DID Full Case(2)

Communicating the Dance India Dance way
This case was prepared by Sanjay Kumar Jena, Academic Associate, Marketing Area, Indian
Institute of Management, Bangalore and Rishikesh Padmanabhan, Assistant Professor,
Marketing Area, Manipal Global Education Services Pvt. Ltd. The authors are grateful to Azmat
Jagmag, Assistant Vice President, Brand Management, Zee TV and her team for their support
with contents, data and discussions for writing the case. It is intended to be used for class
discussion rather than to illustrate either effective or ineffective handling of the situation.
Presented to and accepted for the International Case Conference, November 2012, Goa, India.

1
“The kind of talent that comes on the show is phenomenal. The show is a rage abroad. I am
currently training the contestants for the gala opening act of this episode. I am a big fan of
‘Dance India Dance’ and have been following the show since season one on the web. I am on a
short break currently and hence approached the show producers if I could be a part of the show
this season.”1
-Brazilian Choreographer Alexandre Magno2
, in December 2011
In September 2012 Akash Chawla, Marketing Head, National Channels, Zee Entertainment
Enterprises Limited (ZEEL), was looking at the Television Rating Points (TRP)3
that was released
by TAM media research.4
The report placed Dance India Dance (DID) Little Masters (LM)
season5
2 as unmatched in the reality race of Hindi General Entertainment Channel’s (GEC)
with a grand opening of 5.8 Television Ratings (TVR). The show’s rating beated the launch day
ratings of all other non-fiction shows of Hindi GEC and emerged undisputed leader of all reality
shows (Exhibit-1).
Ashish Golwalkar, Head, Non-fiction programming of ZEEL said, “It was encouraging to learn
that the viewers gave more importance to content than celebrities. Despite the pull from star
power it was sheer talent that dominated.”6
The achievement was memorable to Zee TV. Recognized as one of the marketing success in the
non-fiction category, DID established a new direction to engage its audience from the beginning
of the show and sustained those engagements till the end. The channel was utilizing the brand
equity of DID to an optimum level to increase viewership by stretching it across the line, giving
birth to four sub brands (Exhibit-2).
Akash Chawla felt appeased, as the communication strategy had been very effective, even
though it had required meticulous planning, endless effort and a long drawn out high
involvement process.
While all this was very indulging the main challenge for DID would be to sustain its
differentiation over the period of time. The success of DID had encouraged other channels to
promote dance based reality shows.
1
http://zeenews.india.com/entertainment/celebrity/i-value-india-s-rich-culture-brazilian-
choreographer_102635.htm
2
Alexandre Magno was a Brazilian born, choreographer and director, nominated for Emmy Awards. He
had worked with people like Madonna, Britney Spears, Flamenco Guitarist Ron Benise and many more.
3
TRP is a measure of viewership of a particular television programme.
4
TAM stands for Television Audience Measurement.
5
Season in Reality show is a sequel to the previous launched programme. Season extends the life time of
the show.
6
http://www.sify.com/news/did-l-il-masters-beats-satyamev-jayate-news-entertainment-
mgvvp7affjb.html

2
About Zee Group
By mid 2012, the Zee Entertainment Enterprises Limited had grown to become a company with
market capitalization of Rs. 123,202 million, entertained over 650 million viewers across 168
countries including USA, Europe, Australia, Canada, Middle East, Africa, South East Asia and
New Zealand. Launched in the year 1992, it was not only the first listed media company in India
but also the first to launch both a Hindi GEC (Zee TV) and a Hindi cinema channel (Zee
Cinema) in India. Zee TV recorded significant growth in its advertising revenues and was
estimated to be about Rs. 15.8 million, whereas the subscription revenues was estimated to be
Rs. 13.2 million (Exhibit-3). Zee TV had a viewership share of approximately 14%. Zee had
been ranked as the No.1 Media and Entertainment Company in the Fortune India 500 list, ET
500 list and also awarded as the best company in M&E growth category by Businessworld
Infocom ICT (Information Communication Technology) awards. Zee was the only entertainment
brand in India to be featured in the Business Superbrands book. Presence over different genres
from General Entertainment to movies, music, sports, lifestyle and many more, Zee TV had
strong offerings for mass to niche segments and in most of the categories it was leading.
Philosophy
Zee TV had embarked on a journey to showcase innovation and demonstrate social change in a
revolutionary way upholding this objective – a mirror to a common man’s life. Through different
programmes, it highlighted issues related to deep rooted social prejudices and injustices and
made the society aware about the above (Exhibit-4).
Rebranding
The channel had undergone dramatic makeover in its logo since inception. On June 19, 2011,
Zee TV unveiled its new logo with the slogan “Umeed se saje zindagi”. It was the fourth time
Zee TV had such a rebranding exercise (Exhibit-5). The first revamping exercise happened in
the year 2000. The new aqua blue logo was designed by the in-house team of Zee TV. The face
lifting exercise called “umeed ka naya chehra” (a new face for hope) was executed successfully
by the group. Since inception till date Zee TV had always been content with the making of the
common man its star. With the slogan “umeed se saje zindagi” it emphasized the promise of
celebrating hope and life of the common folk.
Birth of DID
The first premier of the show DID was on January 30, 2009 in the prime time slot of 9.30 p.m. to
11.00 p.m. The birth of DID happened out of two experiments, “Rock and Roll Family” and “Ek
Se Badhkar Ek.” Rock and Roll Family had started from March 14, 2008. It had tried to
communicate itself as a brand for a family. With this objective of making three generations
(grandparents, parents and kids) dance, taking the whole family together, it had roped in a
Bollywood family (actor Ajay Devgan, his wife Kajol and mother in law Tanuja) as the judges
for the show. But the show was not that appealing even after hiring the big stars of film industry.
Just one week before the grand finale of Rock and Roll Family, Zee TV launched another show
Ek Se Badhkar Ek. Singing and dancing were two sides of the entertainment coin. A perfect
blending of both could have added more to the objective of entertaining that targets people of
different habits.

3
To cater to this Zee TV roped in both TV actors and winners of Saregamapa7
as contestants. To
judge the event a singer and a choreographer would be more appropriate and hence the task was
entrusted to Abhijit Bhattacharya and Ahmed Khan, respectively. Still the combination of dual
objectives of making it a complete show could not evoke the kind of required response from the
audience.
An extensive research was done by the content development department of Zee TV for their next
launched program. Content differentiation was thought to be the key area to develop a strong
Unique Selling Proposition (USP). Inspirations were drawn from Zee Bangla’s (regional channel
of Zee network) successful show “Dance Bangla Dance”. The theme was on the journey of a
common man rising to a dancing star. The channel planned to name this programme Dance India
Dance for it would be more appropriate as the participants as one nation from different parts
would be dancing for this.
Ajay Bhalwankar, Programming Head, Zee TV said, “Dance India Dance was inspired by our
very own successful regional format “Dance Bangla Dance”. Zee has always believed in the
power of home grown formats and local talent. After the immense success of Dance Bangla
Dance and Eka Peksha Ek on Zee Marathi (dance reality show of Maharastra), it was only
natural that we bring alive this format to the national audiences as well. Dance Bangla was
further developed and worked upon to create what we now know as Dance India Dance, which
went on to become a cult property.”
Format of the show
DID was a dance show with a pyramid structure. Started with multi city auditions, it selected the
top 18 contestants subjected to public voting. The one with maximum votes declared as the
winner in the finale. Instead of having celebrities to judge the show, the group decided to take
somebody with domain experience and expertise. He/she would not only train and hone the
dancing skills of the contestants, but also be able to share nuances and technicalities of different
dance forms. Dance choreographers were called “Masters” in the film industry. Three such
masters Remo Dsouza8
, Geeta Kapoor9
and Terence Lewis10
were chosen to judge the show.
Simultaneously a concept of “Grand Master” was introduced; the one who would not only be a
universally accepted dancer but also a legend like personality and a popular icon in the field of
dance. For the above position Mithun Chakraborty 11
was chosen.
7
Saregamapa was the singing reality show of Zee TV. By April 2012, it had completed 16 seasons and
1076 episodes.
8
Remo Dsouza was a famous Indian dancer and choreographer. In 2011, he turned as a director by
directing a movie called FALTU. He was directing another movie called ABCD (Any Body Can Dance).
9
Geeta Kapoor was a renowned choreographer who has choregraphed in movies like, Fiza, Kabhi Khushi
Kabhi Gham, Saathiya, Main Hoon Na, Tees Maar Khan and any more.
10
Talence Lewis was a popular choreographer, owned a dancing school in Mumbai.
11
Mithun Chakraborty shortly, Mithun Da was a famous dancer, actor in Bollywood.

4
Designing the Communication
Positioned as the ultimate dance platform for all aspiring dancers, the first season of DID started
on 30th
January 2009. Auditions were conducted in different places of the country like New
Delhi, Mumbai, Baroda, Dehradun, Kolkata, Indore and Bengaluru. The young viewers were
targeted through different promotional campaigns to create buzz and perception. Audio visuals
showcasing spectacular dancing was shown through TV. Power of digital media was utilized
heavily to address youth. It was the first main line GEC show to launch an online dance viral in
YouTube.12
The ratings topped DID season 1 among the genre of dance reality shows (Exhibit-
6). After the grand success of the show, Zee TV wished the show to take it forward by launching
more seasons, thus expanding the lifetime of the programme. With this DID Season 2 was
launched on 18th
December 2009 with the promise “Iss baar hum shuru wahaan se karenge,
jahaan se sab ko laga tha kea isse behtar kuch nahi ho sakta (we would start from where people
believed nothing better than this was possible).13
Hoardings showcasing “dance ke junoon”
(craze for dance) dotted across the cities (Exhibit-7).
Print campaign in Times of India newspaper where the brand made an appeal to the audience to
cast votes for the contestants through an eyeball grabbing “vertical flap” innovation that made
the mast-head of the front page of the daily read as “The Dance of India.” Similarly it was in
Navbharat Times where it looked like “The Dance Times” (Exhibit-8). A radio ad14
for DID was
launched which won Silver at the Exchange for Media awards 2010.15
Given the circumstances
of social media, there was an extensive usage of YouTube, Facebook and Twitter. DID became
number one in terms of viewership in YouTube. In the first two weeks itself it had 40,00000
viewers. Facebook rated the DID page on the highest scale and per day were getting an addition
of 1000 fans (Exhibit-9). The page with more than 13000 fans had grown at a phenomenal
speed. Compared to a global quality scale Facebook gave it a five star rating.
On Sunday 18th
April 2010 at Worli Sea Face, Mumbai Zee TV organized a first of its kind
world class dance carnival with an objective to interact with their favourite dance masters and
contestants, where a total of 10,000 people gathered and made the event a success.
Chawla said, “It was really exciting to give Indian dance lovers a taste of dance. We strained to
make this experience memorable and take home a novel interactive exposure too.”16
12
http://www.youtube.com/watch?v=qJuaubeKJew
13
http://www.youtube.com/watch?v=L7gprTLjLxg&feature=relmfu
14
http://www.exchange4media.com/eraa/Zeeentertainment-Dance-India-Dance.mp3
15
http://www.exchange4media.com/eraa/winners.asp
16
http://danceindiadance.in/news/2010/dance-india-dance-carnival/

5
The grand finale of DID Season 2 happened on 23rd
April 2010. The response was even better
than the previous season, helped achieve the highest TRP among the other reality shows
(Exhibit-10). DID Season 1 and 2 changed the way how dance, an art form was perceived in
India. It made superstars out of common people like Salman,17
Sakti,18
Dharmesh19
and Prince20
amongst many others.
Now Zee was strategizing to increase and leverage the brand equity of DID, which had already
become a national brand, thus planning to stretch it by launching one more sub brand. There was
born of one more icon, DID Little Masters that created a history in the nonfiction category over
the period of time.
With this show Zee gave an opportunity to the common kids across the nation to showcase their
untapped dancing skills. This was launched on 30th
April 2010, just one week after DID Season 2
grand finale. DID Little Masters was considered to be a sublime dancing show for the kids aged
5 to 12 years. Similar to the parent show, the auditions were organized in different cities in India
like, Delhi, Lucknow, Chandigarh, Nagpur, Jaipur, Kolkata, Huwahati, Vadodara, Mumbai and
Patna. Out of 100 best participants, 16 were chosen in a mega audition at Mumbai. And they
were guided by 5 skippers, who were the participants of the parent show DID.
Farah Khan21
and Sandip Saparrkar22
together judged the show. DID Little Masters scored a
TRP of 6.7 on the premiere episode leaving behind other non-fiction shows (Exhibit-11). On the
same week Colors channel had launched kids dance show “Chak Dhoom Dhoom”, a close
competitor to DID LM. In spite of this, DID LM maintained its consistency as the leading show
over others.23
On 7th
August 2010, the show successfully completed its Season 1 with the “best
child dancing sensation” of the country.
17
Salman was the winner of DID Season 1.
18
Shakti was the winner of DID Season 2.
19
Dharmesh was the first runners up of DID Season 2.
20
Prince was one of the close contestant of DID Season 1.
21
Farah Khan was one of the famous Bollywood dance choreographer turned director. She had
directed movies like Main Hoon Na, Om Shanti Om and Tees Maar Khan etc.
22
Sandip Saparrkar was a renowned dance choreographer in Bollywood.
23
http://danceindiadance.in/didlittlemasters-news/2010/dance-india-dance-lil-masters-still-at-the-
top/

6
DID achieved another milestone of success with an extension to DID LM. On 31st
December
2010, DID launched with another sub brand “DID Doubles. This format differed slightly to the
previous formats, the duo form of dancing, as the name suggested.
Golwalkar said “We thought of extending the show into a doubles format as some forms of
western dances such as cha cha, jive and salsa could not be performed alone.”24
In the same way auditions were carried out across the country for dance couples. The saga of
success crossed one more ladder with this experiment as well. DID Doubles came to an end on
9th
April 2010 with the best dancing couple. The dancing season did not come to a close here; the
channel was looking forward to another programme that would have the faces of the previous
seasons of DID and DID LM competing against each other. Thus, “Dancing ke Superstars” came
in to picture on 15th
April 2011, to leverage the popularity of its previous shows and the stars as
well.
On 18th
June 2011, Star Plus came up with its dance shows, “Just Dance”, where the format of
the show quite closer to DID. The channel had hired both famous celebrities and choreographers
like Hrithik Roshan,25
Farah Khan and Vaibhavi Merchant,26
for judging among whom Farah
Khan was already a judge for DID LM. The programme attracted contestants from abroad. It got
an opening TRP of 3.7. Hrithik Roshan was voted as the best host for the show in a conducted
survey. The grand final was watched by 97 million viewers in the country.27
With stiff competition from Star Plus it was time for Zee to relaunch its parent brand DID with
one more Season. The foremost challenge was to sustain its positioning in the clutter of
communication. The marketing and brand management team of DID was planning for an
integrative communication strategy, where every touch points for the viewers would be
memorable. The brand connected the viewers emotionally and intrinsically, engaged them like
never before. This sustained their engagement till the end of the season. The objective of the
team was to experience the brand DID with the audience.
Zee TV organized dance mobs in cities like Delhi and Mumbai to create buzz about the
comeback of its parent show DID (Exhibit-12A and 12B). Around 50 people appeared from
nowhere and danced to the tune of latest Bollywood chartbusters in places like near multiplexes,
and popular market places.
24
http://danceindiadance.in/news/2010/the-scoop-on-did-doubles/
25
Hrithik Roshan was a famous Indian actor and won numerous best actor awards for his performance in
different movies.
26
Vaibhavi Merchant was a well known Bollywood choreographer. She had got National award for her
choreography in a song of the hit movie “Hum Dil de Chuke Sanam.”
27
http://articles.timesofindia.indiatimes.com/2011-10-01/tv/30234682_1_hrithik-roshan-reality-show-tv-
host

7
For the first time the dance auditions were conducted on line (Exhibit-13). People who could not
get a chance in the city auditions and aspiring dancers from the remotest part of the country got a
chance to submit their performance videos online (www.did3.zeetv.com). This activity was a
success with about 50,000 registered users on this site. Online audition induced responses not
only inside the country but also from countries like Sri Lanka, Europe, Fiji Islands and
Bangladesh.
The glimpses of DID Season 3 were put on the popular web portals of Airtel, Uninor, Vodafone
and Docomo (Exhibit-14). The clips got about more than 40,000 downloads. With the objective
to engage the brand with the young viewers by encouraging real-time conversations, Zee
launched a WAP (Wireless Application Protocol) site and mobile application (Exhibit-15).
Apart from the videos and regular content, through the app, the tech savvy generation could
connect with their favourite contestants, chat and vote them with other interactive functions.
In understanding the fact of voting, a fundamental right of every individual, a breakthrough
innovation was initiated, making it absolutely free, for the first time in the history of reality
shows in India (Exhibit-16).
On 21st
September 2012, Smarties India Award organized by Mobile Marketing Association
honoured Zee TV with gold and silver awards for WAP application and missed call voting
respectively (Exhibit-17).
Chawla, said, “It was very gratifying to know that at a time when ‘on-demand’ entertainment
was the order of the day, we were able to provide our viewers with content that kept them
engrossed and engaged. Reaching over 5.6 lakh downloads on four mobile platforms strengthens
our conviction that technology engages consumers in ways that are addictive. The DID App was
just the start of our quest to be innovators in exploring the digital medium. With DID Missed
Call Innovation, we aimed for never before achieved viewer’s participation in the show. The
voting system with the missed call initiative made every unique vote count.”
With the increasing popularity of DID, Zee took another initiative not only to connect the brand
with the audience, but also to experience them with a feel good factor, it launched DID
merchandise in collaboration with Reebok. Reebok had designed different range of dance
accessories and made them available across 100 outlets in the country (Exhibit-18). With this it
made the viewers realize that they were a part of DID family.
Sajid Shamim, Brand Director of Reebok India said, “To bring the elements of life, sport and
style were our focus. Our association with DID that celebrated fitness through dance was
enjoyable. They were inspired by various dance forms. This got expressed in our T-Shirts in
vibrant colours.”28
28
http://www.indiantelevision.com/mam/headlines/y2k12/jan/janmam50.php

8
On 1st
March 2012, KJ Somaiya ground in Mumbai, DID set a Guinness record of largest
Bollywood dance where 4428 people gathered who danced to the tune of “'Dhinkachika
Dhinkachika”29
for 3 minutes (Exhibit-19).
Chawla said, “DID as an iconic brand strode wonderful strides in the realm of reality
programming. In this connection we brought all dance lovers and DID supporters to dance with
their favourite DID icons that won a certificate by Guinness World Record Ltd. The
extraordinary talents of the current DID Season 3 were unmatched on Indian television. We
were pretty sure that DID as a brand would get better and this new Guinness record will
definitely go along way in history.”30
An emerging trend of promoting movies through non-fiction shows had become successful and
proved as a win-win situation for both the players. While these shows had provided a platform to
promote the movies, the appearance of celebrity actors during the programme allured more
audience by virtue of registered more rating points for the TV channel. The increasing popularity
of DID had attracted many Bollywood celebrities to promote their movies (Exhibit-20). On 5th
August 2012, the presence of Salman Khan and Katrina Kaif to promote their movie “Ek Tha
Tiger”, on DID boosted the TRP to 7.5.31
Also the success of DID attracted many brands to place and promote (product placement) during
the series (Exhibit-21).
With the launch of DID, terms like contemporary, locking, and popping etc. became household
phenomena. DID provoked aspiring dancers in the country to take dance as a career.
Geeta Kapoor, one of the Judges (Masters) of the show said, “The respect for dance has
increased over the years and that`s evolution for me. It was a profession no more considered
feasible then. Over the years happened a paradigm shift. It now looked up a career option as
choreographers, dancers assistants etc. in brilliant ways and those who opted to dance as a career
never had regrets and all they felt was good.”32
29
Dhinkachika Dhinkachika is a song from Salman Khan Starrer movie “Ready” which was a huge hit in
2011.
30
http://www.india-forums.com/tellybuzz/buzzin-hot/11354-dance-india-dance-creates-guiness-world-
record.htm
31
http://articles.timesofindia.indiatimes.com/2012-08-17/tv/33248380_1_salman-khan-katrina-kaif-ek-
tha-tiger
32
http://zeenews.india.com/entertainment/idiotbox/now-people-respect-dance-as-career_104264.htm

9
Industry, Competition and Challenges
Indian Media and Entertainment Industry (M&E) industry recorded a growth of 12% in 2011.
The value of this industry was about Rs. 728 billion in 2011. The industry was envisaged to grow
at a CAGR of 15% to attain Rs. 1,457 billion by 2016.
Television industry in India accounted for about 45% of the total media industry in terms of
revenues. India occupied the third largest Television market next to USA and China with 146
million television households. The value of Indian television industry was estimated at Rs. 329
billion and recorded a growth rate of 10.8% in 2011. Television industry was anticipated to
grow at a CAGR of 17% to reach Rs. 735 billion by 2016. The penetration of television was
approximately 60% in India, and it showed that there were still potential for growth.
One of the biggest trends for the Indian television industry had been the emergence of Direct To
Home (DTH). With DTH, cable penetration had reached 80% in India. Advances in technology
had given rise to High Definition (HD) telecasts boost in this sector. Average television viewing
time in India was very low in comparison to other countries (Exhibit-22). The average television
viewing time for Indian consumer was found to be 154 minutes per day.
In television space, revenue generated from two sources, advertising and subscription.
Advertising spends for all media in India had reached Rs. 300 billion in 2011, which contributed
41% of the M&E industry revenues with a recorded growth rate of 13% in 2011. Advertising
spends for TV media accounted for Rs. 116 billion with a recorded growth rate of 12.6% in
2011. The ad spends for TV was estimated to grow at a CAGR of 14.7% to touch Rs. 230 billion
in 2016. The subscription share was 65% for television industry in India in 2011 and expected to
touch 69% in 2016.
In Indian television space more than 90% of the audiences watched non-news genre or various
genres of entertainment. Hindi GECs was most preferred and viewed genre in Indian television
with a viewership share of 27.4% (Exhibit-23). This genre previously dominated by fiction
shows and family dramas like saas bahu (mother-in-law and daughter-in-law) soaps later on took
a diversion towards non-fiction and reality shows. And these non-fiction programmes later on
listed as the best rated shows in the Indian television. A study done by CMS Media Lab on six
General Entertainment Channels showed that 20% of the programmes fall under non-fiction
category. Started from talent shows to social issues, adventure based shows, game shows and
many more, these non-fiction shows always tried to provide a new test to the viewers.
Experimentation with something new was one of the key drivers for these shows. For this reason,
even tested successful formats were imported from international scenario and customized with an
Indian taste33
(Exhibit-24).
Innovation, fastness, differentiation were some of the strategies adopted among the players in
this strategic group. Before Zee had started DID, there were few dance reality shows in Indian
television. Boogie Woogie was an oldest and long lasting dance show telecasted in Sony TV.
Started in the year 1993, relaunched during 2003 and finally ended on October 2, 2009 replaced
33
http://www.rediff.com/money/2005/apr/08real.htm

10
by one more dance show Dance Premier League. With the increased popularity of reality dance
shows over a period of time, there was a flood of such programmes that happened in Indian
GEC34
(Exhibit-25).
DTH and IPTV,35
pay-per-view and content-on-demand was the future of Indian television. Not
only in content development, but also in communicating the above programme the players were
trying hard in all the possible ways, not leaving any medium left behind. Channels adopted
different innovative ways to communicate their programmes by investing huge money on
promotion. Starting from print to electronic to interactive social media these channels were
strategizing their promotion plans to engage viewers.
In the event of stiff competition, there were possibilities for the return of previous blockbusters
(dance shows like Boogie Woogie).36
Advertising strategies were rigorous and competitive;
communication itself proved challenging.
Having a total of 4 sub-brands from the parent brand DID, a total of 5 brands and even the sub
brands performing better than the parent one, the challenge for the group was to sustain its
leadership among the strategic groups.
34
http://timesofindia.indiatimes.com/entertainment/tv/Dance-fever-catches-on-courtesy-reality-
TV/articleshow/7403541.cms
35
IPTV stands for Internet Protocol Television.
36
http://www.totalfilmy.com/feature/20100518/boogie_woogie_back_after_break-29513.html

11
Exhibit 1: Launch day ratings of different non-fiction shows
Show Broadcasting Network Launch day ratings
Kaun Banega Crorepati Season5 Sony TV 5.2
Jhalak Dikhla Ja Season4 Colors 3.1
Just Dance Star Plus 3.7
Satyamev Jayate Star Plus 3.0
Source: Company
Exhibit 2: List of Shows performed by Dance India Dance till September 2012
Shows Starting date Ending date
DID Season 1 30th
January 2009 30th
May 2009
DID Season 2 18th
December 2009 23rd
April 2010
DID Little Masters 1 30th
April 2010 7th
August 2010
DID Doubles 26th
February 2011 9th
April 9, 2011
Dance Ke Superstars 15th
April 2011 21st
May 2011
DID Season 3 24th
December, 2011 21st
April, 2012
DID Little Masters 2 28th
April 2012 12th
August 2012
Dance Ke Super Kids 25th
August 2012 23rd
September 2012
Source: Author Research
Exhibit 3: Financials of Zee TV
(Rs in Millions)
Source: Company
Particulars (In Million Rs) 2009 2010 2011 2012
Total Revenue 21,773 21,998 30,088 30,405
Advertising Revenue 10,582 10,669 17,000 15,841
Subscription Revenue 9,036 9,877 11,253 13,257
Other Sales and Services 2,156 1,452 1,835 1,307
Total Expenditure 16,293 15,863 21,868 23,010
Advertisement and publicity expenses 1,017 980 1,043 1,463
Programming and Operating Cost 9,810 9,452 14,370 14,311
PBT & Exceptional items 5,403 6,737 8,725 8,406
EBITDA 5,480 6,135 8,219 7,395
EBITDA Margin 25% 28% 27% 24%
Net Profit 5,124 6,343 6,369 5,891
Net Margin 24% 29% 21% 19%
Market Cap 46,157 131,356 120,890 123,202
Net Worth 33,995 38,300 30,982 34,308

12
Exhibit 4: Programmes highlighted Social issues in Zee TV
Programme Social change
Ghar ki Laxmi Betiyaan Against domestic violence
Pavitra Rishta Against justice meted out to ageing parents
Agle Janam Mohe Bitiya hi Kijo Against girl child trafficking
Saathphere Against the stigma of dark complexion
Aap ki Antara Highlighting the issues of autism with sensitivity
Punar Vivah Against the vices of remarriage
Exhibit 5: Rebranding of Zee TV
First
(01-10-1992 to 16-06-2002)
Second
(17-06-2002 to 26-03-2005)
Third (USA Logo)
(17-06-2002 to 26-03-2005)
Fourth
(27-03-2005 to 18-06-2011)
Fifth (19-06-2011 to onwards)

13
Exhibit 6: Ratings of DID Season 1 and other dance reality shows
Non-Fiction Show Ratings
0.8
1.2
1.3
1.7
2.3
2.6
3.3
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Dance India Dance Chhote Miyan Nach Baliye 4 Dancing Queen Arre Dewano
Mujhe Pehchano
Jhalak Dikhlaja 3 VOI Mummy Ke
Superstar
Reality Shows
Avg.TVR
Source:TAM, Market:HSM,TG:CS 4+
Source: Company
Exhibit 7: Out Door Campaign for DID Season 2
Source: Company

14
Exhibit 8: Print Campaign for DID Season 2
Source: Company
Exhibit 9: DID on Facebook
Source: Company

15
Exhibit 10: Ratings of DID Season 2 and other reality shows
Non-Fiction Show Ratings
0.5
1.3
1.6
1.7
2.0
2.7
4.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Dance India Dance
- 2
Music Ka Maha
Muquabla
Comedy Circus
Mahasangram
Raaz Pichle Janam
Ka
National Bingo
Night
Rahul Dulhaniya le
Jayenge
IPL Rockstars
Reality Shows
Avg.TVR
Source:TAM, Market:HSM,TG:CS 4+
Source: Company
Exhibit 11: Launch day ratings of DID Little Masters Season 1 versus other reality shows
Show Channel Launch day TRP recorded
DID Little Master Zee TV 6.7
Chak Dhoom Dhoom Colors 4.4
Zara Nachke Dikha Season 2 Star Plus 2.4
Indian Idol Season 5 Sony 3.0
Source: http://danceindiadance.in/didlittlemasters-news/2010/lil-masters-tops-the-trp-charts/

16
Exhibit 12 A: List of Dance Mobs carried out in Delhi and Mumbai
Date Delhi Mumbai
22.12.2012 PVR Saket, PVR Janakpuri -
23.12.2011 - Cinemax, PVR
24.12.2011 Rajouri Garden Church Gate, Flora Fountain
Source: Company
Exhibit 12 B: Dance Mobs at Church Gate, Mumbai
Source: Company
Exhibit 13: Online Audition for DID Season 3
Source: Company

17
Exhibit 14: Official Sneak Peak for DID Season 3
Source: Company
Exhibit 15: APP/WAP Application
Source: Company

18
Exhibit 16: Voting Model for DID Season 3
Source: Company
Exhibit 17: Award for WAP application and missed call voting
Source: Company

19
Exhibit 18: Merchandising with Reebok
Source: Company

20
Exhibit 19: Guinness Record for DID

21
Exhibit 20: Promotion of Movies in DID
Movies Celebrities on DID floor
Ek Tha Tiger Salman Khan, Katrina Kaif
Kya Super Kool Hain Hum Tusshar Kapoor, Riteish Deshmukh
Bol Bachchan Ajay Devgan, Abhisek Bachchan, Rohit Setty
Ferrari Ki Sawari Boman Irani, Sharman Joshi
Rowdy Rathore Akshya Kumar, Sonakshi Sinha, Prabhu Deva
Teri Meri Kahaani Shahid Kapoor, Priyanka Chopra
Tere Naal Love Ho Gaya Riteish Deshmukh, Genelia D’Souza
Jodi Breakers Helen, Bipasha Basu
Char Din Ki Chandni Tusshar Kapoor, Kulraj Randhawa
Chalo Dilli Lara Dutta, Vinay Pathak
Note: The lists of movies promoted through Dance India Dance were huge. The above
Exhibit contained only few movies from the list.

22
Exhibit 21: Product Placement in DID
Source: Company
Type of integration DID Lil Masters 1 DID Doubles DID 3 DID Lil Masters Season 2
Performer of the day LG, Titan Zoop LUX and Tata Nano - LOTUS, Kinder joy
Final Gratification - big prize LCD TV, Mauritius Package, Wagon R, SIP Tata Nano Car to each
M S Ertiga
Car -
Gratification to eliminated
contestants Fidelity, Samsonite Nokia - -
Branded Content windows - -
MS most
dezired
moment of day Knorr (Wild Card and Move of the series)
Soft Suited brand characters of
brands to come on stage - Fanta - Tod and Mod - Paddle POP - Lion and Lioness
Client specific PROPs to be used - - - Knorr - Fork and Spoon
Brand tunes to be played LG - - -
Mention of scholarship giveaways
from Clients - - - Dettol
Client's anthem to be incorporated - - 7 Up KNORR, Dettol (limelight)
Branding a round/act behind
client's name - - -
KNORR (Jugalbandi act & Tongue
twister)
Chocolate/hamper giveaway
Moments -
Perk - khul ke bol,
LUX
NESTLE -
Maggi KNORR
10 sec client commercial AV to
be shown - - - -
Recap of best moments of the
episodes Surf Excel - - -
Break links - Perk - khul ke bol - -
Theme based episodes Surf Excel
LUX - launch of Purple
LUX
Launch of
Swift Dzire
and ERTIGA -
Passive placement in form of
mugs Surf Excel BRU Nestle -

23
Exhibit 22: Average Television Viewing Time in India (Minutes per Day)
Source: FICCI KPMG Indian Media and Entertainment Industry Report 2012
Exhibit 23: Viewership share by Genres (Share of channels at all India level)
Genre Viewership Share (2011)
Hindi GEC 27.4%
Hindi movies 11.9%
Kids 6.3%
Music 3.2%
Sports 3.5%
infotainment 1.1%
English movies 1.0%
English GEC 0.2%
Regional channels 33.4%
Others 12.0%
Source: FICCI KPMG Indian Media and Entertainment Industry Report 2012

24
Exhibit 24: International Reality Show Format in Indian Television
Show Channel Original Show Country of origin
Jhalak Dikhla Jaa Sony Dancing with the Stars UK
Big Boss Colors Big Brother UK
Indian Idol Sony American Idol America
Kaun Banega Crorepati Star Plus, Sony Who wants to be a
Millionnaire
UK
India’s Got Talent Colors America’s Got Talent America
Fear Factor- Khatron Ke
Khiladi
Colors Fear Factor America
Master Chef India Star Plus Hell’s Kitchen America
Khul Ja Sim Sim Star Plus Let’s Make a Deal America
Kismey Kitna Hai Dum Star Plus Night Fever UK
Sach Ka Samna Star Plus The Moment of Truth America
Iss Jngle se Mujhe
Bacho
Sony I’m a Celebrity...Get Me out
of Here
UK
Entertainment Ke Liye
aur bhi Kuch Bhi
Karega
Sony 30 Seconds to Fame America
10 Ka Dum Sony Power of 10 America
X Factor India Sony The X Factor UK
National Bingo Night Colors National Bingo Night America
Zor Ka Jhatka Imagine TV Wipeout America
Emotional Atyachar Bindass TV Cheaters America
M TV Roadies M TV Road Rules America
Survivor India Star Plus Survivor America
Exhibit 25: Dance Reality Shows in Indian Television
Programme Channel Contestants Launch Date Seasons
Performed
Boogie Woogie Sony Kids 1995 __
Nach Baliye Star One, Star Plus Celebrity
Couples
2005 4
Jhalak Dikhla Jaa Sony Celebrity 2006 5
Dancing Queen Colors 10 female
celebrities
2008 1
Zara Nach Ke Dikha Star One, Star Plus Girls vs. Boys 2008 2
Nachle Ve NDTV Imagine Celebrity 2008 2
Dance Ke Premier
League
Sony Team 2009 1
Chak Dhoom Dhoom Colors Kids 2010 2
Just Dance Star Plus Youth 2011 1

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