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Sony embarks on cross-media promotions for Indian Idols

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Sony embarks on cross-media promotions for Indian Idols

If ‘Jassi’ was a tool to attract viewers through creating curiosity, while ‘Ye Meri Life Hai’ was instrumental in gaining simple decibel growth, for Sony, Indian Idols means association with different media vehicles to generate substantial hype and excitement. Aaj Tak, MTV, Discovery, Radio Mirchi – Indian Idols-related programming would make its presence everywhere. And going by the words of Sony’s EVP, Programming and Response, Tarun Katial, there is still a lot more planned around the show.

Speaking on the nature of association with different channels, Katial expresses, “The show is simply too big to be justified in the one to two hours it is on air. It requires more than that. Even internationally, ITV 1 in England aired the main show but ITV 2 aired the extras. In a similar manner, in India as well, other channels realise the scale of the show. They want to be part of it and we too are very keen to work with them.”

He explains that the proposition of each channel is different and hence the treatment of the specific programme for the respective channels would differ accordingly. The reality-programming base of Indian Idols, as per Katial, allows the content to suit the need of respective channels, “The targets for the channels vary and Indian Idols, with all its components, would be able to cater to each channel adequately in that way.”

Beginning today, the show will already make its presence on channels like Aaj Tak. “We will be airing the auditions and behind-the-scene encounters on the channel. Even in regional areas we have worked closely with the local players. For instance, in Indore, Dainik Bhaskar – both for their paper and the channel, has worked with us on the event.”

While the current episodes correspond with the auditions, the ones to come on other channels would be aired simultaneously with the main show going on air in October 2004. Sony is also partnering with Planet M and Cafe Coffee Day for on-ground promotions around the event.

Concluding its road shows in six cities, the auditions for Indian Idols begin today. Of the 10-city agenda that the channel has chalked, the areas of Pune, Hyderabad, Bangalore, Indore, Chandigarh and Lucknow have already felt the show’s presence. “We have had overwhelming response in all these areas,” says Katial. The auditions begin in Kolkata and will move on to Delhi, Ahmedabad, finally culminating in Mumbai.

The activities planned around the show are massive. From an interactive Idol special website to interactive programmes on the radio, the channel is indeed putting its might behind the show. And it is just some more time to know how much of a fortune changer does this show proves to be for Sony.


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