In a bid to create the right hype for its launch today, Sony Entertainment Television has intensified its marketing activities around Indian Idol substantially. Channel officials explain that there are lots more planned for the post-launch period.
Sony Entertainment Television is ensuring that Indian Idol doesn’t leave any technique untried to garner more sampling for the channel. Apart from the share of noise that it has extracted in its on-air promotions, the channel has planned more on other kinds of promotions as well.
Sharing more on this, EVP, Marketing, Albert Almeida says, “You will see some interesting mob activity on key public areas. We have street singers beckoning to watch Indian Idols. In the smaller towns, we have Indian Idols branded mobile boom box that would play the tunes and songs of the show – there are various such initiatives planned.”
The channel’s key marketing concentration is in the areas of Mumbai, Delhi, Kolkata and Ahmedabad and the smaller markets like Pune, Nagpur, Lucknow and Kanpur. Apart from these, the channel has also put PR initiatives in place where it has associated with various publications like Telegraph, Indian Express, Today, Pioneer, Dainik Jagran and Lokmat amongst others for syndicated columns of the show judges.
The other tie-ups that the channel has are with media houses like Radio Mirchi and Aaj Tak. Apart from exclusive content, news capsule and the likes are also planned here. Another initiative that the channel has put in place is a dedicated website to lure more eyeballs.
“All our communication messages imbibe the fact that Indian Idols is not just entertaining but also an engaging and involving show and the website takes it to another level of involvement and interactivity. Across the world, people want to know more about the show and this is where they get the information from.”
With this step, the channel will also make noise around the 5,00,000-SETizens that it has access to, “We have procured the permission from Fremantle. The site is created and managed by SET.”
Answering as to why does the site not have sections for its sponsors as was the cse with other websites like that of ‘Pop Idols’ or ‘American Idols’, Almeida replies, “There will be an exclusive section for our five sponsors soon, based on what we are doing for those brands.” With the show going on-air today, the channel will be waiting with bated breath for the verdict. And so are most others in the industry.