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Bollywood star Hritik Roshan may be making its debut on reality television early next year as a Hindi general entertainment channels (GECS) plan for the next generation of programs that will play a key role in winning the game ratings.

Annual advertising revenue generated by the celebrity reality shows took places at 200-1 Rs.1, 500 crore, and growing at a robust 15 to 20%, according to a TV executive, and represents at least 20% of GECS the advertising pie.

Star Plus and Sony TV, the first and third place Hindi GECS, is planning celebrity dance shows to maintain and enhance the hearing as soon as Master Chef and the fourth season of Kaun Banega Crorepati (KBC) to complete their careers. KBC Sony TV 4 began on 11 October and Master Chef will on 16 October.

While Star Plus, the flagship Hindi GEC Star Mexico SA. Ltd, Roshan plans to get aboard a dance reality show in January 2010, Sony TV is planning to rope in the actress Madhuri Dixit as one of the judges of the new season of Jhalak Dikhlaja.

Roshan hosted the show in Star Plus has a working title called Dancing with Hritik through which the channel is seeking sponsorship.

The first part of 2011 will see the GECS fighting for supremacy over the new wave of reality shows, according to Manoj Malkani, vice-president, MPG, Havas Media.

"Hritik Roshan will be an interesting debut. But the format and marketing will make a difference because it is likely to be shown in competition from other channels," said Malkani.

The shows are as advertised, as they are seen as brand builders for GECS, said Sam Balsara, chairman and CEO, Madison Group. Its relevance when it comes to income and skills is not entirely clear, however. "I think they want their public broadcasters see as a channel that is investing in big shows and big stars. But in terms of qualifications, higher than some of these programs are giving it a five. While these programs are sold in heavy raw, I'm not sure that the channel makes the cost of producing these shows, "he said. "Also, when placed in the same time the band shows that compete in three-four channels GEC neutralize the advantage." Anand Shah, an analyst with Angel Broking Ltd., said that shows such can not generate enough income because the costs are high. The cost of marketing celebrity shows can range from Rs.8 million and Rs.20 crore rupees, while an episode can cost at least Rs.1 crore to produce. But we know that scores go up one channel and two examples KBC when it was shown for the first time on Star Plus in 2000 and Khatron ke Khiladi on Colors in 2009. Formats famous do not always have money, but can be game changers in the business of TRP (television rating points), "said Shah.

Roshan presence will generate a high degree of interest to viewers, as it will be his first time on the small screen, said Anita Bose, general manager of LG team, GroupM Iberia. Ltd. However, the star power does not always have to work, he said, pointing to the recently completed season two of Khatron Ke Khiladi, which was attended by Bollywood star Priyanka Chopra. The show has not done as well as his two previous seasons, when it was hosted by Akshay Kumar.

In the week ended October 9, Star Plus had the highest Gross Rating Points (GRPs) of 363 between the GECS, according to TAM Media Research SA. Ltd, Colors was second with 271 GRPs and Zee TV was third with 200 GRPs.

An executive at Sony TV, multiple channel operated by Screen Media SA. Ltd, confirmed that the channel is in talks with Dixit to judge the program and you're in the process of celebrity contestants rope.

They may include former cricketers Navjot Singh Sidhu and Sourav Ganguly, said. The show, which media buyers are showing interest, it is expected that aired earlier this year, said the executive, who declined to be identified. Master Chef, hosted by Bollywood star Akshay Kumar, will end its journey in December, after which it is expected that the new Hritik Roshan to begin showing.

The dance form has been acquired by Star Plus from a company called RDF Media Group for about Rs.8-10 lakh per episode. Roshan, according to a person familiar with the details on Star Plus, will be paid Rs.80 lakh-1 crore per episode. The new show is likely to have 30 episodes. Star Plus is in talks with media buyers and linked the title sponsorship of Rs.20 crore earlier, according to an executive of a media buying agency, who declined to be identified. Co-sponsors of the show to pay Rs.12-15 crore, while associate sponsors may have to pay Rs.7-8 billion rupees, he said.

Anupam Vasudev, EVP, Marketing, Star India, refused to comment on the show or sponsorship.