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BIG Digital launches 'Transform India-Youth Uncensored'

Media News
Mumbai, August 1, 2011

BIG Digital, the digital content and marketing arm of the Reliance Broadcast Network Ltd., is proud to announce India’s First Youth Online Reality Show, which promises to play the role of a catalyst, in initiating a youth movement in the country. Aptly titled ‘Transform India- Youth Uncensored’, the reality show will empower the youth by providing a platform for them to voice their opinion through an extensive social media initiative.

Consuming information through multiple platforms and translating it into highly opinionated discussion forums either online or with peers, the youth of today have a mind of their own. It is against this milieu that BIG Digital launches ‘Transform India- Youth Uncensored’, a high voltage online reality show which will address social problems ranging from escalating corruption, safe sex, eve teasing to gender discrimination from the perspective of the youth.

This digital reality show will bring over 100 colleges from across the six cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad to fight the battle to Transform India through their innovative ideas, on raising concern for issues and tackling them thereafter. Colleges will compete against each other, as they upload videos on how they believe they can best tackle societal issues. These videos will be judged by an esteemed jury panel, and will then be left open for online voting. Teams will be given a socially relevant topic and will be asked to upload the video of their proposed recommendation to tackle them. It goes without saying that as the show progresses the battle between colleges will be very exciting and audiences the world over can watch its un-edited version online.

Hard pressed for time and a challenging audience base to garner attention from, with 70% of brands in India struggling to communicate and engage with, the youth are a key audience base that marketers today chase. Transform India – Youth Uncensored, brings forth a unique opportunity for both youth and marketers looking to connect. While it offers the youth a platform for expression fuelled by issues that make for serious conversation currency, creating engaging environments leading to a transformation – an India 2.0, it will provide fantastic opportunities to marketers to get associated and play a pivotal role in piloting India's transformation.

BIG Digital will ensure a holistic treatment to this property, across its media verticals ranging radio, television, out of home, on-ground promotions and of course digital.

Soumen. G. Choudhury Business Head, 92.7 BIG FM said “It is our constant endeavour to offer pioneering initiatives, and Transform India: Youth Uncensored is a leap in that direction. We want, through this initiative to galvanize a movement in the youth space as we allow them to focus their energies towards this path-breaking social media initiative. We are confident of the youth coming on board to express their views, while we offer an excellent platform for advertisers to partners with.”

Transform India will culminate in an online reality show which is fun, motivational and educational. Every episode will capture imaginations of millions of youth, featuring unique tasks, controversies, goof-ups and sincerity. The content will be packaged to create a rage among Indian youth. The content will mirror the face of bold Indian youth willing to go to any extent to accomplish tasks that will transform people, the city and India!

For further information, please contact:

Reliance Broadcast Network Ltd.
Cheryl D’Souza – Waldiya
Mobile: +919322198940
Email: cheryl.waldiya@reliancebroadcast.com

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