MUMBAI: Star Plus’ new reality show Just Dance, which saw the television debut of Hrithik Roshan, opened to 4.7 TVRs, making it the highest non-fiction show opening for 2011.
As per TAM data for week 25, the simulcast of Just Dance’s opening episode on Star Plus, Star Pravah and Star One garnered a 4.7 TVR reaching 25.9 million viewers on the Star Network.
The show is judged by choreographers, Farah Khan and Vaibhavi Merchant along with Roshan.
Just Dance reached a record 25.9 million viewers supported by a disruptive “Sab Kuch Bhula Ke Just Dance” campaign that included multi-media promotion across TV, radio, outdoor, print, digital, the release of a music video and a first time in India “augmented reality” activation experience where over 6 lakh consumers got to experience dancing with Hrithik on the same screen across malls in India.
Star India COO Sanjay Gupta said, “We have confidence in the power of our property Just Dance and gave it a platform that transcended language and geography with the simulcast across Star Plus, Star Pravah and Star One. We created high sampling of the show with a record 25.9 million viewers reached in the opening episode supported by a high decibel marketing campaign across multiple touch points and an augmented reality experience event. As the show progresses we are sure it will attract a lot more interest and involvement thereby making it the Ultimate Dance Reality Show on Indian television.”