STAR Plus’ first offering of 2006 – ‘Pyaar Key Do Naam, Ek Radha Ek Shyaam’ – is all set to hit the small screen on April 3 in the 8.00 pm weekday block. Expectations are high from the show not only because STAR has roped in the Barjatyas as the producer, but also because the leader is ensuring buzz around the show with digital initiatives like webisodes and mobisodes in addition to a multimedia marketing blitzkrieg.
The slot is currently taken by ‘Mum, Hum Aur Tum’, which will be wrapped up to make way for ‘Pyaar Key Do Naam, Ek Radha Ek Shyaam’. ‘Mum, Hum Aur Tum’ had recently completed 100 episodes. Commenting on the outgoing show, Shailja Kejriwal, Senior Creative Director, STAR India, said, “‘Mum, Hum Aur Tum’ has done very well for us. It was always expected to be a finite show and it has completed its stint.”
However, Kejriwal has been quoted as saying that the channel learnings of 8.00 pm slot had been that of higher deliveries from the kids and mother TG. Is ‘Pyaar…’ intended in that direction? “Not at all,” Kejriwal replied, adding, “The story of ‘Pyaar…’ revolves around reincarnation and it is clearly targeted at the youth and the family audience. The thing about the 8.00 pm slot is that we have always been clear that it is the slot where we can afford to experiment until we are getting steady 5 plus TVRs.”
Kejriwal elaborated that the slot had seen a history of mixed shows ranging from college love story ‘Kyun Hota Hai Pyaar’, to kids’ show ‘Son Pari’ to ‘Dekho Magar Pyaar Se’ and ‘Mum Tum Aur Hum’. “The slot has given as high as 8 TVRs with some of the shows. We have tried all kinds of stunts on the slot and we are aiming at reaping more numbers from it. ‘Pyaar…’ is a perfect fit on the slot,” Kejriwal said.
The new show will be supported with multimedia marketing activities. The on-air campaign will be executed across the STAR Network and is set to break with two 20-second commercials, which focus on re-incarnation. As part of the consumer contact programme for the launch of the show, the channel is reaching out to Radha and Krishna devotees at Vrindavan during Holi celebrations. “We would be using some of our prime properties like STAR Parivaar to promote the show heavily,” informed Kejriwal.
What the channel is more excited about, however, are the mobisodes and webisodes that have been created for the show. This is the first time that digital attempts like these are being for a STAR Plus show. STAR platforms of Indya.com and 7827 would be utilised for these applications.
“We are trying various things around the show. Plus, as I said, this is a show targeted at the youth and they are increasingly using the small screens more and more – whether it is the computers or cell phones. There is no precedent on how this affects the show, as we haven’t tried it before but we believe these would play an effective role in roping in the youth TG,” Kejriwal said.
Another first from the show is Rajshri Productions on STAR Plus. So far, the production house has only one show on SaharaOne, ‘Woh Rehne Waali Mehlon Ki’, which is the highest rated show on SaharaOne. Has the track record of the production house raised expectations? “Anyone show’s on any other channel doesn’t raise expectations,” replied Kejriwal. “But the sheer energy that they have invested in this show. The extreme professional, honest and huge attention to detail approach has raised my expectations,” she added.
As for the production house, they are excited about the new task at hand. Kavita Barjatya, Head, TV Content, Rajshri Productions, said, “It has been a great experience. Everything that has come in the story is a joint effort of the STAR creative team and that has been a true pleasure.”
Speaking more the new show, Kejriwal said, “This is a classical love story and we have added the extra element of Radha-Shyam and the thing that love is eternal. It appeals to different kinds of TG. It’s not preachy, it’s fun and light hearted also, so I would say it has all the ingredients for a great drama.”
To this, Barjatya added, “The show is targeted at the youth and unlike ‘Woh…’, this is an out and out romantic story and again unlike ‘Woh…’, this show has been designed as a finite show. This would have a beginning, a middle and an end.”
Kejriwal believed that one reason the show would work was “because as the saying goes, the whole world loves a love story”.