The stage is set for the launch of Big Fame Star, a reality show that will showcase talent from India’s hinterland. Big Magic and Spark Punjabi, the regional general entertainment channels from RBNL are all set to roll out promotional activities and initiatives leading to the launch of the show.
To be flagged off in the second or third week of January 2013, the show will offer the youth a platform that has never been attempted before in these markets.
Elaborating on the concept behind the initiative, Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network Limited said, “Big Fame Star is a fairly large initiative from our end that is concentrated around Punjab and central India comprising UP, MP and Bihar. This is a proposition from our end to provide a platform to the youth from these regions to come and showcase their talent like singing, dancing, acting etc wherein they have spunk in them to become a big star.”
On the unique distinction that this initiative seeks to offer, Mr Kumaran said, “What is unique about this show is that we are going fairly deep into the region and not just staying on top of the surface with cities like Kanpur, Lucknow etc. If you look at the space that we operate in – Big Magic in central India and spark Punjabi that operates in the Punjab region, our philosophy has always been to be strongly rooted with a good understanding of local insights and nuances. A show like Big Memsaab that we did recently is one such example that was centered around these markets and which received fantastic response from the masses as well. In fact it was the highly rated show, according to ratings released recently.”
Throwing light on how the initiative will pan out across verticals, Mr Kumaran said that while Big Magic will cater to audience in central India region, they would be running a parallel initiative in Punjab as well through Spark Punjabi. “While the concept will stay the same we will be doing the initiative in both the markets separately. We should be kicking off the initiative in the second or third week of January – call for entries, registration, promotion etc. This will be followed by other phases that this project will have to go through until it reaches the final stage. All in all, it would be a six-month-long activity that we have planned for the show. Also, we are a very large media entity spanning the mediums of radio, television, digital etc so we would be leveraging these mediums to create a salience for this initiative.”
In fact the show has been garnering strong response from the marketing fraternity as well who are keen to play an integral part in these regions. Asserted Mr Kumaran, “A show like this is a good opportunity for brands as it allows them to penetrate into these new markets and also provides them an ability to actively engage with the youth from these markets. We are in dialogues with a few marketers and they have shown some good response towards the same.”
Hopeful that the initiative will receive a good response, Mr Kumaran says that the goal going forward would be to keep identifying such need-gaps in these markets and keep catering to their needs. “Going forward we would be doing a lot of similar initiatives and also fictional shows which will be strongly related to the region. Currently we are focussing on existing markets but we would be getting into Bihar with a specific feed. We would be coming out with Big Magic Bihar in the current quarter. As we progress we would be looking at venturing into other markets as well.”
Television actor Gurmeet Choudhary and actress Tisca Chopra will judge participants. Following the local auditions, 50 contestants from each region will be shortlisted to participate in the mega audition, and 16 finalists will be selected per region for the galas, with on-ground auditions to be held across 12 cities in Central India and 6 cities in Punjab.