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Star One to launch 2 new shows on 18 October
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In a bid to firm up its 8-9 pm primetime, Star One, the second tier channel from the Star stable, will launch two new properties in the romance genre, come 18 October.

Christened Yeh Ishq Haaye and Pyaar Kii Yeh Ek Kahaani, the shows will occupy the 8 pm and 8.30 pm slots respectively, thereby posing a direct competition to Sab's Papad Pol (8 pm) and its flagship show Tarak Mehta Ka Oolta Chashma.(8.30 pm).

"Romance as a theme has always worked for Star One, catering to the young adults who are at the cusp of their new lives. As a channel, Star One caters to the more aspirational and urban adults and these two properties will add further freshness to the channel content."

While Yeh Ishq Haaye is produced by Rajesh Chaddha promoted Pangloseum Entertainment, Pyar Ki... comes from Ekta's Balaji stable.

While the shows will be promoted aggressively across the Star Network, the properties will also find promotional spots across the youth and music channels.

"Also, radio is being used to promote the properties in UP, Maharashtra and the metros while digital media will be used extensively to reach out to the youth. Almost, 15-20 per cent of our media budget is towards digital," Mirchandani says.

Meanwhile, the channel also plans to conduct a variety of engagement activities across the CCDs, colleges and various BPOs to create brand awareness for the shows.

Yeh Ishq Haaye is a love story that is set in Agra, involving three boys and one girl while Pyaar Kii Yeh Ek Kahaani is a show that talks about the search of perfect love.

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