Indian Idol 6 to use drama & emotions for a connect with viewers

18 May,2012

By Meghna Sharma


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.


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