Star's first experiment to simulcast reality show on channels


7 Apr 2011
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For the first time on Indian television, a show is going to be common on Hindi and regional general entertainment channels.

Demonstrating its pan India power, Star India is launching its big ticket dance reality show, Just Dance, on three of its channels simultaneously and also on two channels down south.

Just Dance will hit the TV screens on 18 June and will be aired on Star Plus, Star One and Star Pravah (Marathi entertainment channel) at Saturday-Sunday 9 pm band.

The show will also have a deferred telecast on Asianet and Star Vijay in the afternoon slot. Says Star India COO Sanjay Gupta, "With this bold move, Just Dance will transcend language and geography, and provide differentiated content for consumers. It will offer advertisers an unparalleled opportunity to maximise reach and unlock value. This is a significant initiative towards monetising the pan India power of the Star brand and showcasing its content on a platform larger than anyone else."

Several media buyers think of this simulcast as a "wise" and a "win-win" move for both Star and advertisers as Star is saving on production cost, getting more reach for the show and can charge a premium. The advertisers, on the other hand, are getting extra reach across languages and varied target groups.
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