Amrita TV, the Malayalam entertainment channel, has launched the third season of its dance reality property, Let's Dance. The show airs Monday to Thursday at 7.30 pm.
In the show, 20 pairs from Kerala and Tamil Nadu (in the 15-30 age group), will be competing for 100 episodes. These pairs comprise nine -male pairs, 2 all-female pairs and 10 male-female pairs. The hour-long show will occupy the slot on the channel for six months. The channel will also telecast the auditions for initial few days.
The final list of shortlisted contestants was selected through a statewide hunt in different centres to attract the maximum participation. Amrita TV has got Medimix as one of the sponsors for the show - others are still being finalised. The prize money to be awarded to the winner is Rs 17 Lakh.
The channel has gone all out to promote its key property. There were hoardings in the key markets as there were social media, flyers, print edits, flash mobs, web media edits, contestant road shows to promote the show. Amrita TV is also running the promos of the show on its channel as on the local cable networks.
For the record, Amrita TV was launched in 2005 as a Malayalam GEC and news satellite channel with a global footprint. The channel has just over 9,000 likes on Facebook and 6,263 followers on Twitter.