Indian Idol is always a special show for Sony: NP Singh SPNI CEO

To continue it's good run on weekends Sony is launching Indian Idol season 9 as the replacement of the dancing reality show 'Super Dancer'. "Indian Idol is always a special show for Sony and the one I like the most," says NP Singh, chief executive officer, Sony Pictures Networks India.

Weekend viewers wait for reality shows and the programming over the years across different channels has established that mindset believes Singh. "Dancing show replaced by singing show does not necessarily means that the dancing show viewers will go away, they will stay and we will have new viewers too sampling the show," he adds.

The channel has already roped in three sponsors Vivo, Mahindra KUV and Quick Heal, "The advertiser's reaction to our weekend programming has been fantastic. We got good rates Super Dancer and in the same Saturday - Sunday 8:00 PM slot we are launching Indian Idol season 9. Indian Idol is an established format, has a legacy in India and hence the rates are higher than Super Dancer," informs Singh.

The show is produced by FremantleMedia and has this time got back the old trio of Farah Khan, Anu Malik and Sonu Nigam as judges. The show will start from December 24, and will be on air every Saturday and Sunday at 8:00 PM in the evening.

Danish Khan, EVP & Business Head, Sony Entertainment Television adds, "We have created a dedicated time of 8 p.m. on weekends that will continue to bring unseen talent to our viewers. Super Dancer saw some amazing dancers and now with Indian Idol we intend to take this legacy ahead."

"We are proud of our strong partnership and collaboration with Sony Pictures Networks India, and happy to announce the launch of the 9th season of Indian Idol. It's been 12 years since the first season of Indian Idol was launched on SET making it the longest running reality show in India with unprecedented participation," opines Vidyuth Bhandary, business head, FremantleMedia India.