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STAR Plus to swing to the tunes of ‘Nach Baliye 3’

23-August-2007
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STAR Plus to swing to the tunes of ‘Nach Baliye 3’

The third season of STAR property ‘Nach Baliye’ will be back on TV screens in September. The property, which was showcased on Star One, has been taken on a higher platform to STAR Plus. This time, the show not only brings in sets of stars from the small screen but also adds participants from Bollywood.

Announcing the launch of the third season, Ajay Vidyasagar, President, Content and New Media, STAR India Pvt Ltd, said, “With our continued commitment to provide unmatched entertainment to a wider set of audiences, we decided to launch ‘Nach Baliye’ season three on STAR Plus. This year, with its fresh new format and look, we believe that the show will appeal to our viewers cutting across all age groups. In an effort to enhance the weightage of viewers’ opinions, we have also increased the interactive elements on the show.”

He further said that taking the show to a higher platform and making it bigger was a huge investment and the channel expected a better and bigger ROI as well as good ratings.

STAR officials were not ready to comment on the marketing plans for the show. However, it was learnt that the channel had forged a tie-up with PlanetM to promote ‘Nach Baliye’ merchandise as well as a strategic tie-up with Gold Gym for the fitness of the participants.

The 10 celebrity pairs announced for the competition are Sweta Keswani-Alexx O’Neil, Karan Patel-Amita Chandekar, Rakhi Sawant-Abhishek Awasthi, Shakti Kapoor-Shivangi Kapoor, Vikas Sethi-Amita Sethi, Karan Grover-Kavita Kaushik, Aamir Ali-Sanjeeda Sheikh, Kashmera Shah-Krushna Abhishek, Kiran Janjani-Ritu Janjani and Pooja Bedi-Hanif Hilal. The channel is, no doubt, seeking to make news with the inclusion of Rakhi Sawant as one of the participants.

The show has been produced by Wizcraft. The communication and creative part is being handled by O&M, while Mindshare is the media agency.

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