Campaign India Team
Jul 05, 2012

Colors enters into strategic tie-up with Sahara One to simulcast 'Sur-Kshetra'

Produced by Sahara One in association with Saaibaba Telefilms, Sur-Kshetra will be a cross-border musical competition

Colors enters into strategic tie-up with Sahara One to simulcast 'Sur-Kshetra'

Colors has entered into a strategic tie-up with Sahara One to simulcast the new music-based reality show – Sur-Kshetra, which will have teams from India and Pakistan competing with each other.

This sort of strategic tie-up is said to be a first for Indian television. Raj Nayak, chief executive officer, Colors, said, “Music has the unique ability to unify people and today, it has brought two channels together. Sur-Kshetra will mark Colors’ foray into the singing genre non-fiction content segment and we are extremely excited about this new venture.”

Suresh Mishra, assistant director worker, Sahara One, said, ““Even though the boundaries have divided the two nations, music has always fostered a common and harmonious bond. With this legendary Indo-Pak musical grandeur, viewers from both the nations and across the globe will witness a new generation of gifted singers from the two most melodious talent pools of the world. We are very excited about this strategic tie-up with Colors giving 'Sur-Kshetra' a combination of two large platforms that does justice to the stature of the Show.”

Source:
Campaign India