Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sony focuses some more on alternative revenue platforms with Indian Idol 2

08-November-2005
Font Size   16
Sony focuses some more on alternative revenue platforms with Indian Idol 2

Sony Entertainment Television is living one of its busiest months with back-to-back launches announced on the channel and yet more in the pipelines. The channel’s high-profile show – Indian Idol – is back again for a November 21 launch in the 8.30 pm slot. The Network’s COO, N P Singh, informed that the channel will focus on alternative revenue sources some more with Indian Idol, season 2.

Indian Idol has been one of the highest delivering properties for Sony. However, some initiatives on the channel’s part to milk the property further were seen when it used all of its top singers from Idol… in addition to the single winner in music CDs. Singh divulged that this was seen internationally as well with this property, but in India, Sony had been aggressive in capitalising on this avenue.

Apart from music CDs, Singh said that the channel was also concentrating on interactive revenue this time, “Interactive revenue is in any case big on properties like this. Even in the share we get, given the volumes that interactive revenue sees, there is substantial benefit in this. We are looking at working on that some more for the second season.”

These revenue streams are in addition to the traditional route of advertising and a not so traditional but prevalent form of in-programme product placement. “Idol… gives you ample opportunities to experiment with in-programme and give various solutions to clients. In this season as well, this would be a key returns stream.”

With ‘Fame Gurukul’ and earlier ‘Jassi…’, another experiment the channel did was to launch books – ‘Seven Steps of Success’ in the case of Jassi and ‘Inside Fame Gurukul’ for ‘Fame’. Singh further said that yet another area that the channel was looking at was merchandising. “There is a lot of potential that can be tapped in that. You will be seeing more active attempts in this soon,” he said.

All in all, Indian Idol does seem to give the channel ‘bang for the buck’. The return of the show is accompanied with a 360 degree marketing campaign, where in the channel is taking its ‘Agla Kaun’ or ‘Who’s Next’ base line across mediums and on-ground as well.

The channel’s marketing head, Nina Jaipuria, said that the effort of the channel would be to make as much if not more noise, pan India, than what it did at the time of the show’s launch last year.

Coming in the 8.30 slot, the channel has pushed its 9.00 pm driver show ‘Kkusum’ to 7.30 pm for the time being, but channel officials informed that ‘Kkusum’ would go off air end-November.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...