Bollywood entertainment and digital distribution company Saavn has partnered with Emirates airline on a South Asian variety show that is airing Saturday mornings on U.S. cablers Star India Plus, SET Asia, Canada’s Rogers video-on-demand and Hulu.Running for 10 weeks, “Destination: Bollywood” will feature Bollywood musicvids and reality segments allowing viewers to vote on their fave local singer and dancer. Show will consist of three parts: a local singing competition, a local dancing contest and musicvids of Hindi film songs. Each winner will receive $2,010. This is the first reality program that allows Hulu viewers to vote at the same time as TV auds. Saturday morning Bollywood shows catering to South Asian auds, mostly on broadcast networks, aren’t new to the U.S. In Los Angeles, “Showbiz India” airs on KSCI and nationally “Namaste America” airs in the New York area, Chicago and L.A., among other cities. However, there aren’t many that include local segments, one such is “Chitrahar TV” in Chicago.
Data provided by:Nielsen Media Research (Preliminary Results)