By GAURAV LAGHATE
Indiantelevision.com Team

(29 September 2009 9:30 pm)

MUMBAI: After signing Big B (Amitabh Bachchan) to host Bigg Boss season 3, Colors has already roped in a presenting sponsor and five associate sponsors prior to the launch of the show.

"The pre-launch response for the show is very good, and we have already signed multiple sponsors for Bigg Boss. Vodafone has come in as presenting sponsor while five associate sponsors have also been finalised. Some more will be signed shortly," Colors CEO Rajesh Kamat tells Indiantelevision.com.

The channel has got Lux, Garnier, Sunsilk, General Motors Chevy and Max New York Life as associate sponsors.

Bigg Boss-3, which will be launched on 4 October, will air every night at 9-10 pm.

Colors will also shift its weekend 9 pm show 100% De Dhana Dhan to 10 pm in order to accommodate Bigg Boss from 10 October.

Unlike the previous version wherein the host would come on the show only on the eviction days, Bachchan will be appearing on the show twice every week – on Fridays and Saturdays.

As Pop Philosopher, Bachchan will bridge the gap between Bigg Boss participants and viewers through contextualising events, simplifying emotions and analysing developments that happen within the Bigg Boss house.

On Fridays, he will be interacting with all housemates and announcing the eviction, while on Saturdays he will be talking to the evictee for an hour – trying to analyse and de-code his/her emotional journey in the Bigg Boss house.

Kamat says, “It is our honour to have Bachchan on-board and we look forward to him providing his inimitable touch to one of our most popular format shows.”

Talking to Indiantelevision.com about his role, Bachchan explains, “I am not an anchor here but more of an informer. Before accepting the show, I thought of what difference I can bring to the show. I decided that on eviction day I can analyse the whole week and discuss the scenarios with the contestants. I can also talk about the hidden feelings of the person. This was my philosophy, which the channel liked and coined the term, Pop Philosopher.”

In its debut season on Colors, the show was launched at 10 pm band, targeting the urban audience. And at that time also, the show had replaced Khataron Ke Khiladi’s first season on Colors.

Clarifying on why the channel is placing an edgy-show like Bigg Boss at 9 pm, Kamat adds, “Our channel share and reach in the 9 - 10 pm block has increased significantly. With Bigg Boss at this time slot, we are confident of further strengthening our position in this block, leading to a wider gap between Colors and the other players in the GEC (general entertainment channel) category.”

The channel has also shot a special music trailer with a song sung by Bachchan himself, set to music by Vishal Shekhar.

Also Read:

Colors ropes in Big B for Bigg Boss