Sony invests Rs 100 million to market Indian Idol 5

MUMBAI: Sony Entertainment Television (SET) is all ready to launch the fifth season of its flagship property, Indian Idol, on 26 April.

The channel is pumping Rs 100 million to market the reality show and has roped in Amul, Nokia, Tata Docomo, Suzuki, Piramal Pharmaceuticals, Parle Agro and Tata Motors as show sponsors. 
The fifth season is jointly produced by format co-owners Fremantle Media India and Wizcraft. It will be aired from Monday to Thursday at 9 pm. Altogether, a total of 35 episodes will be screened including the finals.

The promotional activities will remain high across the Hindi speaking market (HSM). Apart from SET‘s own network, the channel has booked 6000 TV spots across 14 television channels.
Says SET marketing head Danish Khan, "The marketing of the show is being conducted in phases. While the first phase focused on spreading awareness about the auditions that was held in different parts of the country, the second phase will involve a lot of experiential marketing to get in more and more people to sample the show."

The channel has tied up with Radio Mirchi as the show‘s radio partner. As part of its out-of-home initiative, Set has booked around 800 hoardings in 11 cities across Indian.

SET has priced a 10-second ad spot for Rs 250, 000, added a channel source.
Says SET programming head Ajay Bhalwankar, “Indian Idol 5 will showcase the inspirational and emotional stories of people. It will give the flavor of our vast country, showcase great singing talent and unique characters. We have made it to a weekly format so that people can follow their favourite
characters more closely and immerse themselves in the Indian Idol experience."

The new season will be judged by Anu Malik, Salim Merchant, and Sunidhi Chauhan and will be hosted by Abhijeet Sawant and Prajakta Shukre.

Says FremantleMedia India MD SK Raj Barua, “By tapping into the international and creative expertise of Fremantle Media‘s global network, we expect the new season to showcase everything that has made Idols one of the world‘s most inspiring brands."

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