Numero uno GEC channel Star Plus has recently gone on an over drive to maintain its lead on the pecking order. After hitting it big on weekends with Nach Baliye 5 and then launching the epic fiction show Saraswatichandra, the channel is now all set to premier the third season of the highly popular cooking reality show, Master Chef India, this time called Masterchef Kitchen Ke Superstar from 11 March (2013), Monday to Friday at 8 pm. Talking about the change in time slot from weekends to week day, Nikhil Madhok (Vice President, Marketing Star India Pvt Ltd) says, “Internationally such formats have always aired daily. Plus since this time we wish to focus on the contestants, the daily format makes it easier to gain audience loyalty. This gets tougher on weekends as there is 6 day gap between episodes, plus there is already a large nonfiction clutter around. Also we sincerely believe that food being intrinsic part of our culture, it deserves due attention on core prime time. Star Plus wishes to celebrate the real master chefs of India who cook lovely food in our kitchens every day, but are not given the required respect. This format will be a long due platform to many more Zebi Zubair (gained fame in season 1) who today runs her own cookery classes in Delhi.” Nikhil added, “Like the previous seasons the main competition will also have an add on program called Zaykebaazon Ka Safar which this time around will air on Sunday. Here the chefs will teach various exotic food recipes.” When asked as what would be the other difference this time around apart from time slot, Nikhil shared, “The food served will be more mass oriented. Research suggested that the recipes showcased in season 1 and 2 while did challenge the culinary skills of the contestants; it did not really connect with the aam admi. Hence the emphasis will be more on desi tadka and desi swaad. Having said that it does not mean that we will not have international food on offer, they will be there as well. The catch line i.e. the food what India eats would the essence of what goes on in the Masterchef Kitchen. Chowmin and pasta are as a regular part of Indian meal as dal roti.” The first season had Bollywood super star Akshay Kumar, second season he was not around much, what about now? “This time also there would be limited film actor interactions. Having well known chefs (Chef Kunal Kapoor and Chef Vikas Khanna) adds credibility to the format. This time we have also added Chef Sanjeev Kapoor in the lineup, who is the face of the food business in India. The feedback they give has more importance to the public as the audience can’t taste the food. Internationally as well the format does not allow much space for the same. They wish to make the chefs bigger than any celeb,” ended Nikhil.