Colors is all set to launch the latest season of its reality-based dance series Jhalak Dikhhla Jaa on June 1, 2013. The weekend show, which would be telecast on the M9PM slot, will compete with Star Plus’ India’s Dancing Superstar, Zee TV’s DID Super Moms and Indian Idol Junior of Sony Entertainment Television.
Given the fact that the 9PM time slot continues to be of high significance for the broadcasters, channels are going all out to ensure that the slot observes high TRPs. The launch of a slew of non-fiction reality format shows are indicative of the power and charm that these shows possess and the deep impact on the target viewers.
Elaborating on the launch, Raj Nayak, CEO, Colors stated, “Though fiction is a staple diet of any channel and we wouldn’t move away from it, non-fiction as a genre is crucial since it attracts new audiences, creates buzz and aids in grabbing more eyeballs.”
The latest season will bring about innovations in terms of performance outside of studio walls as the contestants will be challenged to portray their true talent in some unusual outdoor locations as well as the use of unconventional props, graphics and animation added with video mapping technology, etc.
The channel has launched an extensive marketing campaign in order to create buzz regarding the upcoming property. According to Rajesh Iyer, Marketing head, Colors, the aim of the campaign is to create high reach, frequency and impact. For the same, the channel would be activating maximum touch-points across both, traditional and digital, along with social media. With the entry of the LC1 markets, the channel will be undertaking activities in order to focus on the same.
The high octane campaign is launched across the different channels comprising the network bouquet, along with an extensive outdoor campaign across India. As a part of the marketing campaign, the channel is also utilising the radio platform for promotional activities. The channel will also launch 100 plus ads on the day of the show launch, spread across 60 publications.
Apart from the traditional media, the channel would also be undertaking innovative activities in the digital space, with around 10 to 15 per cent of its marketing spend allocated for the digital and social media.
Elaborating further on the same, Vivek Srivastav, Digital Head, Colors said, “The effort is to have a good pre-launch, launch and post-launch. For digital, we need to have a longer campaign since we need to engage the audiences even after the show.”
As a part of marketing campaigns on the digital space, the channel has associated with the portal ‘Dance with Madhuri’ which would give step wise dancing tutorials for different songs to the audiences. Srivastav believes that earlier people used to interact with the content only on weekends and there was nothing to keep them hooked on during the course of the week. Based on this rationale, seven videos would be launched on the digital space throughout the week.
The channel has also introduced lots of contests on Twitter, Facebook, etc. which would help create conversations about the brand in a larger sense.
Monetisation and advertising revenues
Given the fact that the production cost for 60 minutes of a reality-based format show ranges anywhere between Rs 80 lakh and Rs 1 crore when celebrities are involved, monetisation of content proves to be a challenge for broadcast players.
Elaborating on the same, Nayak shared, “Jhalak Dikhhla Jaa is a show which gets pre-sold a long time back. This is also the result of the success that the show had observed in the previous years as well. We have a total of eight sponsors on board for the Season 6. Though I believe that non-fiction shows are expensive and one never really breaks even, we are hopefully that this season will change that.”
This season will see Cadbury Bournvita return as the ‘Presenting’ sponsor and Vaseline as the ‘Powered By’ sponsor. The other six associate sponsors are Ultratech, Dove, Sony Experia, Ever Ready battery, Amul Macho and Metro Tyres.