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MUMBAI: Not everyone is born
with a silver spoon in their
mouth, but when has that ever
stopped anyone from dreaming
big?
One look around ourselves and
there are enough and more
examples of people who rose
above and broke the various
shackles which restraints one to
fly high. Take one-time rice
packer from Haryana Subhash
Chandra, for instance, who was
written off by many but rose
from the ashes like a Phoenix to
prove his critics wrong.
Maybe that is why the country’s
largest Media & Entertainment
powerhouse he built from the
scratch believes in giving people
a platform to make their dreams,
a reality. The country which has
unlimited talent pool has
suddenly discovered it all thanks
to non-fictional shows. Today
everyone can dance, sing or act!
From Sa Ra Ga Ma Pa years ago
to recent Dance India Dance, Zee
has launched numerous
platforms for people to awe the
world with its gift. But the
ultimate goal for many who come
here is to be seen not only on
the small screen but the big
screen as well. In a country
where films are churned out
every Friday, everyone wants to
be a Shah Rukh Khan or a
Madhuri Dixit.
So, get your act together, Zee is
back with Cinestar Ki Khoj . The
non-fiction show will once again
see the actor in all come to life
as millions will be auditioned
across the country to get the big
ticket.
The show which has had two
seasons earlier in 2004 and 2006
(this one, not so successful) will
give a break not only to the
channel but people as well who
have had an overdose of DID.
“We wanted to bring something
new to the platform which was/is
homegrown and part of our
DNA,” says the channel’s
programming head Namit
Sharma.
Agrees a media planner who says
that it was a good decision by
the channel as the viewers had
enough of dance and singing on
the small screen.
One had to go through four
layers of filtration at the
auditions, which took place in 18
cities across the country, only to
be selected as top 16 and judged
by Vijay Krishna Acharya aka
Victor and Sonali Bendre. The
new judges on the show will
have a helping hand with a new
mentor or ‘Bollywood buddy’
from the industry. The first
‘buddy’ is none other than
Parineeti Chopra who will be
seen in the first two episodes
followed by Ayushman Khurana.
The actors revealed so far by the
channel were chosen because of
their non-filmy background.
Interestingly, Khurana was
rejected on the same platform in
2003 when he auditioned to enter
the world of glamour.
On his being rejected then,
Khurana says, “Today’s
Bollywood is very different from
that of 10 years ago. It’s
experimenting not only with
scripts but star cast as well. It’s
the golden era and there are a
lot of opportunities for the
talent.”
The winners who will have to
showcase their talent in comedy,
drama, dancing etc will get a
chance to appear as lead actors
in a film for which the channel is
already in talks with various
production houses.
“We want to shape the talent and
give it a future,” says Sharma.
The marketing of the show is
divided into three phases. The
first promos reveal the judges
and the two mentors. The next
will be to reveal the 16
contestants.
The show is a big property for
the channel and hence, is
demanding a high ad rate as
well. As per sources, the channel
is asking for Rs 1.5 lakh for a 10
second ad slot whereas its other
offerings have gone for a lakh or
so. “Although, one would think
that the long gap and Zee’s fresh
approach will help it rake in the
moolah but that is not the case.
Given the current slot ratings, I
don’t think advertisers will be
ready to shell out more than Rs
75,000 especially during mid-
season,” says the source.
Cera Sanitaryware is the title
sponsor whereas the show will
be powered by Glam-Up. We
Chat is the technology partner
while a couple of associate
sponsors have also come on
board. The channel aims to
generate around 60-80 crore
from the property.
“The format has to be interesting
enough for people to watch. Even
though Ankita Lokhande came
into limelight with Cinestar Ki
Khoj, people don’t really
remember the show, but know of
Ankita because of the work she
did post the talent hunt. So, the
channel needs to keep this in
mind,” opines the media planner
while stating that the show
should be able to get the ratings
the channel is expecting from it.
The show which will run for 13
weeks will go on air from 5 July,
every weekend at 9 pm.
with a silver spoon in their
mouth, but when has that ever
stopped anyone from dreaming
big?
One look around ourselves and
there are enough and more
examples of people who rose
above and broke the various
shackles which restraints one to
fly high. Take one-time rice
packer from Haryana Subhash
Chandra, for instance, who was
written off by many but rose
from the ashes like a Phoenix to
prove his critics wrong.
Maybe that is why the country’s
largest Media & Entertainment
powerhouse he built from the
scratch believes in giving people
a platform to make their dreams,
a reality. The country which has
unlimited talent pool has
suddenly discovered it all thanks
to non-fictional shows. Today
everyone can dance, sing or act!
From Sa Ra Ga Ma Pa years ago
to recent Dance India Dance, Zee
has launched numerous
platforms for people to awe the
world with its gift. But the
ultimate goal for many who come
here is to be seen not only on
the small screen but the big
screen as well. In a country
where films are churned out
every Friday, everyone wants to
be a Shah Rukh Khan or a
Madhuri Dixit.
So, get your act together, Zee is
back with Cinestar Ki Khoj . The
non-fiction show will once again
see the actor in all come to life
as millions will be auditioned
across the country to get the big
ticket.
The show which has had two
seasons earlier in 2004 and 2006
(this one, not so successful) will
give a break not only to the
channel but people as well who
have had an overdose of DID.
“We wanted to bring something
new to the platform which was/is
homegrown and part of our
DNA,” says the channel’s
programming head Namit
Sharma.
Agrees a media planner who says
that it was a good decision by
the channel as the viewers had
enough of dance and singing on
the small screen.
One had to go through four
layers of filtration at the
auditions, which took place in 18
cities across the country, only to
be selected as top 16 and judged
by Vijay Krishna Acharya aka
Victor and Sonali Bendre. The
new judges on the show will
have a helping hand with a new
mentor or ‘Bollywood buddy’
from the industry. The first
‘buddy’ is none other than
Parineeti Chopra who will be
seen in the first two episodes
followed by Ayushman Khurana.
The actors revealed so far by the
channel were chosen because of
their non-filmy background.
Interestingly, Khurana was
rejected on the same platform in
2003 when he auditioned to enter
the world of glamour.
On his being rejected then,
Khurana says, “Today’s
Bollywood is very different from
that of 10 years ago. It’s
experimenting not only with
scripts but star cast as well. It’s
the golden era and there are a
lot of opportunities for the
talent.”
The winners who will have to
showcase their talent in comedy,
drama, dancing etc will get a
chance to appear as lead actors
in a film for which the channel is
already in talks with various
production houses.
“We want to shape the talent and
give it a future,” says Sharma.
The marketing of the show is
divided into three phases. The
first promos reveal the judges
and the two mentors. The next
will be to reveal the 16
contestants.
The show is a big property for
the channel and hence, is
demanding a high ad rate as
well. As per sources, the channel
is asking for Rs 1.5 lakh for a 10
second ad slot whereas its other
offerings have gone for a lakh or
so. “Although, one would think
that the long gap and Zee’s fresh
approach will help it rake in the
moolah but that is not the case.
Given the current slot ratings, I
don’t think advertisers will be
ready to shell out more than Rs
75,000 especially during mid-
season,” says the source.
Cera Sanitaryware is the title
sponsor whereas the show will
be powered by Glam-Up. We
Chat is the technology partner
while a couple of associate
sponsors have also come on
board. The channel aims to
generate around 60-80 crore
from the property.
“The format has to be interesting
enough for people to watch. Even
though Ankita Lokhande came
into limelight with Cinestar Ki
Khoj, people don’t really
remember the show, but know of
Ankita because of the work she
did post the talent hunt. So, the
channel needs to keep this in
mind,” opines the media planner
while stating that the show
should be able to get the ratings
the channel is expecting from it.
The show which will run for 13
weeks will go on air from 5 July,
every weekend at 9 pm.
