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  • Curtains down on Amitabh Bachchan’s ‘Aaj Ki Raat Hai Zindagi’ on 10 January

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

    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.

  • Star ropes in Amitabh Bachchan as host for ‘Aaj Ki Raat Hai Zindagi’

    Star ropes in Amitabh Bachchan as host for ‘Aaj Ki Raat Hai Zindagi’

    MUMBAI: The “Nau Baj Gaye Kya?” question way back in the year 2000 is imprinted in the minds of one and all. That was when megastar Amitabh Bachchan came on the small screen for the first time to host Kaun Banega Crorepati for Star Plus. The show re-wrote Indian television history. Now, after a span of almost 15 years, Star India and Bachchan have come together again.

     

    Come October and the channel is once again looking at changing the grammar of creativity and entertain and inspire a nation with Bachchan in a never-been-seen avatar. This time round, Bachchan will be seen hosting a new show on Star Plus called Aaj Ki Raat Hai Zindagi, which is an adaptation of the British series Tonight’s The Night, which is aired on BBC One. The show will also be made available on hotstar.

     

    BBC One’s Tonight’s The Night is a series combining show-stopping acts from world-class artists with once-in-a-lifetime performances that make people’s dreams come true. The BBC One show is hosted by actor and singer John Barrowman.

     

    Star India CEO Said Uday Shankar said, “Our vision has been to inspire a billion imaginations and we have aimed to do that with every content offering we bring forth as a network. With Aaj Ki Raat Hai Zindagi, we have once again collaborated with the biggest superstar of the country Amitabh Bachchan for a unique project on Indian television that will not only entertain but also inspire individuals and leave them with a reason to smile.”

     

    Bachchan added, “Having started my television journey with Star India, I was always looking to associate with Star Plus again. However, I was keen that we come together for a befitting show that carries forward the legacy. When I heard about Aaj Ki Raat Hai Zindagi, I instantly connected with it. I genuinely believe that media is a powerful vehicle to inspire change but we have to achieve this in an entertaining manner. What I love about this show is that it is a thoroughly entertaining show, but has its heart in the right place. I am really looking forward to it.”

     

    The first promo of the show featuring Bachchan is out on hotstar, where he can be seen in an elevator clapping his way to happiness and dancing to the tunes of peppy beats in Macarena like dance steps.

     

    Aaj Ki Raat Hai Zindagi has brought on Maruti Suzuki as the presenting sponsor, whereas Cadburys Dairy Milk is the powered by sponsor.