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STAR Plus bets on love story on primetime; Colors chooses non-fiction
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Quote:Both the leading general entertainment channels are preparing to launch a slew of shows. STAR Plus' new show, a love story drama produced by Balaji Telefilms, will be launched in the 10 PM slot on weekdays. The show's concept is the brainchild of Ekta Kapoor, managing director, Balaji Telefilms, and this marks her comeback on STAR Plus.

"The first time this creative union happened, it became historic; a new STAR was born. For the last 10 years, everything that has been done on television was influenced by us. We hope a new paradigm of entertainment will be created this time too," said Uday Shankar, CEO, STAR India, referring to the channel's runaway successes, such as Kyunki Saas Bhi Kabhi Bahu Thi.

The fiction show, Tere Liye is based in Kolkata, and traces the love saga of two individuals -- Anurag and Taani. Tere Liye will replace Sabki Laadli Bebo, which will be moved to the 6.30 PM slot. Tere Liye will compete with Uttaran on Colors and 12/24 Karol Bagh on Zee.

Considering that Tere Liye is a love story, music is being used as a marketing tool for the show. STAR Plus has released a song under Times Music, sung by Kailash Kher, which is being played on all radio stations. As the show progresses, the channel plans to have more music releases.

Besides, a campaign across outdoor, television and digital will be rolled out to promote the show.

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