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Colors ups quotient for talent shows,introduces live voting for Rising Star

Colors is all set to up television viewing experience with the launch of its new talent hunt show – ‘Rising Star’. Touted as India’s first live showcase of pure talent, Oppo Camera phones presents ‘Rising Star’ will be supported real-time by a mobile application. With live viewer engagement at its core, ‘Rising Star’ will premiere on February 4, 2017 and air every Saturday and Sunday at 9:00 pm. 

Produced by Optimystix Entertainment, ‘Rising Star’ will feature 130 crore judges – the Indian populace expected to tune-in to watch the show on television – giving them 79 per cent control over a talent’s ability to become a haatho-haath Star. Guiding the talents in their pursuit to achieve fame will be a panel of celebrity experts comprising Shankar Mahadevan, Diljit Dosanjh and Monali Thakur, who will have a 21 per cent say in a talent’s singing prowess. 

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 of its 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 said, “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.” 

Talking about the association, Will Yang, India Brand Director, Oppo Mobiles India, said, “Oppo as a brand has always focused on providing its youthful consumers a delightful experience. Colors as a platform caters to a wide range of audience and through our association, we want to reach out to them and share our technology. With ‘Rising Star’, we will further extend association with Colors post the series ‘24 - Season 2’ and ‘Bigg Boss 10’. ‘Rising Star’ 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.” 

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. The gifted talent could be as young as 6 years old or beyond 60 years, a band or even a duet. It will be their golden voice and their ability to entertain and engage audiences live, which will earn them the votes. The panel comprising Shankar Mahadevan, Diljit Dosanjh and Monali Thakur will be their guiding forces and mentors on ‘Rising Star’. The show will be hosted by Meiyang Chang and Raghav Juyal. 

Elaborating on the show’s format, 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.” 

Marketing drive 

On the marketing front, 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 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. This will be extended further through the Colors Golden Petal Club and Lokmat Sakhi Manch associations. 

An extensive digital campaign has also been created to promote Oppo Camera Phones presents ‘Rising Star’ to its followers on social media. Specially curated hashtags #KuchFarakNahiPadega, #Unglikar and #UngliUthana will drive conversations amongst target audiences via quirky video and picture-led stories. While Colors has roped in Oppo Camera phones as Presenting Sponsors for ‘Rising Star’, other sponsors include Tata Motors Commercial Vehicles on Colors SD feed and Kajaria Tiles and Jaquar bathroom products on Colors HD feed.

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