Campaign India Team
Feb 13, 2009

SET gears up for Jhalak Dikhla Ja 3 and new mini-series

Sony Entertainment Television (SET) has launched new shows as part of the channel's programming line-up. The GEC has announced the third season of the reality dance show Jhalak Dikhla Jaa, and a mini-series, titled 'Specials@10'.

SET gears up for Jhalak Dikhla Ja 3 and new mini-series

Sony Entertainment Television (SET) has launched new shows as part of the channel's programming line-up. The GEC has announced the third season of the reality dance show Jhalak Dikhla Jaa, and a mini-series, titled 'Specials@10'.

Albert Almeida, executive vice president and business head, SET said, "Jhalak Dikhhla Jaa 3- Dancing with the Stars is all about super achievers in their respective fields taking up a new challenge and once again excelling in something new. The show, now in its third season, will enthrall the audience not only with power-packed performances but also keep the viewers glued to their television sets to watch some fascinating moves that will change the image of these popular celebrities".

Twelve celebrities will participate with their choreographers in the show. Jhalak Dikhla Jaa will be telecast from February 27 onwards, at 9 pm everyday Friday and Saturday. Sony's other big ticket show, 'Specials@10', is a mini-series that is slated to be on air for 12 weeks, beginning March 2. For this show, SET has roped in Bollywood directors to create a series that will be broken into twelve episodes. This series will be on air every Monday to Thursday at 10 pm, where each of these days are devoted to a particular director's series.

Leo Burnett has created two TVCs as a part of the advertising campaign, to promote both the shows. Commenting on the campaign, Danish Khan, head of marketing, SET said, "Sony has been involving creative agencies to create image spots for the channel, for quite a while now. We generally rope in agencies when we need high quality promos for big properties. For Jhalak Dikhla Jaa 3's TVC, we've tried to break the clutter, by positioning the show as something people would take up, to try something new. Hence, the tagline, Aaj kya new kiya?. With the Specials@10 commercial, we've captured slice-of-life incidents to generate interest among viewers."

Source:
Campaign India