afaqs!

Hrithik to dance for STAR Plus' new property

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 17, 2011
The channel has announced the production of its new property, Just Dance, which will be added to its weekend prime time line-up once the IPL comes to a close.

STAR Plus, the flagship Hindi GEC (general entertainment channel) from the STAR stable, is investing actively in content for its weekend programming. The channel has announced the production of its new property, Just Dance, which will be added to its weekend prime time line-up once the IPL comes to a close.

To add celebrity appeal, the channel has roped in Bollywood actor Hrithik Roshan as one of the key mentors and judges on the show. Film director Farah Khan and choreographer Vaibhavi Merchant are also on the judging panel.

Recently, STAR Plus decided to breathe some freshness into its weekend prime time programming with two new fiction shows, Pyaar Mein Twist (10-10:30 pm) and Love U Zindagi (7-8 pm), along with the reality show, Wife Bina Life. Just Dance is expected to replace Wife Bina Life in the 9-10 pm slot.

Speaking to afaqs!, Sanjay Gupta, chief operating officer, STAR India, says, "As per our research, we found that television consumers found the weekends empty when compared to weekdays. However, the audience availability on weekends is much higher. Thus, our first attempt was to launch a fresh weekend slot, supported by good movies. Now, we want to feed them with fresh and unique content consistently."

For the record, the channel also runs 'maha episodes' (8-9 pm) of its fiction properties on weekends to pull in the weekday audience.

As per the format, the Just Dance team will scout for national and international dancing talent in 13 cities spread over India, the US and the UK. Auditions will begin from February 27, wherein contestants will have the chance to match steps on the international stage with Hrithik Roshan.

Anupam Vasudev, executive vice-president, marketing and communication, STAR India, says, "The winner will be awarded a cash prize of Rs 1 crore, along with a Maruti car."

The first phase of the promotions will involve calls for registrations for the audition, and "will be active on television and radio". Cadbury Bournvita and Maruti Suzuki are the main sponsors of the show, Vasudev informs.

He further adds that going by the brand promise of Nayi Soch, "STAR Plus, through Just Dance, will provide a once-in-a-lifetime opportunity for aspirants to have the exceptional experience of sharing the stage with Hrithik. We are confident that viewers will appreciate the content."

Produced by SOL Productions, Just Dance will be shot across 30 episodes. Starting with auditions, the show will proceed through eliminations.

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