Music
is something that almost every Indian can relate to. So, when in 2004, a
reality show was launched which gave the people a chance to show-off
their singing talent, the whole country lined up for auditions.
Today
that very same reality show, Indian Idol, is getting set to launch its
sixth season. From June 1 on Sony Entertainment Television. The show had
opened with average TVR of 6.9 in its first season whereas the last
season got an average TVR of 2.0. According to Chandradeep Mitra,
managing partner, Anvention, the main reason why reality shows lose
their audience over years is stagnation: “After a while, one does get
bored of watching the same genre of shows. It has happened to a lot of
shows, be it KBC or IPL. Also, there are a lot of similar shows on other
channels. So, there is a natural decay.” He further explained: “With
more and more channels coming up and new genres being experimented,
there is division of audience too.”
- Danish Khan
Danish
Khan, senior VP and Marketing Head, SET, is optimistic about the
upcoming season and feels that every season has to have a unique hook to
catch audience’s attention. “We are doing our best to come up with a
delight for our audience. I agree that there are a lot of reality shows,
so differentiation becomes important to stand out of the clutter.”
This
year, the show will focus on ‘Idols behind the Idol’: “We thought of
going back this year and focus on how ‘nobody’ becomes a ‘somebody’.
We’ll follow the journey of the Idol and the people who have played a
role in guiding them to reach that position. So, there are a lot of
drama and emotion this time, and we are hoping that it will touch the
audience. And help us get good ratings,” Mr Khan said.
However,
Mr Mitra feels that for this genre to work well, the show must have
quality talent and should be able to use social media well to promote it
which will help to create awareness about the show.
The
channel will launch the show after the IPL. “It is a deliberate move and
we have used the IPL to build the show through various promotions. We
have used 360 degree marketing strategy to market the show,” said Mr
Khan.
By Meghna Sharma
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