PANJIM: After films shot in Goa, it is reality shows that are the new tourism boosters for the coastal State. Goa Tourism Development Corporation (GTDC) that recently partnered with Zee TV’s music-talent show to shoot its grand finale claims the tie-up had a positive impact.
This has encouraged Goa Tourism to look at the small screen as part of its overall marketing strategy. “Goa Tourism’s promotion on the mega platform of the show (Sa Re Ga Ma Pa singing talent hunt) has certainly offered good response as it had lakhs of viewers. Moreover, the crowd gathered to witness the grand finale at Mapusa came from different parts of the country,” GTDC Chairman Nilesh Cabral told Herald.
Repeated mention of Goa’s famous beaches, depicting its culture and tradition through dance forms and creating a Carnival-like scene through the event was what GTDC expected. Interestingly, the State was offered free endorsement on the small screen with only complementary service such as authentic Goan cuisine and tours besides other things offered to the show’s cast and crew.
“We did not pay to advertise Goa Tourism on the show. The destination was promoted quite well in different forms. Moreover, repeated mention on the TV that the event’s grand finale was in Goa garnered more eyeballs,” Cabral said. Asked if it was contemplating to tie up with other TV reality shows or daily soaps, Cabral’s said, “We are open to join hands with the small screen provided the particular show aired on a channel has certain set of norms and good viewership.”
Zee TV on which the show was telecast has termed relationship with Goa as overwhelming and expressed its wish to continue in future too. “The response from Goa was overwhelming. We had a turnout of more than 4000 to watch their favorite contestants, mentors as also celebrity performers like the Sairat duo, Kailash Kher, Sukhvinder Singh, Armaan Malik perform live. This is just the beginning of a beautiful relationship with the audiences of Goa,” the channel’s PR officer told Herald.
Travel and Tourism Association of Goa (TTAG), however, feels that outdoor shooting would prove more beneficial for the State. Association president Savio Messias stated, “I really don’t think the small screen can help much in promoting a destination as most of it is shot indoors. But of course, if it is shot outdoors, it can help to a certain extent provided the show has huge audience.”
Goa has already been featured in several Bollywood movies with famed director Rohit Shetty considering the coastal State ‘lucky’ for his films. It has also turned out to be a ‘relaxing destination’ for a number of celebrities.
