Rahul Mahajan will select his life partner in the show Rahul Dulhaniya Le Jayega; (top) a contestant on Big Switch sells milk on the road as one of the tasks on the show

Who says that reality shows in India are only about song and dance contests or even politicking housemates? Take a look at NDTV Imagine’s latest show, Raaz — Pichhle Janam Ka, which takes reality TV into a new direction. The show, which is hosted by actor Ravi Kishan, is putting its participants through regression therapy to unravel their deepest past-life secrets.

Or cut to the forthcoming Splitsvilla Season 3 on MTV. Now that shows like Sach Ka Saamna have shown that some Indians aren’t shy of baring their dirtiest secrets in public, here’s another show that will set a new standard of boldness. Splitsvilla Season 3 will be about casual dating and break-ups for the five unmarried couples and 10 singles. Yes, there’ll be oodles of oomph where women will be bitchy while the men will get to dump some of them. All this for a prize bounty of Rs 10 lakh.

Welcome to the latest edition of reality television, where washing one’s dirty linen on prime time has become big business and where outrageous content is catching on like never before. Bold is the new beautiful on reality shows. And television channels are becoming more adventurous in their bid to grab those all-important eyeballs.

“There’s an innate voyeurism in every person that gets gratified through such shows,” says Shailesh Velandy, vice-president, strategic planning, at media planning firm Mudra Radar.

The channels are eager to provide these “kicks”. Says Ashis Patil, vice-president, creative and content, MTV: “Young people today are looking for unlicensed vicarious pleasure, and such shows (like Splitsvilla) are driven by social trends, where casual dating and break-ups have become common.”

Dadagiri goes to great lengths to check the resilience of the contestants; (top) Ravi Kishan is the host of Raaz — Pichhle Janam Ka, which is based on past-life regression

Meanwhile, Trupti Jayin, the clinical psychologist who’s part of Raaz — Pichhle Janam Ka, believes that “a show on past-life regression (using techniques like hypnosis), where contestants recount their past lives, can be shocking, surreal and captivating all at the same time.”

Reality show producers too feel that Indian viewers have matured. After all, they’ve had a taste of juicy moments with shows like Bigg Boss (currently in its third season) on Colors, or Sach Ka Saamna on Star Plus, or even the more recent Iss Jungle Se Mujhe Bachao on Sony TV. So they’re ready for bolder acts now.

Channels too feel that viewers are receptive to experimentation. “Viewers are willing to accept and enjoy edgier content,” says Shailja Kejriwal, executive vice-president (content), NDTV Imagine.

NDTV Imagine has got bolder ever since its Rakhi Ka Swayamvar became a hit. Outspoken item girl Rakhi Sawant turned into a coy bride on this show and held the entire nation in thrall — while pushing the channel’s rating skywards. (The grand finale garnered a TVR of 8.4).

Up next, then, is season two with ‘bad boy’ Rahul Mahajan. The show will be titled Rahul Dulhaniya Le Jayega, and Mahajan will choose his “perfect life-partner” from 16 contestants. Others are playing the marriage theme too. There’s Perfect Bride on Star Plus, which takes a cue from arranged marriages.

The show will end with a grand wedding — and a prize of Rs 25 lakh for the winning couple. “It’s peppered with high drama featuring conflicting opinions between the mothers and their sons in selecting the right soulmate,”says Anupama Mandloi, senior creative director, Star Plus.

Dare 2 Date is a funky show which pairs youngsters who are complete opposites

On the other hand, there’s Channel V’s Dare 2 Date, an anti-mush show in which, VJ Andy pairs youngsters who’re complete opposites. “It turns the very idea of romance on its head by highlighting how one man’s chocolate can be another man’s poison,” says Prem Kamath, general manager, Channel V.

If you don’t like relationship-based shows, there are other daring reality shows too. There’s Big Switch on UTV Bindaas, which is aimed at a younger audience. Hosted by Genelia D’Souza, it’s about 10 rich brats, who’re dropped into a claustrophobic Mumbai slum where the cameras track their every move. The winner will get Rs 10 lakh.

Or check out the second season of Dadagiri, also on UTV Bindass. Here, the 12 contestants face the wrath of two dadas, who give them physically daunting tasks to test their mental strength. Again, the prize is Rs 10 lakh.

Heather Gupta, head, UTV Bindass, says: “Today, young people are an impatient lot. We need to come up with exciting shows to attract their attention.”

So is the trend of bolder reality shows here to stay? Says Mudra Radar’s Velandy, “From exotic locales to showing sensational stuff to devising abnormal situations, the possibilities are far greater than what any soap can ever provide.”