| MUMBAI:
Star Plus has lined up 52 Bollywood stars for a new show that is to run during
the Indian Premier League (IPL).
Star Cintaa Superstars Ka Jalwa will be a two-hour show that will hit the
TV screens on 21 March and breathe for six weeks. The entertainment extravaganza,
brought in partnership with Cine and TV Artist Association (Cintaa), will air
every Sunday at 9-11 pm. Rival
Colors has lined up three shows centring around the IPL. Viewership of Hindi GECs
tend to be affected by the IPL, the T20 format that has drawn in female audiences
as well. Says
Star India EVP marketing Anupam Vasudev said, “Our properties like IIFA and
Star Screen Awards are always appreciated by viewers and this is yet another milestone
property for us. The research data shows that only 6-7 per cent Hindi GEC viewership
go away during IPL. So we have to keep providing entertainment options to our
viewers.” The
show will have the largest convention of Bollywood and television stars on a single
platform, featuring stars like Shah Rukh Khan, Salman Khan, Aamir Khan, Amitabh
Bachchan, Abhishek Bachchan and Akshay Kumar. Co-produced
by Sohail Khan Entertainment and Seventy Event Management group, Star Cintaa Superstars
Ka Jalwa is a flashback into the golden years of the Indian Cinema through account
of experiences, special moments, anecdotes from the veterans and the new generation
of Bollywood superstars.
Apart
from providing content to viewers, the show is intended towards enriching the
lives of cine artists. As
per Cine Artists Welfare Trust chairman Mithun Chakraborthy, Star is contributing
Rs 50 million for the property, which will provide Cintaa’s members a welfare
facility with medical services, rehearsal halls, preview theatres etc. adding
value to their personal and professional lives.
Says
Salman Khan, “I am very happy to be a part of this event that will not only
entertain the audience but will also encourage a noble cause. I have been a part
of Bollywood for over 20 years now and I owe every bit of my success to this Industry.
Through this show, I want to express gratitude to the cine artists and do my bit
in raising funds for the welfare of Cintaa members.” Star
Plus has launched a marketing campaign in electronic media (radio and television)
to promote the show. The channel will advertise in print publications in select
cities. "We will not be using outdoor," adds Vasudev. | 
