There’s nothing soapy about this ‘reality soap’

‘Bigg Boss’ is Sony Entertainment Television’s (SET’s) newest attempt in the world of reality shows. Described as a reality soap, ‘Bigg Boss’ is also SET’s first foray into a hitherto uncharted genre.

‘Bigg Boss’ is the adaptation of an international reality series called ‘Big Brother’, which is popular in more than 50 countries. The show is being produced by Endemol. ‘Bigg Boss’ will feature 13 celebrities living in a house for 100 days without access to the outside world and under the vigilance of cameras, which will expose them to viewers 24x7. The celebrities have been chosen from various fields to make the show more interesting.

‘Bigg Boss’ will be hosted by popular actor Arshad Warsi. It will air Monday-Thursday, 10pm, and Friday, 9pm. Sandiip Sikcand, chief creative director, SET, calls it the ‘purest form of drama’. He says that every episode will be almost live with only a few hours of difference between the shoot and the broadcast. The eviction episodes will air on Friday and viewers will be entitled to vote one of the celebrities out every week.

‘Bigg Boss’ will be promoted extensively via television, print, radio and hoardings. The channel will also implement innovative tactics such as fitting cameras in places such as Churchgate Station in Mumbai and malls and multiplexes in strategic locations to create curiosity and ensure sampling.

“Our promotions will be effective in the coming few weeks. But as the show progresses, a lot of marketing and promotions will be employed, based on the event that unfolds in the show. For instance, our promotion could be based on the celebrity who is evicted,” explains Aseem Kapoor, senior vice-president, marketing and communications, SET.

NP Singh, COO, SET India, says, “We are satisfied with the success of ‘Jhalak Dikhla Jaa’. And ‘Bigg Boss’ will launch on the back of the Champions Trophy.”

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