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Sony’s <I>Indian Idols</I> to hit the tube on October 28 at 9.30 pm

14-October-2004
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Sony’s <I>Indian Idols</I> to hit the tube on October 28 at 9.30 pm

With successive completion of the nationwide on-ground activities, ‘Indian Idols’, Sony’s big-ticket reality show is all set to finally hit the tube on October 28. The channel has placed the one-hour show in the Thursday, 9.30 pm slot. The promotions planned are big and the channel’s EVP, Programming and Response, Tarun Katial informs that every property on the channel will be leveraged to promote the show.

The marketing of the show has so far managed to attract required attention. But that is just the beginning of the plans. Dwelling on what would be expected in the days to come, Katial says, “All the works. We will have in-show plugs, countdown bugs, customised Indian Idol pop-ups, Indian Idols station ID – various ways of creating the required noise around the show.”

Apart from conventional advertising, the promotional activities began with capsules created around the show using the channel’s popular characters. The magnitude of promotions will only increase by the day. “There would also be content integration with our shows. So, you will hear Indian Idols in ‘Kkusum’, ‘Jassi’, ‘Ye Meri Life Hai’ – everywhere,” shares Katial.

The content integration would be on the lines of the ‘Spiderman’ promotions that were seen on the channel. However, Katial stresses on a much larger scale, “The channel will be like an Indian Idols station. And why not, this is our biggest property. We will give it our biggest push. We are not going to leave any stone unturned.” Other activities around the show will include on-air hype, off - air hype with print, outdoors, PR activities and substantial decibel of buzz marketing as well.

The launch week kicks off with a special three episode over spread across Thursday to Saturday. The Friday and Saturday episodes would be at 9.00 pm. In effect, for the period that Indian Idols is on-air, Jassi and Ye Meri would run only on a Monday to Wednesday period. Replying to why did he not use the property to expand primetime, Katial says, "This is the best time to place the show as anything later would miss out on the kid's audience and anything earlier on the older TG. This would be the perfect time to air it."

'Indian Idols' is indeed Sony's biggest property, absorbing exorbitant investments. The promotion budget itself is to the tune of Rs 7 crore. The channel claims that the associate sponsors have paid the asking amount of Rs 2.5 crore each. Just a few more weeks and we know where this offering from the channel is headed and how much do advertisers stand to gain.

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