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‘Idol’ gala phase: Sony looks to reach lower SEC’s with strategic tie-ups
MUMBAI: After the big bang promotional blitz that marked the arrival of Sony’s big-ticket show Indian Idol in October, the marketing effort enters a new phase with the aim being to widen the sampling base for the talent show as it enters home stretch.
Speaking to Indiantelevision.com, Sony’s senior vice president Albert Almeida says, “The big thing going forward is the Indian Idol gala phase; the show doesn’t get any bigger. From a marketing standpoint, it is crucial for us now to have maximum people sample the show.”
The show’s reach touched 57 per cent of the universe within 3.5 weeks of its launch in the Hindi speaking markets CS 4+, according to TAM data.
Strategic partnerships is how the channel is looking at increasing sampling and penetrating into lower SECs and roping in audiences who don’t feed on general entertainment channels on a regular basis. Almeida points out that the tie up with Aaj Tak, which does an Idol wrap, was working very well for them which was funneling audiences to each other. Sony has also been supplying content to Red FM and they have been plugging the show on a consistent basis.
One interesting endeavour is a tie up with Vividh Bharati which will showcase a sponsored capsule on Idol that is aimed at reaching out to a lower SEC base. Other deals include tie-ups with regional players like Amar Bangla and Power (Kolkata), leading FM stations in Bengal as well as alliances with local cable operators to play up the show with capsules being given to them. Key priority towns Mumbai, Delhi, Kolkata, Kanpur, Punjab, Pune, Haryana and Lucknow are supported with media like outdoor and print.
When asked about the dip in ratings the show had seen over the past few weeks, Almeida explained it away saying that the international trend of Idol was that it opens high, the piano phase witnessing a slight dip and gala phase sprucing up the numbers again. “It will take two or three gala episodes to see the viewership really spruce up and for the buzz to build up,” Almeida says.
Another consideration to bear in mind is the length of the episodes which have crossed into the regular habit viewing programmes and hence the dip, Almeida points out. Overall, Idol’s rating trends are in tandem with what has happened in international markets, he says.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
