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Balaji Telefilms hikes rates for 2 mega serials

27-July-2001
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Balaji Telefilms hikes rates for 2 mega serials

Balaji Telefilms has hiked the rate for its two mega serials currently shown on Star Plus, Kahani Ghar Ghar Ki and Kyunki Saas Bhi Kabhi Bahu. Balaji Telefilms asked for a higher fee as it felt that much of STAR Plus's success has been due to these serials.

Balaji and Star Plus have already signed the deal on July 3. These two programmes, along with Kaun Banega Crorepati, have not only revived Star Plus’s fortunes but also redefined the economics of the satellite channel industry.

The terms and conditions of the contract between Star and Balaji Telefilms have been changed. The contract expired in June-end and a re-negotiated deal was signed. Balaji asked for a substantial hike as it felt that it contributed a lot to the turnabout in Star's fortunes.

Balaji Telefilms is a television software house promoted by film star Jeetendra and is widely identified with his daughter Ekta Kapoor, who is the creative director.

Both its soaps on Star Plus have consistently been achieving high television rating points (TRPs) ranging between 12 and 14, according to media research agencies.

Star has also asked Balaji Telefilms to step into produce programmes for its 8 p.m. slot on Star Plus.

According to industry sources, Star has been feeling hampered as only its 9 p.m. to 11 p.m. slot has been considered strong with Amitabh Bachchan hosted "Kaun Banega Crorepati" followed by the soaps made by Balaji. It is looking at ways to strengthen its 7 p.m. to 9 p.m. slots and has a range of new shows lined up.

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