MUMBAI: The Zee Network's Alpha Punjabi regional language channel has claimed a major milestone during the live telecast of its musical event Shava Shava held on 9 May at Panchkula near the Punjab state capital Chandigarh.

Alpha Punjabi, quoting TAM Peoplemeter data, says it achieved its highest rating ever when it got over 90 per cent channel share in the Punjab, Haryana, Chandigarh and Himachal Pradesh combined market (15+ABC, C&S Homes 15MIN+) among all Punjabi channels during the Shava Shava telecast.

Shava Shava was Alpha Punjabi's first event that was broadcast live. Top stars like Harbhajan Mann and Sarabjit Cheema performed along with upcoming star Harshdeep in front of crowd of more than 10,000 people. Harbhajan Mann was flown in from London to perform in the show. The show was broadcast live not only in India but also in 112 different countries of the world, a company release says.

Rabindra Narayan, business head, Alpha Punjabi, was quoted as saying, "We have demonstrated once again that when it comes to live musical events there is no other channel that can compare with Zee in terms of our capabilities and expertise in organising these events." Adds Rajiee M Shinde, V-P (programming), "Punjab is a huge market for music and Alpha TV Punjabi along with ETC Channel Punjabi provides the biggest platform for Punjabi music. Our musical shows are not only the biggest in terms of attendance but also the most watched not just in India but all over the world."

Following on the success of Shava Shava, the channel has plans for several more events, promotions, contests, movies and new shows. Lined up is another live mega event in June. Also planned are an anchor hunt, a comedy contest, a Punjabi version of Sa Re Ga Ma, Inter college competitions, Punjabi telefilms, amongst other initiatives.