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Sony puts marketing muscle behind ‘Indian Idol 4’; ropes in 9 sponsors

12-September-2008
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Sony puts marketing muscle behind ‘Indian Idol 4’; ropes in 9 sponsors

Sony Entertainment Television is ready with the fourth season of ‘Indian Idol’. The show, which goes on air from Friday, September 19, will replace ‘Dus ka Dum’ at the same time slot of 9.00 pm. Season 4 of ‘Indian Idol’ would also address the aspirations of ‘Young India’.

Sony Entertainment has roped in nine sponsors for the property, including Airtel, Bajaj Allainz, LG, Tide (P&G), and Sony Electronics, among others. IBN7 and Radio Mirchi have partnered with the channel as television and radio partners, respectively.

‘Indian Idol 4’ will see two new jury members – actress Sonali Bendre and Sufi singer Kailash Kher – who would join music director Annu Malik and lyricist-poet Javed Akhtar to complete the panel of jury. This season would also have two new anchors, Deepali and Chang, who were contestants in the last season, while Hussain Kuwajerwala returns for his second innings as programme host.

Albert Almeida, Executive Vice President and Business Head, Sony Entertainment Television, said, “‘Indian Idol’ is a true celebration of young talent. Over the past three seasons, the show has not only broken its own viewership and voting response records, but more importantly, it has captured the imagination of the youth of the country and has come to be the ultimate TV brand for ‘Young India’. As the show gets bigger and better, it will not only showcase the talent of the participants, but also showcase their camaraderie.”

Miditech has produced the property along with Fremantle Media, who are the license holders to the ‘Indian Idol’ format.

Niret Alva, Chairman, Miditech Pvt Ltd, informed that no changes had been made to the programme’s format, however, the talent bar had been raised.

‘Indian Idol 4’ is being launched with robust marketing initiatives, a 360-degree integrated communication, all of which would be rolled out to drive the brand experience across gully, nukkad, campuses, malls, coffee shops and youth hang-outs across 16 cities and towns in India. City concerts would follow with live performances by the top 12 contestants, which would give the viewers a chance to interact with their Idols. The channel is currently in it first phase of marketing.

Meanwhile, Sony Entertainment has also planned two new shows for weekdays that would fill the prime time slots of 8.00 pm and 8.30 pm.

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