Close on the heels of X-Factor, another international format of music reality show is all set to hit India.
BestMediaInfo Bureau | Delhi | May 10, 2011
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.
The first episode delivered the highest 18-49 rating for a series premiere on NBC in over three years. ‘The Voice’ won its timeslot in most target groups. An average of 12 million Americans watched the program. So did another 6 million 24 hours later when NBC aired a re-run, again on prime time. The second episode of ‘The Voice’, a week later on NBC again won its timeslot in 18-49 target group and was watched by over 12.5 million Americans. The American show is produced by Mark Burnett Productions in co-production with Talpa. The American version of ‘The Voice is also on air in Canada. From Toronto to Vancouver, ‘The Voice’ is a solid hit there as well. Last Tuesday, May 3rd, the second episode of the youngest talent show was the number one entertainment program of the night nationally in key demos and total viewers. ‘The Voice’ grew 13% compared to its premiere a week before. With an average audience of 1.7 million viewers, ‘The Voice’ also grew in its second hour compared to its first for the second week in a row. Next in line for the show created by John de Mol’s production company Talpa is TV station 1+1 from Ukraine. Here ‘Voice of the Country’ will be on air for 17 weekly episodes as from later this month. In Belgium best watched commercial broadcaster VTM will follow later in the year with ‘The Voice of Belgium’. Also in Germany - Europe’s biggest TV market - broadcaster ProSieben/Sat.1 will start airing ‘The Voice of Germany’ in autumn this year. Managing Director of Talpa Distribution Maarten Meijs and his team are in talks with at least 20 other TV stations, including broadcasters from markets like Italy and France. New pick-ups are expected in the next few months. Talpa representative Maarten Meijs (MD Talpa Distribution) said, ‘‘We are delighted to have Miditech as our partner to bring this format to the Indian market. India is an important territory with a rich history and tradition in music programs, and we are sure that with our combined efforts we can create a spectacle that will lift the talent genre in India to the next level.'' 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.”