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MUMBAI:
Star Plus is taking the third season of Masterchef Australia’s
Indian adaptation, Masterchef India, to weekday prime time
slot.
In
the earlier two seasons, Masterchef India was part of Star
Plus' weekend prime time programming. In the first season,
Bollywood star Akshay Kumar hosted the show. Titled 'Masterchef
Kitchen Ke Superstar' this time, the show, like in the second
season, will be run by judges.
"The
foremost difference is that this time ‘Masterchef Kitchen
Ke Superstar’ will air as daily strip in prime time and
not a weekend property. So viewers will get a chance to engage
with the show every day and witness all the fun, excitement
and tension every day," said Star Plus senior director-
marketing and communications Nikhil Madhok.
The
show will air in March. The date of telecast, however, is
yet to be announced.
To
be presented by Amul again, ‘Masterchef Kitchen Ke Superstar’
will be powered by Fortune.
Talking
about why the time band has been changed this time, Madhok
said, “It is a conscious decision from Star to be innovative
and clutter breaking. We want to break the convention of reality
shows airing on weekends.”
The
platform aims to acknowledge and encourage the culinary skills
of passionate cooks and groom them to become the ultimate
professionals of the art.
On
the marketing activities around the show, Madhok said: “We
believe that food and cooking are extremely integral to every
household in India. There is a masterchef in every house in
our country, working hard in the kitchen. But their talent
is not given the recognition it deserves. MasterChef is a
national platform which gives them an opportunity to make
a name for themselves and fulfill their dreams. It’s
this thought that will form the basis of all our marketing
for the show.”
“There
will be a 360 degree campaign with a strong hold on the ground
element - there will be mini master chef events all over the
country where we will recognise and showcase the talent of
many such people at a locality and city level as well. The
other marketing activities are scheduled to start closer to
the launch,” Madhok added.
Masterchef
India went to 20 cities across India for auditions this year.
In each city the participants had to bring with them a simple
dish for auditions. They then went through various levels
of selection. From all the selected participants, few have
been on the basis of their food knowledge, food taste and
presentation.
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