The Hindu Business Line : Truth shall set you free and make you richer too

Sachchai Ki Agnipariksha, the latest game show on Star Plus, will be a “game-changing show on Indian television,” says Mr Anupam Vasudev, Executive Vice-President, Marketing, STAR India.

Participants, who undergo a polygraph test before the show, will be challenged to admit to some uncomfortable truths in front of the audience on television (“wanted to kill my jobless husband,” “wished my mom-in law had been my mother”).

Dare tell the truth and win a grand sum of Rs 1 crore. The American version of the format show “Moment of Truth” with its shocking disclosures has been on Star World.

Its Greek version was banned. The Hindi version is to be adapted to Indian sensibilities; nevertheless, the “adult reality” which starts from July 15 has been ‘safely’ slotted at 10-30 p.m.

Star Plus expects to command a premium on advertising for the show that it is marketing heavily. “It’s a tough market, but 65 per cent of general entertainment channels (GEC) advertisers consist of FMCG, telecom and insurance players. All three are growing sectors.” says Mr Vasudev.

Actor Rajeev Khandelwal will host the show. “Celebrity hosts are not adding value in the same way they used to. And an audience may be tempted to sample a show, it will not consume or stay with the show because of a celebrity,” says Mr Vasudev.

Getting tough

STAR India recently saw itself displaced to the third position in weekly ratings by Viacom18’s Colors and Zee TV. The channel is also planning to get tough: Shows that do not deliver in three months and whose story lines do not offer any escape will be replaced. “To be the market leader, we have to be leading every slot,” says Mr Vasudev, pointing out that as a network, STAR still enjoyed 16.5 per cent of audience share.

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