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!