Manoj-Tina musical show on Star One,8 pm

StarOne joins hands with Idea for its second AFP 'Ek Se Badhkar Ek'

Indiantelevision.com Team

(29 November 2006 11:08 pm)

MUMBAI: In its second innings of advertiser funded programming (AFP), Star India has teamed up with Idea to unveil its latest countdown show Idea Ek Se Badhkar Ek on StarOne, slated to launch on 23 December in the 8 pm Saturday slot. Contiloe Films will manage the production of the show.

As part of the brand tie up, the standard Idea packaging will be incorporated through graphics and special effects giving it a comic-like feel.

As reported earlier this year, Star Plus kicked off its first AFP with kids talent hunt show Rin Mera Star Super Star. For that initiative, the channel teamed up with FMCG major Hindustan Lever Limited (HLL), while Endemol India produced the show.

Announcing Idea Ek Se Badhkar Ek, Star India advertising sales and distribution president Paritosh Joshi said, "Idea Ek Se Badhkar Ek is a unique advertising funded programme and is all set to add excitement to Saturday night viewing on Star One. With young hosts, Tina and Manoj, there will be a great amount of interactivity in every episode and viewers will get to win prizes as well. We are thrilled to be associated with a young brand like Idea and hope to reach out to our audiences like we have done in the past with shows like The Great Indian Laughter Challenge, Nach Baliye and Sarabhai vs. Sarabhai, amongst others."

Idea CMO Pradeep Shrivastava said, "At Idea, we have always looked at opportunities to connect with our consumers, one-on-one. Our products target the youth and synergizes with Star One as it is the fastest growing channel today. We look forward to reaching out to our young consumers with this new show with a twist!"

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