On June 18, ‘Just Dance’ opened to a total of 4.7 TVRs for the STAR network, making it the highest non-fiction show opening for 2011.
For the STAR network, the decision to simulcast has added to the cumulative launch rating for the show. As per TAM Media Research data for Week 25 in CS 4+ Hindi Speaking Markets, the launch episode delivered a 3.7 TVR. The show was simulcast on Star One (0.5 TVR) and Star Pravah (0.5 TVR), delivering a total of 4.7 TVR on Star Network and reaching 25.9 million viewers.
In a conversation with exchange4media, Sanjay Gupta, COO, STAR India, said that ‘Just Dance’ was simulcast on three channels, Star Plus, Star One and Star Pravah along with a deferred telecast on the two south channels of Asianet and Vijay TV. He added, “This has worked well for the property with the combined impact being demonstrated in the 4.7 TVR and the highest show opening for any non-fiction property in 2011. For instance, on Star Pravah the slot rating doubled as compared to the normal average, demonstrating the power of the content to transcend language and geography.”
Looking at music reality shows on different channels, the opening numbers over the years for a show launch seem to be declining. In December, 2010, Sony’s music property, ‘Jhalak Dikhhla Jaa’, opened with a 5.4 TVR and catapulted the channel to the third position in the genre for two weeks. In May, 2010 both ‘Dance India Dance DID L’il Masters’ on Zee TV and ‘Chak Dhoom Dhoom’ on Colors premiered on the same day at 9 pm primetime on Fridays and Saturdays. While ‘DID L’il Masters’ managed to secure 6.72 TVR (C&S 4+, HSM), ‘Chak Dhoom Dhoom’ secured 4.39 TVR (C&S 4+, HSM). However, the ratings of both these shows declined in the next episodes. While ‘DID L’il Masters’ got 6.56 TVR, ‘Chak Dhoom Dhoom’s’ rating dropped to 2.96 TVR. The closest rival would be Sony’s music/ talent reality show, ‘X Factor’. The show opened at a rating of 2.1 TVR in Week 23, 2011.
It may be unfair to compare all non-reality shows as a bulk, but as a recap, ‘Bigg Boss’ launched on October 3, 2010 and opened with a rating of 4.75 TVR. This was higher than its competition, ‘Masterchef India’, Star Plus’ reality offering, but lower than Sony’s ‘Kaun Banega Crorepati’, which opened with 6.21 TVR.
Comparatively, this year’s non-fiction shows such as ‘Khatron Ke Khiladi-4’ and ‘Kitchen Champions’ on Colors opened with a 2.6 TVR and 1.2 TVR, respectively. On Zee TV, ‘Saregamapa Little Champs’ opened with a rating of 2.6 TVR. On Sony, ‘X Factor’ and ‘Entertainment Ke Liye Kuch Bhi Karega’ opened with ratings of 2.1 TVR and 1.9 TVR. Imagine TV’s ‘Swayamwar Season 3 - Ratan Ka Rishta’ opened with a rating of 1.3 TVR. Speaking on the expectations and keeping in mind there are other big properties on Hindi GECs, Gupta said, “Our expectations are high. We have belief in our content and the reach of our network.”
Commenting on whether the ratings on the property justified the huge spends in terms of marketing, promotions and production, Gupta said, “The objective of ‘Just Dance’ is to showcase Hope and the Best of Dance. This show brings the best dance talent hand-picked from over 30,000 contestants in auditions from Kolkata to New York, to dance and be mentored by the God of Dance - Hrithik Roshan. This show has a larger purpose and justifies every bit of effort and investment.”