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'Nach Baliye' 3 ends; Star plans to maintain the gap with Zee TV

03-January-2008
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'Nach Baliye' 3 ends; Star plans to maintain the gap with Zee TV

The third season of ‘Nach Baliye’ was a milestone by virtue of the fact that STAR India had decided to air the celebrity dance show on Star Plus in 2007 instead of Star One. The move was seen by many as a way to further distance the gap with Zee TV, which is breathing down Star Plus’ neck on the ratings count.

With a television rating point of 7.79 for the target audience C&S 4+ in the Hindi speaking markets, ‘Nach Baliye’s third season has ended on a note that has made STAR India officials happy. Explaining more, Keertan Adyanthaya, EVP and GM, Star Plus, said, “The whole idea to get ‘Nach Baliye’ on Star Plus was to get more vibrancy and energy on the channel. We are very happy with the ratings, ‘Nach Baliye’ has done well for the channel.”

Not that in terms of ratings ‘Nach Baliye’ has delivered numbers that the channel hadn’t seen. The show has moved between 3 plus ratings to almost 5. The exit of ‘Nach Baliye’ sees weekend drama ‘Prithviraaj’ coming back on the weekend slots, and another mythological show, ‘Jai Maa Durga’, coming on the weekend.

The closeness between Zee TV and Star Plus is a daily primetime fight and Adyanthaya explained that Star Plus had been taking enough initiatives to lead in that. He said, “We have refreshed two of our time slots with ‘Bidaai’ and ‘Santaan’, and in both the 9.00 pm to 9.30 pm and 7.30 pm to 8.00 pm slots we are leading now. The premise and focus of these shows are different, and that has paid off.”

Adyanthaya also drew attention to the fact that Star Plus had made significant changes in existing shows like ‘Kyunki Saans Bhi Kabhi Bahu Thi’ and ‘Kahaani Ghar Ghar Ki’ as well, where the shows have been refreshed. “New things keep happening across the channel. The kind of variety that Star Plus has, between genres, and even within the genre is unrivalled, and we believe this is our strength,” he asserted.

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