To be aired on Saturdays and Sundays at 9 pm, the singing reality show will beef up the channel’s weekend offering and will replace ‘Killer Karaoke’
Aanchal Kohli | Mumbai | May 20, 2015
After experimenting with humour, mythology and history, &TV is all set to launch the Indian edition of internationally acclaimed singing reality show, ‘The Voice’. ‘The Voice – India’ will premiere on June 6, 2015 and air every Saturday and Sunday at 9 pm. The show will replace ‘Killer Karaoke’.
As reported earlier in BestMediaInfo, singers Sunidhi Chauhan, Mika, Shaan and Himesh Reshammiya have been roped in as Judges-cum-coaches for the show.
From the house of Talpa Media and produced by Endemol, ‘The Voice – India’ will aim to present high voltage entertainment with its unique rounds that unfold in three phases – Blinds, Battles and Live. Following its international format, contestants will be chosen through ‘Blind Auditions,’ only on the basis of their voice and not appearance. The coaches will build their own team and mentor talents to reach the finale.
‘The Voice – India’ is a finite series and will have 26 episodes. This show is &TV’s first step towards presenting a high impact weekend property in the reality space that will further strengthen the channel’s offering.
Talking to BestMediaInfo, Rajesh Iyer, Business Head, &TV, said, “We are really excited to present the Indian edition of ‘The Voice’, a format that has been a rage globally. This is show is different with its unique concept, wherein the judges will not see the contestants and will just get to hear and judge as per their voice and not appearance, which is never done before in any show.”
The channel has already roped in Chings as one of the ‘Powered By’ sponsors. Iyer informed that more brands would be joining the show as sponsors soon.
&TV will be rolling out a 360-degree marketing campaign to create awareness about the show involving all media platforms – television, out of home, digital, radio and print. While Iyer refrained from sharing the marketing spends, but since it is a premium property, the channel would make the necessary investments towards marketing and promoting the show.
When asked about airing the show on weekends, Iyer said, “We have a strong line-up during weekdays, so we thought of strengthening our weekend time slots. Positioned as a weekend driver, the show will encourage cohesive viewing that will take viewers on an absorbing and entertaining emotional roller coaster from start to finish. The format enjoys immense popularity worldwide and we are certain that it will find favour with the Indian audience as they are passionate music lovers.”
When asked whether there would be any alterations in the show keeping in mind the Indian audiences’ tastes, Iyer replied that newer elements had been added in the show keeping in mind the needs and demands of the Indian audiences. He, however, preferred not to speak about these changes and let them be a surprise for the viewers.
Deepak Dhar, Managing Director and Chief Executive Officer, Endemol India, told BestMediaInfo, “We at Endemol believe in giving our viewers endearing and innovative content and this is another initiative by us to support our ongoing efforts. ‘The Voice’ is a show that focuses on finding the nation’s next top vocal talent, chosen purely on their singing talent and the quality of their voice. Featuring the country’s best unknown artists and four of the biggest names in music as coaches, this show is sure to sweep the nation of its feet in its endeavour to find India’s best voices.”