JUST DANCE

- Market Survey

INTRODUCTION

Television in India is a huge industry and has thousands of programs in all the states of India. The small screen has produced numerous celebrities of their own kind some even attaining national fame.

TV soaps are extremely popular with housewives as well as working women. Approximately half of all Indian households own a television.
As of 2010, a total number of 515 channels are available in the country out of which 150 are pay channels.

STAR TV

Star-TV is one of the most prominent regional satellite and cable television operations in the world. Its coverage footprint reaches from the Arab world to South Asia to East Asia. It carries global U.S. and British channels as well as channels in Mandarin and Hindi targeted at regional audiences defined by language and culture, and in so doing has helped define a new type of geo-cultural or geo-linguistic television market that stands between the U.S. dominated global market and national television markets Fully acquired by Rupert Murdoch by the end of 1995 Star now forms a central part of his global media empire

STAR PLUS

STAR Plus is a Hindi language general entertainment television channel based in India. The channel is part of the STAR TV network's bouquet of channels. Star Plus' programming primarily consists of family dramas and telefilms.

First launched on 21 February 1992, Star Plus was an English language television channel showing international content from the U.S., U.K and Australia, with Zee TV being the Hindi language channel. After STAR (subsequently acquired by News Corporation) ended its relationship with Zee TV, Star Plus was transformed into a Hindi language channel, with STAR World becoming the network's English language channel.

JUST DANCE

Launched on 18th June with the Launch TVR of 3.72, Just dance is a dance reality show produced by one of the popular television network Star Plus . The main attraction to the show is that Hrithik Roshan, the superstar of dance himself will judge and select the best dance talent along with Bollywoods favorite dance gurus Farah Khan and Vaibhavi Merchant.

After unnerving auditions & undergoing rigorous training, the contestants will be handpicked by Hrithik.
What sets this dance show apart is that Hrithik, the epitome of dance and a perfectionist at heart, will look not just for technique, but also for the passion that drives each contestant to dance beyond his or her expectations. .The selected Ultimate Dance Champion will then match his steps with none other than Hrithik Roshan himself!

MARKETING STRATEGY

The show was 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 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. Apart from the innovation in Marketing, Star India innovated by simulcasting the show across relevant channels in HSM, Star Plus, Star One and Star Pravah and a deferred telecast in Star Vijay and Asianet.

KEY ACTIVITIES
o

Strong network helped to promote activity for 12 weeks on network channels.

Campaign garnered 2,793 GRP out of which only 107 came from non network channels till the launch week.
Print activity happened in wk 14th,15th & then in the launch week (Wk.25). Non network promotions started two weeks prior to the launch week. TV & Radio were the mediums equally invested on. Maharashtra & Delhi regions were extensively covered through Print. On Radio 2776 spots of ACD 32 secs were aired 21st week the ACD was 50 secs spots aired -899.

ACTIVITY SUMMARY

SPENDS

22%

22%
TV Print

56%

Radio

Channel focused double the spends on Print than in Television while Promoting Just Dance.

BANNER

HOARDINGS

HOARDINGS

TEASERS

PRINT ADS

STANDEES

PRINT

For both print and radio, Star Plus concentrated only on Mumbai & Delhi Market. Only jackets were considered in print.

SOCIAL NETWORK PAGES - FACEBOOK

TWITTER PAGE

MALL ACTIVATION

TELEVISION PROMOS

The first from a series of

blockbuster videos that were

planned for the show was, simulcast on May 17th at 9pm across the Star network

including Star Plus, Star One, Star World, Star Movies, Star Pravah, Star Jalsha, Star Gold,

Star Utsav and Channel V.

LAUNCH

SPONSORS

The most expensive television shows on any Hindi GEC has locked in

over 12 sponsors with Maruti Suzuki as title sponsor while the show is
powered by Cadbury Bournvita

OBJECTIVE

The main objective of the research was to find out the reason for the

turn out of the viewership over the weekend of the telecast of the first
episode sampling.

PROCESS

As the first step we created a questionnaire to record the opinions

and views among the audience of different age group and also
circulated it online via email, various messenger services and also through social networking sites like Twitter, Facebook and LinkedIn.

We also went door to door in various residential apartments and to

public places like shopping malls, coffee shops, restaurants, colleges and parks etc., to ask if they have heard about the show and if they had seen the show and what impressed them the most in the show and recorded their opinion in a voice recorder to document it, in order to record a complete survey.

FINDINGS
Age Group Sex

18 - 25 26 - 35 36 - 45 Above 45

26 48 10 3

24% 44% 9% 3%

Male

44

41%

Female

63

58%

FINDINGS
Preference of Show Have you Heard of the Show Just dance ?

Fiction Shows (Mega serials) Non - Fiction Shows (Reality Shows) News

19

18%

Yes No

84 4

78% 4%

41 28

38% 26%

ADVERTISING MEDIA

Medium Through which you heard:

Medium Television promo Radio Print ads Social Networking sites Mall Activations Word of Mouth Other No watched 78 8 31 9 0 13 45 % 73% 7% 29% 8% 0% 12% 42%

MARKET PRIORITY

Just Dance
TAM Ratings

Mkts HSM COLORS 09 *Ahmedabad *Calcutta *Delhi *Mumbai *Pune Assam .5Mn.+ Bihar 1Mn.+ Chattisgarh .1 to 1Mn. Guj .1 to 1 Mn. Guj 1 Mn.+ (Including Ahmedabad) MAH .1 to 1 Mn. MAHA L C I MAHrest 1 Mn.+ (Including Pune) MP .1 to 1 Mn. MP 1 Mn.+ Orissa .1 to 1 Mn. PCHP .1 to 1 Mn. PHCHP .1 to 1Mn. (Including PCHP .1 to 1 Mn.) PHCHP 1 Mn.+ (Including Punjab 1Mn.+) Punjab 1Mn.+ Rajasthan .1 to 1 Mn. Rajasthan 1 Mn+ UP .1 to 1 Mn. UP 1 Mn.+ WB .1 to 1 Mn. WBrest 1 Mn.+

Pre 2.4 3.0 2.2 3.4 1.6 2.7 1.6 0.9 2.8 2.6 3.1 1.3 1.4 3.8 4.0 2.6 2.1 1.8 1.5 3.0 3.5 1.7 2.2 2.8 2.1 0.5 1.9

Launch Day 3.7 4.5 3.8 5.4 3.0 4.7 2.8 1.5 3.4 4.3 4.6 1.3 2.1 6.6 5.7 4.5 3.1 1.6 1.8 4.7 5.6 2.7 3.0 4.4 3.5 1.1 2.4

AUDIENCE PROFILING

Just Dance Values Gender : 2 [CS MALE 4+ YRS] 3 [CS FEMALE 4+ YRS] Age : 4 [CS 4-14 YRS] 5 [CS 15-24 YRS] 6 [CS 25-34 YRS] 7 [CS 35-44 YRS] 8 [CS 45-54 YRS] 9 [CS 55+ YRS] SEC : 10 [CS 4+ SEC A] 11 [CS 4+ SEC B] 12 [CS 4+ SEC C] 13 [CS 4+ SEC D/E] Pre Post 89 92 113 109 87 105 98 101 104 112 120 81 105 98 91 124 106 98 88 78 105 101 100 96

FINALLY:

Mostly watch by the age group 15-35. Attracted the Female population more than the male population. Television promos and Print attracted the maximum number of viewership. Most of the viewership was attracted by the Hritik factor. As he was one of the main judges and this was the first time he was hosting a television show for the first time.

The difference that audience think that this show has is that,

This show has taken an effort to give the Indians all over the world a platform to exhibit their talent. The impressive team of judge, Farah Khan, Vaibhavi Merchant, and Hritik Roshan, and a belief that a fair judging without favoritism will be given. The fact that people are participating from even the urban most part of the country (like a fruit seller who got selected.)

CONCLUSION

Even though the show got viewership from audience who are

interested in dance and wanted to see that program to learn

something new and see the different kind of talent that is being showcased through the show, most of its viewership came from audience who were great fans of Hritik Roshan and his star cast cojudges: Farah Khan and Vaibhavi Merchant