Reality TV is shifting gears from entertainment to business.
Ronnie Screwvala-led Bloomberg UTV said on Tuesday that has lined up four reality shows aimed at business audiences and unveiled its first show, The Pitch, which offers a R50 million — that's a little over a million US dollars — as prize money in a show that will turn real for entrepreneurs.
To be hosted by Bollywood actor Boman Irani, the show, presented in association with Hindustan Times, expects 50,000 entrepreneur applications, said Screwvala, chief executive, UTV Group.
“Its not just any show but a movement.”
“The Pitch rides on the philosophy of entrepreneurship. The show does not just stop at identifying the brightest entrepreneurship idea but will also nurture it in future,” said Irani.
To be launched in October the ten-episode show is a lot like Hindi show Business Bazigar that Zee Chairman Subhash Chandra has championed in his entertainment channel. But the Zee show did not do well, and UTV aims to plug its holes.
“The Pitch” will see 10 corporate magnates who include Kishore Biyani, Rahul Bajaj and Naina Lal Kidwai design and assign business tasks for contestants.
“A show like this will create a novelty factor for Bloomberg UTV and help it position itself different from other business channels,” said Sai Nagesh, chief operating officer, Dentsu Media.
“Reality shows will be a big part of our programming strategy,” said Deepak Lamba, business head, Bloomberg UTV.