This is a unique marketing innovation by the channel for the first time in Indian television history.
BestMediaInfo Bureau | Delhi | October 14, 2010
In the series of many firsts of marketing innovations lined up to take Amul Presents MasterChef India to an unprecedented high, Star Plus invites all the netizens to get the first look of its most ambitious show of the year, even before it actually goes on TV. This Web Premiere – first look that begins on Oct 14th at 3 pm and will be on till October 16th 9 pm will reveal the first look of this most awaited reality show of the season with Akshay Kumar as the host.
This web premiere – first look of Amul Presents MasterChef India will be available on all Star properties i.e. www.startv.in (India’s premier catch up television service), www.indya.com (India’s premier television news aggregation site) & www.starplus.in (Star Plus’s official website). Star India has also partnered with one of India’s most popular website ie. www.rediff.com along with www.rajshri.com, www.facebook.com and a host of their current distribution partners who have embedded Star Player widgets.
It will also be available on www.masterchefindia.in, the official site for the show. Both the Masterchef website and the star plus website (www.starplus.in) will not only give information on the show but also keep the viewers updated on the contestants’ & show’s progress through the episodes. In all the show will premier across the Indian internet space.
The premiere will also feature a contest wherein users are given the opportunity to win a blackberry phone every hour* during the premier by answering questions related to the content of the show. Besides on-air promotions of the the web premiere on the channel, Star is also telling netizens about this premier through media placements across the Indian web space.
Speaking on this innovation, Anupam Vasudev, Executive Vice President, Marketing & Communication, STAR India Pvt. Ltd., said, “Star India recognizes the power of the lean forward net savvy Indian viewer & we thought it would be best to give them the first flavor of India’s first every culinary based high voltage reality show with lots of drama & nail-biting tension . We have tried web premier on our own properties earlier as well and have got amazing responses, so this time our idea was to reach out to maximum possible netizens and give them a look of something which has not be showcased even on TV yet. Plus we wanted them to view our show and participate with us across all the sites they normally visit . We are happy that rediff.com – one of the premier worldwide online providers of news, information, communication, entertainment & shopping has also partnered with us in this biggest’ online premier of any show on Indian television. This web premiere marks another first for us at Star Plus and I am positive that the industry will soon follow this trend.”
MasterChef India is a new reality show to acknowledge and encourage the culinary skills of passionate cooks and groom them to become the ultimate professionals of the art. The show will identify 12 contestants who will compete with each other, while Chefs Kunal Kapoor and Ajay Chopra will judge the show along with Akshay Kumar. After breaking ratings’ records in UK and Australia, MasterChef is coming to Indian television for the first time.