Zee TV has launched an extensive digital campaign for the new season of ‘Sa Re Ga Ma Pa 2012’, the music reality show which is all set to return after a gap of two years. The show will premiere on September 29 and would be aired on the 9PM weekend slot.
To make the brand relevant to a larger audience, Zee TV’s marketing campaign for the show will focus largely on the digital platform due to its high engagement quotient. Recognising the changing trends of how people are accessing information on various media platforms; the channel has created apps to keep the viewers clued into the show anytime, anywhere. The digital strategy has been planned in a way that all apps available on the mobile or online platform will allow one to engage and interact. The apps will be available on the show’s microsite.
Commenting on the rationale behind the strong digital campaign, Ajay Bhalwankar, Content Head (Hindi GECs), ZEEL stated, “Music is very big on the digital front. Listeners are already available there. More importantly, is it provides us with an opportunity to create a lot of innovations. The digital platform enables us to create conversations with audiences as compared to the other media platforms.”
One such innovation is the ‘Call & Sing App’. It is a mobile and Facebook app which will enable viewers to sing on their mobile phones and post the audio clip on the ‘Sa Re Ga Ma Pa 2012’ Facebook page as well as on their timeline. This app is aimed to integrate the ‘Sa Re Ga Ma Pa’ television and web experience, giving individuals the ability to customise and engage simply. The technology that makes it easy to record and publish videos will also help the brand grow its repository of video-based user-generated content.
Another initiative is the ‘Hot or Not’ app, which will have people singing one after another and the audiences can rate them. There will be interactive banners with jumbled lyrics that test their knowledge in music.
