Big Magic to launch a talent hunt show

MUMBAI: Big Magic, Reliance Broadcast Network?s music and entertainment channel for the Hindi heartland, is launching a new talent hunt show ?Mele Ke Big Star? across the markets of UP, MP and Bihar.

The channel has roped in Horlicks as the presenting sponsor, while it is powered by Nutrine. Mortien is the associate sponsor for the show.

?Mele Ke Big Star? provides a platform for local talents in singing, dancing, stunts, mimicry or acrobatics. The show will launch in the third week of May.

Prior to launch, the channel had conducted a pilot test at Magh Mela in Allahabad where over 100 performances were hosted over a two-day period with a live viewership of over 100,000.

The company spokesperson said, "Mela is the most basic form of entertainment which congregates the local inhabitants of a region. Melas put on display the true social fabric of a village. Through our show, we intend to take this talent from the grass root level and nurture it to present it to the country at large. We are not only encouraging local talent which is fast diminishing in the face of other forms of urban entertainment, but we are also connecting with local tastes and sensibilities. ?Mele Ke Big Star? is sure to excite not only the respective regional consumer but also the regional talent which has long sought its due recognition."

40 contestants from across various fairs will participate in the show, wherein 10 will be shortlisted for the grand finale to happen at Nauchandi Mela in Meerut (UP).

According to the official communiqu?, Mele Ke Big Star, is one of its kind opportunity which will not only help the channel to build a long term bond with the consumers but will also amplify this association beyond the host area through Big Magic.

The show will be promoted through TV, radio and print. The show will reach out to approximately 7 million viewers every week on Big Magic, and 2.5 million listeners per week on Big FM, the company said.