BIG CBS Networks is set to bring the second season of ‘X Factor’ – created by Simon Cowell and produced by Fremantle Media, North America – to India in concurrence with its USA telecast.
After the simulcast of ‘America’s Got Talent‘, second season of ‘X Factor’ will air across BIG CBS’s three channels – Prime, Love and Spark, beginning September 14.
Commenting on the rationale behind adopting simulcast as a strategy, Anand Chakravarthy, Executive Vice President, Marketing, Reliance Broadcast Network stated, “High quality and superlative content ensures broadcasters attain maximum viewership. All our three channels i.e. BIG CBS Prime, BIG CBS Love and BIG CBS Spark are segmented to cater to different segments of audiences. It is only when one launches a universally popular concept such as ‘America’s Got Talent’ or ‘X Factor’ can simulcast be adopted as a strategy since it appeals to a wide set of audience.”
The network has planned an extensive marketing strategy for the show. It has set aside a marketing budget of approximately Rs 90 lakh to Rs 1 crore for the show. About 50 per cent of the marketing spends will be used on the digital medium – a main area of focus. Social media such as Facebook, Twitter and YouTube would be used extensively to create a buzz around the show.
Apart from digital, the network will engage in a multimedia holistic marketing campaign across multiple touch-points ranging radio, television and out of home to promote the show across metros. The network is not considering below the line activations as a part of its marketing campaign.
The latest season of ‘X Factor’ will see the likes of Britney Spears, Demi Lovato, Simon Cowell, and L A Reid as the judges for the show. “Indian audience like fresh content and this would be a point of huge interest for them. Today television is evolving and this will be a great opportunity,” added Chakravarthy.
The winner of the show stands to get a recording contract with Syco Music in association with Sony Music Entertainment, including cash payments totaling $5 million.