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Colors bolsters weekend 9 pm slot with ‘India’s Got Talent 7’

MUMBAI: Following the conclusion of the seventh season of ‘Khatron Ke Khiladi’, Hindi GEC Colors is strengthening its weekend 9 pm slot with the launch of reality series ‘India’s Got Talent 7’ from 30 April. It will be pitched against ‘The Kapil Sharma Show’ on Sony Entertainment Television (SET) channel.

After the finale of ‘KKK 7’ on 3 April, the channel has been airing special programmes in the 9 pm slot. In the previous week, it had premiered ‘Bajirao Mastani’ in the same slot.

Produced by Fremantle India Television Productions and hosted by Bharti Singh and Sidharth Shukla, ‘India’s Got Talent’ will air every Saturday and Sunday at 9 pm on Colors. The judges’ panel comprising Karan Johar, Kirron Kher and Malaika Arora Khan remains the same.

India's_Got_Talent_logo2The broadcaster has roped in Maruti Suzuki as presenting sponsor and L’Oreal Paris as the powered-by sponsor. Nivea, Liberty Shoes and Kent RO Systems are associate sponsors for the HD feed.

The show’s highlight this year include performances like sand art, beat boxing, mind-reading, underwater and water-sport acts, aerial yoga, horse acrobatics, and, for the first time, ice-skating and sky-diving acts.

This edition will also see the team travel to every nook and cranny of the country to bring to the fore unheard of talents looking for a stage to perform. Moreover, special episodes will celebrate rustic and traditional art forms that have lost their individuality over the years.

Colors programming head Manisha Sharma said, “The beauty of ‘India’s Got Talent’ is that it just lets you be. It doesn’t try to restyle you. Hence, the focus is purely on what you bring to the table in terms of your talent. It’s the only credible platform that the country has which gives opportunities to the uniqueness in an individual. As we venture into the by-lanes of India in search of the best, with a promise of larger-than-life performances, we promise to create an unparalleled viewing experience for our discerning audience.”

Commenting on the show, Fremantle India Television Productions content head Aradhana Bhola said, “In its seventh season, the search for superlative talent has taken us to the smallest towns and villages including Loharika in Punjab and Nunerbhari in Bengal. With double the dose of entertainment, drama and never-seen-before spectacles, ‘India’s Got Talent 7’ will be a treat to the audiences’ senses. We hope that the show’s larger-than-life backdrop and nation-wide search for superior talent will enthral viewers and keep them glued to their television sets.”

The channel has devised an extensive marketing campaign incorporating multiple mediums reaching out to viewers at various touch points for top-of-mind recall.

On the digital front, it has planned various activities including a blogger outreach programme, a glimpse into the lives of talents from previous seasons including last year’s winner Manik Paul, and invite talent-led stories on social media platforms using the hashtags #IFeelTalentedWhenI and #HunarHiPehchaanHai, among other initiatives.