Good content is the best marketing: Danish Khan on Super Dancer 2

Dance reality show ‘Super Dancer’ is all geared to return on Sony Entertainment Television for its second season on September 30, 2017. The show will air on Saturdays and Sundays at 8.00 pm. Patanjali Biscuits, Cadbury Bournvita, Quick Heal, Lotus Herbal and LIC have come aboard as advertisers on the show. 

Produced by Frames Productions, ‘Super Dancer 2’ will see actor Shilpa Shetty, filmmaker Anurag Basu and choreographer Geeta Kapur resume their roles of Super Judges. The show will be hosted by Rithvik Dhanjani and Paritosh Tripathi. ‘Super Dancer 2’ will have a new mantra: ‘Magic Mehnat Mein Hai’. 

The nationwide hunt for India’s magical dancing talents had commenced in July with kids auditioning for the show across 10 cities. Twelve contestants have made it on the show post the auditions and will soon be seen competing for the converted title to be India’s next ‘Super Dancer’. 

Commenting on the show, Danish Khan, EVP & Business Head, Sony Entertainment Television, said, “We are extremely proud of ‘Super Dancer’. In its debut year itself, it went on to become the #1 show on Indian television. It’s a new format which has become a rage in international markets as well. We are delighted to present Chapter 2 with never seen before talents. These talents will be nurtured by our three spectacular judges – Shilpa Shetty Kundra, Anurag Basu and Geeta Kapur, along with great mentors. Frames Production Company has done a great job in putting together a brand new season that will not only push the envelope but also create new benchmark in television talent show in India.” 

Ranjeet Thakur and Hemant Ruparel, Producers, Frames Production Company, added here, “‘Super Dancer Chapter 2’ will once again search for the biggest dance protégée, who will be the future of dance. This year, the show will take the entertainment and dancing factor a notch higher. We have gone far and wide across the country in our search for the right talent. As always, it’s a delight to partner with Sony Entertainment Television. Their vision for the brand and faith in team collaboration makes for a great show.” 

Danish Khan and Ashish Golwalkar, Senior Creative Director, Sony Entertainment Television, speak with Adgully to give further insights on ‘Super Dancer 2’, the marketing strategy, Sony’s upcoming content line-up, weekend plans and more. Excerpts: 

How is ‘Super Dancer Season 2’ different from ‘Super Dancer Season 1’?

Ashish Golwalkar: There are no changes in the format of the show, because for great shows there is no need to change any format. Even the judges and the hosts for this season are the same. The only the difference is that in this season we have new unique talent on our show. 

 

 

The Hindi GEC space has quite a few talent hunt shows vying for eyeballs on weekends. How is Sony strategising to attract new viewers as well as retain viewers for ‘Super Dancer 2’?
Danish Khan: For any dance show, there should be some ethos. In ‘Super Dancer’, we have dance which is a performing art and then there is the format of the show, which is based on an insight that is very ancient and deep in our minds, that is of ‘Guru’ and ‘Shishya’. When new talents meet great judges, magic happens and that’s what the show is all about. We saw this magic happen last year, and I’m sure this year, too, the magic will happen. 

What is the promotion and marketing strategy for ‘Super Dancer 2’?

Danish Khan: We are using the entire media mix for promoting our new property. But ultimately, in today’s scenario the media is progressive and hence, it is no more about media perception, but all about content. Good content is the best marketing for your shows. Each video of ‘Super Dancer’ before the launch have got around 10 million views. Even for our new property, ‘Yeh Un Dino Ki Baat Hai’, we had promoted the show only for five days on Sony and digital platforms. 

How is Sony beefing up its weekend band?
Danish Khan: Weekends on Sony are extremely packed. In the past few weeks, we missed a little bit of the weekend viewership due to ‘The Kapil Sharma Show’ going off air because of Kapil’s ill health. Currently, on weekends we have ‘Super Dancer’ at 8 pm, followed by ‘The Drama Company’ at 9 pm, ‘CID’ at 10 pm and finally Crime Patrol’ at 11 pm. Soon we will see the return of ‘The Kapil Sharma Show’ once he recovers. 

We will also come out with a new show shortly which will include the entire unit of ‘Paheredaar Piya Ki’. 

What are the other upcoming shows on Sony?
Danish Khan: You will be seeing several new programmes on Sony very soon. We have ‘Hassil’ and ‘Ek Deewana Tha’, which will replace ‘KBC’ in October. We also have our shows ‘Porus’ and ‘Prithvi Vallabh’ lined up.