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Star One plans multimedia promotion for new dance reality show ‘Zara Nachke Dikha’

Star One plans multimedia promotion for new dance reality show ‘Zara Nachke Dikha’

Author | Swapna Rahul Shah | Saturday, Jul 05,2008 8:11 AM

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Star One plans multimedia promotion for new dance reality show ‘Zara Nachke Dikha’

Star One is all set to premiere its new dance reality show, ‘Zara Nachke Dikha’, on July 14. The show, which will be aired on Mondays and Tuesdays at 9:30 pm, will pit eight girls against eight boys in a ‘battle of the sexes’ format. This show is a home-grown format conceptualised by the Star One creative team and produced by SOL.

Viewers will witness the clash twice a week. The ‘Performance Episode’ of ‘Zara Nachke Dikha’ will air on Mondays and be of one-and-a-half-hour duration, which will have seven different performances across both teams, wherein the jury will decide one winner. The ‘Challenge Episode’ will air on Tuesday and give the weaker team an opportunity to bounce back. There will be no eliminations and no public voting. The show will be based on the jury’s final verdict. The jury includes Malaika Arora Khan and Chunky Pandey. The show would be hosted by TV personalities Karan Singh Grover and Shweta Gulati.

Speaking on marketing strategy, Prem Kamath, Vice President, Marketing, Star One, said, “We have lined up on-air and off-air promotions for the show. On-air promotions would be high on integration and innovation across properties on the Star Network. For off-air promotion, there would be a lot of ground activation and a lot of opportunities for people to interact with the celebrities on the show. We will be taking the celebrities to 8-10 cities.”

Commenting on the celebrities being roped in for the show, Kamath said, “We do believe that celebs are the key drivers. All Indian shows run on celebrities – whether it is Bollywood or television. Celebrities are roped in for these kinds of reality shows because there is a large audience appetite for them. Celebrities bring a sense of novelty, involvement, curiosity and enrichment to the show.”

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