‘Fame Gurukul’ has to quite face the test on Sony Entertainment Television, given that unlike ‘Indian Idol’, which was on the channel’s best time band, ‘Fame Gurukul’ is on the trying 8.30 pm slot.
The channel is working closely with over 12 partners to make more noise around the show now. Channel officials express that even as the first week’s ratings are as per expectations, the show really kicks off in the subsequent weeks.
Amongst the media partners that the channel has, exclusive content sharing will be seen with the likes of Hindustan Times, Dainik Bhaskar and Aaj Tak. Also, as the channel had done for ‘Indian Idol’, it has partnered again with Bhaskar Cable and Red FM, which would air a daily and a weekly capsule of ‘Fame Gurukul’.
One of the more interesting tie-ups is with Sify. “There is quite a lot we would be doing with them for Fame Gurukul,” says Tarun Katial, Business Head, Sony Entertainment Television, “There is a Fame Gurukul website, viewers can even see complete Fame Gurukul content through Sify Broadband and Sify i-ways will have Fame Gurukul branding too.”
Katial explains that apart from Sify, Pizza Hut outlets, too, would be sporting Fame Gurukul branding. “They will also carry things like info leaflets, etc, with every delivery they make,” offers Katial. Pepsi has also partnered with the show in a similar manner, where the brand will indulge in its own promotions as well.
With one of the sponsors of the property, Idea Cellular, Sony has issued a joint sim card for the show. Another strategic relation will be with Fame Adlabs, which would help enhance the on-ground presence for the show. Apart from in-theatre branding, Fame Adlabs will also show the Gurukul AVs.
The Sony BMG relation will also come in play here. Katial informs that every album that will be released from Sony BMG will have some Fame Gurukul presence like Post-its, etc, on it. The MTV tie-up with the channel is already known, where MTV will air 15 minutes of Fame Gurukul, after the show ends on Sony.
Speaking more about all the partners that the show has now tied up with, Katial says, “These are all relations that are perfect fits with us on one count or the other, which are activate now, keeping in mind that the main content of the show has just begun.”
According to Katial, the first week of the show was only establishing various aspects like the format, the cast and characters, “It is only in the second week, where all the drama and action begins.”
TAM Media Research data shows that Fame Gurukul opened to 1.55, moving on to 1.67, 1.45, slipping to a 0.73 on Thursday and the Friday episode rating as high as 2.97 for the C&S 4+ in the Hindi speaking markets.
“The Friday rating for the first week is very encouraging and it has peaked at over a 6, which is a good sign. In addition, the gala episode has already seen over 1.2 million votes for just three contestants. In all, these are healthy numbers,” offers Katial.
Fame Gurukul is facing a similar teething problem that Fame Academy did in UK. The initial numbers of the show were such that a few critics even termed the show as ‘Lame Academy’. The games evidently changed with Fame Academy gaining viewer attention as the show unfolded. As to whether the same happens in India, one will soon know.