenge of the Child Geniuses’ is placed in the Sunday 9 pm slot on STAR World. After the successful association of the erstwhile ‘Kaun Banega Crorepati’, Siddhartha Basu is working with STAR again for this special project and in this case, hosting it too.

As a television property, the channel has very high expectations from the show. Deepak Segal, Senior VP, Content and Communication, STAR India, said, “In terms of sheer scale, the show is huge. We are looking at broadening our base with the show. It should bring in more family viewers in comparison to the target that STAR World otherwise draws.”

If the look of the set, the on-ground activity of the event and the marketing and promotions are anything to go by, STAR India has made considerable investment in the programme. On the expected return on investment, Segal said, “We see a huge market among the English-speaking Indian audience. The show will bring in any parent who has a child in an English-speaking school and that is a number that is continually increasing.”

STAR World has an Indian programming line-up in its Sunday 7.30 to 1.00 pm time-band. As per Segal, this will further strengthen the programming. He said, “We are constantly working on increasing and fortifying this band. ICG is a cornerstone in this endeavour.”

Synergy Communications has produced the show. Speaking on why they zeroed in on the format, Basu said, “It is a very successful reality show. It has been running in the US prime-time as a two-hour feature and was rated the second most successful show of all times, when first aired in the States.” The content of the show is developed by Synergy Communications in association with academic experts and Education Initiative (EI).

The programme will have 27 episodes. The show will kick off with the zonal rounds. It will have five zonal rounds comprising 16 participants each with the top three from each of the zonal rounds making it to the four zonal finals. The top six from each of the zonal finals will battle out for the two semi finals and the 12 kids from the semi-finals will then take on the ultimate challenge in the All India final, with only one walking away with the title of Britannia India’s Child Genius.

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