MUMBAI: Come 12 December and Zee TV is all set to launch the second season of kid’s reality series India’s Best Dramebaaz. The show will be aired on Saturday and Sunday in the 9.30 pm time slot.
The channel has roped in Surf Excel as the presenting sponsor and Patanjali Dantkanti as the co-powered by sponsor for the show.
This time round, director Sajid Khan joins Sonali Bendre and Vivek Oberoi on the judges’ panel. The show will be hosted by Rithvik Dhanjani and Ravi Dubey.
Speaking about the format of the show’s second season, Zee TV business head Pradeep Hejmadi said, “The new season of India’s Best Dramebaaz looks out for children with an ability to diffuse any tension and instantly brightens your mood with their ability to entertain. The format will be same with minor changes. This time we are giving them feedback in a very nice manner. We are calling them for homework and also helping them on how they can make it better.”
He further added, “Through this season, we have a special concept of piggy bank (Gulak) wherein as they perform their points will go to the bank. If they leave the show at any point, they will have the opportunity to encash the money and take it back with them. There will never be a sad moment for the kids. Besides starting with Lil Champs itself, we made sure that the kids get exposure to the main industry. Even here our aim is to get as many guests on the show as possible so that we can give the kids more exposure.”
The channel has even taken into consideration feedback from the last season and made changes in the show. One major change was to tone down the bold content. “We have cut down the shooting schedules. Also, we have seen to it that kids don’t face any parental pressure and perform the way they want to,” Hejmadi said.
In first season, Zee TV aired the show in the 9 pm time slot. Speaking about the time shift, this season he informed, “We have seen that 9:30 pm is a good time because family aggregates more nicely post this time. We got enough views and feedback for the 9.30 pm time slot. That’s the reason we brought the non-fiction time to 9:30 pm.”
India’s Best Dramebaaz is meant to bring alive the kids talent in the most endearing manner to the audiences.
The key TG of the show is women, kids and teens and both the communication as well as the touch points have been arrived at keeping the nature of the show and the TG and target markets in mind.
The audio – visual blitzkrieg will be further amplified via the digital, print, on ground and radio platforms. Digital will not merely be restricted to promos but will have customised Dubsmashes created by Zee stars that will take them to their ‘dramebaazi’ days as kids. This will be amplified through the Zee TV social media clout.
The show launches at the cusp of the holiday season and mall activations will be used to get the kids and parents live the ‘dramebaazi’ quotient by a simple ‘wheel of dramebaazi’ game. Additionally, radio promotions will ensure that a complete 360 surround is created to ensure maximum tune-ins.
Speaking about the role that rural data will play in content creation, Hejmadi asserted, “We used to go to small areas and test the content. We always make sure that our content is acceptable across the nation. Having that is an acknowledgement of rural popularity. We will continue to look at the patterns. So, the content creation will remain the same.”
