The third season of Indian Idol is close to completing its first stage, which comprised auditions in 12 cities. The last city is Mumbai and the auditions here would be from March 31 to April 2. This season will also see the first ever international auditions, which are restricted to the NRI audience in Dubai. The lines for UAE were have been opened since March 19 and will close on April 4.
Albert Almeida, Executive Vice President and Business Head, Sony Entertainment Television, said, “Like the last two seasons of Indian Idol, the third season too promises to take viewer engagement and interactivity to even greater heights. This year too, the channel will give talented singers from across the nation the platform to realise their dreams and put fame and fortune within their reach, while offering distinctive and breakthrough entertainment.”
The auditions have been preceded by road shows across the city, where ex-Indian Idols have been urging people to take part in the auditions. Throwing more light on the marketing strategy, Aseem Kapoor, Senior VP-Marketing, SET, said, “We have taken a 360-degree route for the show’s marketing. Since Indian Idol is known across India as a popular reality show, we had to try something innovative this time. So, we have visited musical schools and academies and other such forums.”
The judges this year are singers Udit Narayan, Alisha Chinai and Anu Maliik, and lyricist Javed Akhtar. Actors Hussain and Mini Mathur are the hosts this year. The channel has tried to differentiate on the programming front as well. Sandeep Sikand, Chief Creative Director, SET, informed, “The endeavour is to bring freshness into the show by bringing in new judges and new hosts. The audition is extended to 12 cities and even as the format remains the same, we believe this would bring added flavour on the screen.”
As is known, the crowned ‘Indian Idol’ would be awarded a contract with SET worth Rs one crore.
Our typical marketing budget is usually 10 per cent of the topline spend