Zee Music gets into reality realm with 'Item Bomb'

MUMBAI: The announcement has finally come. The 'new n' improved' Zee Music, which has given indications to this effect for a while now, is launching a new "and different" reality show.

As the title suggests, Item Bomb is a search for a girl to perform in what is ubiquitous to "masala" Hindi films --- the "item number".

The effort is touted as India's first such hunt, which will give a platform to a young girl to perform opposite Sanjay Dutt in the forthcoming movie Musafir.

While the channel has been hinting at a big reality show for a while now, the big hoopla launch of [V]'s Disco Star - a joint venture of Star's music arm and Subhash Ghai promoted production house Mukta Arts - might well have triggered the announcement.

The channel has joined hands with Sanjay Dutt and Sanjay Gupta's production house White Feather Films for the hunt to discover a ravishing, hot girl. Just like the hunt, even the results are likely to be out soon what with Sanjay Dutt, Anil Kapoor and Sameera Reddy starrer Musafir, scheduled to hit theatres in October. The movie has been directed by Sanjay Gupta and presented by Sanjay Dutt.

Item Bomb will be simultaneously telecast on both Zee Music as well as Zee Cinema. The promo's for the talent hunt are currently being shot by Gupta himself.

"This concept has been specially created by Zee Music to hunt for a vivacious talent for Bollywood. Zee Music will go across four cities in India - Mumbai, New Delhi, Kolkata and Bangalore and two International destinations - London and Dubai, which are two strong markets for the Zee Network. Zee Music's association with Musafir is providing a tailor made platform for all the aspiring youngsters. The winner of Item bomb will get a chance to be cast opposite Sanjay Dutt in an item number, " offered Zee Music's business head Yogesh Radhakrishnan.

Dutt was quoted in a company release as saying, "I am glad that my company White Feather Films has tied up with Zee Music. They both are dynamic and with Item Bomb they will rock." Whilst Gupta offered, "We are thrilled and excited to associate with Zee Music - The Sound of India, and we are sure to discover a perfect 10, who will be able to pair with the rock star of Bollywood, and our very own Sanjay Dutt."

An interesting promotions campaign that the channel has embarked on is the launch of an audio CD titled "Item Bomb Blast". A joint venture between Zee Music and T Series, the CD will comprise sixteen 'item number' Aaisa Jadoo (Khakee), Sajna Ve (Chameli), Ishq Samundar (Kaante), Kambakth Ishq (Pyar Tune Kya Kiya), Khallas (Company) and the Musafir's new item number song.

" We have been closely associated with Zee Music and this association will definitely help us in providing some scintillating music to music lovers," offered T-Series owner Bhushan Kumar.

With the flagship channel Zee's talent hunt Cinestar Ki Khoj having reached its penultimate stage, the music arm will be having a live example to learn from. 

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