While the WAP/mobile site has been developed in HTML5, according to the company, we were not able to get the exact URL to the site. Ideally, the desktop URL should redirect to the mobile site in a mobile browser, but at the time of writing this post, this was not the case. Also, we could not ascertain if the mobile app was available on all platforms, and could only locate an Android app on the Play Store. We do understand that Zee might communicate the message through the show, to target loyal viewers, but building dedicated mobile products and not facilitating easy discovery would prevent them from getting noticed.
Features: According to the company, the WAP/mobile site is developed in HTML5 and allows users to browse through the show’s content from the show, chat with the show’s participants and judges and vote for their favorite participants using a built-in missed call feature. The mobile app, on the other hand, will feature all these features and also allow users to watch video content on their phones. We feel that enabling voting within the app is a nice feature, as dedicated viewers will not need to remember codes or phone numbers to dial-in for voting.
The app also includes some quirky and fun features allowing users to click a picture, which automatically gets converted to an animated character and dance to a song. This clip can then be shared by users across Facebook and Twitter.
Our Take: We tried the Android app and found that the app worked as promised. It offered competition charts indicating the existing participants with their recent performance clips and a one click voting option, allowing users to call to the respective toll free number to register their vote. Users can also post comments on any of the show participants and judges, browse through dance tips from judges or view photos and videos from the show. There is also a dedicated section for tweets called ‘Twitter Buzz’ which offers a filtered twitter feed based on the show’s hashtag, keyword, and the official twitter account @ZeeTVDID.
Other Developments from Zee: In November 2011, Zee TV had launched online auditions for this season on the show’s microsite, danceindiadance.zeetv.com, allowing dance enthusiasts to record their performance, upload it on the website and share it with their friends. Based on user voting, the top 3 performers received a direct entry to perform in the auditions.
Last month, Zee New Media, the digital business of Zee Entertainment Enterprises, had launched an online TV subscription service called Ditto TV, that offered live TV streams and video on demand content on mobile phones, tablets, PCs, entertainment boxes and connected TVs.