After a gap of two years, Zee TV is all set to woo its audience
with the new season of its oldest flagship property Sa Re
Ga Ma Pa 2012.
Produced by Esselvision, Sa Re Ga Ma Pa 2012 will start
on 29 September and will be aired every Saturday and Sunday at 9
channel has roped in 9 sponsors for the show. Continuing to present
the show is Hero while the channel is in talks with a couple of
brands for the powered by sponsorship and is expected to close the
deals soon. Zee TV has got seven associate sponsors on board which
include Ferraro Rocher, Tata Motors (Consumer Vehicles), Lux undergarments,
Kraft Kitchenware, Toshiba Color TV, Dell laptops and Microsoft.
Intel has tied-up with the property as the technology partner.
are looking for one or two more associate sponsors depending on
the category. It will either be an FMCG brand or a car brand,
Zee Entertainment Enterprises (Zeel) chief sales officer Ashish
to Sehgal, the property had made around Rs 650-700 million in its
last season. Sa Re Ga Ma Pa is expected to make around Rs
1 billion this year, he added.
channel has sold out 70 per cent of the Sa Re Ga Ma Pa inventory,
which is being consumed by the sponsors themselves. The rest of
the inventory will be sold to spot buyers.
plans to use the digital media the most, the channel has created
applications like Call & Sing App. It is a Mobile
+ Facebook app which will enable the viewer to sing on their mobile
phones, post the audio clip on the Sa Re Ga Ma Pa 2012
Facebook page as well as their own Timeline even when they are on-the-go.
app successfully integrates the Sa Re Ga Ma Pa TV and
web experience, giving individuals the ability to customise and
engage simply. This will help to grow video-based user-generated
content, Zeel marketing head-national channels Akash Chawla
focus in Sa Re Ga Ma Pa 2012 is to connect better with
the audiences, who watch the show and create a stronger relationship
with them. Our view is that multiple touch-points can enhance a
viewers experience. Its been seen that rather than being
a distraction, these interactive methods in the digital domain tend
to be programme companions, enhancing the viewers
brand experience. Our attempt is to make all other screens
an ally of the television instead of being its competitor,
other initiatives are the Hot or Not app where people
will be singing one after the other and audiences rating them. There
will be interactive banners with jumbled lyrics that
test their knowledge of music. The Sur Tab will have
Sa Re Ga Ma Pa Dha Ni Sa as syllables on a tab that
can be arranged by a viewer to produce different music. Once arranged,
the sur can be heard and shared by the viewer immediately. There
will be different instruments every week to keep the experience
a refreshing one.
Sa Re Ga Ma Pa Mobile App will have a media gallery
of videos and photos, singing and music tutorials by mentors, anchor
and contestants. Here, the viewers will get an opportunity to chat
regularly with the mentors, anchors and contestants. There will
also be a Did You Know option with trivia related to
music. All these will also be available on the microsite, saregamapa.zeetv.com.
The channel is creating a roadblock on YouTube masthead on 28 September.
It will also take-over on the Yahoo site, through which
the channel aims to drive maximum traffic towards the premiere of
premiere of Sa Re Ga Ma Pa 2012 is being promoted on
DTH players like Dish TV, Airtel and Tata Sky. All Dish TV subscribers
will directly tune into Sa Re Ga Ma Pa 2012 on Zee TV
when they switch on their sets on 29 and 30 September from 9 to
9.30 pm to increase sampling.
on-air campaign is being played out across Zee Network and also
across news, music, Bollywood entertainment, Hindi movie and kids
radio, the show aims to heighten interactivity through
contests, RJ links and creating characters based on the mentors.
new season of Sa Re Ga Ma Pa promises to give audience more involvement
in the show. As part of content innovation, the viewers have been
given the opportunity to evaluate the performances with the use
of voting meters. They have played a major role in selecting contestants
through online auditions as well where a contestants entry
depended on the number of likes or hits
their uploaded video generated.
content head (Hindi GECs) Ajay Bhalwankar said, With
Sa Re Ga Ma Pa 2012, our aim is to customise the viewing
experience with increased levels of audience engagement. Viewers
now prefer watching content that not only entertains but also involves
them. So, we have taken the interactivity route by understanding
their inherent interest in music. There is a special round in the
show where we will change the style and the chords of a song and
the contestants will have to improvise it to gauge their knowledge
Re Ga Ma Pa 2012 will compete with big properties like Sony Entertainment
Televisions Kaun Banega Crorepati 6 and Colors Jhalak
Dikhhla Ja, which is going to end soon, and then Bigg Boss 6 which
starts on 7 October. Star Plus airs its fiction property Teri
Meri Love Story in this slot.
about how the channel plans to compete with the properties, Bhalwankar
added, Its not about competition but primarily we felt
the need to innovate. We wanted to give them a genuine reason for
watching our show. The judges, band and kinds of songs have all
been selected taking many things into consideration. Even the audience
on the sets is real audience whose voting is considered.
the property to a bigger level, the stage set-up is like that of
a concert with the musicians on the stage playing live as the contestants
sing. To test the contestants music quotient and increase
the level of competition, many elements will be introduced including
changing the code or sur of the song or throwing a request
for a jugalbandi. A musical quiz contest will come on
screens before every break and the answer will be given just before
the opening of the next segment.
Re Ga Ma Pa 2012 will be judged by music director duo, Sajid
and Wajid, lead vocalist of the band Indian Ocean Rahul Ram and
music composer and singer Shankar Mahadevan.