&TV strengthens weekend programming with So You Think You Can Dance

MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) is all set to take entertainment levels one notch higher with its channel &TV. After airing shows like India Poochega Sabse Shaana Kaun?,  Deal or No Deal and The Voice,  &TV is all set to kick start another exciting Indian adaptation of American dance reality show So You Think You Can Dance - 'Ab India Ki Baari' . To be aired twice a week, the show will be launched with a bank of 26 episodes for 13 weeks.

With 14 Emmy awards, 26 localized productions representing 35 different countries, the show will be aired from 24 April on Saturday and Sunday at the 8.30 pm time band. Produced by Endemol Shine India SYTYCD will witness an epic battle of Street and Stage style dance for the very first time on Indian Television. The two styles will battle it out and give all that it takes for the ultimate supremacy title on the dance floor.

Maruti Suzuki’s Alto K 10 has been roped in as the presenting sponsor for the show. Apart from this, the channel has also brought in Chings’ Secret and as co-powered by sponsors and Priyagold as special partner for the show.

Leading the judges’ panel will be the epitome of grace and panache - Madhuri Dixit along with the national award winning choreographer - Bosco Martis and an encyclopaedia in dance and style - Terence Lewis.  While Bosco will represent the street styles of dancing, Terence will represent the stage styles.  Mouni Roy of the Naagin fame and the charming Rithvik Dhanjani are the hosts of the show.

Speaking with, &TV business head Rajesh Iyer said, “We have been evaluating dance shows and So You Think You Can Dance is one of the leading dance shows that has been around in 35 nations now. The format brings forth an immense concept where the contestants are classified into two groups as per their style of dancing - Street and Stage. The ultimate winner from a gruelling Street v/s Stage Gala rounds will be chosen under the guidance of an esteemed jury. We believe that the show will give a new momentum to weekend television viewing experience.”

“We have to look at the overall strategy and So You Think You Can Dance tactically fit well with the 8.30 slot. Therefore we decided to take that particular time band to get more traction,” revealed Iyer.

He further added, “We are targeting family audiences because we are bringing something that is so inherent to Indian families which is their love for song and dance. Obviously youth is a very substantial part of our target audience and we want them to watch the show as well.”  

After The Voice, Deal or No Deal, this is the third show that Endemol is producing for &TV. Speaking about the expectation from the show, Endemol Shine India COO Abhishek Rege said, “It's been a biggest dance format and it's been there for the last 13 years now. Even in India some of the shows have drawn inspiration from this and it was high time to get this show in India. I am glad that &TV actually thought about it.  Aside from showcasing superlative content and talent, audiences will get to see a lot of dance variety on one platform. It is really good bet to have and we all are sure that it will succeed. With SYTYCD we would actually be able to take ratings averages of &TV also higher. We are sure that it will create a buzz around the dancing fraternity.”

With a 360 degree marketing blitzkrieg planned pan India, &TV is certainly looking at engaging consumers across various touchpoints. The campaign emphasizes on Ab India Ki Baari highlighting that the country is now ready for the ultimate battle of Street v/s Stage on the lines of the global format.

The original show was created by American Idol proytducers Simon Fuller and Nigel Lhgoe and is produced by Core Media Group’s 19 Entertainment and Dick Clark Productions. The channel has acquired the rights of the global dance reality format SYTYCD from Dick Clark Productions. In the US, the contract for SYTYCD was recently renewed by Fox for a 13th season, which is slated to go on air on 30 May.


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