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Colors back with Rising Star season 3, focuses heavily on radio and digital

The channel has associated with top radio stations and has a big digital plan to promote the show on social media and apps like Saavn

DJ Chetas, Aditya Narayan, Vipul Shah, Nina Jaipuria, Shankar Mahadevan, Neeti Mohan, Naezy and contestants of Rising Star 3

Viacom18’s Hindi GEC Colors is back with season 3 of its live interactive singing show Rising Star, following the success of its earlier two seasons.

The show, which goes on air on March 16 and will be telecast every Saturday and Sunday, at 9pm, banks heavily on radio and digital as part of its 360-degree marketing strategy, which will include outdoor promotions and a pan-network presence as well. The channel is going all out on radio and has associated with all top radio networks for the show.

The channel has also partnered with artists such as Naezy and DJ Chetas to bring alive this year’s proposition of ‘Jab Awaaz Ko Milega Janta Ka Pyaar, Tab Uthegi Har Deewar.’

Being an interactive show, the channel is also focusing on a big digital push for social media sites such as Facebook and will also be available in apps like Saavn.

Nina Elavia Jaipuria

Speaking about the show, Nina Elavia Jaipuria Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “Right now, times are challenging because the shows have to create a pull for the channel. I think there is no other show on general entertainment channel that is live and features such a great talent. This is our unique selling point -- that the show is live, honest and it gives power to public to decide whether the wall will lift or not. So, for me, it is a very differentiating proposition and that is what is going to create great content for us and, therefore, the pull for channel. We left no stone unturned to spread awareness about season 3.”

The show has music director Shankar Mahadevan and singers Diljit Dosanjh and Neeti Mohan as the experts. Produced by Optimystix Pvt Ltd, the show will be hosted by Aditya Narayan. The show will feature contestants from all over India who will use the power of their singing talent to win ‘janta ka pyaar’.

With the spotlight on the ‘aam janta’ once again, the contestants will urge the virtual judges sitting at home to support their hopes, dreams, ambitions and aspirations and be a part of the live voting process.

Manisha Sharma

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, said, “Our audience has enjoyed shows like Bigg Boss and Khatron Ke Khiladi over the weekends and promising the same energy and entertainment, we are back with the third season of Rising Star for our primetime slot. Back after two successful seasons, Rising Star is purely based on the talent of the singers and their journeys. It’s time for India to yet again come together and help raise the wall to find the next Rising Star. In this show, your teacher, your community and even your society will all cheer for you to be a singing star.”

Producer Vipul D Shah of Optimystix Pvt Ltd, said, “The Indian audience has overwhelmed us with the love they have showered on Rising Star in the first two seasons. This time again, the wall between the contestants and the audience continues to remain the most crucial element of the show and it can only be lifted for the best singers based on live votes. Our concentration in this season is, of course, the mass support of the public via live voting. It is the audience who has the power to pave the path of success and opportunities for our talented singers.”

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