The highest non-fiction show opening of 2011 Just Dance opens with 4.7 TVRs

The Ultimate Dance Reality Show “Just Dance” opened to a grand 4.7 TVRs making it the highest non-fiction show opening for 2011. As per TAM data for week 25, the simulcast of Just Dance’s opening episode on Star Plus, Star Pravah and Star One garnered a 4.7 TVR reaching 25.9 million viewers on the Star Network. (Source TAM Panel, Week 25, HSM, CS 4+).

What makes Just Dance different? “Just Dance” is the Ultimate Dance Reality Show Platform where the best of dance talent has been chosen following a series of global auditions in cities from New York to Kolkata, giving dance aficionados their chance to match their steps with the God of Dance – Hrithik Roshan! In a stupendous response to the auditions that covered 30,000 contestants, 52 contestants are selected to rock the “Just Dance” stage. They showcase their unique dance moves to ace choreographers, Farah Khan and Vaibhavi Merchant and ultimately Hrithik Roshan himself. The dancers’ intense training and Hrithik’s personal involvement will push them to transform from dancers to performing stars!

The show reached a record 25.9 Million viewers supported by a disruptive “Sab Kuch Bhula Ke Just Dance” campaign that included a multi-media promotion across tv, radio, outdoor, print, digital, the release of a music video and a first time in India “augmented reality” activation experience where over 6 lakh consumers got to experience dancing with Hrithik on the same screen across malls in India. Apart from the innovation in Marketing, Star India innovated by simulcasting the show across relevant channels in HSM, Star Plus, Star One and Star Pravah and a deferred telecast in Star Vijay and Asianet.

Commenting on the performance, Sanjay Gupta, COO Star India said, “We have confidence in the power of our property JUST DANCE and gave it a platform that transcended language and geography with the simulcast across Star Plus, Star Pravah and Star One. We created high sampling of the show with a record 25.9 MM viewers reached in the opening episode supported by a high decibel marketing campaign across multiple touch points and an augmented reality experience event. As the show progresses we are sure it will attract a lot more interest and involvement thereby making it the Ultimate Dance Reality Show on Indian television”.

Maruti Suzuki presents, “Just Dance”, powered by Cadbury Bournvita, starting June 18th, every Saturday & Sunday at 9pm.

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