Joined: 13 June 2007
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Joined: 13 June 2007
Sony Entertainment Television is extending its singing reality show Indian Idol to kids with Indian Idol Junior that starts airing on 1 June. Gaurav Seth, senior VP, marketing and communications, Sony Entertainment Television, takes us through marketing plans and advertiser response so far.
Tell us about the show
This is the first year for Indian Idol Junior, which is in line with our singing talent show Indian Idol. The new show is for the age group of five to 15. The idea was to extend the India Idol brand and expand the talent base. We have had tremendous success in locating talent across the country and bringing it in front of our judges – Vishal (Dadlani), Shekhar (Ravjiani) and Shreya (Ghoshal). We have shortlisted the talents who will now go into the theatre round and from there we will select the 10 finalists.
Can you share the marketing plans around the show?
The audience base for Indian Idol junior is slightly larger. Leo Burnett, which is our advertising agency, created three television spots and we used those as the teaser campaign. We used three famous songs, which marked historic moments in Hindi cinema and replaced the actor singing the song with an Indian Idol junior talent. We received tremendous response to those spots. This was carried on to radio. The campaign was also extended on outdoor, print, digital, BTL, mobile and so on. For instance, in the audition phase we created a mobile app. We had a website where one could do online audition and then send it to us. Since its launch phase, the idea has been to create a 360-degree campaign around the show.
Tell us about the BTL activities.
We have designed a 15-city BTL campaign, which we call the 'Society Idol'. We go into societies, colonies and residential areas and organise a contest there to choose a junior idol for those individual colonies, which will then be gratified.
How many advertisers do you have on board? In percentage terms, can you disclose how much inventory you have pre-sold?
We have six sponsors on board. This includes Nissan Micra, Horlicks, Kelloggs Oats, Alpenliebe, 99 acres and Real. In terms of the total utilisation, there will be a lot of spot buying happening and I do not have the exact figure on me today.
The spot rates of non-fiction reality shows tend to be higher than those of fiction shows. Are advertisers paying a premium for a new show like Indian Idol Junior?
Indian Idol is a well established brand. So despite its first year, Indian Idol Junior appeals to the entire family and therefore it is a show that commands a premium.
Joined: 13 June 2007
From shaking a leg in Jhalak Dikhhla Jaa 5 to hosting Nach Baliye 5 – Karan Wahi has proved his mettle as a performer and show emcee. Now a little birdie tells us that he has been signed up to host a new children's show – Indian Idol Junior – for Sony Entertainment Channel.
Best known for his role as Ranveer Sisodia in Remix, Karan Wahi has come a long way in his acting career on TV. Doing varied roles ranging from Dr Siddhant Modi of Dill Mill Gayye to participating in Jhalak Dikhhla Jaa season 5, Karan has become one of the most promising performers on the small screen. Given his popularity and cuteness quotient, he is the next handsome dude on the block to watch out for, wethinks.
He is currently co-anchor for the dance reality show Nach Baliye 5, for which he has received rave reviews. And we now discover that he has been approached for a singing reality show – Indian Idol Junior, on Sony Entertainment Television. Earlier reports of singers Rahul Vaidya and Abhijeet Sawant (Indian Idol contestant and winner respectively) playing the emcee role were rife, but the channel was keener on roping in Karan instead – after all, the lad is known to have a good rapport with kids and has a charmingly clownish range of expressions that will keep them endlessly entertained. Music director duo Vishal-Shekhar and Ooh la la singer Shreya Ghoshal have been roped in as judges.
Indian Idol Junior is supposedly the next big thing to happen on television and Fremantle India and Sony TV are leaving no stone unturned to make it a hit. Will it work? We wait to find out. Meanwhile you tell us: Are you looking forward to watching this one?
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