Television

Sony's 'Fame Gurukul' ready to roll

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/02/sony.jpg?itok=CTSZLyO4

MUMBAI: The contenders are down to 14 and Sony Entertainment TV India's D Day is 27 June. Which is when the channel will unleash its reality soap offering Fame Gurukul, what it has termed an emotional, entertaining and dramatic roller coaster ride.

Positioning itself as the next level of reality drama after Indian Idol, the show is slotted as a strip show across Monday to Friday. Mondays to Thursday the show will air from 8:30  9 pm, while Fridays it will showcase an hour and a half special from 8  9:30 pm.

The theme is essentially the search of the 'Fame Jodi', which will be a total of a 15-week search on-air. Fourteen contestants will be put to test, allowing the viewers a peepshow into the trials and tribulations of the contestants singing careers that will made or marred on the show.

The launch week (27 June 1 July) will essentially revolve around the introduction of Fame Gurukul to the viewers, the jury, the faculty and presenters as well as showcasing the auditions and the ground excitement to the introduction of the final 14 talented singers.

Every Friday will see a performance by all the dwindling finalists' post which four contestants will be put on probation by the jury and one will rescued by the faculty.

Auditions for the same took place across four cities  Mumbai, Delhi, Kolkatta and Indore. The show is spiced with a lot of play of politics, music and emotions, hence allowing scope for drama. Says SET India creative director Anupama Mandloi, "We are hoping that these 14 contestants will find a home in the hearts of our viewers."

Voting lines will be open from every Friday to Wednesday. Additionally, the show also has a wild card round where any contestant could come back in action to bring in the anxiety factor.

The aim for Sony is essentially to consolidate prime time (8 - 10 pm ). Mandloi points out, "Fame Gurukul will also help consolidate our Friday early slots, as the latter half are already established bands. Strategically speaking, we are using a counter programming strategy from 10 onwards with shows like CID and Crime Patrol."

Sony's 8:30 pm slot has always been weak. One could attribute that to the fact that Star Plus' Kasautii Zindagi Kay (KZK) eats away most of the viewership in that band. Although, Sony may just be getting bold by slotting Fame Gurukul against KZK, attempting to change TV consumption habits.

Mandloi avers, "Television in India has come of age. We will now be seeing a lot of seasonal shows on Indian television. It allows for more variety, past paced entertainment and a finite end which leaves you wanting for more."

Now coming to the marketing blitzkrieg for the show. The on air promos for Fame Gurukul began almost a month back. The campaign for the show is leveraged around the credibility of the jury, which comprises Javed Akhtar, Shankar Mahadevan and Kay Kay.

"Fame Gurukul is an institution for aspiring singers on television. The campaign is aspirational, motivational and exudes positive vibes," says SET India vice president marketing and communications Tushar Shah.

While Indian Idol's tagline was 'Sab Kuch Bhula De' (Makes you forget everything), Fame Gurukul's campaign will be backed by the tagline of 'Iske Liye Kuch Bhi Karega' (Will do anything for this). The tagline lends itself across the channel, the jury and the participants. In other words, the channel will do anything to make the show a success, the jury will do anything to select the best out of the 14 and the contestants will do anything to emerge as the winner!

The theme of the campaign has been synergised with the thought of the show. The campaign will be omnipresent over the print, outdoor and television medium. In smaller towns like Lucknow and Kanpur, autorickshaws have been branded by the show.

STRATEGIC TIE UPS

The channel has tied up with the likes of Aaj Tak, Sify and Fame Adlabs for the show. Aaj Tak, which has a daily show around cinema from 7:30 to 8 pm, will dedicate two-three minutes to Fame Gurukul, wherein the recap of the episodes will be shown.

On the other hand, Sify will be hosting and managing the official website for Fame Gurukul - http://famegurukul.sify.com. The site will have regular updates from the show.

Fame Adlabs will promote the show on their premises and also by airing promos of the show during movies. Also, four of the Cafe episodes of Fame Gurukul will be shot in the multiplex.

The channel is looking at leveraging distribution with sponsors to have an increased retail presence for Fame Gurukul via merchandising. A point in note here is that merchandising was not something that Sony was bullish on during the Indian Idol run.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/zee.jpg?itok=dfVquBL8
ZEEL takes Bollywood movie channel to Latam

Setting a new landmark, leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL) has announced its expansion into Latin America with the launch of its Spanish-language Bollywood movie channel, Zee Mundo in Mexico and Ecuador. With this, ZEE becomes the first-ever Indian...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/discovery.jpg?itok=nmaneghf
Discovery Asia partners VS Media & Tabilabo

Discovery Networks Asia Pacific has announced two new partnerships across Asia, with VS Media – a top MultiChannel Network (MCN) that super-serves digital natives in Greater China with more than 120 million subscribers and 320 million video views a month, and Tabilabo – one of the leading and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/tv%20viewers_0.jpg?itok=oBgv_l_a
Convenience & personalised content prompts 78% India's TV viewers' shift to OTT

MUMBAI: There has been a steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets. That percentage dropped 78 per cent, from 47 per cent to 10 per cent. In the United States, the number fell 57 per cent (from 59 per cent to 25 per cent), and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Arnab-Story.jpg?itok=S_X9Pi2q
Arnab's 'The Newshour' lands Times Now in soup in UK

MUMBAI: United Kingdom broadcast regulator Ofcom has studied several episodes of Times Now’s nightly show ‘The Newshour’ from last summer, which was broadcast during the rising tensions between India and Pakistan over Kashmir.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Subhash-Chandra.jpg?itok=ht4rrVPQ
Zee Learn PAT more than doubles for FY-17

BENGALURU: The Essel Group’s core education company Zee Learn Limited (ZLL) reported 2.43 times consolidated profit after tax (PAT) in the year ended 31 March 2017 (FY-17, current year) as compared to the previous year. The company reported consolidated PAT of Rs 36.65 crore (20.5 percent of Total...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/Republic-Story%20%281%29.jpg?itok=fyc-97vb
Republic TV buzzing with pre-launch teasers featuring 'soft' targets, issues

Can the cocktail circuit media and Maoist sympathisers please stand up and name themselves?: Arnab Asks”. The latest tweet from Republic stated. With Arnab Goswami and his new project Republic TV, it cannot be the normal. Rather, true to his style, honed to a level of art, hype is the new normal...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/star%20vijay_1.jpg?itok=PGjaF3C0
Star Vijay ropes in slew of sponsors for weekend shows, launches new family drama

BENGALURU: Star India’s Tamil GEC Star Vijay had recently launched a couple of weekend shows – a chat show – Anbudan DD with Dhivyadharshini or DD of the Tamil chat show Koffee with DD fame and a Tamil reality stand-up comedy show - Kings of Comedy Juniors. The former airs on Saturday’s at 6pm...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/star%20india%20%26%20hotstar.jpg?itok=Kyso1Ypu
21st Century Fox outlook on Star bullish despite $30m DeMon hit

MUMBAI: Though India’s currency demonetisation late last year with ripple effects of currency shortage spilling over in 2017 hit businesses all round, including the likes of Star, its parent 21 Century Fox has pinned high hopes on the OTT platform Hotstar and the overall ability of Star to...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/mix%20%281%29.jpg?itok=RadP7NjK
Sony Mix's 'Media Ke Surtaj' season 2 ends amid fanfare

The Grand Finale of the second season of ‘Media Ke Surtaj’ was held on Friday at Bungalow 9 in Mumbai. Organized by SPN’s music cluster channels, Sony MIX and Sony Rox HD and hosted by RJ Salil.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories