Makeover,re-branding for Sa Re Ga Ma Pa

The longest-lasting music talent hunt acquires a new,contemporary look and feel to woo young viewers

The longest-lasting music talent hunt acquires a new,contemporary look and feel to woo young viewers
Sa Re Ga Ma Pa is a 15-year-old brand. Over the years,it has been Zees hugely-popular property,judged entirely by eminent panels of classical singers,musicians and music directors,before it is thrown open to public voting in 2005 a la Indian Idol. The success of Sa Re Ga Ma Pa Challenge encouraged Zee to extend the property to kids as Lil Champs,which again met with equal success in 2007. However,with every GEC vying for a share of the pie,singing talent-hunts,both originals and clones,hit the rock-bottom and the last season of Sa Re Ga Ma two years ago was a disappointment though Lil Champs did very well last year. Now Zee is coming back with a new season of the mother brand that promises to retain the quality singing it represents,but will have an entirely new,young and contemporary look and feel.

According to Nitin Vaidya,COO,ZEEL,and business head of Zee TV,while Sa Re Ga Ma Pa is synonymous with the best in music,the show has evolved over the years. Having set a benchmark over the last 15 years,we are now in the quest for a new voice for the industry – Music Ki Nayee Awaaz, he informs. In other words,Sa Re Ga Ma Pa is being repositioned as a show where,unlike earlier,the search will go beyond finding the best singing talent. Thanks to the success of Dance India Dance,which was positioned as a show to find A Dancing Sensation,Sa Re Ga Ma Pa will do the same for the singing genre. This is the first time that we are conferring a new title to the winner – A Singing Superstar. A singing superstar is one who has complete command over the basics of music and performs with a voice that holds the audience captive and mesmerised, reasons Nitin.

Re-branding or re-positioning is a marketing exercise but it needs to be matched with content. According to Zees non-fiction head Ashish Golwalkar,there is no change in the shows basic DNA. It remains a talent hunt. But what is new is positioning; the over all feel and look is different, he adds. Nitin claims that the show will deliver what it promises. So right from the set design to the selection of the anchor and jury,everything has been done keeping in mind the new identity of the pioneering show. The composition of the jury is in keeping with the qualities needed in a singing superstar,and the shows skew towards younger audience. Pop star,singer and performer Daler Mehndis expertise as well as popularity among youth need no elaboration. Music composer duo Sajid-Wajid is known for some chartbusting numbers,while Vishal and Shekhar are well- known for trendy and expressive compositions.

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After rigorous auditions across all major cities in India – from east to west and north to south – and abroad (Dubai,New York,London,Australia,Bangladesh and Pakistan),18 contestants have been chosen to compete for the coveted title of Sa Re Ga Ma Pa Singing Superstar. We have selected some of the best talent. We will guide and mentor them in their journey towards the finale, says Vishal. Adds Sajid,There wont be any unnecessary drama and fights. The show is about singing and we will strive to find the singing superstar. In Dalers opinion,the USP of Sa Re Ga Ma is its title. It signifies sargam. Music is its strength and I am doing it because it has not compromised with its core values, he informs.

Some shows work on the strength of legacy while some work as brands. Indian Idol is a brand while Sa Re Ga Ma has a long legacy. Over the last 15 years television has got a new generation of viewers. Legacy is fine but branding is equally important in todays highly competitive market. After all,we are living in the era of malls and the days of departmental stores are over.