When Star Plus, Star India’s Hindi entertainment channel started creating a buzz for the fifth season of its dance reality show ‘Nach Baliye’, and also quite successfully at that, little did we know that the grand finale would end up trending on the top on Twitter three months later. Nach Baliye 5 featuring 11 celebrity couples finally ended with Jay Bhanushali and Mahi Vij winning the trophy and the hashtag #NachFinale trending worldwide.
But, this time there were more factors to getting it trended than the usual ones. The event saw a lot of action happening on Twitter, what with everyone associated with the event tweeting about it and a contest for the masses by the channel folks. Actor and one of the judges at the show, Shilpa Shetty has been a regular at tweeting for Nach Baliye and managed to create quite an impact with her 1.4 million followers on Twitter. Besides, most of the contestants have a presence and a following on Twitter.
The Twitter contest had iPhone 5 as prizes. Viewers were asked to predict the Nach Baliye 5 winner by following the Star Plus Twitter account and tagging it #NachFinale. The significant impact, though, was created by the live integration of Twitter with the show. Viewers of the live show were invited to take part in the Twitter contest as well using the given hashtag. This tweet by the Twitter India account is indicative of the trend of Social TV in India.
2013 has seen the growing synergy between TV and social media. Twitter as a network has been preferred by marketeers not only as a tool for greater reach but also as a second screen or companion device – a term that refers to an additional electronic device that allows a television audience to interact with the content they are consuming, such as TV shows, movies, music, etc. Recently English movie channel Sony PIX had worked closely with Twitter to promote MIB 3 television premiere. The objective was to engage in live conversations with the viewers, thereby making it the first ever interactive movie premiere in India. A Twitter handle would appear during certain important scenes to encourage conversations.
Using Twitter similarly during the Nach Baliye finale, Star TV has achieved a two-way communication, also creating an experience of social television.