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Star Plus shifts Masterchef new season from weekend to primetime weekday slot

The 3rd season of 'Masterchef – Kitchen Ke Superstars' will focus on talent based on 'Desi Tadka' and 'Desi Swaad' at 8 pm

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Star Plus shifts Masterchef new season from weekend to primetime weekday slot

Star Plus shifts Masterchef new season from weekend to primetime weekday slot

The 3rd season of 'Masterchef – Kitchen Ke Superstars' will focus on talent based on 'Desi Tadka' and 'Desi Swaad' in the 8 PM slot

Shachi Tapiawala | Mumbai | February 26, 2013

publive-imagePost the launch of Saraswatichandra in the 7:30 PM slot on weekdays, Star Plus is all geared up to launch Masterchef – Kitchen Ke Superstar starting March 11, Monday to Friday, at 8 PM. This is the third season of the show and has now moved from a weekend to a weekday primetime slot. Masterchef – Kitchen Ke Superstars will focus on talent based on the skills of how contestants cook and present Indian cuisine based on 'Desi Tadka' and 'Desi Swaad'.

The three judges – Chef Sanjeev Kapoor, Chef Kunal Kapoor and Chef Vikas Khanna – along with a few of the ex-contestants of Masterchef India collectively spoke about the 3rd season and MasterChef – Kitchen Ke Superstar is a platform for common people who are amateur cooks. This was followed by an exclusive preview of the much-anticipated first episode of the new season.

publive-image Nikhil Madhok

Nikhil Madhok, VP – Marketing, Star Plus, told BestMediaInfo.com, “With regard to comparing the show with Welcome on Life OK, I think they are two completely different formats – one being a celebrity cooking show and Masterchef being a recognition of individual talent.”

On the marketing of the show, Madhok said, “We would be exploring the television space in a very big way by making it more interesting and engaging to make sure that people get familiar with the contestants before the show is on-air. In the second leg of our marketing we would focus on digital followed by on-ground activities. Our marketing campaign would be supported by OOH and radio, but that would be strategic, depending upon the markets we want to tap then.”

The digital marketing campaign would include Star Plus creating an application which would give people an opportunity to engage with the contestants and the chefs of the show through chatting, blogging and also searching for the recipes while the show is live. There would be mobile contests too as part of the digital promotional campaign.

The channel would also use experiential marketing to promote the show by holding local Masterchef contests in different states as the show hits television screens. The final winner would be featured in the special Masterchef show, which will be telecast every Sunday at 7 PM.

When asked about the season of Masterchef being shifted from a weekend to a primetime weekday slot, Madhok explained, “Our broadbase is to showcase the show in a big way. Star Plus has always been the Big Daddy in weekday shows which is Monday to Friday. From the earlier two seasons, we have learnt that when a show is broadcast every day, it helps build more loyalty and better consumer-connect. Internationally, too, we follow the same format. The last time we our theme was based on 'Badle India Khaneke Andaaz' which featured the contestants as learners. In this season our theme 'Kitchen Ke Superstar' aims to communicate that the show is not only about food; it also enhances your personality and helps your inner talent to grow.”

Shachi@BestMediaInfo.com

Info@BestMediaInfo.com

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