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Star Plus premieres MasterChef India online before hitting the TV screen

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Star Plus premieres MasterChef India online before hitting the TV screen

As part of its marketing innovations for new show ‘Amul Presents MasterChef India’, Star Plus is holding a web premiere on October 14, 2010 at 3 pm, which will give netizens a chance to get a first look at the much-hyped reality show even before it actually goes on TV. The web premiere will be on till 9 pm on October 16, 2010. Akshay Kumar returns to television as host for ‘MasterChef India’.

This web premiere will be available on all Star properties –, and Star India has also partnered with, along with, Facebook and a host of their current distribution partners, who have embedded Star Player widgets.

It will also be available on, the official site for the show. Both the Masterchef website and the Star Plus website will not only give information on the show, but also keep viewers updated on the contestants’ and the show’s progress through the episodes. In all, the show will premier across the Indian Internet space.

Speaking on this innovation, Anupam Vasudev, Executive Vice President, Marketing & Communication, STAR India Pvt Ltd, said, “Star India recognises the power of the lean forward net savvy Indian viewer, and we thought it would be best to give them the first flavour of India’s first every culinary based high voltage reality show. We have tried web premiere on our own properties earlier as well and have got amazing responses, so this time our idea was to reach out to maximum possible netizens and give them a look of something which has not been showcased even on TV yet. Plus, we wanted them to view our show and participate with us across all the sites they normally visit. We are happy that has also partnered with us in this biggest online premiere of any show on Indian television. This web premiere marks another first for us at Star Plus and I am positive that the industry will soon follow this trend.”

The premiere will also feature a contest, wherein users are given the opportunity to win a Blackberry phone every hour during the premiere by answering questions related to the content of the show. Besides on-air promotions of the web premiere on the channel, Star is also telling netizens about this premiere through media placements across the Indian web space.

‘MasterChef India’ is a unique platform to acknowledge and encourage the culinary skills of passionate cooks and groom them to become the ultimate professionals of the art. Starting October 16, 2010, ‘MasterChef India’ will identify 12 contestants who will compete with each other, while Chefs Kunal Kapoor and Ajay Chopra will judge the show along with Akshay Kumar.



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