MUMBAI: South Asians in North America will now be able to showcase their musical talent on “I Am Next Superstar,” a talent search contest that will air on STAR India PLUS in the US and Canada.
US and Canada residents can submit auditions of their singing or playing an instrument at www.iamnextsuperstar.com.
India’s music luminaries Suresh Wadkar and Sonu Nigam will mentor the participants and judge auditions in both categories.
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Semi-final events in New York and California will produce finalists who will compete in a concert-style grand finale to be held in New Jersey, and aired on STAR India PLUS in North America.
The winner will record a single and feature in a music video. A contest to search for a ‘new face’ for the music video is also being hosted on www.iamnextsuperstar.com.
Suresh Wadkar and Sonu Nigam have been eagerly involved since the inception of “I Am Next Superstar”.
“It’s a great opportunity for participants to learn the nuances of music and hone their skills through this contest and claim deserving fame,” said Wadkar.
“The contest will go a long way in rightfully identifying singing talent among South Asians in North America, for both amateurs and professionals,” said Sonu Nigam. “We want to pursue the dual objective of providing entertainment to fans in America while bringing them in sync with music reality shows in India.”
STAR India PLUS, which is one of the most-watched Hindi general entertainment channel in the US and the number one rated general entertainment channel in India for most of the last 10 years, is the launch partner for the talent search contest. STAR’S involvement gives the contest a major television platform, also giving the winners a chance to showcase their talent to a national audience.
“Star is constantly striving to provide its viewers with the highest quality entertainment out there—be it via top-notch movies, reality shows or its highest rated dramas. Simultaneous to this, we also understand the strong need to nurture and showcase our own local talent within the Diaspora.” said David Wisnia, STAR’s Senior Vice President of Distribution, Sales and Marketing and head of STAR’s North American office. “Our association with Third Eye Ventures is a reflection of STAR’S commitment to showcase, to all our viewers, the best South Asian musical talent on view in North America.
The contest has been put together by Third Eye Ventures, a team with 50 years of combined senior level experience in television and entertainment companies in India, South East Asia and the US.
“Third Eye’s effort is to raise the bar of entertainment programming targeted at South Asians in North America, and provide content that matches mainstream programs that North American South Asians are so used to watching on national television,” said Sanjay Chitale, president of Third Eye.
Third Eye is a media production venture by Ace Open (www.aceopen.com), an online music education portal offering intensive coaching by renowned musical luminaries.
New York-based Anhad Inc, the leading South Asian-focused fully- integrated media agency, will manage the events. Anhad will also market and promote the shows, and raise sponsorships.
The talent search has a pan-US footprint through aggressive TV, online and offline marketing and ground participation, aimed at creating social buzz and fan participation promising sponsors unprecedented exposure and brand value.
