Indiantelevision.com Team

(3 June 2009 11:50 pm)

MUMBAI: Zee TV, the Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises Ltd (Zeel) stable is gearing up to launch its kids music reality show Saregamapa Li’l Champs.

The show will replace Dance India Dance - which concluded last week with a whooping 5.5 TVR – during the Friday-Saturday 9.30 pm slot.

Keeping in the mind the format of boys v/s girls, the channel is promoting the show with two mascots – Chinku and Chinki, who will be seen across the campaign.

Zee TV has already roped in Hero Honda as the title sponsor for the show and is in final talks with a clutch of other advertisers for sponsorships.

The channel has rolled out a 360 degree marketing campaign for the show with touch-points across the main cities of the Hindi speaking market.

Says Zee TV marketing head Akash Chawla, “This is a sizable campaign we have rolled of for the show. From Thursday, we will launch BTL (below the line) activities across HSM, wherein our mascots will visit places."

Apart from the network channels, the show will also be promoted across news channels, kids channels and music channels.

The channel is also promoting the show on Red FM, which is the official radio partner for the show.

Zee TV claims that it has received 50,000 entries and more than 30,000 kids interviewed in the five weeks of audition, held across nine cities.

The show will be judged by Alka Yagnik and Abhijeet Bhattacharya, who will also be guiding the kids to realise their true potential.