Mumbai: Colors is all set to revolutionize the television viewing experience through the launch of India’s First Liveshowcase of pure talent, Oppo Camera phones presents Rising Star, supported real-time by a mobile application. With Live viewer engagement at its core, ‘Rising Star’ will feature 130 crore judges – the Indian populace giving them 79% control over a talent’s ability to become a Star.
Guiding the talents in their pursuit to achieve fame will be a panel of celebrity experts comprising of musical maestros Shankar Mahadevan, Diljit Dosanjh and Monali Thakur. Produced by Optimystix Entertainment, Oppo Camera phones presents ‘Rising Star’ will alter the television viewing experience starting 4th February 2017, every Saturday and Sunday at 9:00 PM on Colors.
Commenting on the launch of the show, Raj Nayak, CEO – Hindi Mass Entertainment, Viacom18 said, “You see a Cricket match LIVE, now you will see a show that is absolutely LIVE with no room to create, fabricate or produce anything. It’s what you see is what you get, with the reigns of the show completely handed over to the viewers, as they decide the course of the show. This is a first it’s kind of an experiment on Asian television, let alone India. With more and more people getting attuned to smartphones and the country moving towards Digital India, we are proud to announce that we are future ready. COLORS has always been a pioneer in introducing cutting edge technology and heightening viewer engagement. With this show, we are taking this commitment one step further.”
He further added, “We would like to welcome Oppo Camera phones on-board as Presenting Sponsors on ‘Rising Star’. Through this partnership, we are furthering our individual brand promises to drive synergies amongst our target audiences.”
Rising Star is the ultimate battleground where only purity of content will be adjudged. By downloading the ColorsTV app, the viewers will be able to vote for their favourite voices tucked behind a ‘the Rising Star ki Deewar’ in real-time.
A carefully curated panel of experts, comprising of Shankar Mahadevan, Diljit Dosanjh and Monali Thakur, will be their guiding forces and mentors on ‘Rising Star’. Partaking in the talent’s journey on the show and nudging them forward with their playful antics will be hosts Meiyang Chang and Raghav Juyal.
Elaborating on the ground-breaking format of the show, Manisha Sharma, Programming Head – Colors, said, “’Rising Star’ is a unique interactive format that will engage the viewers exactly in a manner like a Live match. The beauty of the show lies in the wall which hides the talent, thereby putting emphasis on voice and melody. Every talent’s destiny will be dictated by their ability to draw in the viewers with their vocal intonations and emotiveness. Even as makers, there’s no scope for us to have technical glitches or do post-production to make the content look better. The term reality will be redefined through this show. We have conducted auditions across more than 25 towns and cities across the country, and uncovered some hidden jewels whose unique voice quality and endearing personalities, will appeal to the viewers’ sensibilities encouraging them to vote and celebrate outstanding talent.”
While the real judges will be the 130+ crore Indians who tune-in to watch ‘Rising Star’ on television, the panel of experts, with 21% say in a talent’s singing prowess, will meticulously hone their skills as they descend into this arena. Each of the experts, through their years of experience and understanding of the technicalities of music, will provide specific feedback to the talent, helping them to develop from budding singers to all-round performers.
On the successful adaptation of the show in India, said Gary Pudney, Head of Asia Keshet International, “’Rising Star’ is a truly trail-blazing format which has hailed a new frontier in global entertainment. Following several successful seasons of the show around the world and we are absolutely delighted that this pioneering show will be available to Indian viewers and to be working with such a forward-thinking partner as COLORS”.
On putting together a show of such mammoth proportions together, Vipul D Shah, MD, and Co-founder of Optimystix Entertainment India Pvt. Ltd. said, “’Rising Star’ will change the course of Indian television altogether through its LIVE, interactive and engagement-driven format. The technological and logistical requirements ensure a larger-than-life scale which will amplify the opportunities for talent to rise and excel. The entire country has its eye on ‘Rising Star’ and we are pushing the boundaries of entertainment to bring them a show that has created waves internationally and is now set to heighten the viewing experience in India.”
Colors has devised an extensive marketing campaign designed to bring alive the ‘Rising Star’ experience for the audiences. During the launch phase, a multi-media campaign highlighting the messaging ‘Download the COLORSTV App, Be the Judge and Be Seen LIVE on TV’ will be executed across key Hindi Speaking Markets.
Additionally, a special tie-up with Radio Mirchi will give listeners the unique opportunity to feature in leading news dailies and have their selected songs feature in the first episode of Rising Star.
On-ground, Colors has created special ‘Rising Star Experience Zones’ in Mumbai, Delhi and Ahmedabad to create awareness about the LIVE voting module of the show.