Zee Furthers The Online Initiative of Dance India Dance To Little Masters; Is Online Interactivity A Must?

Last month, Zee TV had launched a WAP Site & a Mobile app for their show Dance India Dance (DID). Now, they will be doing the same for DID Little Masters Season 2.

With the launch of the mobile app & site, Zee TV managed to garner a very good response. The application was downloaded more than 18000 times & managed to get a 4.7 star rating on Google’s Android platform.

Source: Google Play

Online interactivity is an absolute must for the companies. Today’s modern day organizations cannot simply rely on flash based advertisements that are displayed online. Such endeavors tend to urge the audience to interact with the programs.

How did the app succeed? The application allowed viewers to interact not only with the participants, but also with the judges. Additionally, the application was a very good source of self-generated entertainment in the form of cartoon characters with users’ images. Furthermore, the makers chose an innovative marketing technique involving ‘Missed-Call’. A user had to only give a missed-call to 1800 266 1614 & the automated system would then send an SMS which included the link to download the app.

The upcoming app can & will extend the inputs from the previous version. Existing users will have their apps automatically updated. Mobilox Innovations, the company behind the making of the app has been very specific about the offering & has kept it minimum but engaging. Vishwajeet Sukhija, director, innovation and marketing, Mobilox Innovations quips that the mobile phone offers the best positioning to promote interactivity between audience & TV Shows. “As more and more people can afford smartphones, the same users who interacted by voting through SMS or IVR can now have a richer experience through apps” he adds, hinting at upcoming developments.

Television channels now have to fight with Internet sourced multimedia. However such apps & sites show that both the mediums can co-exists & may even prove synergistic to each each other.

Have you used the DID application? Do share your views.

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