COLORS enters into a strategic partnership with SAHARA ONE

Music knows no boundaries – it speaks its own language. Venturing into the world of music for the first time, COLORS today announced a first-of-its-kind strategic tie-up with Hindi General Entertainment Channel (GEC), SAHARA ONE to simulcast a new singing based reality show – the most awaited Indo-Pak Musical Extravaganza, Sur-Kshetra, a Gajendra Singh show. This is the first time two players from within the Hindi General Entertainment segment have tied-up to present content of this caliber to audiences across the spectrum.

 

Produced by Sahara One in association with Saaibaba Telefilms, Sur-Kshetra will be a cross-border musical battle between the Indian Team, captained by Himesh Reshammiya and the Pakistani Team, captained by Atif Aslam. Evaluating the teams and judging the musical flair that resides in the subcontinent will be the THREE Legends - Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh) - who have been an integral part in shaping the music industry. The stalwarts will bear witness to history-in-the-making as incredible singing talent from India and Pakistan engage in a musical competition to prove who reigns supreme.

 

The show is anchored by the Bollywood damsel Ayesha Takia. The star-studded episodes will also have musical stalwarts  like Ghulam Ali, Hadiqa Kiani and Sajjad Ali from Pakistan, and Suresh Wadkar, Ismail Darbar, Alka Yagnik and Sapna Mukherjee from India.

 

Speaking about the strategic tie-up – a first on Indian television, Raj Nayak, CEO - COLORS, said, “Music has the unique ability to unify people and today, it has brought two channels together. Sur-Kshetra will mark COLORS’ foray into the singing genre non-fiction content segment and we are extremely excited about this new venture. By adding the show to our bouquet of offerings, we are working towards fulfilling our commitment to cohesive viewing while providing our audiences with unique content keeping them engaged.”

 

Adding to this, Suresh Mishra, Asst Director Worker, SAHARA ONE said, “Even though the boundaries have divided the two Nations, Music has always fostered a common and harmonious bond. With this legendary Indo-Pak musical grandeur, viewers from both the Nations and across the globe will witness a new generation of gifted singers from the two most melodious talent pools of the world. We are very excited about this strategic tie-up with COLORS giving Sur-Kshetra a combination of two large platforms that does justice to the stature of the Show”

 

Aiming at Fateh Suron Ki, Jeet Sangeet Ki, Sur-Kshetra will be an elaborate singing reality show that will bring to light the hidden talent that resides not only in our country, but also in Pakistan and put them in the spotlight allowing them to win the hearts of audiences across the world.