Zee TV eyes Rs 50 crore from Farhan Akhtar- hosted reality show ‘I Can Do That’ | DTH Forum with Fastest DTH Updates

Zee TV eyes Rs 50 crore from Farhan Akhtar- hosted reality show ‘I Can Do That’
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MUMBAI: Zee TV is gearing up to
launch ‘I Can Do That’, the Indian
adaptation of an Israeli format owned
by Armoza Formats, with actor Farhan
Akhtar as host.
Replacing ‘Dance India Dance’, the
reality show will launch on 17 October
and air at 9 pm on Saturdays and
Sundays.
While most other acquired
international formats run for 12–13
weeks, this show will act as a
‘sparkler’ in the festive season,
running only for 6 weeks.
Zee is targeting to generate Rs 50
crore (Rs 500 million) of advertising
revenue from the show. A source said
that the entire inventory has been
sold as the show will air during the
festive months of Dussehra and
Diwali.
“Separate sets of sponsors have been
roped in for the SD and HD versions,”
the source said.
While Vaseline has come on board as
title sponsor, the channel has roped in
OLX and Askmebazaar as powered-by
sponsors.
Being produced by Essel Vision, ‘I Can
Do That’ will see 12 celebrities,
namely Gauhar Khan, Gurmeet
Chaudhary, Meiyang Chang, Dino
Morea, Bharti Singh, VJ Andy, VJ
Bani, Ranveer Brar, Rithvik Dhanjani,
Shibani Dandekar, Madhurima Teli and
Mandira Bedi.
Zee TV business head Pradeep Hejmadi
said that the licence has been
acquired for one year and Zee will
have the first right of refusal going
forward. The aim is to build it as a
seasonal property.
“We saw a lot of potential in the
format to connect with urban and
rural audiences,” he said.
The format of the show will have 12
celebs performing various tasks as a
jodi. The tasks could be magic or
trapeze tricks, and the team will have
one week to rehearse and perform the
act, all along guided by experts.
Interestingly, there will be no viewer
voting and only the studio audience
will enjoy voting rights.
Essel Vision MD and CEO Nitin Keni
said, “We have completed three years
last month and have done a lot of
non-fiction formats since inception.
But working on the show, we
understood the challenges that an
acquired format throws compared to a
home-grown format.”
Essel Vision business head Akash
Chawla added, “Unique talent teams
from across the country have been
specially flown in to demonstrate the
challenges to the celebs and prepare
them for the tasks through intensive
workshops. We are also pushing the
envelope in terms of production
value.”
The shooting is halfway done, being
conducted on sets in Naigaon, Mumbai.
“It’s good to sometimes come in with
a solid property, do it within a short
timeframe, and hit hard rather than
dragging it,” Hejmadi said.
Akhtar will be up against other
Bollywood stars like Salman Khan who
will be hosting the weekend special
episodes of ‘Bigg Boss’ on Colors. It
will also compete with ‘Dance Plus’ on
Star Plus and ‘Deal or No Deal’ on
sister channel &TV.
http://www.televisionpost.com/television...n-do-that/
ANIL G


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