Hrithik Dance of glory in the non-fiction TV story
- IndiaGlitz, [Friday,June 24 2011]
B-town's most handsome male and the best body dancer Hrithik Roshan is elated. The dance show 'Just Dance' where the hunk is the celebrity judge has opened to a grand 4.7 TVRs making it the highest non-fiction show opening for 2011. As per TAM data.
The Ultimate Dance Reality Show Just Dance 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+).
Dance afficandos from New York to Kolkata totaling 30,000 tried to match their steps with the dancing sensation Hrithik Roshan. Out of which 52 got selected who will showcase their unique dance moves to ace choreographers, Farah Khan and Vaibhavi Merchant and ultimately Hrithik Roshan himself. The show will have Hrithik's personal involvement to push the participants 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.
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.