Star One terms Nach Baliye a 'universal success'

MUMBAI: The first season of the Star One celebrity couples dance show Nach Baliye is over, but the excitement it recreated refuses to die down. sister concern has already drawn a list of Nach Baliye 2 probables.

Now, speaking on the show's contribution to the Star One scorecard, the channel executives are excited about the fact that it cut across all the TGs and turned out to be a 'universal success'.

"Nach Baliye has been a universal super hit. Not only has it captured the imagination of Mumbai, Delhi and the metros, it has cut through into smaller towns of Maharashtra, Gujarat, Punjab, Madhya Pradesh and Rajasthan. This is one show that has broken the barriers of mass and class," states Star India EVP Marketing Ajay Vidyasagar.

Vidyasagar feels that the popularity of the participating soap stars coupled with the uniqueness of the format and the high quality production made Nach Baliye a huge success, helping it to woo the CS4+ Hindi speaking markets. And that is good news for the channel which has been constantly demanding a position in the General Entertainment Channel (GEC) category with CS4+ as the target audience (TG).


The success of Nach Baliye is also an acknowledgement to Star One's constant efforts to come up with homegrown brands. According to Vidyasagar, this is one achievement Star One has made with the property apart from scoring on the rating front.

"Nach Baliye has marked the emergence and success of homegrown formats which Star One has specialised in. Our formats have found favour with the audiences at a time while many of the international formats are having a tough time. The show has set high standards for us and now the viewer is identifying Star One with differentiated entertainment." he says.

Replacing Nach Baliye is the soap Yeh Dil Chahe More which Vidyasagar chose to call as India's first fictional road show. "Our soaps have been treated differently. Ye Dil Chahe More is much more than a soap. The entire story is set with a road journey as a backdrop. So Star One continues to get into unchartered territories and we are confident that we have a winner on our hands," he sums up.

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