In keeping with the channel’s promise of bringing Bollywood and its links with fashion and lifestyle to it viewers, UTV Stars has tied up with LAP Buddh Circuit to give its viewers the experience of the After Parties, as the official broadcast partner. The bigger thing for the channel is that it also is the broadcast partner for the grand finale with Lady Gaga’s performance that is planned alongside the Formula One Grand Prix 2011.
Nikhil Gandhi, Business Head, UTV Stars, said, “As a channel, we are very clear about the Bollywood space that we are positioned it, and a natural fit that this proposition has, is with fashion and lifestyle. As we work towards bringing our audiences relevant content, we look to tie up with like-minded partners and create synergies in the space.”
LAP Buddh Circuit is a property created by Arjun Rampal, which essentially hosts the After Parties, in an elaborate set created close to the F1 racetrack. The artists performing in these parties include international names like Roger Sanchez, Edward Maya and Tom Novy – the final act is Lady Gaga.
UTV will telecast the Lady Gaga performance not only on UTV Stars but also on UTV Bindass.
Arjun Rampal added here, “When we showcase the world’s best talent and India's biggest event at the LAP Buddh Circuit, it was the easiest choice to go with UTV Stars, as they are a perfect fit with their new ideas and adventurous approach. We have a vision that UTV sees clearly, and wants its audiences to see it too.”
Gandhi explained, “LAP Buddh Circuit and Jaypee Group were not just looking for a broadcaster partner but someone who could add value to the proposition. If you see the ticket pricing alone, this is a very exclusive event, which will attract the best of celebrities and socialites from across the country. We create the buzz around this.”
Sameer Gaur, MD & CEO, Jaypee Sports International, added, “We at JPSI are proud to be associated with a project that brings pride and recognition to India; The Formula One Grand Prix 2011. LAP, Arjun Rampal & UTV Stars guarantee the entertainment factor at the after parties. We’re extremely proud to associate with both Arjun & UTV Stars, both revolutionaries in the entertainment space.”
UTV Stars would create one-hour episodes of the Live performances for all the three days, and promote the property. Much of the promotion would be seen on the UTV Network not only in form of promos but also in the programming such as news mentions. The channel will also take the communication to other mediums such as outdoor, print and radio.
The digital space would be utilised for this as well. Gandhi informed, “The Bindass Facebook page is over a million now and we have just about touched 4.5 Lacs for UTV Stars already. We are looking at huge excitement online, and it would also be on the back of us giving away passes on a contest for the event. The whole experience becomes even better from a viewer standpoint.”