"What's On India' partners with ZND

Reality shows have taken the world by storm. Everyone wants a piece of it. In fact, the more they have it, the merrier it is. I'm sure many of us are hooked on to those dance and comedy shows. Indian Idol, Comedy Circus, Bigg Boss and Zara Nach Ke Dikha have been strong names in the reality show business. What you see is the edited proceedings of the shows with conscious focus on suspense at times which, I personally believe, is quite stupid. If this edited show keeps you hooked, just imagine what the back-stage or behind-the-scene captures would do to you!

Showing behind-the-scenes footage has not really been the norm and only a few films or television shows have done that till now. But a paradigm shift is going to happen soon which will change the way shows have been beamed.

What's On India ' India's premier TV Guidance channel' has announced its association with Star Plus. The television guide outfit will act as an exclusive content partner for the celebrity dance reality show Zara Nach Ke Dikha that is aired on Star Plus.

The agreement has it that "What's On India' will showcase exclusive excerpts from the show, be it behind the scene action and drama of the contestant's tech rehearsals, performances & remarks and comments of the judges. Shilpa Shetty, Arshad Warsi and Vaibhavi Merchant have been roped in as judges for the show.

Founded by Atul Phadnis in 2005, Mumbai-based What's On India Media Pvt Ltd (WOIML) was originally set up as Aarohan Media Software Pvt Ltd. WOIML is backed by Sequoia Capital India and Nexus Venture Partners. Interestingly, another investor, Julie Peterson was at one time associated with Star TV in Hong Kong. ITV/Granada Media of UK too have made an investment in WOIML.