Multi Screen Media's Sony Entertainment Television is all set to launch 'Indian Idol Junior' in the 8.30 pm prime time slot on Sony TV. The reality based show will be telecast from June 1 and will be aired on weekends. As a part of its digital marketing plans, the broadcaster is back with the official digital destination for Indian Idol Junior, MyIndianIdol.com.
Last year, MyIndianIdol.com also enabled viewer engagement through an application called the 'Popularity Meter' where users could gauge the popularity of their favourite contestants on a daily basis.
This year, apart from the 'Popularity Meter', the website and the Indian Idol Junior app will have new applications like 'Bachpan Ki Awaaz' which allows users to sing or speak into the app and relive their voice as a kid.
Besides, there will also be a feature called 'Catch the Falling Notes', where users will need to catch the falling musical notes with a tap or mouse-click. There will also be an app called the 'Create your own Indian Idol Avatar', where users can create their own 'avatar', using combinations of personal styles of the Indian Idol contestants.
Speaking about the digital initiative, Nitesh Kripalani, senior vice-president, new media business development, Sony Entertainment Network, says, "This year, we have extended the online experience onto mobile and social media, to bring Indian Idol fans together. The Indian Idol Junior app will empower the user with the ability to enjoy the Indian Idol experience, tweet, share and vote for their idols."
Besides digital marketing, as part of the promotional activities on television, the broadcaster has launched promos across different channels as well as its network channels. The channel will also undertake society activations across different cities. It will launch a 360-degree marketing campaign to create awareness for the show, which will include various innovative activities on both traditional and digital media.
Indian Idol was first aired in India on Sony TV, with the first season in 2004-05. This was followed by the second (2005-06), third (2007) and fourth (2008-09) seasons. In February 2010, Sony Entertainment Television announced the launch of the fifth season.