By NASRIN SULTANA
Indiantelevision.com Team

(4 October 2008 7:00 pm)

MUMBAI: Star Plus’ upcoming celebrity dance show Nach Baliye 4 has roped in Pantene as the presenting sponsor. The big ticket reality-based show will launch on 10 October, at 8 pm every Friday and Saturday.

The associate sponsors of the show include Samsung, Sony, Hindustan Unilver Limited, Hygenic Research Instiute (HRI- Streax hair colour), Maruti, LIC, Johnson and Johnson. Besides for the 15-week season, Star Plus is also in advanced talks with sponsors like Marico, Nestle, HP Computers, Dish TV and Capital Foods.

Star India EVP ad sales Kevin Vaz said, “Nach Baliye 4 is a big property in Star Plus and we have got sponsors from across categories be it FMCGs (fast moving consumable goods) or automobiles. It delivers premium to advertisers since a show as big as this commands an average TVR of above 4.”

Vaz refused to give any details on the revenue that the channel will churn out from the show. However, sources say that Star Plus is targeting to earn around Rs 450-500 million from Nach Baliye 4.

“The title sponsor has dished out Rs 100 million while the associate sponsors will be paying somewhere between Rs 250-300 million,” says the source.

Produced by Wizcraft, the show will see 12 couples dancing to win the title of Nach Baliye. Nach Baliye is an annual series reality dance show where celebrity couples contest on the basis of dance.

Arjun Rampal, Farah Khan and Karisma Kapoor will judge the dance-based reality show.

The contestants are Vineet Raina-Tanushree, Reshmi Ghosh-Amit, Karnvir Bohra-Teejay Sidhu, Naman Shaw-Megha Gupt, Kapil Nirmal–Anjali Abrol, Mohit Malik–Addite Shirwakar, Sudeep Sahir-Anantika Sahir, Mouli Ganguly-Mazher, Jaspal Bhatti–Savita Bhatti, Jatin Shah–Priya Bathija, Shaleen Bhanot-Daljit Kaur and Abhijeet Sawant–Shilpa Sawant.