CHannel [v] moves to the next level with TV Champions

After endless talent hunts, be it the search for a model or a singer, CHannel [v], for once, has decided to do away with the format and try out something different in its forthcoming programming initiative called TV Champions in June.

Though the reality genre of the new show is pretty much in keeping with what [v] enjoys doing, the concept revolves around the idea of an impromptu performance on TV.

Essentially, candidates, who have the talent and the gumption, have to send in their entries including a profile and photograph through any of the 240 Reliance Web World outlets in the country.

This information will be uploaded on the web and viewers will be invited to select 300 candidates, who move to the audition round, to be held in Mumbai, Delhi and Bangalore.

Fourteen finalists will be selected, who move to the on-air round, where each candidate will be given 60 seconds to perform in front of the camera. The one, who is on air for the longest duration, and of course, is innovative and creative with his or her performance, will be the winner. A crucial determinant will be the number of SMS votes the individual will finally garner. Interestingly, there will be no high-powered jury to judge the performances.

Says Amar Deb, head of CHannel [v], “It is the next level of reality programming. We have seen hunts and makeovers. This is the next stage.”

After the lukewarm response to its last big show Super Singer, CHannel [v] is hoping that TV Champions will turn the tide in its favour – something that Popstars did in 2002.

The grand finale of Super Singer, telecast on April 2, 2005, delivered a TVR of 0.17 (in the target group of C&S individuals, between15-34 years, in Hindi-speaking markets; Source: TAM Media Research) as against the first episode, telecast on December 2, 2004, which delivered a healthy score of 0.34.

Though the universe of viewers for Super Singer and its rival Indian Idol (telecast on Sony) were different (the former was telecast on a niche channel, while the latter on a mass channel), the fact remains that Indian Idol caught the imagination of viewers, something that Super Singer promised, but never quite delivered.

This time, CHannel [v] is pulling out all the stops to ensure that TV Champions registers in the minds of viewers. A high-decibel promotion and publicity campaign is on the cards beginning with a three-city roadshow in Mumbai, Delhi and Bangalore this month.

Pepsi is the title sponsor of the show, while Sunsilk and Everyuth are the associate sponsors. Reliance, on the other hand, is the broadband partner, and according to Deb, the channel is in the process of closing deals with allied advertisers. “We are talking to them, so I cannot reveal names at the moment. Basically, youth brands are what we are targeting, so there should be more,” he adds.

© 2005 agencyfaqs!