'Sa Re Ga Ma Pa' reaches out to Millennials through Twitter

Having reinvented itself this season, India’s first singing reality show, ‘Sa Re Ga Ma Pa’, is geared to set the digital tone for singing reality shows in India through its first ever partnership with Twitter. ‘Sa Re Ga Ma Pa’ has broken out of its category cliché and convention with innovations every season. The platform has brought the best of India’s musical talent to the fore over the last 21 years and Zee TV, this year, is revamping the show’s digital strategy by driving innovative and fun engagement on Twitter with an aim of gaining a stronger foothold amongst the younger demographics.

The latest season of ‘Sa Re Ga Ma Pa’ will be the first-of-its-kind Twitter-integrated season, with the channel aiming to build a social TV experience money-can’t-buy for the show’s fans across the globe. Followers will get exclusive direct access to the show through many fun Twitter activations. The channel will be driving sustained engagement through real-time video content from judges and mentors, behind-the-scenes sneak peeks into the contestants’ journeys, live Twitter chats with the #SaReGaMaPa team and much more. Having undergone social media workshops, the top 12 contestants also made their debut on Twitter with individual handles of their own, enabling fans from their hometowns and across the world stay closely connected with them through live chats and updates.

In its first month itself, the show has gained over 7.2 million impressions, establishing itself as the biggest singing reality TV show on the platform in India. Speaking about the association, Pradeep Hejmadi, Business Head, Zee TV, said, “Having pioneered the space of talent-based reality television in 1995 and served as a beacon of hope for countless singers across the country, ‘Sa Re Ga Ma Pa’ continues to grow from strength to strength with each successive season. The show’s latest season not only carries forward a legacy of over 21 years, but delivers on its promise of being relevant to the young by re-inventing itself. In a bid to strengthen our connect with an audience base that is social media savvy and consumes content on the go, we are pleased to partner with Twitter India and set new benchmarks in terms of digital engagement. Twitter’s real-time, conversational capabilities help audiences connect with the show and experience its world like nothing else can. This collaboration will help our contestants and mentors engage better with our viewers.”

Talking about the show’s engagement on Twitter, Viral Jani, Head - TV Partnerships, Twitter India, said, “Twitter has become the largest viral couch to consume the best of TV today. The platform has successfully developed a social TV movement in India, turning viewers into participants and driving real-time engagement for great TV content. It’s become integral for all TV players to engage with their viewers real-time in different fun and innovative ways, driving appointment viewing for the shows. It’s great to see a legacy show like ‘Sa Re Ga Ma Pa’ stay ahead of the curve and build a stronger connect with the youth audience through Twitter. The show has proved to be a great success on the platform by driving great engaging content through its talent collaborations, building a great case for other shows and broadcasters.”

For the past month, Twitter has provided the perfect window to the #SaReGaMaPa excitement for fans across the world.