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The great GEC dance battle... again

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The great GEC dance battle... again

What started out as a battle among grown ups, has now passed on to children as well in GEC land – the battle of dance, that is. ‘Dance India Dance L’il Masters’ (Zee TV), ‘Chak Dhoom Dhoom’ (Colors), and the recently-premiered all new ‘Boogie Woogie’ (Sony) all pit the little ones at their dancing best. These channels are also hoping to take advantage of the summer vacations to draw more eyeballs. But is it one dance show too many? Is it an overkill of a good concept? exchange4media finds out.

Both ‘DID L’il Masters’ and ‘Chak Dhoom Dhoom’ are aired on Fridays and Saturdays. While ‘DID L’il Masters’ is aired at 9.30 pm, ‘Chak Dhoom Dhoom’ is telecast at 9 pm. ‘Boogie Woogie’, on the other hand, is aired on Wednesdays at 9 pm.

Interestingly, both ‘DID L’il Masters’ and ‘Chak Dhoom Dhoom’ premiered on the same day. 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.

According to Ashvini Yardi, Programming Head, Colors, “The initial capsules were audition episodes and the ratings that they received were encouraging. As the show progresses to the gala round, the top 16 take to the stage and the show will take on a bigger scale. The audiences will then be more engaged in the entire process as they will be able to root for their favourites.” She is confident that the show would pick up pace.

Ashish Golwalkar, Non-Fiction Head- Zee TV says that the channel wanted to leverage the popularity of brand DID and thats why they decided to have a kids series.

Sanjay Sharma, Director, SNJ Media Services, however, felt that these kids dance shows were topical in nature due to the ongoing summer vacations. He said, “It is a huge challenge these days for Hindi GEC programmes to deliver ratings over 2 TVRs. I personally feel even if the TVRs stabilise at the latest week levels, it will be satisfactory for both Colors and Zee TV, considering that overall viewership drops during summer vacations.”

But doesn’t the format of these dance shows get repetitive? Ajay Bhalwankar, Programming Head, Sony, maintained, “The audience has been watching ‘Boogie Woogie’ for a long time and they identify with it. The channel does not want to make any changes to the core essence of the show.”

Golwalkar from Zee said that they don't want to change the DNA of the show so by and large the format of the show will remain the same as the original version of DID. "We have built the initial viewers based on the promos and good marketing and we are sure that the ratings will pick up in the next few weeks."

Colors’ Yardi said, “We have lined up a lot of surprises for our audiences to keep the show relevant and fresh. Our show will also see the presence of special celebrity judges, interesting themes, fabulous dances and some exciting and memorable moments.” She further said, “The launch phase marketing campaign created a lot of appropriate buzz and word of mouth and the launch numbers are a reflection of these efforts.”

This eventually leads to the question of whether shifting the time slot or telecasting these shows on weekdays would help get better numbers. Sharma from SNJ Media said that while no one knew what kind of programming/ day-part choices would deliver consistently high TVRs, he personally felt that shifting these programmes to weekday slots was not likely to result in higher TVRs.

Even as the little ones dance their hearts out, it remains to be seen how much they manage to capture the audience’s hearts and eyeballs.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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