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Zee TV brings ‘bachagiri’ with ‘DID L’il Masters 3’

MUMBAI: Zee TV is betting big on its successful dance reality property ‘Dance India Dance’ (DID). After hosting the fourth season of ‘DID’, the channel is again bringing a back-to-back subset of the property, ‘DID L’il Masters 3’.

The third season of the kids’ championship makes it the 11th season of the entire ‘DID’ seasons including the various subsets.

Premiering on 1 March, the new season will occupy the primetime slot of 9 pm on weekends (Sat–Sun) replacing the current season of ‘DID 4’.

With the unique positioning of ‘Bachagiri’, the show will see kids aged 5–13 years presenting various dance forms in front of the judges Geeta Kapoor and Ahmad Khan, grandmaster Mithun Chakraborty and host Jay Bhanushali. Mudassar Khan, who judged ‘DID 4’, will be seen as a special judge for the audition episodes.

There are also ‘skippers’ who will choreograph the acts for the children. There will be four skippers including previous contestants Sanam Johar, Raghav Juyal and Swarali Karulkar. The fourth name is still under consideration.

ZEEL content head (Hindi GECs) Ajay Bhalwankar said, “This year we have added another layer to our earlier positioning ‘Dance Ke Baap’. Looking at the effortless moves and the unperturbed disposition of the contestants this season, we have coined the term ‘Bachagiri’ to define the attitude of these kids. It’s a cool and fun concept which will be incorporated in various ways in the content as well as other mediums.”

(L-R) Ajay Bhalwankar, Namit Sharma, Master Geeta Kapur, Master Ahmed Khan, Nitin Keni, Skipper Raghav Juyal and Skipper Sanam Johar at the launch of DID L'il Masters Season 3

(L-R) Ajay Bhalwankar, Namit Sharma, Master Geeta Kapur, Master Ahmed Khan, Nitin Keni, Skipper Raghav Juyal and Skipper Sanam Johar at the launch of DID L’il Masters Season 3

The new season will see a lot of innovative rounds, dance forms and characters to keep the freshness alive. While ‘DID’ has seen its recent seasons without a break, according to Zee officials that has been the philosophy always and they will take a break from the property following the culmination of ‘L’il Masters 3’.

Bhalwankar, who recently resigned from his role at Zee TV, welcomed the new programming head (fiction and non-fiction) for the channel Namit Sharma. The position of programming head has been filled after over four years.

This being his first day in the new organisation, Sharma commented, “‘DID L’il Masters’ is the most popular and highly rated show within all subsets of ‘DID’. Zee is in a great space right now. The weekdays are delivering well with popular fiction shows. We are also happy with our weekends with ‘DID’. My aim will be to enhance the existing FPC and look of the channel, refresh ideas and work with the team.”

The focus of the show will be on talent and dance which will be brought forth by personality development, choreography and discipline classes for the kids by the skippers. The show will be produced by Essel Vision Productions Ltd.

A total of 16 contestants will be selected from one lakh gleaned from auditions held in 15 cities including Mumbai, Delhi, Kolkata, Vadodara, Jaipur, Raipur, Indore, Bhubaneswar, Guwahati, Dehradun, Chandigarh, Ranchi, Patna, Jammu and Lucknow.

Being the third kids’ season of the dance reality show, it will face competition from shows like ‘Mad in India’ and ‘India’s Got Talent’, and needs some uniqueness to keep the charm alive. However, Bhalwankar maintained that the show needs to have a soul and not just masala to work and earn TRPs.

“The kids enjoy here and we, in turn, enjoy their performances. This creates a beautiful visual and so we don’t need to put any sort of masala in our show to get TRPs. We have not done it for 11 seasons of the property and we see no reason of doing it now,” he stated.

The shooting has already commenced and the mega auditions will be canned within this week revealing the top 16 contestants.

Marketing spends up 15-20%

The show has already created a lot of buzz, which means the marketing plan too is an innovative one. While the marketing spends have increased by 15–20 per cent compared to the previous season, engagement will be the key for the channel.

A 360-degree marketing plan comprising traditional mediums like outdoor, print, television and radio has been designed to generate popularity around the show.

Some unique on-ground initiatives have also been planned, where the kids will create special ‘Dhating Naach Tolis’ and visit various societies in Mumbai and Delhi to play Holi with the residents on the festival in mid-March.

They have also created vignettes for television, where the kids will be integrated into the show. As a result, the kids will sometimes be seen anchoring a show before it starts, by talking about it and asking the viewers to see them in the show too.

In television, the overall plan consists of TV spots worth 600 GRPs including 400 GRP spots on Zee TV alone and 100 GRP spots on the Zee network channels. The remaining spots will be on outside network channels including Nick, Hungama, 9XM, Mastiii, Aaj Tak, India TV, E24, ABP News and other regional channels.

On the digital front, Zee TV has planned innovations around Twitter, Facebook and YouTube activations along with webcasts.

Zee TV VP brand management and PR Sapangeet Rajwant added, “There is a lot of buzz as the brand has a lot of word-of-mouth publicity. Now the mantra is engagement and interactivity which can be done through digital platforms or on-ground connect. The kids will also visit other cities and interact with consumers at a different level as the season progresses.”