That’s how record executive Scott Borchetta sees The Launch, the series he developed with Bell Media, Eureka and Insight Productions.
It debuts Wednesday at 9 p.m. on CTV.
But if you’re reading this and thinking “Not another TV singing competition,” Borchetta is clear this isn’t an American Idol or Voice clone.
In fact, Borchetta — whose Big Machine Label Group introduced the world to Taylor Swift — first hatched the idea while appearing as a mentor on American Idol in 2015 and trying to figure out how to shake up that format.
“Going 20-plus weeks seeing who gets voted in as the winner, then trying to figure out the song and producer, it just felt like we can do a better job with that much attention and that many sets of ears and eyes paying attention to the show. . . . And so I came up with the concept of we could start with a great song, start with a great producer, how can we build out from there?”
And that’s exactly where The Launch begins.