Mumbai: Times Music and Star Plus launched the Nach Baliye 4 music album on 8 January, 2009 at D’Ultimate. The music company will be aggressively pushing the album on the digital front.
Present at the launch were Times Music CEO Adarsh Gupta and Star TV senior vice president licensing and merchandising Nanette D’sa along with some of the couples from the show. However the three judges of the show – Farah Khan, Karisma Kapoor and Arjun Rampal were missing.
Speaking to Businessofcinema.com, Gupta said, "In today’s market the product would sell anywhere between 3000 – 5000 physical product quantity. More importantly we are going to be pushing it very hard on the digital front as a product like this should do very well on the digital front."
The compilation features the title track of the show along with 14 dance tracks from films like Singh is Kinng, Welcome, Bombay Rockers and others. This being a compilation there is no new content therefore no new money has been spent on it besides marketing.
According to Gupta, "The marketing budget is approximately around Rs 8 to 10 lakhs. Both fronts are going to market the product together. While Star is going to market the product on air, we are going to be using our own properties within the Times group. It’s going to be a joint marketing effort."
"This gives us an opportunity to promote Nach as well and gives our viewers Nach beyond television. Am sure it’s going to be very popular and it’s going to be played everywhere right from the up market South Mumbai locality to the autorikshaws because as the name suggests it is an exclusive dance album," adds D’sa.