Colors takes the live route with Rising Star

25 Jan,2017

By A Correspondent

 

Over the nine-odd years that it has been in existence, Colors has caused a fair deal of disruption in the time-and-tested programming format of general entertainment channels. But on Tuesday, it unveiled what’s possibly its toughest. And some may say even its boldest.

 

Call him a ‘Khatronka Khiladi’, for,Colors CEO Raj Nayak is aware that Rising Star isn’t an easy act. But after having decided on the internationally popular format to occupy the 9pm slot on weekends from Feb 4 (post-Bigg Boss 10), there’s been no looking back.

 

Rising Star will be aired live and the judging will be done by home audiences via the Colors TV mobile app with celebrities Shankar Mahadevan, Diljit Dosanjh and Monali Thakur essaying the role of experts and not judges.

 

Said Nayak: “You will now 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-of-its-kind 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,” adding: “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.”

 

Colors has roped in Oppoas Presenting Sponsor for Rising Star, other sponsors include Tata Motors Commercial Vehicles on SD and Kajaria Tiles and Jaquar bathroom products on Colors HD.

 

Talking about the association,  Will Yang, India Brand Director at Oppo Mobiles said: “‘Rising Star’ further extends our association with Colors post 24 season 2 and Bigg Boss 10. It has a unique format which encourages usage of innovative technology across the country which is something we believe in and thus it was an easy call for us to associate with the show. We hope that the association and the show is a huge success amongst the audience.”

 

 

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