Star to launch Just Dance on multiple channels

Published On: 2014-05-30

Author: Nitesh Sharma

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Star to launch Just Dance on multiple channels

Source: MM Network

June 14, 2011

Starting a new trend in Indian Television, Star India is launching its dance reality show Just Dance on its three entertainment channels and on two regional channels simultaneously for the first time.

The show Just Dance will go on air on 18 June and viewers can enjoy it on Star Plus, Star One and Star Pravah (Marathi entertainment channel) at Saturday-Sunday 9 pm band.

Star India COO Sanjay Gupta said that, with that bold move, Just Dance would transcend language and geography, and provide differentiated content for consumers. It would offer advertisers an unparalleled opportunity to maximise reach and unlock value. That was a significant initiative towards monetising the pan India power of the Star brand and showcasing its content on a platform larger than anyone else.

A senior executive from a rival network said that, it was definitely a different move and something which was not tried in India before. But how much it would add to Star’s viewership remains to be seen. The same show on Star Plus and Star One doesn’t make any sense in my view.

The show will be headed by the most popular dance figures Hrithik Roshan, Farah Khan and Vaibhavi Merchant as the judges. The contestant will have the expertise of Terence Lewis in Contemporary Dance, Saroj Khan in Indian, and Michelle Johnston in International Choreography.

Maruti Suzuki is the presenting sponsor, while it is powered by Cadbury Bournvita and the associate sponsors include Nokia, Parle hide & Seek, India Gate Basmati Rice, Kinder Joy, Adiction Deos, Alite, Pigeon, GNIIT, and Fair and Lovely Men. MTS is the mobile Internet partner, Red FM is radio partner. Fame is cinema partner, while Hindustan Times and Mid-Day are print partneres for the show.