Zee TV, has been increasingly aggressive with its initiatives in the digital domain over the past 3 years. Crossing a significant milestone of one million downloads (Source: Mobilox Innovations Pvt. Ltd) from the time of its inception, Zee TV’s interactive mobile app for its non-fiction shows has emerged a runaway success. This makes Zee TV’s app the first such to cross the 1 million download mark amongst Hindi GECs. Leveraging the success of Zee TV’s highly successful non–fiction shows like ‘Dance India Dance’, ‘DID L’il Masters’ and ‘Sa Re Ga Ma Pa’, the mobile app boasts of a wide array of interactive features that interestingly engage users, offering them a unique window of experiencing these shows. With Zee TV’s current non-fiction property ‘India’s Best Dramebaaz’ opening up to an overwhelming response from viewers across India, the app is now titled ‘India’s Best Dramebaaz’ app and is available on all key digital platforms such as iOS, Android, Blackberry and Symbian. In a one-of-its-kind mobile innovation, Zee TV has converted the original mobile app created for ‘DID Season 3’ into apps for each successive season of its ongoing non-fiction shows, thereby retaining its original user base, while adding more users with each new season. Akash Chawla, Marketing Head, National Channels, ZEEL said, “Zee TV’s shows have consistently topped viewership scorecards, making them the rulers of the on-air space. Even off-air, it is gratifying to note that our non-fiction shows have emerged as the front-runners of the digital space with their mobile app crossing a milestone of 1 million downloads. At a time when ‘on-demand’ entertainment is the order of the day, we have been successful in providing our viewers with content that has kept them engrossed and engaged.” Following a successful collaboration for the mobile application of its previous non-fiction shows, Zee TV has continued its partnership with MOBILOX Innovations Pvt. Ltd to develop the WAP & app technology for ‘India’s Best Dramebaaz’. Rohit Kaul, COO, Mobilox said, "A million app downloads means a million new touch-points on the most personal device these days. Just technology development wouldn't have made it successful. Three key factors which Mobilox focused on helped the app scale to million downloads were Strong Product Concept, App Store Optimization and App Store Affiliations. Mobilox will continue to do the same for Zee TV and add newer innovations to Mobile App Marketing to achieve multi-million downloads in future. This new benchmark set by Zee, apart from its existing reach via TV, will create newer trends and innovations in the way audiences interact with the same brands on multiple screens.” In addition to keeping the tech-savvy youth connected with their favourite shows, the app provides users with exclusive behind-the-scenes peeks into the shows, connecting them with contestants, judges and skippers. The LIVE chats with judges and personalized dance tutorials by skippers of ‘DID L’il Masters 2’ have clearly been crowd favourites while the easy voting feature has seen the contestants register a staggering number of votes on every season of Zee TV’s non-fiction shows.