Jhalak Dikhhla Jaa, the celebrity dancing reality show, which
will have its fifth season aired on Colors, is expected to
earn ad revenues in the region of Rs 400-450 million.
JDJ, which was a weekday property on Sony Entertainment Television
(Set) last year, will be aired in the weekends on Colors.
Starting 16 June, the Viacom18 channel will air the 27-episodic
series every Saturday and Sunday at 9 pm. The show had opened
with a 4.5 TVR last year on Set and had averaged around 3
TVR. As per industry sources, Set had made Rs 350 million
from the show.
Colors has roped in Cadbury Bournvita as the presenting sponsor
while the show is powered by Streax Hair Colour. Colors is
planning to lock in six associate sponsors out of which four
are already on board and rest two are in the final stages
of the deal. The associate sponsors already on board are-
Tata Magic Iris, Samsung Mobile, Parryware, and Johnson &
Johnsons Clean & Clear.
According to market estimates, the title sponsor has paid
Rs 100-120 million, while powered by has shelled out Rs 60-70
million. The associate sponsors have invested around Rs 30-40
million in the show.
20-30 per cent of the ad inventory is left to be sold
out, revealed a source from the channel.
When asked if the advertisers are pulling themselves back
because of the slowdown, Colors CEO Raj Nayak said, The
inventory is going full; we arent seeing any effect
of the slowdown. The show is getting tremendous response and
hopefully we will get some more sponsors by the time we go
OMD, the integrated communications agency, delivering media
and marketing solutions, is handling associate sponsors Parryware
and Johnson & Johnsons Clean & Clear as clients.
channel is aggressively promoting the show on every possible
platform. It is considering social media as a very important
medium for engaging audiences and will be doing SMO (Search
Media Optimisation) activities with Google and YouTube.
The channel is spending around Rs 60-70 million on promoting
the show. Apart from Viacom18s own network, Colors has
booked over 3000 TV spots across 30 television channels. It
has also bought over 7000 radio spots on radio channels across
the country to promote the show. There will be more than 100
print advertisements and over 500 OOH sites in more than 20
cities across India.
marketing head Rajesh Iyer said, Its an important
show for us, so we are going all out to promote it. We are
hopeful that the show will get a good opening.
The channel is doing malls activations in 10 cities and also
promoting the show in the rural markets. It will create a
roadblock on Radio Mirchi on the day of launch and air songs
sung by the judges. Throughout the day there will be only
dance numbers branded as JDJ shut up and dance.
Over 100 dance numbers will be played during the course of
the day. When the RJ is speaking one of the judges or contestants
will interrupt and ask them to shut up and dance, the channel
Colors is placing the show in the weekend slot because the
channel thinks that it is already doing well in the weekday
primetime bands and the dance reality show could strengthen
its weekend programming.
already have a strong weekday lineup which garners good numbers
and now with Jhalak Dikhhla Jaa, we are looking forward to
further strengthen our position over the weekend, Nayak
The show will be competing with slot leader Zee TVs
DID Lil Masters and Star Plus Jo Jeeta Wohi Superstar
on Saturday and Sunday. It will also compete will Sony
Indian Idol on Saturday.
At any given point of time, irrespective of any slot,
on any day we are competing with all the television players.
For us this slot is no different than any other slot. We launch
a programme because we believe in it and we have a conviction.
I think this year we have managed to get the right mix of
contestants and right profile of judges," Nayak averred.
Colors weekend programming head Manisha Sharma said, This
season of Jhalak Dikhhla Jaa, is all about stepping
out from the routine and nurturing the passion for dance.
Some of the best feet have come walking into our show to connect
with the audiences on a different level introducing
the person behind the real star. With the trinity of judges
Madhuri Dixit-Nene, Karan Johar, and Remo Dsouza
on board to mentor and encourage the contestants, audiences
will be able to catch their favourite celebrities shed their
inhibitions and dance with their hearts to provide unlimited
Jhalak Dikhhla Jaa is an Indian version of the international
format 'Dancing with the Stars'. It was produced by BBC Worldwide
Talking about the shift of the show from Sony to Colors, BBC
Worldwide Productions India general manager and creative head
Myleeta Aga said, Sony was reworking on its non-fiction
line up and we were keen to keep Jhalak on-air. Colors expressed
great interest and commitment with the format. The channel
has a network behind it; they believe in non-fiction, in this
format and they have really brought in a certain level of
celebrities to the cast which is something very critical for
the show on air.
This season of Jhalak Dikhhla Ja will witness some never-seen-before
themes that will raise the entertainment quotient. With concepts
like dancing to a live band, paying tribute to 100 years of
Indian cinema, and getting paired up for performances with
international Dancing with the Stars winners,
Jhalak Dikhhla Jaa is going all out with the theme Step
Out of the ordinary, the channel said.
The special inclusion this season is Madhuri Dixits
Step of the Week where she will groove to international
dance forms including cha-cha-cha, salsa, samba.
The new season of Jhalak Dikhhla Jaa will be extensively
remodelled from the international version to appeal to the
countrys viewers. Not only will the dances be more exuberant
than on its sister programmes around the world, but will also
feature Indias cultural breadth and depth through different
dance forms," Aga added.
The show will be hosted by Manish Paul and Ragini Khanna.
The contestants are Sanath Jayasuriya (with choreographer
Suchitra), Darsheel Safari (with Avneet Kaur), Ravi Kishan
(with Kunjan), Talat Aziz (with Ankita Maity), Pratyusha Banerjee
(with Deepak), Giaa Manek (with Nishant Bhat), Gurmeet Choudhary
(with Shampa Sonathalia), Bharti Singh (with Savio Barnes),
Isha Sharvani (with Salman), Shibani Dandekar (with Punit),
Archna Vijaya (with Sanam Johar) and Jayati Bhatia (with Diwakar).
The 13th contestant will also enter the show on the launch
day. Though the channel has not revealed the identity of the
contestant, it said that it will be a known face.