Jhalak Dikhhla Jaa Helps Sony Consolidate No.3 Position

Outperforms all recent reality shows launches; only bettered by SONY Entertainment Television's own – KBC.

BestMediaInfo Bureau | Delhi | December 24, 2010

Powered by the promise of “Dance Hoga Mast, Entertainment Zabardast “  and presence of India's diva – the iconic Madhuri Dixit, Jhalak Dikhhla Jaa has opened to blockbuster rating of 5.6  TVR making it among the most successful launches on Indian television in recent times – only bettered by SONY Entertainment Television's own – KBC.

The strong opening has propelled SONY Entertainment Television to a strong 3^rd position among Hindi General Entertainment Channels. Jhalak's first week average of 5.4TVR is currently the highest ratings garnered across the reality shows in recent times. It is a further testimony that this format which brings together stars from different fields on one platform is holding the Indian audiences captivated.

SONY Entertainment Television's strategy of bringing high quality entertainment on Weekday primetime has worked wonders for the channel with Jhalak Dikhhla Jaa's record ratings being the 4^th successive successful show launch following - Indian Idol, Entertainment Ke Liye Kuch Bhi Karega and the iconic Kaun Banega Crorepati.

Commenting on the Jhalak performance NP Singh, COO, Multi Screen Media said, “The journey which started with Indian Idol in April with an idea of providing alternative content to the audience has paid off handsomely putting us in very strong Number 3 position with phenomenal rise in channel performance.”

A pan-India phenomenon, 'Jhalak Dikhhla Jaa' captivated people across the length and breadth of the country resulting in impressive rating deliveries across all regions and demographic groups.

Jhalak Dikhhla Jaa' Opening Episode delivered:

Gender: Male (4.9TVRs and 14.1% Reach), Females (6.4TVRs and 16.6% Reach)

Age: 4-14yrs (5.1TVRs), 15-24yrs (6.4TVRs), 25-34yrs (4.8TVRs), 35-44yrs (5.7TVRs), 45-54yrs (6.0TVRs), 55yrs+ (5.5TVRs)

SEC: SEC A (6.5TVRs), SEC B (5.7TVRs), SEC C (5.4TVRs), SEC D (5.0TVRs)

Metros: Mumbai (6.1TVRs – Mon, 7.0TVRs – Tue), Delhi (6.6TVRs – Mon, 7.2TVRs – Tue)

1Mn+ markets – Maharashtra (6.6TVRs), Gujarat (6.3TVRs), MP (6.3TVRs), UP (5.8TVRs).

Less than Man markets: Chhattisgarh (13.6TVRs), Maharashtra (7.2TVRs), UP (7.1TVRs), MP (5.9TVRs), Gujarat (5.6TVRs) and Rajasthan (5.4TVRs).

Ajit Thakur, Executive Vice President and Business Head, Sony Entertainment Television said, “We started a journey 9 months back with Indian Idol to bring families together at prime time. Successive successful properties like Entertainment Ke Liye Kuch Bhi Karega, KBC and now Jhalak has delivered on our endeavor. Today weekdays 9pm-10pm is the top slot for us and our shows are slot leaders across channels. We are absolutely delighted with the great opening numbers – the combination of dance diva Madhuri Dixit and Jhalak's promise of zabardast entertainment has worked across India and we hope that it continues to delight audiences across India. It is also very good news for our advertisers.”

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