MUMBAI: The race to the finish has just intensified! Zee TV‘s musical talent hunt show Sa Re Ga Ma Pa Challenge 2007 has touched its highest note so far by clocking a TVR of 8.4 on 21 July.
In this race for eyeballs Sony‘s Indian Idol has also grabbed its largest chunk (the highest it has climbed in the current series) with a TVR of 5.5 on 20 July (Tam C&S 4+, HSM, Week 29 - 15 to 21 July).
Tam: TVR % for the three musical shows on GEC
Sa Re Ga Ma Pa Challenge 2007
|Star Voice Of India|
(Tam Peoplemeter System, C&S 4+, HSM, Week 29, 15 - 21 July.)
Ironically, the latest hit comedy flick Partner, indirectly may have had a role a play for the jump in ratings for both the shows. Sa Re Ga Ma Pa roped in Salman Khan and Indian Idol featured Govinda backing their respective contestants through a cross promotional activity for their film.
In all the hullabaloo there is no mention of the leader in the GEC space, Star Plus with their musical offering Star Voice of India after it received a blow from Indian Idol in the early weeks of July.
Moreover, this progress that Zee is witnessing has upped its GRPs to 303, closer to genre leader Star Plus that got 351 GRPs for this week.
Both the shows from Zee and Sony have reached the final elimination rounds and are witnessing the peaks that industry experts from the respective networks have been boasting about. Keeping the Zee team on tenterhooks, the show is still weeks away from its grand finale, but will it continue to creep further up the ratings ladder?
It may be recalled that Zee TV senior vice president programming Ashvini Yardi had anticipated a huge surge in ratings as the elimination rounds drew near. She said, "Though Lil‘ Champs touched an all time high in its final episode, Sa Re Ga Ma Pa being more popular is already peaking, thus showing signs of its upward climb towards the finale round."
The stakes are high and following in this fight for ‘celeb‘ specials, Star Plus is looking to enter its voting rounds today with Anil Kapoor and Akshaye Khanna.
Star India VP marketing Prem Kamath says that the show is yet to reach its crescendo as it kicks off its voting rounds coupled with content tweaks as it approaches its finale.
However, Sony EVP and business head Albert Almeida differs on the ‘celebrity‘ factor contributing to its spike. He says, "The show has to be intrinsically strong and not wholly dependent on stars to get viewership. Walks-ins by celebrities like Govinda largely contribute to more stickiness to the show but in essence the build up to the gala heightens the connection of the contestants with the viewers. Characters grow on people and word of mouth helps to spread their fame.
At this stage the contestants performances also get better making the show more engaging for the viewer, adds Almeida.
Zee TV will spice up its upcoming episode of Sa Re Ga Ma Pa with special appearances from Vidya Balan and Riteish Deshmukh, both promoting their upcoming film Heyy Baby. In earlier episodes, the series featured Sunny Deol promoting his film Apne.