‘Content not big celebs get in numbers’

10 May,2012

By Meghna Sharma


Ashish Golwalkar

Zee TV danced its way to the #2 slot amongst Hindi GECs as its Dance India Dance Little Masters (DID L’il Masters) leapfrogged to ratings of 6.2. Commenting on the reason why kiddie reality shows work, Ashish Golwalkar, Non Fiction Head, Zee TV, said: “The kids’ versionsof both Sa Re Ga Ma Pa and DID have done well. Kids bring out the universal emotion that connects with all; and with the holiday season on, the show makes for great television viewing for families. The talent that has auditioned for the show is superlative and watching them makes it aspirational for the kids and emotional for the parents.”


The network which has various non-fictional shows to its credit believes in focusing on different genres. “We’re the pioneers of shows like Saanp Seedi, Sa Re Ga Ma Pa, Antakshari, Khana Khazana, and others and our non-fiction has always delivered. The feeling that only big celebrities garner high ratings is not true. It’s the content that connects with the audience and that’s what gets in the numbers,” added Mr Golwalkar.


Akash Chawla

The channel has done extensive marketing for the show. “Understanding the power of dance as an audio-visual treat, we wanted to promote DID L’il Masters through various audio visual means and hence, strategically focused on television and active online engagement. Through this, the extreme talent, skills, intrigue and the innocent attitude of the kids was highlighted which made the promos entertaining and endearing. The ‘Dance ke baap’ philosophy from the first season was further extended to ‘Yeh Badon Ke Bas Ki Baat Nahin’,” said Akash Chawla, ZEEL – Marketing Head, National Channels.


Exclusive dance acts were showcased on the DID Youtube channel and also promoted across active social communities of DID 3. Glimpses of the show were integrated into DID 3 and other fiction shows on Zee TV creating high anticipation for the show. Talking about retaining the same ratings for the show in the coming episodes, Mr Golwalkar said: “Due to its nature, the audition episodes always rate higher, but we will try to maintain/sustain these ratings after the Top 16 are announced.”


The channel also has plans to launch a few more new non-fictional and fictional shows for weekdays and weekend slots. Talk shows being one of the genres which the channel doesn’t mind exploring in the near future. “The television landscape has changed since the first season with more time bands, more shows and varied reality genres,” added Mr Golwalkar.


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