Another week for STAR One’s prized property, ‘Nach Baliye’, to complete its television stint and the channel is already geared with its replacement. The new show, ‘Yeh Dil Chahe More’, is all set to launch on December 19, 2005 in the 9.00 pm slot. With this, the recently launched ‘India Calling’ becomes four days a week.
‘Yeh Dil Chahe More’ was initially planned for STAR Plus, but due to various reasons, it turned to be just the right property to be on STAR One on ‘Nach Baliye’s’ completion. To begin with, the planned Ekta Kapoor show for STAR One on the slot is still in the making. ‘Yeh Dil Chahe More’ is ready, and the slots in which it could come on STAR Plus are taken by the kids shows – both of which, according to Shailja Kejriwal, Senior Creative Director, STAR India, are doing well and do not need to be replaced.
More importantly, Kejriwal explained that the show was the first completely on-road show on television. The storyline of ‘Yeh Dil Chahe More’ is about two people, who have undertaken a road journey from Delhi to Mumbai pursuing their respective dreams. In effect, the show is in line with the kind of out-of-home shows that STAR One aims at bringing forth.
Replying to why marketing around the show hadn’t been seen yet, Kejriwal said, “There is too much of clutter of promotions right now. We decided to have one burst before the show launches and then the spill over after it is on-air. The marketing will be done cross mediums.”
She explained that with the on-air promotions, supported by print and outdoor campaign, the channel would have enough time to create awareness around the new property.
Speaking on the show itself, Kejriwal remarked, “This is one of the best shows to come from the STAR stable and one of my personal favourites. The show isn’t going to see the two lead characters in love or falling in love. Also, it captures the present spirit of everyone wanting more from life. These points make it a fresh, upbeat show and something the viewers can look forward to.”
A point being raised on STAR One currently, especially given the deliveries of its recently launched shows – ‘India Calling’ and ‘Darna Mana Hai’ – is that the experimental genres seem to deliver more for the channel than the ‘regular’ genre.
Giving STAR’s point of view here, Kejriwal said, “Experimental genres like reality and format are finite in nature and play a great role in bringing new eyeballs to the channel, but they can’t be your daily bread and you have to give the viewer the daily meal. Dailies grow or don’t grow, but they are long standing properties. Even in the case of ‘India Calling’, you can see that the trend is positive – the show is growing.”
Kejriwal is convinced that the show will be able to retain the numbers that ‘Nach Baliye’ has built in the slot. As to how the audience likes the daily ‘meals’ that the channel is offering, we will soon know.