Viacom's Colors and Sahara One have come together for a strategic tie up, in an attempt to simulcast Sahara One Productions' singing reality show, Sur-Kshetra. The two players from the Hindi general entertainment segment have tied up to present content to audiences across the spectrum. The show caters to all the segments of the society and is being planned to go on air by the next month. The tentative scheduling of the show will be around the weekend primetime slot.
In an official communiqué, Raj Nayak, CEO, Colors, says, "Sur-Kshetra will mark Colors' foray into the singing genre non-fiction content segment and we are extremely excited about this new venture."
Speaking more about the show, Suresh Mishra, assistant director worker, Sahara One, says, "The major aim of this tie up is to increase the reach of the show. We have partnered with Colors in this venture with a view to enhance the availability of the show. The show will be extensively promoted across all the media vehicles."
The channels have got three judges on-board, singers Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh). The show is anchored by the Bollywood actor Ayesha Takia.
There will also be a star quotient attached to select episodes, which will host stars from the music industry including Ghulam Ali, Hadiqa Kiani and Sajjad Ali from Pakistan, and Suresh Wadkar, Ismail Darbar, Alka Yagnik and Sapna Mukherjee from India.
It remains to be seen whether the passion and involvement of cricket matches between the two arch rivals is carried on to the musical platform, too.