Reality programming is a key element of CHannel [v]'s content strategy, and the channel, over the last two years, has exploited the genre effectively with Popstars I and II. This year too, the channel could dabble in the reality music talent hunt, says Amar Deb, head, CHannel [v].
In fact, there's a strong likelihood of the third edition being launched by the year-end. "Well, probably, Popstars 3 could happen this year," Deb says.
Presently, the channel is working out the mechanics of another reality talent hunt titled DiscoStar, which will be kicked off in a few weeks from now across India, Dubai and the UK.
The hunt, organised in association with Subhash Ghai's Mukta Arts, will be for a "glamour girl", who will be cast in a song in an upcoming Mukta Arts movie. "If the individual is very talented, she could also be the second lead in a movie. But the hunt right now is for a glamorous face, who has a larger-than-life screen presence," says Subhash Ghai, chairman and managing director, Mukta Arts Limited.
Deb of CHannel [v] says, if the hunt results in the discovery of two or three talented girls, then chances are that they could be cast in upcoming Mukta Arts releases. "The hunt, however, is essentially for one talented newcomer."
The on-ground initiative to find the most glamorous woman will stretch over three months, with the on-air telecast in October.
The channel will adopt a different route from the conventional city-by-city approach of spotting talent. "I cannot spell out the format of the hunt, but it will be one of the highlights of the hunt," says Deb. "Our association with Mukta Arts ensures that everything in terms of the movie and the script is taken care of by the former. Subhash Ghai himself will chair the final jury that will select the winner from the shortlisted candidates."
For CHannel [v], DiscoStar will be its third reality programming initiative this year, after [v] On the Run, a reality road trip launched in March and [v] Get Gorgeous, a reality model hunt kicked off in May.
Arch-rival MTV along with Balaji Telefilms is also in the midst of a reality talent hunt for its serial Kitni Mast Hai Zindagi, which is set to debut on the channel by the third week of September.
With competition hotting up between the two music channels in the third and fourth quarters, it's going to be paisa vasool for the viewers. © 2004 agencyfaqs!