Gender war on the dance floor

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 17, 2008
STAR One is launching a new dance reality show with a twist. In this one, the boys compete with the girls

STAR & #BANNER1 & # One, which brought reality shows into vogue with the likes of The Great Indian Laughter Challenge and Nach Baliye, claims it has given a new dimension to dance reality shows with its latest offering. Along the lines of Nach Baliye, the channel's newest show, called Zara Nachke Dikha, will have men competing with women, all of them television stars. Nach Baliye, which premiered on STAR One, now airs on STAR Plus. In the next season, the channel hopes to feature ordinary people in the show.

Zara Nachke Dikha will have 16 contestants, eight in each team, and three judges to make the final decisions. A bi-weekly show, it will start in July and air for 12 weeks. The first day will air the Performance Episode and the second, the Challenge Episode. The show, the channel executives claim, will bring out a whole new aspect of the gender war, where the contesting teams will strategise, conspire and mock each other in a bid to emerge winner.

In a surprising move, STAR One has decided to do away with SMS voting, which, reportedly, brings in big bucks for broadcasters. However, Ravi Menon, executive vice-president and general manager, STAR One, disagreed, saying that it was a myth that channels earn substantial revenue from SMS voting. "The format of this show is such that we cannot have the viewers decide who will win - the best dancing team will win," he says. However, the channel will devise other means to facilitate interaction between the celebrity participants and viewers and host fun contests.

STAR One is in the process of inking deals with advertisers and hopes to draw 12 sponsors for the show. A research study has also been commissioned by the channel to identify the ideal time slot for the show to air in, owing to competing shows on other channels. STAR One will launch the show's promotional campaign across mass media - television, radio, print and outdoor - in a week. Besides, road shows and city visits by the participating celebrities will be carried out to create awareness.