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Speaking to Indiantelevision.com, Sony's senior vice president
Albert Almeida says, "The big thing going forward is the Indian
Idol gala phase; the show doesn't get any bigger. From a marketing
standpoint, it is crucial for us now to have maximum people sample
the show."
The show's reach touched 57 per cent of the universe within 3.5
weeks of its launch in the Hindi speaking markets CS 4+, according
to TAM data.
Strategic partnerships is how the channel is looking at increasing
sampling and penetrating into lower SECs and roping in audiences
who don't feed on general entertainment channels on a regular basis.
Almeida points out that the tie up with Aaj Tak, which does an Idol
wrap, was working very well for them which was funneling audiences
to each other. Sony has also been supplying content to Red FM and
they have been plugging the show on a consistent basis.
One interesting endeavour is a tie up with Vividh Bharati which
will showcase a sponsored capsule on Idol that is aimed at
reaching out to a lower SEC base. Other deals include tie-ups with
regional players like Amar Bangla and Power (Kolkata), leading FM
stations in Bengal as well as alliances with local cable operators
to play up the show with capsules being given to them. Key priority
towns Mumbai, Delhi, Kolkata, Kanpur, Punjab, Pune, Haryana and
Lucknow are supported with media like outdoor and print.
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