Clash of the Titans

what more?! DID Supermoms is going to have an impact on the digital space with a roadblock of two major portals in India - and (YouTube mast head and Yahoo super take over). Its micro site has various engagement platforms for 'netizens' where all the super moms can upload their dancing video on the DID title track. A video wall with all these entries would be published during the sustenance of the show.

Sony has had a successful integration with its network channel's popular IPL show called Extraaa Innings T20 on Max. Besides, there is a countdown bug on the channel and a very high ratio of promo slots devoted to IIJ launch.

The smartest move by Colors is that of the show's Grand Premiere which is aimed at garnering maximum eye balls. The launch episode will be as big as the show itself.

Kick starting the show will be dancing queen Madhuri who will team up with Ranbir for a stunning performance on their new item number- Ghaghra. Next to enthrall viewers will be an entertaining performance by Sushant Singh Rajput and actress Jacqueline Fernandez who will be introducing the 12 celebrity contestants.

The launch episode week will also see the three Deols - Sunny, Bobby and Dharmendra shake a leg with the Jhalak contestants adding on to the commencement of the power packed journey of Jhalak Dikhhla Jaa.

To further heat up the competition, Star Plus is upping the ante on its dance reality show India's Dancing Superstar (IDS) which has been on air since 27 April at 9.00 pm. It has planned a special maha episode. Explains Star India vice-president marketing Nikhil Madhok: "For 1 June, IDS will have a two and a half hour dance ka maha episode which will start at 8 pm. The episode has one of the legends of dance, Govinda, doing something he has never done before on Indian television. Viewers will see him play a double role in an extremely entertaining dance act. The episode will also see the beginning of the face-off round, which is a very unique concept for a dance show in India."

Star marketing head! Nikhil Madhok

Sounds great, but what is the media view of all these intense content creation and marketing initiatives that the GECs have drawn up?

Madison's Banerjee proffers a perspective. Says he: "Such overcrowding of reality shows on weekends will lead to cannibalisation both in terms of viewership and also revenues. Channels need to understand that with such high investment they should look for a clean window or time-bands that assures them of the best return."

He further points outs: "These shows can coexist with smarter planning. Next season, even advertisers will get wary of investing if average ratings of these shows come down."

Now that's a piece of advice, none of the GEC players should ignore!

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