People’s Choice Awards comes to India

By licensing the rights to Bulldog Media, this is the first time P&G Entertainment has taken the property to a market outside US

e4m by Saloni Surti
Updated: Nov 2, 2012 8:03 PM
People’s Choice Awards comes to India

Adapted show formats such as ‘Kaun Banega Crorepati’ and ‘Bigg Boss’ have clicked instantly with the audience in the past. As Indian audience has evolved in the recent times, the need for variety and more engaging formats has increased tremendously and such shows can fit the bill.

For the first time outside America in the 39 years of the show, the People’s                      Choice Awards comes to India. Through its license distribution partner Mark Burnett Production’s One Three Media, the People’s Choice Awards’ franchise owner Procter & Gamble Entertainment has licensed the show format rights to Bulldog Media & Entertainment for India. The show would be telecast on Colors.

Commenting on the rationale behind entering the Indian market, Fred O Nelson, President, People’s Choice Awards said, “People’s Choice Awards is all about people or fans choosing their favourite, what better place to go than the largest democracy in the world. Besides India has an amazing entertainment output, for instance Bollywood or Indie pop. It is a perfect combination of great entertainment product, lots of fans and so a perfect place to do our first international version of the show.”

Bulldog Media & Entertainment has been associated with the Indian industry by adapting shows such as ‘Are You Smarter Than 5th Grader?’ and the ‘Beauty and the Geek’ to suit the Indian TV audience. While ‘Kya Aap Paanchvi Paas Se Tez Hain?’ did not click in India, Bulldog and One Three Media are optimistic on People's Choice Awards.

“At Bulldog, People’s Choice Award is a really great opportunity to associate itself with talent. Not just talent by actors, across genres and also people behind the scenes. It gives us an opportunity to engage talent – not just performers but technical talent too,” said Akash Sharma, Founder and Managing Director, Bulldog Media & Entertainment.

People’s Choice Awards holds a unique position in oversees television market due to the show’s format which allows people to select their favourite stars thus handing them immense power. The show’s franchise gives Bulldog Media the opportunity to bank on the programme’s unique format and create niche for itself in terms of content in the Indian market.

“People’s Choice Awards is for everyone, thus even Star Plus has equal chances of winning an award,” added Sharma.

The show’s format was customised in terms of number of performances and duration of the show. The franchise has been given an extensive marketing push as well. People’s Choice Awards is promoted extensively across major digital platforms prior to the filming and will be integrated with other media post filming.

Commenting on the response garnered, C Scot Cru, Senior Vice President - International, One Three Media said, “The biggest matrix is the number of people who voted for an unknown format, for the first time when it was introduced, millions of people voting for something that is brand new to them. It is a testament of people’s willingness and shows how much fans want to be involved.”

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