ITV

Tag: Indian Television

  • Dabur proactive in the Covid-2019 crisis: Rajiv Dubey

    Dabur proactive in the Covid-2019 crisis: Rajiv Dubey

    NEW DELHI: The ongoing economic and social implications of the Covid2019 pandemic and lockdown induced by it have prompted every advertiser in the country to rework its strategies. The media mixes are being realigned and the ad spends are being controlled in a big way. In a recent virtual roundtable called “Survival At Its Best”, hosted by Indiantelevision.com with several big advertisers and agencies, Dabur India head of media Rajiv Dubey shed light on how his firm, which is one of the biggest advertisers in the country, is managing the situation.

    Dubey highlighted that Dabur was quite proactive in its approach to handle the situation from a marketing perspective and was ready with a roadmap by the mid of March. However, it did not foresee the rise of Doordarshan the way it has been.

    “We were pretty prepared with our strategies when it came to what media channels will work or not work by mid of March. But Doordarshan came out of the syllabus," he said.

    As per BARC-Nielsen data for week 15, advertiser count for Ramayana grew from three to 42, since it started airing.

    However, Dabur is now actively seeking partnership opportunities with the channel. It has already started advertising heavily on Mahabharat (which airs on DD Bharti) and is in talks with the public broadcaster to sponsor at least one of its show. The brand is also exploring opportunities on DD Retro. 

    Currently, Dabur is investing most of its media monies on news channels and digital platforms. Dubey further revealed that while TV still dominates the pie, Dabur has doubled its digital spends.

    When prodded if he would increase the digital spends further, given its meteoric rise in these times, Dubey showed reluctancy.

    “Television is still delivering. It grew by 40 per cent. The percentage increase in digital hasn’t been that much. We are there on digital news and some OTT platforms.  We have to be wherever the audience is.”

    He also added that he was not expecting the print industry to take such a big hit. The company had always had a strong print presence, which now has been impacted because of the difficulty in deliveries. “Online numbers can’t be accredited by any source right now. We can’t know how many people are getting digital copies of the papers,” he said.

    Apart from communication, Dubey is also relying on special product launches to sail through.

    “While regular new launches of our product portfolio have been a challenge like it has been for almost every major company, we are thinking of launching some special products in the coming weeks. For example, we studied the demand for sanitizers going up in the market and started production in a big way in the month of February. We are expecting to come back quickly and in a big way with launches," he added.

    Asked if it is the right time to come with new launches, he replied, “Relevant launches which can help people like disinfectants will surely work.”

  • A bleak future awaits print media?

    A bleak future awaits print media?

    NEW DELHI: The print industry, which already had been dealing with a tumultuous time given the influx of digital, has found itself in deeper troubling waters with the ongoing COVID-19 scare. And if the industry insiders are to be believed, the medium will take another two quarters to get back on its feet even after the situation commences to normal. 

    During a virtual roundtable hosted by Indiantelevision.com recently, Future Retail CMO-FBB Prachi Mohapatra stated: “I see a temporary disruption in print being a (media) investment. When I say temporary, I don’t mean a month or two. It is the case that the pie for print will shrink for eight to nine months.”

    But she remained hopeful that once the whole economy picks up momentum, the medium will emerge stronger. However, other panellists felt that it might be a lost territory for print even in the coming future if it does not reinvent itself now. 

    Dentsu One India president Harjot Singh Narang explained, “You will have to look at it from the perspective of the role that print plays and will that role stay relevant. Print used to be, and for a lot of clients continue to be, a favourite of the trade more than a favourite of the consumers. You will see OOH and digital nibbling away that role at this stage and it is just one of the many roles its plays. The nimbleness required for the print to survive is going to be a problem from the marketing point of view.”

    Timex Group India head marketing Ajay Dhyani noted that for the past few years, the print was playing a role to communicate with dealers or to make big announcements but digital is eating away that role. “Secondly, the newspaper space is so cluttered that there is no space for smaller brands,” he quipped. 

    Dhyani further noted, “Over the past few months, we are seeing a shift happening in the minds of our retailers and trade partners where social media and influencer marketing are playing an important role. If you take an influencer or celebrity on board and make them talk about your product, then reaching out to trade partners makes them feel more connected to the brand.” 

    Duroflex Mattresses India VP-marketing Smita Murarka added, “I think over the period of last two to three years, brands that are consumer-first are understanding where the consumption is happening and they have already reduced the role of print. For us, the print was anyway not a big part of our marketing strategy, irrespective of COVID-19 and now it has reduced much more. I guess that the case would be the same for many other categories.” 

    She added, “But there would be opportunities for print to reinvent and that’s for them to think whether they are really (just) a news medium or some source of knowledge or maybe a book. It’s really their survival instinct that should come into play now.”

  • Monday gets happier with ‘Pyaar ke Papad’

    Monday gets happier with ‘Pyaar ke Papad’

    MUMBAI: Have you spent a Monday binge watching a rom com with a twist? For the first time on Indian television, Star Bharat is taking the initiative to launch the first five episodes of its one-of-a-kind rom-com show ‘Pyaar Ke Papad’ on Hotstar. The episodes will be available to viewers from 18th February from 7:30 pm. Every viewer, premium or not, can cherish this unique Sasur-Damad Jodi and have a week worth of entertainment in 2.5 hours exclusively on the Hotstar app.

    Pyaar ke Papad is a funny narration and humorous banter between a bechara damaad who is determined to win his khadus sasur’s heart and thereby his daughter Shivika's hand for marriage.

    Produced by Panorama Entertainment, the show boasts of an interesting cast of Akhilendra Mishra (Trilokinath), Swarda Thigale (Shivika) and the debutant Aashay Mishra (Omkaar). Set in the city of Kanpur, where religious beliefs and modern relationships are finding a middle ground to happiness, this show is a rib-tickling journey of Omkaar's first love and the fate attached to it.

  • Most watched Hindi GECs in 2018

    Most watched Hindi GECs in 2018

    BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was the most watched Hindi GEC during the first 31 weeks of 2018 according to Broadcast Audience Research Council (BARC) weekly data for weeks 1 to 31 of 2018 (Saturday 29 December 2017 to Friday 3 August 2018) of the top 10 Hindi GEC channels. Its older sibling and Zeel’s flagship Hindi GEC Zee TV was the most watched Pay TV Hindi GEC during the same period.

    The only parameter for ranking considered in this report is limited (Refer Note 1 below) to BARC ratings. Reach, viewership share, have not been considered here. BARC weekly data for the top 10 Hindi GEC channels available in the public data is for viewership in the combined urban and rural Hindi Speaking market or HSM (U+R); Rural Hindi Speaking market or HSM (R); and Urban Hindi Speaking market or HSM (U).

    According to BARC sources, the HSM market comprises of all the states and Union Territories in India EXCLUDING the states and Union Territories in which the four South Indian languages – Tamil, Telugu, Kannada and Malayalam are spoken – these are Tamil Nadu/ Puducherry, Andhra Pradesh, Karnataka and Kerala.

    Further this report tries to bring down publically available data to the lowest denominator – viewership per individual in the Hindi speaking urban and rural markets. It does not mean that each individual or household in that market watched only so much of a channel. Some people may have watched a lot of television, some none at all.

    Based on BARC data for the first 31 weeks of 2018, rural audiences watch more Hindi GECs’ on television that urban audiences. Rural HSM prefers FTA channels, while urban HSM prefers pay TV.  Also, rural markets tend to watch more of the first three ranked channels – the difference in viewership between the first three channels and channels of other ranks is bigger than in the case of HSM (U) as is obvious from the brown line in the figure below. HSM (U+R) – is the ratings of the overall market.

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    HSM (U+R) Trends during the first 31 weeks of 2018

    There are ten channels that appeared in BARC’s lists of top 10 Hindi GECs’ in HSM (U+R) during all the first 31 weeks of 2018. Zee Anmol has been mentioned above as the most watched Hindi GEC in the combined urban and rural Hindi speaking markets or HSM (U+R) during the period under review. Two FTA channels followed Zee Anmol before Zee TV, the first pay TV Hindi GEC, entered our list of top Hindi GECs in HSM (U+R) at fourth rank.

    Zee Anmol’s average weekly impressions in HSM (U+R) household were 6.2312 and 1.3853 per individual during the period under review. Of the 31 weeks of 2018 until the writing of this paper, Zee Anmol was ranked first for 23 weeks, second for six weeks and third for two weeks in BARC’s list of top 10 Hindi GEC channels in HSM (U+R).

    The second most watched Hindi GEC channel in HSM (U+R) during the first 31 weeks of 2018 was Star India’s Hindi GEC Star Bharat. HSM (U+R) households each contributed an average of 5.4350 impressions each a week and each HSM (U+R) Individual contributed an average of 1.2083 impressions per week to Star Bharat’s ratings. During the first 31 weeks of 2018, Star Bharat was ranked first for six weeks, ranked second nine times, ranked third for five weeks, ranked fourth for eight weeks and ranked fifth for three weeks.

    The third most watched Hindi GEC in HSM (U+R) was Sony Pictures Network India (SPN) women focused FTA Hindi GEC Sony Pal. Each HSM (U+R) household contributed a weekly average of 5.2100 impressions while each HSM (U+R) individual contributed a weekly average of 1.1583 impressions to Sony Pal’s viewership. The channel was ranked first in BARC’s weekly list of top 10 Hindi GECs in HSM (U+R) for one week, was ranked second for four weeks, was ranked third for 15 weeks, was ranked fourth for five weeks, was ranked fifth for four weeks, and ranked sixth and seventh for one week each. Please refer to the list of the top 10 Hindi GECs HSM (U+R) during weeks 1 to 31 of 2018.

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    HSM – Rural preferences of Hindi GECs’ during the first 31 weeks of 2018

    Eleven channels were present, each at least once, in BARC’s weekly list of top 10 Hindi GECs’ in HSM (R) during the first 31 weeks of 2018. Of these, 9 were present during all the 31 weeks of 2018, one was present for 30 of the first 31 weeks of 2018 and one Hindi GEC was present in the list for one week. The most watched pay TV flagship Hindi GEC, Zee TV was ranked seven and another pay TV channel – Vaicom18’s flagship Hindi GEC Colors ranked nine in HSM (R).  Only the nine channels that appeared in all the first 31 weeks of 2018 in HSM (R) have been given ranks in the chart below. The numbers mentioned in the chart for channels after rank 9 are just an indication of their performance when they were present in BARC’s Top 10 Hindi GECs in HSM (R) lists and DON’T indicate their overall performance during the period under consideration here.

    The average ratings for each channel have been calculated by adding the ratings of each week for each channel that is was present in BARC’s weekly list of top 10 channels in Hindi GECs, dividing the sum by the number of weeks the channel was present in BARC’s weekly list and further dividing the result by the number of HSM (R) households/individuals to arrive at the viewership per household or individual respectively.

    Zee Anmol was also the most watched Hindi GEC in HSM(R) during the first 31 weeks of 2018. Zee Anmol’s average viewership per household per week in HSM (R) was 8.9823 impressions, while weekly average viewership per individual was 1.9891 impressions. Zee Anmol was ranked first during all the first 31 weeks of 2018.

    After Zee Anmol, HSM (R) preferred SPN’s Sony Pal – the channel scored a weekly average of 6.6119 impressions per household and 1.4642 impressions per individual during the period under review. The channel was ranked second for eighteen weeks and was ranked third for thirteen of the first 31 weeks of 2018 in HSM (R).

    Star India’s Star Utsav was the third most watched Hindi GEC by HSM (R). Star Utsav’s average weekly impressions per household were 5.9685 per household and 1.3217 per individual in HSM (R). The channel was ranked second for six weeks, third for fourteen weeks and fourth for eleven weeks during the first 31 weeks of 2018.

    Channels such as Dangal TV and Big Magic found a place in BARC’s weekly lists of top 10 Hindi GECs’ in HSM (R).They were not present in HSM (U+R) or HSM (U) weekly lists during the first 31 weeks of 2018. Please refer to the figure below for the Trends of the Hindi GEC channels when they were present in BARC’s weekly lists of top 10 Hindi GECs’ in HSM (R).

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    HSM – Urban preferences of Hindi GECs’ during the first 31 weeks of 2018

    Urban HSM audiences seem to prefer pay TV channels. Eleven channels found a place in BARC’s weekly lists of top 10 Hindi GECs in HSM (U) during the period under review.  There were three channels each from Star India, SPN and Zeel and two channels from Viacom 18. Only nine of the eleven consistently appeared in BARC’s HSM (U) lists during the first 31 weeks of 2018 and hence the author had ranked only these 9. Rishtey (24 weeks) and Zeel’s &TV (7) weeks have not been ranked. The same method has been used for obtaining the average ratings per person or household for HSM (U) as was for HSM (R). Average ratings for Rishtey and &TV have been obtained by adding their respective weekly ratings and dividing them by the number of weeks they were present in BARC’s HSM (U) lists and by the number of HSM (U) households or individuals.

    Viacom18’s flagship Hindi GEC Colors was the most watched Hindi GEC in HSM (U) during the first 31 weeks of 2018, followed by Zee TV and Star Plus at second and third rank respectively. Star Bharat, has been ranked fourth, while the overall first channel in HSM (U+R) and HSM (R), Zee Anmol has been ranked eighth in HSM (U) in the list below.

    Colors had average weekly viewership of 6.7908 impressions per household and 1.5166 per individual during the first 31 weeks of 2018 in HSM (U). The channel was ranked first for 22 weeks, second for 2 weeks, third for four weeks and fourth for three weeks in BARC’s list of top 10 Hindi GECs in HSM (U) during the period under review.

    Zee TV was ranked second in HSM (U) during the first 31 weeks of 2018 with average weekly impressions of 6.2203 per household and 1.3892 per individual. Zee TV was ranked first for six weeks, second for seven weeks, third for eleven weeks, fourth for six weeks and fifth for one week during the first 31 weeks of 2018.

    At third place in HSM (U) was Star Plus with weekly average impressions of 6.0673 per household and 1.3550 per individual. Star Plus was ranked first for one week, was ranked second for 13 weeks, was ranked third for nine week, was ranked fourth for six weeks and was ranked fifth and sixth for one week each during the first 31 weeks of 2018.

    Please refer to the figure below for Hindi GEC Trends in HSM (U) for weeks 1 to 31 of 2018.

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    Note (1) The conclusions in this report are limited to the extent that only publically available BARC data has been referred to – BARC’s weekly lists of top 10 Hindi GEC channels in HSM (U+R); urban HSM or HSM (U); rural or HSM (R).

    (2) The household and population numbers used in this report have been obtained/ calculated from BARC India Universe Estimate 2017. HSM (U+R), HSM (R) and HSM (U) household and population numbers have been calculated by deducting the like numbers for the four South Indian languages from the all India numbers, rural numbers and urban numbers.

    (3) The average time spent per person per week is just an indicative number of the popularity of the channel in the respective market. It does not mean that each and every household or individual in that market perforce watched the channel or programme.

  • Star Movies Select HD introduces Oscar winning and nominated Short Films to Indian Television

    Star Movies Select HD introduces Oscar winning and nominated Short Films to Indian Television

    MUMBAI: A great story cannot be slave to a format.Star Movies Select HD relives its promise of showcasing the best stories with yet another curated offering with Select Short Stories. This festival will introduce Oscar award winning and nominated Short Films for the first time on Indian television to its discerning audience. 

    The festival will comprise of short films like Pentecost, ToyLand, Stutterer, A Femme et le TGV amongst others. These award winning short films showcase a range of emotions – from a child’s innocent passion to a man’s journey of overcoming his fear and finding true love. From the gritting tale of childhood during the holocaust to sheer strength of relationships. These films might be short but they leave behind a big impact on its viewers.

    What better way to be a part of film making history than to write it. To stay true to the promise of powerful stories in fewer frames – the core of the marketing campaign is to #KeepItShort and get rewarded. Star Movies Select HD is at the center of this Short Films wave and are living this promise by of making a short film –written by its consumers. Star Movies Select HD is calling out to all aspiring storytellers to share a concept or plot of their original short story via the channels’ Official Twitter, Facebook and Instagram pages (@StarMoviesIndia) with the hashtag #KeepItShort. One entry will be selected and transformed into a short film that will be showcased on Star Movies Select HD.

    The story doesn’t end there; Star Movies Select HD will also conduct Select Sessions with celebrated Short Film directors from across the world. The audience will not only get a chance to see the director’s work but also meet and discuss various aspects of short stories and storytelling. 
     

  • Indian Television actress Radhika Madan launches her official mobile app with new york-based company EscapeX

    Indian Television actress Radhika Madan launches her official mobile app with new york-based company EscapeX

    MUMBAI: Radhika Madan announced today the release of her new mobile app Radhika Madan Official App in collaboration with New York-based tech firm EscapeX. Globally celebrities with 1.4 billion following are using this app technology to interact with their fans and Radhika Madan with the launch of her own app will take fan engagement and interaction to the next level. The new app which will have an exclusive content, contests and giveaways through the unique social feed will enable the fans to directly interact with Radhika and be seen by her. This provides an unparalleled intimate experience for her large fan base, who can enjoy real interactivity and get a personal view of her life. 

    Radhika Madan Official App will feature the unique Fan Feed which will enable the fans to post in the app and build and consolidate the fan community in a single destination. The new app will also enable fans to use Radhika’s social handles (Facebook, Twitter, Instagram and You tube).  

    Apart from a great success in the popular TV show “Meri Aashiqui Tum Se Hi”, Radhika will be seen in the big screen making her Bollywood debut with the film Mard Ko Dard Nahi Hota. 

    Commenting on the launch of her personal app, Radhika said, ““This App is just a way to be closer to my fans and it will give me a chance to interact much better with all my fans”

    The CEO of EscapeX, Sephi Shapira says, “We are delighted to launch the app of Radhika Madan who is a very popular television star and completely believes in owning her own platform and engaging directly with her fans”.

  • Studio XClusive Double Premiere – Attack on Titans I & II this September

    Studio XClusive Double Premiere – Attack on Titans I & II this September

    MUMBAI: What happens when one man single handedly takes on the most powerful clans ever? Does it call for the end of human race or a new beginning? This September, let vengeance seek all the answers as you stand witness to the biggest battles of human survival. For the first time ever on Indian Television, Zee Studio, your most preferred choice for Hollywood presentsXClusive Double Premiere of the most talked about action film, Attack on Titans I & II on back to back Sundays, 18th and 25th Septemberat 9PM.

    Attack on Titans owes itself to hugely popular Manga series written and illustrated by Hajime Isayama. Started in 2009, the comic has emerged to be a huge commercial success with 60 million copies in print as of 2016.

    The seventh highest-grossing Japanese film at the Japanese box office, first part of Attack on Titans takes you in a world full of giant humanoid Titans that prey on humans. However a sudden attack by a gigantic humanoid titian named Colossal Titan compelled Eren and his friend to join survey corps – a military corporation to avenge the death of their loved ones. In the second instalment, Eren realizes that he has an unknown power which he then uses to uncover the mystery of titans.

    So experience the never seen before action sequences and realistic animations with Attack on Titans, the most popular comic book adaptations of all time only on your favourite channel, Zee Studio.

  • Studio XClusive Double Premiere – Attack on Titans I & II this September

    Studio XClusive Double Premiere – Attack on Titans I & II this September

    MUMBAI: What happens when one man single handedly takes on the most powerful clans ever? Does it call for the end of human race or a new beginning? This September, let vengeance seek all the answers as you stand witness to the biggest battles of human survival. For the first time ever on Indian Television, Zee Studio, your most preferred choice for Hollywood presentsXClusive Double Premiere of the most talked about action film, Attack on Titans I & II on back to back Sundays, 18th and 25th Septemberat 9PM.

    Attack on Titans owes itself to hugely popular Manga series written and illustrated by Hajime Isayama. Started in 2009, the comic has emerged to be a huge commercial success with 60 million copies in print as of 2016.

    The seventh highest-grossing Japanese film at the Japanese box office, first part of Attack on Titans takes you in a world full of giant humanoid Titans that prey on humans. However a sudden attack by a gigantic humanoid titian named Colossal Titan compelled Eren and his friend to join survey corps – a military corporation to avenge the death of their loved ones. In the second instalment, Eren realizes that he has an unknown power which he then uses to uncover the mystery of titans.

    So experience the never seen before action sequences and realistic animations with Attack on Titans, the most popular comic book adaptations of all time only on your favourite channel, Zee Studio.

  • &TV strengthens weekend programming with So You Think You Can Dance

    &TV strengthens weekend programming with So You Think You Can Dance

    MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) is all set to take entertainment levels one notch higher with its channel &TV. After airing shows like India Poochega Sabse Shaana Kaun?,  Deal or No Deal and The Voice,  &TV is all set to kick start another exciting Indian adaptation of American dance reality show So You Think You Can Dance – ‘Ab India Ki Baari’ . To be aired twice a week, the show will be launched with a bank of 26 episodes for 13 weeks.

    With 14 Emmy awards, 26 localized productions representing 35 different countries, the show will be aired from 24 April on Saturday and Sunday at the 8.30 pm time band. Produced by Endemol Shine India SYTYCD will witness an epic battle of Street and Stage style dance for the very first time on Indian Television. The two styles will battle it out and give all that it takes for the ultimate supremacy title on the dance floor.

    Maruti Suzuki’s Alto K 10 has been roped in as the presenting sponsor for the show. Apart from this, the channel has also brought in Chings’ Secret and Yepme.com as co-powered by sponsors and Priyagold as special partner for the show.

    Leading the judges’ panel will be the epitome of grace and panache – Madhuri Dixit along with the national award winning choreographer – Bosco Martis and an encyclopaedia in dance and style – Terence Lewis.  While Bosco will represent the street styles of dancing, Terence will represent the stage styles.  Mouni Roy of the Naagin fame and the charming Rithvik Dhanjani are the hosts of the show.

    Speaking with Indiantelevision.com, &TV business head Rajesh Iyer said, “We have been evaluating dance shows and So You Think You Can Dance is one of the leading dance shows that has been around in 35 nations now. The format brings forth an immense concept where the contestants are classified into two groups as per their style of dancing – Street and Stage. The ultimate winner from a gruelling Street v/s Stage Gala rounds will be chosen under the guidance of an esteemed jury. We believe that the show will give a new momentum to weekend television viewing experience.”

    “We have to look at the overall strategy and So You Think You Can Dance tactically fit well with the 8.30 slot. Therefore we decided to take that particular time band to get more traction,” revealed Iyer.

    He further added, “We are targeting family audiences because we are bringing something that is so inherent to Indian families which is their love for song and dance. Obviously youth is a very substantial part of our target audience and we want them to watch the show as well.”  

    After The Voice, Deal or No Deal, this is the third show that Endemol is producing for &TV. Speaking about the expectation from the show, Endemol Shine India COO Abhishek Rege said, “It’s been a biggest dance format and it’s been there for the last 13 years now. Even in India some of the shows have drawn inspiration from this and it was high time to get this show in India. I am glad that &TV actually thought about it.  Aside from showcasing superlative content and talent, audiences will get to see a lot of dance variety on one platform. It is really good bet to have and we all are sure that it will succeed. With SYTYCD we would actually be able to take ratings averages of &TV also higher. We are sure that it will create a buzz around the dancing fraternity.”

    With a 360 degree marketing blitzkrieg planned pan India, &TV is certainly looking at engaging consumers across various touchpoints. The campaign emphasizes on Ab India Ki Baari highlighting that the country is now ready for the ultimate battle of Street v/s Stage on the lines of the global format.

    The original show was created by American Idol proytducers Simon Fuller and Nigel Lhgoe and is produced by Core Media Group’s 19 Entertainment and Dick Clark Productions. The channel has acquired the rights of the global dance reality format SYTYCD from Dick Clark Productions. In the US, the contract for SYTYCD was recently renewed by Fox for a 13th season, which is slated to go on air on 30 May.

     

  • &TV strengthens weekend programming with So You Think You Can Dance

    &TV strengthens weekend programming with So You Think You Can Dance

    MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) is all set to take entertainment levels one notch higher with its channel &TV. After airing shows like India Poochega Sabse Shaana Kaun?,  Deal or No Deal and The Voice,  &TV is all set to kick start another exciting Indian adaptation of American dance reality show So You Think You Can Dance – ‘Ab India Ki Baari’ . To be aired twice a week, the show will be launched with a bank of 26 episodes for 13 weeks.

    With 14 Emmy awards, 26 localized productions representing 35 different countries, the show will be aired from 24 April on Saturday and Sunday at the 8.30 pm time band. Produced by Endemol Shine India SYTYCD will witness an epic battle of Street and Stage style dance for the very first time on Indian Television. The two styles will battle it out and give all that it takes for the ultimate supremacy title on the dance floor.

    Maruti Suzuki’s Alto K 10 has been roped in as the presenting sponsor for the show. Apart from this, the channel has also brought in Chings’ Secret and Yepme.com as co-powered by sponsors and Priyagold as special partner for the show.

    Leading the judges’ panel will be the epitome of grace and panache – Madhuri Dixit along with the national award winning choreographer – Bosco Martis and an encyclopaedia in dance and style – Terence Lewis.  While Bosco will represent the street styles of dancing, Terence will represent the stage styles.  Mouni Roy of the Naagin fame and the charming Rithvik Dhanjani are the hosts of the show.

    Speaking with Indiantelevision.com, &TV business head Rajesh Iyer said, “We have been evaluating dance shows and So You Think You Can Dance is one of the leading dance shows that has been around in 35 nations now. The format brings forth an immense concept where the contestants are classified into two groups as per their style of dancing – Street and Stage. The ultimate winner from a gruelling Street v/s Stage Gala rounds will be chosen under the guidance of an esteemed jury. We believe that the show will give a new momentum to weekend television viewing experience.”

    “We have to look at the overall strategy and So You Think You Can Dance tactically fit well with the 8.30 slot. Therefore we decided to take that particular time band to get more traction,” revealed Iyer.

    He further added, “We are targeting family audiences because we are bringing something that is so inherent to Indian families which is their love for song and dance. Obviously youth is a very substantial part of our target audience and we want them to watch the show as well.”  

    After The Voice, Deal or No Deal, this is the third show that Endemol is producing for &TV. Speaking about the expectation from the show, Endemol Shine India COO Abhishek Rege said, “It’s been a biggest dance format and it’s been there for the last 13 years now. Even in India some of the shows have drawn inspiration from this and it was high time to get this show in India. I am glad that &TV actually thought about it.  Aside from showcasing superlative content and talent, audiences will get to see a lot of dance variety on one platform. It is really good bet to have and we all are sure that it will succeed. With SYTYCD we would actually be able to take ratings averages of &TV also higher. We are sure that it will create a buzz around the dancing fraternity.”

    With a 360 degree marketing blitzkrieg planned pan India, &TV is certainly looking at engaging consumers across various touchpoints. The campaign emphasizes on Ab India Ki Baari highlighting that the country is now ready for the ultimate battle of Street v/s Stage on the lines of the global format.

    The original show was created by American Idol proytducers Simon Fuller and Nigel Lhgoe and is produced by Core Media Group’s 19 Entertainment and Dick Clark Productions. The channel has acquired the rights of the global dance reality format SYTYCD from Dick Clark Productions. In the US, the contract for SYTYCD was recently renewed by Fox for a 13th season, which is slated to go on air on 30 May.