Star Plus launches Junior MasterChef
Star Plus to launch new culinary show Junior MasterChef. The show format, where kids are judged for their cooking skills, was a huge success in Australia last year
Star Plus to launch new show Junior MasterChef – Swaad ke Ustaad. This will be the first time on Indian television that children will be foraying into a territory previously owned by adults. The show format for kids was a huge success in Australia last year.
“Our first three seasons of MasterChef did well and we wanted to take this to the next level. We thought of experimenting the idea on kids, which has never been done before in India,” said Nikhil Madhok, Senior Vice President, Marketing, Star Plus.
The promos of the show are already on air. The channel has also taken significant steps for aggressive marketing of the show. “For the day of launch, we have tied up with Hindustan Times. So, HT Café and HT City will appear half their size. The logic is that children may be half the size of adults but they have double the talent,” added Madhok.
Sony TV has also launched Indian Idol Junior, which showcases the singing talent of children. The trend of capitalising on children is evolving among GECs.
Cooking has never been associated with kids in the Indian broadcasting context. With this show, the channel is betting on an innovative concept that might propel the weekend viewership for Star Plus.
The show will be aired from August 17, 2013, Saturday and Sunday at 9PM.
