Star Plus is all set to beef up their weekend 9 PM time slot with the fifth season of their reality based dance show 'Nach Baliye' which would be telecast from December 29, 2012. Presently, the channel is airing the weekday fiction show 'Diya aur baati hum' on this time slot, which they had extended to the weekends some time back.
The 9PM slot also puts 'Nach Baliye' directly in competition with Colors’ Big Boss and Sony’s Kaun Banega Crorepati. The launch comes on the back of their two recent launches, ‘Mujhse kuchh kehti…yeh Khamoshiyaan’ and ‘Veera’.
The channel will be undertaking an extensive marketing campaign for the promotions of the show. According to Nikhil Madhok, Vice President, Marketing, Star plus, there are a couple of interesting things that have been planned which would make it one of the biggest launches. “Since the brand has been so popular. People have a lot of nostalgic value towards it and we would be undertaking activities on different media platforms to create a buzz about the show,” added Madhok.
From the marketing perspective, the channel would be focusing on both print and outdoor in a big way for the promotions of the show. The channel would also be undertaking different activities on radio since the jingle of the show is very popular and is a reminder of the show in itself.
Elaborating on the marketing spends Madhok stated, “Television would be a very big medium for us. Typically five to seven per cent of the marketing spends go behind radio and digital. This time these spends would be in double digits.”
Apart from the traditional medium the channel would also be focusing on the digital media given its wide reach and high engagement quotient. The channel would engage its target viewers with Nach Baliye on the digital platform and present them with a chance to appear on the show. “It would be contest based but the gratification would be to get people on the show,” said Madhok.
As a part of the marketing campaign, the channel would also be undertaking a lot of on-ground initiatives in 15 cities across the country and conduct events wherein people would get a chance to dance with their Baliye and get an opportunity to be on the show.
The Outdoor medium would be used from an imagery perspective. The channel would also be running the promos of the show during the screening of the soon to be released movie 'Dabaang 2'. The presenting sponsor for Nach Baliye season 5 is Vaseline.