Kids bring more emotions & cuteness to Indian Idol format: Gaurav Seth

31 May,2013

By Meghna Sharma

 

Gaurav Seth

The IPL season is over and the GECs are going all out to bring back the eyeballs to their channels. Sony which is the part of the Multi Screen Media network of which Max is also part of, has over the years launched Indian Idol after the cricketing event finishes. However, this year the channel will be launching the first season of Indian idol Junior.

 

“Our aim always has been to gather eyeballs on a certain platform and them move the same to another. Hence, from the last five years after IPL gets over we try to shift the same set of viewers to Indian Idol. And this year, with the launch of Indian Idol Junior we aim to generate even more viewers as kids will bring more emotions and cuteness to the format,” says Gaurav Seth, Senior Vice President, Head-Marketing at Sony Entertainment Television.

 

When asked about the expectations from the new version of the format he added, “We thought why can’t we showcase the same talent which adults have in the children? Apart from bringing freshness it will also get more attractions as children bring with them the whole family.”

 

A look at the promos explains this year’s theme “Gaano Ka Wahi Jaadu, Ab Bachon Ki Aawaaz Mein”, wherein participants between the ages of 5 – 15 will lend their voice to just not one but, many tunes. The channel along with the agency (Leo Burnett) went through a lot of ideas before locking in on it.

 

“The idea was brilliant but without proper execution it would have failed. After choosing the four landmark song, we had to decide how to put children into the theme. But the responses we have got so far has told us that the execution has been good,” says Mr Seth.

 

However, when asked about the pressure and expectations such shows put on children and how does the channel plan to tackle it, Mr Seth clarifies, “We have set timings for children – when to do rehearse, study or relax. Parents too will be staying with them throughout the process. We don’t want to compromise the health of the kids as well as their day-to-day life. We will do our best to make sure there is no exploitation.”

 

Apart from television, the channel will be using a 360-degree marketing mix for the show. A lot of radio activations wherein a junior idol will be chosen from various housing societies, mainstream print launch will be done on the launch of the show and hoardings across Mumbai and other 29 cities have been launched.

 

The show has already got six main sponsors on board – Nissan Micra, Horlicks, Kelloggs Oats, Alpenliebe, 99 acres and Real. The channel aims to garner a premium spot rate from the show.

 

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