Miditech partners with Talpa; To bring "The Voice Of' another talent hunt show to India

The Dutch version of the format, 'The Voice', has become the most successful new TV talent contest in The Netherlands, with audience ratings that far exceed local versions of 'The X Factor', 'Dutch Idol', 'Popstars' and 'Holland's Got Talent'. At its peak the Dutch version of 'The Voice' achieved a 54% market share in the 20-49 target group and 59% in the female 20-34 group. "The Voice of Holland' was by far the best watched Dutch TV show in 2010 on prime time television.

US network NBC was the first broadcaster to pick up "The Voice of¦' format after the enormous success of its first series in home country The Netherlands earlier this year. "The Voice', the American version of the singing competition for real talent, premiered on Tuesday, April 26.

When contacted, Miditech's Head of Development - Nivedith Alva said, "We are excited to be partnering Talpa on this hit format. The Voice starts where other music talent hunts end. Our rich experience of producing international music formats will more than come in handy in not just localizing and producing a successful season, but in ensuring that the brand itself grows from strength to strength in time to come. This development is in keeping with our founders Niret and Nikhil Alva's vision of bringing the best formats to Indian audiences."


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