MUMBAI: Sahara One has decided to have Colors as its simulcast
partner for its expensive singing reality show Sur-Kshetra,
making it the first occasion in India that two Hindi general
entertainment channels from rival companies have tied up to
telecast a show together.
will also mark the entry of Colors into the singing reality
genre for the first time. Rival channels have popular seasonal
properties in this genre. Zee TV has Saregama, Sony Indian
Idol and Star Plus Jo Jeeta Wohi Superstar.
Colors CEO Raj Nayak, "Music has the unique ability to
unify people and today, it has brought two channels together.
Sur-Kshetra will mark Colors foray into the singing
genre non-fiction content segment and we are extremely excited
about this new venture. By adding the show to our bouquet
of offerings, we are working towards fulfilling our commitment
to cohesive viewing while providing our audiences with unique
content keeping them engaged."
was earlier in negotiations with Star Plus for the simultaneous
telecast of the show. However, the two channels could not
reach an agreement and the show was put on hold.
by Sahara One in association with Gajendra Singhs Saaibaba
Telefilms, Sur-Kshetra is a cross-border musical battle between
the Indian Team, captained by Himesh Reshammiya, and the Pakistani
Team, captained by Atif Aslam. Evaluating the teams and judging
the musical flair will be Asha Bhosle (India), Abida Parveen
(Pakistan) and Runa Laila (Bangladesh).
show will be anchored by Bollywood actor Ayesha Takia and
will also have musical stalwarts like Ghulam Ali, Hadiqa Kiani
and Sajjad Ali from Pakistan, and Suresh Wadkar, Ismail Darbar,
Alka Yagnik and Sapna Mukherjee from India. Sources say out
of the 30 episodes, 28 have been shot in Dubai already and
the finale might be shot in London.
Sahara One asst director worker Suresh Mishra, "Even
though the boundaries have divided the two nations, music
has always fostered a common and harmonious bond. With this
legendary Indo-Pak musical grandeur, viewers from both the
nations and across the globe will witness a new generation
of gifted singers from the two most melodious talent pools
of the world. We are excited about this strategic tie-up with
Colors giving Sur-Kshetra a combination of two large platforms
that does justice to the stature of the show."
analysts think Sahara's decision to simulcast the show is
a practical step. "The best way for Sahara to monetise
an expensive property is by sharing it with another channel.
Sahara One has low ratings and by letting a more popular GEC
air it the show will get a wider exposure and gain in stature.
On the negative side, it could be an opportunity loss for
Sahara to turnaround its weak ratings," says an analyst
on condition of anonymity.