BIG Magic launches talent hunt show 'Mele ka Big Star'

Media News

Mumbai, April 9, 2012

BIG Magic, India's first variety entertainment channel for the core Hindi heartland from the Reliance Broadcast Network stable, is now launching another reality show titled 'Mele Ka BIG Star' across the markets of UP, MP and Bihar.

The show presents a very unique opportunity for the local regional talent in these states to beyond the local mela and showcase their skills to the entire country. The performances encompass acts like singing, dancing, stunts, mimicry, acrobatics or any such skills which have the right to entertainment quotient for people. The show launches on the Channel from third week of May and will air every week.

This offering comes at the back of extensive research and understanding of how melas work and the audiences they garner, especially in the semi urban and rural masses, offering marketers an excellent platform to ride on to ensure reach for their brands. Prior to launching this, a pilot test was conducted at Magh Mela in Allahabad where over 100 performances were hosted over a two day period enjoying a live viewership of more than 1,00,000.

Mela is a prominent source of recreation in rural India and holds a significant position among the masses. It is an imperative form of fun and entertainment in villages and small towns where myriad forms of talent converge on one platform to entertain one and all. This talent often goes unnoticed in the frenzy of the melas and remains restricted to the local populace even though they may have the potential of attaining national recognition. BIG Magic comes forth to extend a platform to such hitherto unknown talent and take it to the next level.

The show is designed for any and everyone to come forth and showcase their talent. 40 contestants from across various fairs will participate in the show where-in 10 will be shortlisted for the grand finale to happen at Nauchandi Mela, Meerut one of the largest fairs in the region. The show will cut across all sections of society and age groups to attract and enthrall maximum audiences.

Mele Ke BIG Star is one of its kind opportunity which will not only help to build a long term bond with the consumers but will also amplify this association beyond the host area through BIG Magic – the exclusive channel for Hindi heartland.

The program is well received by marketers owing to its uniqueness of concept and the value it offers to brands eyeing larger India. Leading brands from top companies are associated with the program to ride on the on ground as well as media offering. Horlicks is the presenting sponsor with Nutrine coming on board as powered by while Mortien is the associate sponsor for the program.

In addition to this the high decibel marketing approach to the show will facilitate an extensive forum for marketers to directly connect with their consumers. The show will be promoted through TV, radio and print. The show will reach out to approximately 70 lakh viewers every week on BIG Magic, and 25 Lakh listeners per week on 92.7 BIG FM.

A company spokesperson said, "Mela is the most basic form of entertainment which congregates the local inhabitants of a region. Melas put on display the true social fabric of a village. Through our show, we intend to take this talent from the grass root level and nurture it to present it to the country at large. We are not only encouraging local talent which is fast diminishing in the face of other forms of urban entertainment, but we are also connecting with local tastes and sensibilities. Mele Ke BIG Star is sure to excite not only the respective regional consumer but also the regional talent which has long sought its due recognition."

For further information, please contact:

Reliance Broadcast Network

Hinjal Veera

Mobile: +919620024865

Email: hinjal.veera@reliancebroadcast.com