MUMBAI: 9X Jhakaas, in collaboration with Video Palace, a leading production house that has created Marathi blockbusters like Duniyadari and Hee Porgi Konachi, is all set to premiere Lux Jhakaas Heroine, a grooming reality series that will mark the channel’s foray into the reality space.
Lux Jhakaas Heroine, which has been in the making for the past two months, will see the winner getting an opportunity to play the lead in Mitwaa, an upcoming Marathi film starring Swapnil Joshi (Fu Bai Fu) and Sonalee Kulkarni (Natrang). The film is produced by Meenakshi Sagar Productions and Nanubhai Jaisinghani of Video Palace, and directed bySwapna Waghmare-Joshi (Damadamm).
“We want to bring the youth back in the theatres! The Marathi entertainment industry has created a niche of its own, with a dedicated viewership and growing popularity. There is new talent coming in, and this is the new talent that the country needs,” says 9X Media Group EVP and content head Amar Tidke “We are a regional channel, and a regional channel will do what the region wants; widen the reach of our audience as much as we can. And since we are a music channel, music will play an extremely significant role in Lux Jhakaas Heroine. We will not deviate from music.”
Registrations for Lux Jhakaas Heroine have begun and will be on till 26 March, 2014. Those interested can also register by auditioning on digital platforms. Of the entries received, 60 will be shortlisted and finally pared down to 30 contestants, who will undergo training and grooming before an eminent jury selects the Jhakaas Heroine from among them. Within ten days of announcing the winner, she will start shooting for Mitwaa.
The channel is betting big on the upcoming show which is being promoted extensively across print, radio and digital platforms. Promos are being played in Big Cinemas and UFO screens across Maharashtra. 9X Jhakaas is also promoting the talent hunt across colleges, housing societies and CCD outlets in the state. A brand integration with Radio City is part of the marketing strategy.
“If Heroine is as successful as we are confident it will be, we will consider venturing into similar formats in the near future,” concludes Tidke.