Television

Curtains down on Amitabh Bachchan's 'Aaj Ki Raat Hai Zindagi' on 10 January

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/01/09/tv%20gec%20%281%29.jpg?itok=Io6i2NBu

MUMBAI: Amitabh Bachchan completes yet another inning on television as his non-fiction show on Star Plus - Aaj Ki Raat Hai Zindagi comes to an end.

Being a finite series, the show had a life of 13 episodes and will air its last episode on 10 January.

A source close to the development informs Indiantelevision.com that Big B signed a Rs 1.5 crore deal with Star for hosting the show. What's more, the ad rates for the show's 10 second slot was Rs 2 lakh.

Additionally, the channel had roped in Maruti Suzuki as the presenting sponsor and Cadburys Dairy Milk as the powered by sponsor for the show. 

However, despite have oodles of celebrity quotient on the show as well as having a unique feel-good factor, the show failed to generate good ratings for the channel. 

“It didn’t do well in the terms of ratings. Despite bringing in so many celebrities on the show, it didn’t prove a profitable proposition for the channel,” said a senior media planner, on condition of anonymity.

Dentsu Aegis Network South Asia chairman & CEO South Ashish Bhasin opined, “It’s true that having a celebrity onboard a show does give it an edge. Therefore it is helpful in the initial few days to set up its fan base and audience. But in the long run that won’t sustain a show. Ultimately it’s the content of the show that will retain eyeballs. Advertisers understand this as well. They might want to take advantage of the initial popularity of the show for a celeb, but for continuous investment they will go for a show that is doing well long term.”

Star India COO Sanjay Gupta said, “Star India has always endeavoured to explore new and disruptive content – one that can fuel a billion imaginations. Aaj Ki Raat Hai Zindagi is one such show that, at its heart, captured the ethos of Star. Through this 13-episode finite series, our vision was to celebrate the extraordinary deeds done by ordinary people thereby inspiring people to believe that they too can make a difference and positivity can triumph. By celebrating the inherent goodness in people, we believe that people will be inspired by the feel-good and do-good spirit of the show long after the series reaches its culmination.”

On 10 January at 8 pm, the show's finale will see the legendary Jai-Veeru moment from Sholay being recreated on the stage of Aaj Ki Raat Hai Zindagi along with a surprise performance by Farhan Akhtar for Bachchan. 

Whether the channel brings back the show for a second season, remains to be seen.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/prive.jpg?itok=BS6zPI6d
This July, Immerse yourself in a wonderful world of amazing stories with Privé Collection on &PrivéHD

Be it true love, ghosts, football, killing – you name it and the collection has it all! Here’s an exciting, tragic, creepy, action-packed and funny assortment of tales like no other! From fearless action sequences to epic adventures or maybe a cheerful animation to something hysterically funny, we...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/aplause.jpg?itok=lMwW7zks
Applause Entertainment partners with Gurinder Chadha and Sunder Aaron

MUMBAI: With a strong focus on building an exciting and ambitious content slate that serves a diverse set of audiences, Applause Entertainment has rapidly emerged as one of the leading studios in India. An Aditya Birla Group venture, the content studio led by media veteran Sameer Nair has announced...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/sportskeeda.jpg?itok=BQrqjlhJ
Sportskeeda to launch an original interview series “Free Hit” with Sourav Ganguly, Kapil Dev, and Yuvraj Singh

Sportskeeda, India’s largest all-sports news website is all set to launch its original interview series “Free Hit”. The first-of-its-kind series FreeHit catches-up with legendary cricketers in their own homes, and listens-in as they narrate their journey of becoming what they are today. 

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/Raktim-Das_0.jpg?itok=Oy5L5CQe
TV9 appoints Raktim Das as COO of Studio9

Beefing up its management team and adding momentum to its pan-network digital expansion plans, TV9 Bharatvarsh announced the appointment of former Zee executive cluster head, innovation studio, and custom content Raktim Das as COO of its property Studio9.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/arnab.jpg?itok=8fDClSCO
Bombay high court suspend 2 FIRs against Arnab Goswami

Republic TV editor-in-chief Arnab Goswami was given an interim relief by Bombay high court on Tuesday as it suspended two FIRs against him for allegedly making provocating and inflammatory statements over Palgarh lynchings and gathering of migrant workers outside Bandra railway station.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/30/mathur.jpg?itok=riJ9WvQs
Outgoing Mathrubhumi TV CEO Mohan Nair on his decade-long journey

NEW DELHI: It is no mean feat to contribute towards the legacy of a leading media organisation when it ventures into newer turfs, but outgoing Mathrubhumi TV CEO Mohan Nair made it possible with sheer grit and determination, as he led the foray of the legacy print publisher, ruling the Malayalam...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/30/abp.jpg?itok=mscnPqAx
ABP Ananda as the emblem of Bengali culture: 15 years & counting

West Bengal’s most illustrious news channel, ABP Ananda, has added yet another chapter to its glorious history, completing 15 years of operations this month. Since inception, the channel has been the quintessence of local, on-ground reporting in Bengal and has carved a special place in the heart of...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/30/nair.jpg?itok=liLHY4vl
Mathrubhumi TV CEO Mohan Nair moves on

NEW DELHI: After a stint of more than nine years at the broadcast section of  media giant Mahrubhumi, Mohan Nair has confirmed his departure from the role of CEO of Mathrubhumi TV and Kappa TV to Indiantelevision.com.  It was under Nair’s leadership that Kerala-based media group had ventured into...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/30/template_0.jpg?itok=OUqFx-Nj
PTC Punjabi Film Awards - Celebrating Punjabi Cinema in a "World’s First" style

Amid the dark clouds of the Corona virus pandemic tightening their noose over the globe, PTC Network and its creative team are all set to commemorate a decade-long journey of the PTC Punjabi Film Awards. The commemorative event would indeed prove to be a whiff of fresh air for Punjabi cinema fans,...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required