MUMBAI: Zee TV?s interactive WAP site and mobile app for its top-rated non-fiction show ?Knorr Soupy Noodles DID L?il Masters powered by LR Active? has emerged a runaway success with more than 3 lakh downloads within a short span of 3 months of its launch. Boasting of a wide array of exciting and novel interactive features, the application has succeeded in raising the bar on viewer engagement in the digital space. Using the app, mobile users were able to interact with the show in ways that were hitherto not even imagined. Beyond providing users latest updates from the show at their fingertips, the newly introduced features that captured public imagination and upped the number of downloads were LIVE chats with the masters and skippers, as well as the personalized dance tutorials from the four skippers on the show.

The launch of the mobile application for DID L?il Masters in May 2012 came in the wake of an overwhelming response to the initial episodes of the show and the grand success of the mobile application launched for Season 3 of Dance India Dance. Within 3 days of its unveil in March 2012, the DID 3 app reported more than 10,000 downloads and rated 4.5 out of 5 on the Android App Store - a very competitive score considering that the Android store is an open platform and the reviews therein are all user-generated. The DID 3 app went on to become a major hit not only in India but also in countries like USA and UK along with 25 unique countries, reinforcing that mobile marketing is the best way to capture the youth and the tech-savvy generation of smart phone and feature phone users.

Mr. Akash Chawla, Marketing Head, National Channels, ZEEL said, ?It is very gratifying to know that at a time when ?on-demand? entertainment is the order of the day, we have been able to provide our viewers with content that has kept them engrossed and engaged. Reaching over 3 lakh downloads on four mobile platforms strengthens our conviction that technology engages consumers in ways that are addictive. The LIVE chats and personalized tutorials have clearly been crowd favourites while the easy voting feature has seen the contestants register a staggering number of votes as people connected in huge numbers! The DID App is just the start of our quest to be innovators in exploring the digital medium.?

Zee TV has plans of making an even larger impact with the mobile application in the coming days by pushing it on-air with anchor Jay Bhanushali encouraging viewers to download the app. The announcement of unseen footages of Salman Khan and Katrina Kaif from a recent episode as well as personalized dance tutorials by each of the top 5 finalists will drive higher downloads of the app and keep the buzz alive for the channel?s next non-fiction property ?Dance Ke Superkids?.

Following a successful collaboration for the mobile application of DID Season 3, Zee TV continued its partnership with MOBILOX Innovations Pvt. Ltd to develop the WAP & app technology for DID L?il Masters. The launch of the mobile application for Season 3 of Dance India Dance made DID the first ever reality show on Indian television to be present as an application on all mobile/digital platforms. The mobile apps designed for Season 3 as well as DID L?il Masters have taken consumer interactivity in the mobile domain to unmatched heights.

Watch the Grand Finale of ?Knorr Soupy Noodles DID L?il Masters powered by L R Active? on Sunday, August 12, 7.30 PM onwards and vote for your favourite contestant through the DID App on your phone!

Mumbai: Zee Cinema, India?s first Hindi movie channel, topped the rating charts this week with the telecast the World TV premiere of Bollywood?s latest blockbuster, Agneepath. The film starring Hrithik Roshan was aired on 16 June at 8 pm and catapulted Zee Cinema to the top slot among Hindi movie channels this week with 158 GRPs, followed by Star Gold (119), Sony Max (100) and Movies OK (64). As per TAM Data for Week 24?12, Agneepath rated 4.73 TVR in Hindi Speaking Markets (HSM). It garnered a reach of 19.63 percent and a time spent of 51.8 minutes. In Mumbai, Agneepath rated at 6.67 TVR, Delhi had 4.93 TVR, Gujarat 1Mn+ had 7.42 TVR and in Maharashtra 1Mn+, the film rated 6.6 TVR.

Agneepath, produced by Dharma Productions, had broken box office collection records in the debut week and done the same with the premiere on Zee Cinema.

Zee Cinema Business Head, Mohan Gopinath said, ?We have planned a feast of superlative entertainment for Hindi cinema aficionados this year. We are very happy to have augmented our vast library with many more good titles. We have been airing films with shorter breaks to enhance viewership experience and the response to Agneepath has been overwhelming. We have also drawn a very positive advertiser response for the film.? The presenting sponsor for Agneepath was Rin Powered By Good Knight Advanced and it was co-presented by VIM. The Associate sponsors were Xylo, Honda, Pantene PROV, Lenovo, Lifebuoy, Vaseline, NIIT and Supractiv Complete.

The holistic marketing campaign which had television, outdoor, print, internet, theatre promotions and also promotions on DTH helped build the buzz on the World TV premiere of Agneepath. It rated far greater than the launch episodes of Jhalak Dikhla Jaa (also launched on 16th June got 3.1 TVR on Colors), Aamir Khan?s Satyamev Jayate (Star Plus) and Indian Idol (Sony) launch episodes.

ZEEL ? Marketing Head ? National Channels, Akash Chawla said, ?The way movies are being consumed is changing with multiple platforms. It?s now possible to engage an online audience in novel ways. This is a perfect example of combining technology, traditional media and cult entertainment to appeal to an audience demographic that loves a combination of all.While among all CS4+ individuals Agneepath rated 4.73 TVR, it rated 5.46 TVR among individuals in digital households. Agneepath also garnered over 1 million searches in June, on Google. This campaign blurred the lines between digital and traditional media. It was an integrated, multi-platform marketing campaign that engaged the viewer in an otherwise cluttered market.?