NEW DELHI: The public broadcaster will handle the marketing of Coke Studio, which launched today on Doordarshan at 8.30 pm band, even as Coca Cola will pay for its branding.
Doordarshan is going to air the eight-episodic second season of Coke Studio from 8.30 pm every Saturday, while MTV is airing the same episodes at 7-8 pm band.
Doordarshan director-general Tripurari Sharan said that there is no arrangement of any sharing of revenues from the marketing of the series. He said the aim of the telecast on the national broadcaster is to make it accessible to a larger audience, particularly those who do not have access to private satellite channels since DD is the only channel available terrestrially.
Coca Cola VP public affairs and communications - India and Southeast Asia Deepak Jolly told Indiantelevision.com that Coke Studio had commenced in Brazil and later come to Pakistan before MTV started an Indian series. He said that in Pakistan, Coke Studio is being telecast by thirty channels. The series was also being telecast in Dubai.
Answering a question, he said that the first season of Coke Studio had only one producer while the second season has twelve producers.
Meanwhile, All India Radio sources told Indiantelevision.com that Coke Studio was also expected to be broadcast on AIR, but details had still to be worked out about the channels and the timing.
A total of eight episodes will be telecast, with 12 producers and 200 artistes in an attempt to focus on showcasing diversity and innovation.
As a concept, Coke Studio is a confluence of a diverse number of music genres, both vocal and instrumental, from traditional eastern, to modern western and from regional to folk. It embodies a musical fusion of exciting elements and diverse influences. Bringing alive the magic of live recordings and performances.
The attempt is to bring alive a magical experience for music lovers by dwelling on pure Innovation to offer a musical concoction never heard before.
Some of the music composers being featured are: Amit Trivedi, Nitin Sawhney, Karsh Kale, Clinton Cerejo, Shantanu Moitra, Ehsaan and Loy, and Hitesh Sonik.
Renowned and independent singers who will feature in the show include Usha Uthup, Kaushiki Chakrabarty, Swanand Kirkire, Harshadeep Kaur, Noora Sisters, Shilpa Rao, Jalebee Cartel, Nitin Sawhney, Hari and Sukhmani, Papon, Dhruv Sangari, La Pongal, Agam, Saawan Khan Mangniyar, Mame Khan, Piyush Mishra and Shankar Tucker.