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Colors to launch its first singing reality show ‘Rising Star’ on 4 Feb
MUMBAI: Hindi GEC Colors is set to air its first singing reality show ‘Rising Star’ from 4 February, every Saturday and Sunday, at 9 pm. It will replace ‘Bigg Boss S10 Weekend Ka Vaar’.
Produced by Optimystix Entertainment, the channel has acquired the format rights to the reality show ‘Rising Star’ from Keshet International.
Viacom18 Hindi mass entertainment CEO Raj Nayak said, “Earlier, we had broadcast Sahar’s singing show ‘Sur Kshetra’, but we never produced a singing reality show as we wanted to do the show that is different. We didn’t want to do what everyone is doing. It took us around a year to finalise all the details and create ‘Rising Star’. When we found about this format, we were excited as no one had done this format before. But now we are nervous as it is a ‘live’ show and there will be no room for errors but that is the reality of live.”
‘Rising Star’ will face competition from the existing reality shows on other major GECs such as Sony’s ‘Indian Idol 9’, Star Plus’ ‘Dil Hai Hindustani’ and &TV’s ‘The Voice’. So, what will make ‘Rising Star’ connect with its viewers and what will be the major differentiator?
Nayak replied, “For ‘Rising Star’, the biggest differentiator is that it is live. The reigns of the show have been handed over to the viewers, as they decide the course of the show. There is no production or editing involved, there is no room to create, fabricate or produce anything; everything is 100% live. It is going to be a challenge in itself as not just performance but even hosting and judging is going to be live; there won’t be any retakes. There is no scope of errors for the contestants or the makers. Also, this show doesn’t have an age barrier, from 6 to 60 years anyone can perform.”
Colors has given 79% of voting rights to the audience on the basis of which the talent’s singing ability will be determined and proceed to the next round. The panel of experts—Shankar Mahadevan, Monali Thakur and Diljit Dosanjh—will have 21% of say in selecting a talent. The panel will act as a mentor for the contestant and will hone their skills. Each of the experts, through their understanding of the technicalities of music, will provide specific feedback to the talent, helping them to develop from budding singers to all-round performers.
The channel has selected 60 contestants through auditions held in over 25 towns and cities across the country. These contestants will perform live and each of their performance will be rated by Indian audience with the help of the Colors TV mobile app. The viewers will be able to vote for their favourite voices tucked behind the LED wall called as ‘the Rising Star ki Deewar’ in real time. When the participant acquires more than 70% of votes, only then will the wall be lifted, revealing the identity of the selected contestant. The show will be hosted by Meiyang Chang and Raghav Juyal.
Colors has succeeded in locking major ad sponsors, with Oppo Camera phones coming on board as the presenting sponsor. Oppo has been associated with the channel on their past series such as ‘24 Season 2’ and ‘Bigg Boss 10’. Apart from Oppo, the channel has also got ad sponsor from Tata Motors Commercial Vehicles on Colors SD feed and Kajaria Tiles and Jaquar bathroom products on Colors HD feed.
As the show is heavily dependent on digital medium, Colors has devised an extensive marketing campaign that is designed to help audience understand the voting procedure. On-ground, the channel has created special ‘Rising Star Experience Zones’ in Mumbai, Delhi and Ahmedabad to create awareness about the live voting module of the show. This will be extended further through the Colors Golden Petal Club and Lokmat Sakhi Manch associations.
During the launch phase, a multimedia campaign will be executed across key Hindi-speaking markets. Additionally, a special tie-up with Radio Mirchi will offer its listeners an opportunity to feature in leading news dailies and have their selected songs feature in the first episode of ‘Rising Star’.
On the digital front, an extensive digital campaign has been created to promote the show to its followers on social media. Specially curated hashtags #KuchFarakNahiPadega, #Unglikar and #UngliUthana will drive conversations among the target audience via quirky video and picture-led stories.