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Breaking News :  ‘Badtameez Dil’ exits Star Plus, to show only on Hotstar
Friday 25-September-2015, 10:42,
‘Badtameez Dil’ exits Star Plus, to show only on Hotstar
MUMBAI: Starting 28 September, Star
Plus’ three-month old fiction show
‘Phir Bhi Na Mane… Badtameez Dil’
will move to Star India’s digital
platform Hotstar. The series will air
exclusively on Hotstar.
This is the first time ever that an
Indian broadcaster has shifted a
regular daily fiction show to the
digital-only medium. Star India has
been aggressively pushing its over-
the-top (OTT) service. Earlier,
Hotstar had launched an original talk-
show series titled ‘M Bole Toh’, which
was hosted by RJ Malishka.
Produced by Saurabh Tewari
Productions, ‘Badtameez Dil’ went on
air on 29 June at Monday- Saturday
at the 8.30 pm band. It is the love
story of Abeer Malhotra, a VJ, and
Meher Purohit, a business head, who
get separated because of their own
misunderstandings and the
manipulations of others. They meet
again after seven years to resolve
their unsettled issues and
misunderstandings.
While the show attracted a big
following on Hotstar amongst digital
users in the age group between 18 and
24, on the linear platform Star Plus it
was not getting big eyeballs.
Star Plus has lined up Balaji Telefilms’
‘Kuch Toh Hai Tere Mere Darmiyaan’
in the same time zone from 29
September.
Star India said in a release that new
episodes of ‘Badtameez Dil’ will be
released every weekday morning on
Hotstar.
Lately, OTT players have identified
original programming as the next
pillar of growth. Every broadcaster-
owned OTT service in India, be it Multi
Screen Media’s Sony Liv or Zee
Entertainment Enterprises Ltd’s Ditto
TV, are beginning to showcase original
content.
Sony Liv recently launched a web show
called ‘Love Bytes’. Ditto TV forayed
into original content with the launch
of an instrumental musical show called
‘Life Is Music’ in July and is looking
to produce original content in various
genres like horror, humour, TV
series, movies and short films. These
will essentially be short-format
content designed for digital
audiences.
Viacom18 has also announced its
digital plans and named Gaurav Gandhi
as its COO. Monika Shergill has been
appointed to take care of content.
There are several other OTT players
like Eros Now who are looking to
showcase original content. Content
company Balaji Telefilms has firmed up
plans to launch its OTT service
through a wholly owned subsidiary,
ALT Digital Media Entertainment.
Balaji Telefilms’ OTT service, named
ALT, is expected to launch in the first
quarter of 2016 and will offer
original content to compete with the
other OTT service providers.
http://www.televisionpost.com/technology...n-hotstar/
ANIL G
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