Colors bets on ‘Jhalak Dikhla Jaa’ to strengthen weekends

From production to marketing, Colors has invested significantly on the property. The channel’s CEO Raj Nayak explains why

e4m by Noor Fathima Warsia
Published: Jun 11, 2012 8:12 PM  | 3 min read
Colors bets on ‘Jhalak Dikhla Jaa’ to strengthen weekends

Colors had a coup of sorts when it swung ‘Jhalak Dikhla Jaa’ to be telecast in its weekend bands. The show prior to this was on Sony Entertainment Television. Even as the property cannot be dubbed as a channel driver, it had contributed towards Sony regaining its numbers in the Hindi general entertainment chart.

Hindi general entertainment channels are continuing with their efforts to strengthen their weekend blocks, where at present Sony Entertainment Television leads. Viewers saw Star Plus bring ‘Satyamev Jayate’ and now ‘Gumraah’ to build its weekend appeal. And now Colors has bet on ‘Jhalak Dikhla Jaa’ to do the same.

Raj Nayak, CEO, Colors speaks to exchange4media on the property and the channel’s expectations from it. Excerpts:

On what makes ‘Jhalak Dikhla Jaa’ a sought-after property...
‘Jhalak Dikhla Jaa’ is completely different from other dance format shows. On this show, you actually get ‘stars’, people who have mass appeal and who are successful in their respective fields, to step out of their comfort zone and participate in a competition. They are not dancers and therefore to do so requires tremendous courage and immense hard work. Every star has a following and people want to watch them taking on a challenge.

On the channel’s efforts in pushing the show...
This is a big show for us and there has been a concentrated marketing push that begins right from positioning the show to revealing the judges, the contestants and a sneak peak of the show on-air. We have taken a complete 360 degree route for this, which includes outdoor, TV, radio, print and digital. Within each medium the team has focused on creative that will deliver maximum impact.

On what is different this year...
The format of the show does not change but the beauty is that the different stars or the dancers who participate in the show change, and that is what can make it very interesting every year. We will add a bit of tadka to spice up the show without compromising on the basic format. You will see that in the sets, the add-ons on the show and the presentation.

On the pricing and the revenue streams from the show
This is an expensive show to produce. And our sponsorship packages and spot buys have been priced accordingly. Due to paucity of time, from the time we got the format rights, this year we will focus only on the revenue from air. Like any other show we expect it to do well.

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