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Ormax Media predicts strong opening for Jhalak Dikhhla Jaa in Sony

MUMBAI: Sony Entertainment Television (Set), which is replacing its top rated show Kaun Banega Crorepati (KBC) with Jhalak Dikhhla Jaa, is in for a treat. As per media research firm OrmaxMedia, the dance reality show is set for a strong opening as per its pre-launch awareness tracking tool Showbuzz.


Jhalak Dikhlla Ja, in its fourth season now, will launch with a season opener this Sunday, and will be telecast Monday-Tuesday at 9 pm.
 
As per Showbuzz, the show has seen a day on day increase in its awareness in the pre-launch week. (See table).




































Week

Unaided Awareness %

Total Awareness %

Monday

12

68

Tuesday

21

76

Wednesday

33

88

Thursday

45

92

Mon-Thu Average

28

81

Source: Showbuzz™, Week 49-50, 2010


Ormax said that at a week 1 stage, these numbers are better when compared to some of the recent non-fiction launches, including DID L’il Masters (Zee TV), Khatron Ke Khiladi 3 (Colors) and Master Chef India (Star Plus).


Ormax Media CEO Shailesh Kapoor said, “Madhuri Dixit’s presence has definitely worked for the campaign. From our Bollywood work, we know that she is at No. 7 in the list of most popular actresses in India even today, despite no films in the last 3-4 years. In fact, she is higher than Sonam Kapoor, Bipasha Basu and Vidya Balan on popularity. Also, the contestants on the show this season are a good mix of strong faces, especially from television. Most of them have not been on reality shows before, giving Jhalak... a freshness it will definitely benefit from.”
 
 
Showbuzz is the awareness tracking research conducted in six markets – Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar. More than 600 people in the 15-44 years, SEC ABC segments were interviewed for the research.
 

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