marketing campaign implemented by Sony Entertainment Television for its musical talent hunt show, Indian Idol, seems to have paid off. The media fraternity is all praise for the latest season of the show, which was launched on September 19. According to TAM Media research data on C&S, 4+, HSM markets, Indian Idol recorded a TVR of 4.17 on Saturday, Week 38.
The channel spent nearly Rs 10 crore on the marketing activities, which included a research and survey of the target audience, the making of a music video, print innovations, jam sessions and an extensive campaign carried out across media. The channel had also roped in more than 10 sponsors early on.
As per TAM data, Indian Idol was the fourth most watched show in Week 38. Bidayi on STAR Plus if the top most show with a TVR of 6.23, followed by Balika Vadhu and Jai Shri Krishna on Colors, which garnered a TVR of 6.22 and 4.42, respectively. In fact, on the Friday of its launch, SET garnered a share of 14 per cent in the overall GEC pie. On Saturday, it managed to grab 18 per cent share, coming second only to Colors, which had 19 per cent share. STAR Plus was at No.3 with 16 per cent share. Compared to Week 37, SET's channel share has risen from 8 per cent to 10 per cent because of the increased viewership garnered by the show.
Shubha George, managing director, MEC India, says that the general interest in the song and dance reality show has increased. "The opening numbers of Indian Idol are encouraging. The popularity of musical reality shows, coupled with huge marketing, has ensured good numbers for the show," she says.
SET, media planners say, will have to be on its toes, constantly innovating and spicing up the future episodes to retain the eyeballs it has attracted. "It's a do or die situation. The channel has sold the property well to the advertisers and now it has to deliver," says Natrajan.