Imagine TV to bring singing reality show 'The Voice' to India

The international reality show is different from shows in this genre in that the judges will evaluate contestants on the basis of a blind audition

Pallavi Goorha Kashyup | Mumbai | October 7, 2011

Imagine TV is bringing the international singing reality show 'The Voice' to India early next year. The launch date is yet to be finalised.

Nikhil Madhok, Senior Director - Marketing & Communications, Turner General Entertainment Networks India, “We are bringing the show to India in early 2012. We are yet to finalise the date for the launch of 'The Voice'. A year ago we launched this show in Holland and in the USA this year. We are yet to finalise the judges, but they would be stalwarts in the music industry.”

“We are now looking at talent hunt shows. We want to pursue the singing talent show. The difference in this talent show is that we will have a blind audition. The judges can't see the contestants, they will be able to only hear the contestant's voice. This show is for genuine talent and more importantly, with a blind audition. This show will run for 12-14 weeks.  25 countries have signed up to showcase the show next year,” added Madhok.

About the target audience, Madhok said, “Overall we talk to women in age group of 35-45 years. We find this age group audience more loyal and sticky. The programming strategy is aimed at increasing Imagine TV's reach and ratings in the target group.”

Imagine TV has done popular shows in the non-fiction category which have been very different and controversial. “We launched fiction shows this year – 'Dharampatni', 'Haar Jeet', 'Preeto', 'Dwarkadheesh'. Each of these shows is based on a different concept. We are targeting different geographic and demographic markets for each show,” explained Madhok.

Pallavi.Goorha@BestMediaInfo.com

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