MUMBAI: There's been a change of sponsor for Antakshari, the popular musical game show on Zee TV, which has been on air for close to a decade. The show, which will soon be re-launched in a new format with a new look, will now be sponsored by Sansui and will be known as Sansui Antakshari.

The switch in sponsorship brings to a close the longest such association in Indian television history for Close-up Antakshari, sponsored by Hindustan Lever for nearly 10 years, ever since its launch in fact.

Antakshari has a fan following in more than 73 countries and has created singing icons like Sunidhi Chauhan amongst others. Antakshari is also the longest running TV musical show on Indian television and has been shot internationally too, an official release says.

Apurva Purohit, president Zee TV, was quoted as saying in the release: "Antakshari is one of the strongest properties on Zee TV which has broken all age and category barriers. After a successful decade, we decided to give the show a new look. The new show, which will soon be launched, will have a new look, a refreshing new format and will also have a new sponsor. Sansui had approached us a few months ago wanting to take the main title sponsorship and since our contract with HLL was over we decided to partner with Sansui for the new Antakshari."

Moneycontrol.com, quoting industry sources, said Zee TV had sold the rights to Sansui for an annual fee of Rs 50 million, a substantially-high premium.