Elaborate marriages are a crowd pulling staple on Indian television and with `Shaadi Teen Crore Ki`, to be aired on Imagine TV, a middle class couple gets the chance to have their dream wedding, with grand locations and designer goodies within a budget of Rs three crores.
"Marriage is an universal concept. In India weddings have always been a vital part of social life and very elaborate. Weddings in TV serials always get the highest TRP`s and that is where the idea came from," Nikhil Madhok, Senior Director, Marketing and Communication of Imagine TV, told media.,
"We have already shortlisted three-four couples for the show and our only criteria is that they be genuine and allow the cameras full access," added Madhok.
Though reality TV has been cashing in on the wedding phenomena with hit shows like `Rakhi Ka Swayamvar` and `Perfect Bride`, `Shaadi Teen Crore Ki` is the first time that a commoner`s wedding will be given a glossy makeover and filmed.
The channel which is also gearing up for the third season of their superhit `Swayamvar` series, says that they have realised the potential of the Indian wedding.
"After two successful seasons of Swayamvar and the third in the pipeline, we understand the importance of marriage as an universal phenomena and on TV it is essential to build on your strengths and with the wedding themed shows Imagine has found a unique place for itself," he said, adding that the two shows are different from each other.
"The show is different from the `Swayamvar` series which was about a celebrity choosing a partner, `Teen Crore.` promises to capture the emotions of a real family in a real situation," said Madhok.
When asked about competition from the large number of reality shows that are being telecast in the small screen, he said. "As long as we are innovative and bring out new concepts, reality shows will not fade away. Our show is unique, the concept is age-old in which people have belief and we hope that it does well."
The channel has not ruled out the involvement of celebrities who may be thrown into the mixture for some extra glamour.