Jhalak sells 60 per cent inventory despite increased rates

By Raushni Bhagia , afaqs!, Mumbai | In Media Publishing
Last updated : May 29, 2013
More than 40 channels outside the Network18 and Viacom networks have been bombarded with 4000+ ad slots that promote the dance reality show.

Exactly 12 months after the Grand Finale episode of Jhalak Dikhla Jaa Season 5, Viacom18's Colors will launch the next season of the dance reality show on June 1.

Karan Johar, Madhuri Dixit and Remo

In an aggressive move, Jhalak is all set to compete with Zee TV's dance reality show Dance India Dance Supermoms scheduled at the 9 pm slot. This year, Sony (the Hindi GEC from MSM) is also launching the first edition of its singing reality show, Indian Idol Junior on June 1, at the 8.30 pm slot.

It may be noted that Jhalak Dikhla Jaa was an MSM property for the initial four seasons.

Jhalak Dikhla Jaa on Colors will be judged by the same dance-maestros as the last season, choreographer Remo D'Souza, Bollywood actor Madhuri Dixit and director/producer Karan Johar.

Interestingly, despite an increase of about 25 per cent in the ad rates, the channel has already sold out more than 60 per cent of its inventory. In the last season, a 10-second ad slot during the show was sold for anything between Rs 2-2.5 lakh, while the high-point (such as finale and celebrity appearance) episode spots were sold for close to Rs 3 lakh.

Shweta Tiwari with her choreographer Sushant

For the upcoming season of the celebrity dance reality show, spots are being sold for Rs 3-3.5 lakh, thereby taking the high-point episodes' price close to Rs 4 lakh.

Considering that both the dance reality shows, DID and JDJ, are on the same weekend time slots, audience segmentation is guaranteed (along with Sony's Indian Idol Junior). Raj Nayak, CEO of Colors, says, "It's good to have competition, since firstly the viewer gets more choice, and secondly, you are always on your toes. Moreover, Jhalak has proved to be a successful dance reality show with a talented panel of judges. So now, the viewers get a fair chance to compare."

The channel has entered into a 2+6 sponsorship deal, with one presenting sponsor (Cadbury's Bournvita), one powered by sponsor (Vaseline) and six associate sponsors (Ultratech, Dove, Sony Xperia, Eveready batteries, Amul Macho and Metro Tyres). To extend the deal with the judges, the channel has also partnered with dancewithmadhuri.com, which is owned by Madhuri Dixit. Here, the audience will be able to learn one dance step each day and will be able to upload their videos to be judged by Dixit.

The show has also partnered with the upcoming movie Yeh Jawani Hai Deewani, produced by Karan Johar, for promotions through 900 cinema halls. The outdoor campaign extends to 12 cities across HSM markets, with a concentration of close to 60 hoardings per city. More than 40 channels outside the Network18 and Viacom networks are being bombarded with 4000+ ad slots that promote the dance reality show. Also, more than 100 print ads have been planned on the launch day (June 1). The channel also plans to have a web premier of the show.

Colors is working to launch a web platform (such as Starplayer.in or Sonyliv.com). Rajesh Iyer, head, marketing, Colors, reminds that Colors is a relatively new, albeit strong, player in the segment. He says, "We are a young channel, you know."

To add to the 'celebrity' flavour of the show, actor Ranbir Kapoor is slated to perform with Dixit on the launch day, also promoting his upcoming movie, Yeh Jawani Hai Deewani. Pandit Birju Maharaj and actor Dharmendra are also expected on the show during its 31-episode season.

First Published : May 29, 2013
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