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Sony to create 'idols' in India

Sony to create 'idols' in India

Author | exchange4media News Service | Thursday, Sep 16,2004 8:06 AM

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Sony to create 'idols' in India

Now Sony Entertainment Television is on the verge of creating an Indian idol. Announcing its reality show on Wednesday, which is on the lines of talent hunts carried out in the US, UK and Indonesia, Tarun Katial, Executive VP, Programming and Response, SET, said: "If you think this is anything like Channel V's hunt, it's not."

"The international 'idols' format has been a huge success worldwide. We are expecting a similar success in India," said Katial. On whether 'Indian Idol' would be a success considering that a lot of foreign concepts have failed in India, he said: "We have studied how the reality shows have been doing in India. To make ours unique we have 'Bollywoodised' it. We have asked people in the film industry to make the idol."

The channel has appointed choreographer-turned-director Farah Khan, music director Anu Malik and singer Sonu Nigam to be the judges for the show. The show will be aired on the channel in October-end. While the selection process for the 'Indian Idol' has begun with Kolkata, the Delhi chapter is expected to begin this week.

On bringing the 'Indian Idol' to Delhi, Albert Almeida, Senior VP, Marketing, SET, said, "This is a big opportunity for the youth in this city to exhibit their talent and fulfil their aspirations." Queired whether this was a thought-out strategy to boost the viewership of SET, he said: "We found this format has worked all over the world and the growth of viewership in other countries showed a significant rise from the time the contest began till the finale. So we are certain that this would happen in India too."

On the investments that have gone into the show, Katial said: "We have made all the investments that is required to make a show of this stature. It has been an elaborate process involving ten cities in seven months time. So equivalent revenue has been put in."

Asked if there would be any changes in programming in view of Sony's acquisition of MGM which owns 40 per cent of all Hollywood films, he said: "It's too early too comment."

Tags: e4m

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