STAR India & Aamir Khan experiment for the small screen

STAR India has joined hands with Aamir Khan to bring a show to television that they claim is unprecedented in nature and scale.

e4m by exchange4media Mumbai Bureau
Updated: Oct 24, 2011 9:06 AM
STAR India & Aamir Khan experiment for the small screen

STAR India and actor Aamir Khan have joined forces to create a “revolutionary show that will inspire a billion imaginations”. This marks Aamir Khan’s television debut. The show will be produced by Aamir Khan Productions and is slated to be released anywhere in the first quarter of 2012. However, the show has already been taken to advertisers, and according to STAR India’s COO Sanjay Gupta, the first set of feedback has been very positive.

Speaking to exchange4media, Gupta said, “Everyone is very excited and the prime reason is Aamir Khan. As an actor, he brings a different personality and his quest for excellence in doing anything is unique. All his recent ventures impact the country, and he brings the same quality to the show as well.”

STAR at present did not even have a title to speak of, but both the channel and Aamir Khan claimed that the concept of the show was clear to them. “It is a very trade practice to label shows into chat show or talk show, reality show or format show, but that is not how the viewers consume television, and we are not categorising this show under any such label,” said Uday Shankar, CEO, STAR India, in a press meet that took place on October 22, 2011.

But STAR India is putting scale behind the show and has decided that the show would be telecast simultaneously across all its general entertainment platforms, including the regional language channels and English channel. In all, the show would be seen on eight channels in relevantly dubbed languages.

There is no decision yet on the time slot, the scheduling or frequency of the show.

Gupta said, “We have done a lot of work in terms of thinking of what this show would be like. It has been a long journey in fact on this show, and one of the biggest challenges was getting the concept right, which we believe we have. If the concept turns to the way we are expecting it right now, it would be one of the most entertaining shows on television.”

According to the channel, the show is about India and its stories, it will change lives, it will touch the heart of every Indian and it is a show that will inspire a billion imaginations. A company release quoted, “It is a journey that will connect with people across class and geography. The show will cover the length and breadth of the India and in over 65 countries around the world.”

In a prepared statement, Aamir Khan said, “Over the last few years, I have often been approached with various television shows. But none of those that were offered to me really excited me. I work on excitement. What excites me about television is its power and reach, its enormous potential to connect with people. And this is what I want to use. I want it to be an enriching experience, for me and for my audience. This is not just a show for me, it’s a journey. A journey of discovery, of change, of emotions, of human stories, which touch and inspire us. My dream is to impact lives, and who better than Star to help me achieve this. Star not only has the stature and the network to be the perfect platform for this show, but also has a great team of people, starting with Uday, whose involvement and contribution is very critical to the show.”


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