Encouraged by the success of the recently launched mobile app for Zee TV's dance-based reality show Dance India Dance, the channel will further update the app for the just-launched L'il Masters Season 2.
A little over a month ago, India's leading general entertainment channel, Zee TV launched a WAP site and a mobile application for its dance-based reality show, Maruti Suzuki Dance India Dance (Season 3) to up the interaction levels between the audience and the participants and judges of the show. The season wrapped up on April 21 and in less than a month, the app had already garnered a rather healthy response. The app has been a hit with the tech savvy youth since the day of its launch.
Within two hours of the DID app hitting the respective mobile app stores there has been a deluge of comments for the participants and mentors. Within three days of the launch there has been more than 10,000 downloads and the nos have only been rapidly increasing. It also got a rating of 4.7 out of 5 on Android App store. It's a very competitive score considering the fact that Android store is an open platform and their reviews are all user generated. Not only has the DID app been a huge hit in India but also in countries like USA and UK along with 25 unique countries. Encouraged by the success of the app, the channel will now further update it for Dance India Dance – L'il Masters - Season 2, which went on air last week.
According to the numbers, the total downloads (from the date of launch to April 27) stood at 18,915 - iTunes Connect (10,662), BlackBerry App World (2,388) and Google Play (Android) (5,865). Also, the app was rated 4.7 out of 5 on the Android App store and was well received not just in India but across the world.
Akash Chawla, marketing head, national channels, Zee Entertainment Enterprises Limited (ZEEL) says that Zee is looking at mobile apps as a potent tool. "The thing with technology is that either we break through or technology will break us. I think it is just a start. Along the way, we will also learn more. And, so that the audience knows that this does not end here, we will carry forward the community we have built to L'il Masters as well," he says. Chawla reiterates that Zee shall continue with its stress on the digital medium marketing its shows going forward.
The reason for the app's success can be attributed to its path breaking marketing strategy to promote its presence. To find an app amongst the hordes mobile applications available in an app store is a gargantuan task but the 'DID app' has redefined the process of 'App Discovery'. You can either take the traditional route of searching 'Dance India Dance' in your respective mobile app store or simply dial 1800 266 1614. This is an automated call which gets disconnected after the first ring, post which you will get a text message. The text message contains a link - http://m.zeetvdid.in/downloads
which allows you to download the Dance India Dance app directly on your mobile phone. Every time you vote a contestant you get a text message acknowledging the registration of your vote along with a direct link from where you can download the app for free.
You can download your dedicated DID app with features like appreciating your favourite participant while you watch them dance on television; chat with your favourite DID contestants and suggest dance steps to them; interact with the judges of DID – Masters Remo, Geeta and Terence; and vote for your favourite participants (with in-built Missed call function), among others from your respective mobile app store.
Going forward into the L'il Masters season, the app will undergo changes to suit the positioning of the show. The app's updates will be shortly released. The existing users' apps will be automatically updated, while there will be further campaigns to increase downloads.