"How will we ever know unless we try?": Raj Nayak on going against the odds, with 'Rising Star'

'Real-time Reality' would be an appropiate definition of Colors' upcoming show 'Rising Star'. This too is a singing reality show, but with aspects that Indian audiences are yet to witness in the General Entertainment Channels (GEC) space. "You see a Cricket match live, now you will see a show that is absolutely live with no room to create, fabricate or produce anything," this quote by Raj Nayak, chief executive officer, Hindi mass entertainment, Viacom18 indicates how the show is different from others.

More about the show........

'Rising Star' is an an international singing reality show which has its roots in Israel. The format is based on an Israeli singing competition 'HaKokhav HaBa' ('The Next Star'). The format is developed by Keshet Broadcasting, an arm of Israel- based broadcast giant Keshet Media Group.

Globally 'Rising Star' has established itself as a rival to the 'Idol', 'The Voice' and 'The X Factor' franchise. Generally in the Indian scenario, voters back home are crucial to get the rating needle moving, but this takes that game further. While the singing show is live on air, viewers back home becomes the judges and after the end of the performance, they will vote for the contestants through the Colors TV app.

Shankar Mahadevan, Diljit Dosanjh and Monali Thakur are the celebrity cast who make up the panel of experts. They will motivate, mentor the contestants and also will have 21 per cent say in talent's prowess.

Nayak Upbeat.......

"How will we ever know unless we try?" is his thought. He agrees that the format has a its own challenges when it comes to execution, "This is the first time someone is doing something like this not just in the Indian GEC space, but also in Asia. We have done events of this sort in the past, but not an ongoing reality talent show. The excitement and the adrenaline rush is in the challenge of executing the production part of it," says he.

Also, Nayak is confident of placing his bet on the production house, and the in-house programming team, who according to him is 'working relentlessly' to execute the format flawlessly.

The mood of the nation recently has been 'digital' be it for payment gateways, or content consumption or e-commerce. The evolution of digital has also developed a scenario of 'constant partial attention' where, as a television programme is on, the viewer is not only watching but also talking about it on various social media platforms. Rising Star is Colors' attempt to integrate digital and Television, "In Rising Star, we saw a perfect opportunity to integrate digital with live television - a proposition that looked very challenging but at the same time very exciting. The power to engage with your viewers live and be able to make them a part of a decision making process live was a stimulant enough for us to put together this show," informs Nayak.

Real-time execution for the first time in GEC space do we have enough talent? Nayak is upbeat there too. "We believe Indians are extremely talented people. Also, they are eager learners. We have a motivated and committed programming and production team who have been working on this format for many months now. Only when you take the first step you start the journey," he asserts.

"Innovation is in our DNA and I believe, as always after Rising Star we will set the trend for others to follow," says Nayak.

The Partners.....

OPPO camera phones as gotten on board as presenting sponsor, "To povide youth a delightful experience is the primary reason behind this" says, Will Yang, India brand director OPPO Mobiles.

"With 'Rising Star' we will further extend association with COLORS post series 24 - season 2, Bigg Boss 10. Rising Star has a unique format which encourages usage of innovative technology across the country which is something we believe in and thus it was an easy call for us to associate with the show. We hope that the association and the show is a huge success amongst the audience," Yang further adds.

Apart from OPPO Tata Motors Commercial Vehicles too associated woth the show on Colors SD feed. Kajaria Tiles and Jaquar bathroom products have partnered on Colors HD feed.

Marketing Mantras....

The Colors TV app plays a vital role in the format and and a substantial number of downloads would be key in making the format successful, "We have already started promoting the app through programme integrations. We tested the app on Bigg Boss, and there have been integrations on our fiction shows plus other network channels as well. It will also be part of all our marketing campaigns," informs Nayak.

Colors has also devised a marketing campaign designed to bring alive the 'Rising Star' experience for the audiences. During the launch phase, a multi-media campaign highlighting the messaging 'Download the ColorsTV App, Be the Judge and Be Seen Live on TV' will be executed across key Hindi Speaking Markets.

"Additionally, a special tie-up with Radio Mirchi will give listeners the unique opportunity to feature in leading news dailies and have their selected songs feature in the first episode of Rising Star. On-ground, Colors has created special 'Rising Star Experience Zones' in Mumbai, Delhi and Ahmedabad to create awareness about the Live voting module of the show. This will be extended further through the Colors Golden Petal Club and Lokmat Sakhi Manch associations," informs the network in a media statement.

Starting February 4, 2017, the show will be on air every Saturday and Sunday at 9:00 pm.