Report on Hindi News Viewership

Colors announces new talent show ‘Hunarbaaz: Desh Ki Shaan’

The show is set to premiere on 22 January at 9 p.m.

Mumbai: Colors has announced the launch of its new talent show "Hunarbaaz – Desh Ki Shaan" which will give people a platform to showcase their extraordinary skills. 

Produced by Frames Production and hosted by Bharti Singh and Haarsh Limbachiyaa, the show will premiere on 22 January, airing every Saturday and Sunday at 9 p.m. Bollywood celebs Mithun Chakraborty, Karan Johar and Parineeti Chopra will be seen on the judge’s panel.

“At Colors, it has always been our endeavour to bring to our viewers innovative and diverse indigenous content across fiction and non-fiction shows," said Viacom18 head of Hindi mass entertainment and kids TV network Nina Elavia Jaipuria. "We are delighted to start the new year with a bang by adding a new homegrown talent show ‘Hunarbaaz- Desh Ki Shaan’ to our various offerings. This is just the beginning, and we look forward to a great and exciting year ahead with some extraordinary shows in the pipeline.”

“The most unique factor of the show is that it puts power in the hands of the live audience to decide the fate of the Hunarbaaz. We have a distinctive panel of judges including Mithun Chakraborty, Karan Johar and Parineeti Chopra who will mentor and guide the contestants in their journey. We have seen some incredible talent in the auditions phase, and we are looking forward to a great season,” added Viacom18 CCO Hindi mass entertainment Manisha Sharma.

The channel has devised a robust marketing and digital outreach plan for the show. On the digital front, the campaign will be driven through fan and influencer engagement activities such as the ‘Hunar Hour’ that will give daily shoutouts to talented people. Top influencers will create videos showcasing their skills and also encourage the audience to upload similar content that will be further amplified via platforms including Takatak, Moj, Josh and Instagram, said the statement.

On the launch day, the Colors TV social media handles will ring in a 24-hour long celebration showcasing different types of ‘hunar’ every hour on the page, finally leading the audience to the show, it added.

Additionally, a 10-day campaign has been planned to promote the spectrum of talent through promos playing out across Hindi news, Hindi films, Hindi music, kids and regional genres. Launch day print ads are planned across key markets targeting top publications through a combination of large format as well as premium position ads. 

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