It does appear that interactivity is becoming all-important for Zee TV. The channel is now in the process of making its long running show ‘Sa Re Ga Ma Pa’ more interactive by inviting viewers’ votes to decide the winner. The channel has partnered with the movie ‘Kyon Ki…’ to launch the interactive phase that commences November 4, 2005.
‘Sa Re…’ is one of the oldest format shows on Zee TV that has seen an evolution of its own when it was relaunched a couple of months back. Introducing the interactive phase is the channel’s way to encourage viewer participation, according to Zee TV’s Marketing Head, Tarun Mehra. The channel is going the whole hog to make relevant noise around the show with its campaign, ‘Aap Ki Choice, India Ki Voice’.
The campaign broke on Thursday, November 3, and will be executed across mediums with maximum coverage on Zee Network itself. “Since we are inviting viewer votes, we have to ensure that they know how to go about it and also the fact that they can decide the winner of the show!” said Mehra.
The channel has planned a one-and-a-half-hour special with a tie-up with the movie ‘Kyon Ki…’ to announce the interactive phase. The protagonist of the movie, Salman Khan, will be on the show and at the end he will hand over an envelope with the name of the person he thinks is the winner, following which the voting process begins.
The show is also being used as a platform by ‘Kyon Ki’ to make noise in the pre-release phase of the movie. In the process, some facets to promote the movie too would be seen in the show.
Mehra explained that for the show itself, the new phase will offer a boost. “Sa Re… is perhaps the oldest version of finding singing talent. So far it was done with mentors. In this age, when the viewer’s decision is all encompassing, it makes sense to have the show based on what they decide.”