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SS Music, Idea Cellular join hands for reality show
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L and C Media's multilingual music channel Southern Spice Music, better known as SS Music, has teamed up with pan-India telecom service provider Idea Cellular to present a reality show — Idea Anything for Vijay.

Announcing this at a press conference here, the company's Managing Director, Mr Charles Martin, said the channel, which would soon turn 10, would have its content revamped and bring in a whole new bouquet of shows “that will be a blend of fun, glamour and gyan”.

Elaborating on the reality show, Mr H. Ramakrishnan, CEO, SS Music, said the show would see participants showcase their talent — absolutely anything from singing to mimicking to painting to acrobatics — and be graded by a celebrity panel. The swiftest and smartest of the lot would be chosen to enter the finals of Idea Anything for Vijay, and the winner would get to meet and dine with Tamil film star Vijay. Preliminary auditions would be held in towns and cities across Tamil Nadu, he said.

According to Mr M. Srinivas, Circle Head – Chennai and Tamil Nadu, Idea Cellular, Idea subscribers in the circle can also win a chance to get direct entry into the programme without undergoing the preliminary selection rounds.

Mr Ramakrishnan said, the channel — currently of a music genre — is on its way to become a GEC (general entertainment channel), and this programme is the first step in that direction. SS Music attained break-even a year ago and is “running profitably now”, he added.

Source: The Hindu Business Line

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