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STAR One gets its first Balaji, 'Kya Hoga Nimmo Ka' debuts today

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STAR One gets its first Balaji, 'Kya Hoga Nimmo Ka' debuts today

The production house that has played the most significant role in ensuring that STAR Plus stays in its leadership position, Balaji, is all set to launch its first STAR One offering and expectations are high. 'Kya Hoga Nimmo Ka' launches on March 20 in the 10.00 pm daily slot on STAR One.

The show is designed on the lines of what STAR One looks at its differentiating factor from big sister STAR Plus, of concentrating more on the out-of-home milieu than a typical family story. It replaces 'Darna Mana Hai', which was launched on November 14, 2006, along with 'India Calling'. In terms of numbers, 'Darna Mana Hai' barely even touched the 1 mark, while 'India Calling', too, has not given anything to write home about in their run on the channel so far.

The same holds true for the recently launched 'Yeh Dil Chahe More' in the 9.00 pm slot as well. In fact, that the only numbers coming to the channel at present are in the Friday slots from shows like 'The Great Indian Laughter Challenge', 'Mano Ya Na Mano' and to some extent 'Detective Omkar Nath'.

Given that 'Nimmo…' is coming on weekdays, what are the steps that the channel has taken around the show? "Even before we speak on numbers, one mustn't forget that we have been taken off the Mumbai market for a really long time now," said Shailja Kejirwal, Senior Creative Director, STAR India. "In that light, the ratings we are getting are encouraging. 'India Calling' and 'Yeh Dil…' have held on to their own loyal set of audience and as is the case with any show, we are working on constant improvisation on these shows as well. 'Nimmo…' is a good property and we are confident that it will be able to boost the weekday slots for the channel," she added.

Speaking on the expectations from Balaji, given that this is their first for STAR One, Kejriwal said, "I honestly believe that audience watch a show and not a production house. They might come in the beginning for sampling, but after that the show has to pull its own viewers. In 'Nimmo's…' case, the show has turned out very well. The prime reason for expectations from the show is that it is very good looking content and we think that the audience will enjoy it."

Does it have the potential to take STAR One back to the position it had when it was competing closely with Sony and Zee TV? "We sure hope so. We have been working slot on slot and we are seeing some good results as well. That said, STAR One's competition really is STAR Plus – not any other channel," Kejriwal asserted.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.