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Bindass to launch six to seven shows by year-end, starting with Big Switch

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 25, 2009
Bindass, the youth channel from UTV, is betting big on reality shows. In addition to Big Switch, a reality series starting next month, the channel plans to launch at least six or seven more shows by end of the year

Bindass, the youth channel from UTV, is betting big on reality shows. In addition to Big Switch, a reality series starting next month, the channel plans to launch at least six or seven more shows by end of the year.

Big Switch is a show where 10 rich youngsters will survive in a Mumbai slum for a certain period, away from their lavish life, with cameras tracking their every move.

The show, which will run for 13 weeks, claims to offer fun, humour and drama.

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Contestants will be asked to do chores such as rag picking, shoe shining and whitewashing, in addition to regular tasks such as cooking their own food and washing clothes.

The rich contestants will be paired with a 'buddy' from the slum, whose dream they have to fulfill. The buddy will be their friend, ally, guide and teacher. The prize money on offer is Rs 1 million.

Zarina Mehta, chief executive officer, Bindass says, "Big Switch is a life changer both for the viewers and contestants. Our idea is to bring together two clashing worlds -- that of the super rich and their slum buddies -- and shatter all myths about both." Actor Genelia D'Souza is the host of the show. Celebrities will make appearances during the show and interact with the contestants.

The format is the brainchild of Heather Gupta, channel head, UTV Bindass. The channel plans to promote Big Switch heavily across its network channels, print, outdoor and internet, with special focus on Mumbai and Delhi.

The channel will soon bring in international comedy reality series, Kenny versus Spenny too. When asked about fiction shows in the pipeline, Gupta said, "While fiction is important, we have realized that our audience has a huge appetite for reality. Besides, it's hard to get fiction right. Our focus area currently is only non-fiction."

Big Switch is being produced by Endemol and will be a one-hour weekly starting October 24, Saturdays 7 pm.