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MUMBAI:
The race to the finish has just intensified! Zee TV's musical
talent hunt show Sa Re Ga Ma Pa Challenge 2007 has
touched its highest note so far by clocking a TVR of 8.4 on
21 July.
In
this race for eyeballs Sony's Indian Idol has also
grabbed its largest chunk (the highest it has climbed in the
current series) with a TVR of 5.5 on 20 July (Tam C&S
4+, HSM, Week 29 - 15 to 21 July).
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Tam:
TVR % for the three musical shows on GEC
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Date
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Sa
Re Ga Ma Pa Challenge 2007
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Indian
Idol-3
|
Star
Voice Of India |
| 20
July |
5.8
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5.5
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3.7
|
| 21
July |
8.4
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4.2
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3.2
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(Tam
Peoplemeter System, C&S 4+, HSM, Week 29, 15 - 21
July.)
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Ironically,
the latest hit comedy flick Partner, indirectly may
have had a role a play for the jump in ratings for both the
shows. Sa Re Ga Ma Pa roped in Salman Khan and Indian
Idol featured Govinda backing their respective contestants
through a cross promotional activity for their film.
In
all the hullabaloo there is no mention of the leader in the
GEC space, Star Plus with their musical offering Star Voice
of India after it received a blow from Indian Idol
in the early weeks of July.
Moreover,
this progress that Zee is witnessing has upped its GRPs to
303, closer to genre leader Star Plus that got 351 GRPs for
this week.
Both
the shows from Zee and Sony have reached the final elimination
rounds and are witnessing the peaks that industry experts
from the respective networks have been boasting about. Keeping
the Zee team on tenterhooks, the show is still weeks away
from its grand finale, but will it continue to creep further
up the ratings ladder?
It
may be recalled that Zee TV senior vice president programming
Ashvini Yardi had anticipated a huge surge in ratings as the
elimination rounds drew near. She said, "Though Lil'
Champs touched an all time high in its final episode,
Sa Re Ga Ma Pa being more popular is already peaking,
thus showing signs of its upward climb towards the finale
round."
The
stakes are high and following in this fight for 'celeb' specials,
Star Plus is looking to enter its voting rounds today with
Anil Kapoor and Akshaye Khanna.
Star
India VP marketing Prem Kamath says that the show is yet to
reach its crescendo as it kicks off its voting rounds coupled
with content tweaks as it approaches its finale.
However,
Sony EVP and business head Albert Almeida differs on the 'celebrity'
factor contributing to its spike. He says, "The show
has to be intrinsically strong and not wholly dependent on
stars to get viewership. Walks-ins by celebrities like Govinda
largely contribute to more stickiness to the show but in essence
the build up to the gala heightens the connection of the contestants
with the viewers. Characters grow on people and word of mouth
helps to spread their fame.
At
this stage the contestants performances also get better making
the show more engaging for the viewer, adds Almeida.
Zee
TV will spice up its upcoming episode of Sa Re Ga Ma Pa
with special appearances from Vidya Balan and Riteish
Deshmukh, both promoting their upcoming film Heyy Baby.
In earlier episodes, the series featured Sunny Deol promoting
his film Apne.
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