Sony's Jhalak Dikhhla Jaa 4 eyes revenue of Rs 15 crores

Sony Entertainment Television has launched their big ticket property Jhalak Dikhhla Jaa Season 4, a dance reality show based on the international format- Dancing with the Celebrities. Produced by BBC Worldwide, Jhalak Dikhhla Jaa 4 has participants from different fields like films, TV, sports, music and even politics. The channel has reportedly invested around Rs.6 crores in promoting and marketing activities.

The channel is looking at capitalizing upto approximately 15 odd crores through this show; the show follows the successful fourth season of Kaun Banega Crorepati (KBC). Jhalak Dikhhla Jaa 4 will be filling the same slot as KBC 4 i.e the prime time slot from 9pm-10pm on Monday and Tuesday. The show went on-air on the 13th of December 2010 following the first look of the show on the 12th of December 2010.

The show is being judged by Bollywood actress Madhuri Dixit and Bollywood choreographer Remo D'souza. The show's communication line reads -- "Har Celebrity Ka Mission, India Ka Manoranjan'.

Jhalak Dikhhla Jaa 4 will feature themes like Street Dancing, Swinging 60s, Disco 70s and Superstar Special, there will also be hurdles or challenges, like shadow dancing, blindfold, rope acts and mid-air dancing.

With one-hour episodes twice a week, for 13 weeks, Jhalak Dikhhla Jaa 4 is hosted by Mona Singh. Each episode will feature "themes hurdles' and "special performances'.

Talking exclusively to Adgully, Danish Khan, Marketing Head, Sony Entertainment Television, says, "Kaun Banega Crorepati was on when we started promoting Jhalak Dikhhla Jaa Season 4, and it gave us a good reach so the percentage of spend on marketing through television is not that high. We have invested a fair amount of money on outdoor campaigns, print ads and radio campaigns. We tried building on the soundtrack of the show, and we have an official website which will carry voice blogs and behind the scene accounts. Our website is extended to the mobile platform, each of the celebrity participants will have an exclusive page on social media and constantly interact with the audiences. "

The presenting sponsor for the show is Ujjala and associate sponsors include- Kit Kat, Maggi Soups, Karbon Mobiles and Close-Up.

N.P Singh, Chief Operating Officer, Multi Screen Media Pvt. Ltd, says, "In-keeping with Sony's tradition of bringing Indian viewers the biggest entertainment extravaganzas like Indian Idol and KBC, we are delighted to bring the biggest celebrity dance show on Indian television ' Jhalak Dikhhla Jaa Season 4. This season promises to be bigger and better than ever before. We are extremely delighted to have the diva of dance ' Madhuri Dixit at the helm as a judge. Jhalak Dikhhla Jaa 4 also adds another chapter in our long-term and successful association with BBC Worldwide."

Ajit Thakur, EVP and Business Head of Sony Entertainment Television, says, "At Sony Entertainment Television we believe in providing clean and wholesome entertainment. We have always been at the forefront of innovation and encouraged inclusive viewing for the whole family. We just don't compromise on entertainment and walk that extra mile, every time, to grab viewers' interest. The Jhalak Dikhhla Jaa 4 participants have one mission - entertaining the audience with their sweat and tear and outstanding performances."

Myleeta Aga, General Manager & Creative Head of BBC Worldwide Productions India, says, "Jhalak Dikhhla Jaa Season 4 promises to be bigger and bolder than the previous seasons. We are working closely with Sony to bring some extremely popular Bollywood, TV and other celebrities to the new series and we have a fabulous response. Jhalak Dikhhla Jaa Season 4 will be extensively remodeled from the international version to appeal to the country's viewers. The dances will be typically more exuberant than on its sister programmes around the world, owing to India's unique Bollywood traditions. Season 4 promises to be interesting, different and will continue the ongoing success of this format." | By Prabha Hegde [prabha(at)adgully.com]