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Colors takes India’s Got Talent 5 a notch higher

MUMBAI: Colors is continuing with its telecast of big non-fiction properties one after the other. After ‘Jhalak Dikhla Jaa’ and ‘Bigg Boss 7’, the channel is now bringing the fifth season of the talent reality show ‘India’s Got Talent’ to spruce up the weekends.

IGT_judgesCommencing 11 January, viewers will watch ‘India’s Got Talent’ at 9 pm on weekends (Sat-Sun). Returning with the same panel of judges comprising Kirron Kher, Karan Johar and Malaika Arora Khan, the show this year is bolder as it presents innovative acrobatic, aquatic, fire and circus acts for the first time on the stage.

A special ‘Golden Buzzer’ has also been introduced this year as a boon to the contestants. As per the rules, if one of the judges presses the golden buzzer after a performance, the team will get a direct ticket into the semifinals.

Speaking to TelevisionPost.com on the scale, Colors weekend programming head Manisha Sharma said, “We set very high benchmarks every year on ‘India’s Got Talent’. We travel across the country, and since people watch the show they prepare well in advance. This ensures that we get a lot of variety on the show as you can see with the circus act we have brought this year. For us these are differentiators which we have never got on the show. We look forward to adding drama to the weekend entertainment with some daring, innovative, performances that will appeal to both young and old.”

The auditions are conducted in six main centres across India which includes the major cities. The team also conducts silent auditions almost six months prior to the launch in various small towns. A permanent team is stationed there throughout the year which personally source talent interacting with various co-ordinators.

Produced by FremantleMedia India, the show presents acts like pole dancing gigs, basketball stunts, para-gliders, synchronized swimmers, fire jumpers and diffusive neon paintings from a talent pool from the age of 3 to 80. This season will be hosted by the comic duo Bharti Singh and Mantra who will be seen together in different avatars every week.

Fremantle Media India head of commercials and operations Vidyuth Bhandary said, “When you are going from season 4 to 5, everything needs to be bigger, right from talent to scale and set. So we have focused on that and have moved out of the studio and got lots of outdoor acts like water special and circus. The sheer logistics of managing this talent and auditions has been a huge challenge for us.”

The show has already roped in Maruti Suzuki which returns as the presenting sponsor along with L’Oreal Paris Total Repair 5 as the powered by sponsor and Tata Ace and Amul Macho as associate sponsors.

The marketing plan

IGT5With a format that has well been established in the last four seasons, the aim for Colors now is to build on reach through a high scale 360 degree marketing plan.

For the first time, two innovative radio initiatives have been designed. This includes an A capella act which will be presented by this season’s participants ‘Ki Umjer’ to be aired across four radio stations to showcase the international calibre of talent. The channel in association with Red FM will also involve 30 RJs from across the country coming together in Mumbai to share their inimitable hosting styles and showcase the talented individuals that reside in their respective cities. The campaign will also see over 8000 spots on radio.

Apart from that, the campaign will involve around 2000 GRPs on Colors and 40 odd channels outside the network, taking the total to about 6000 spots. Outdoor will see them going to 100 odd cities including the smallest common denominator where talented celebrities started their journey towards creating history like Sachin Tendulkar (Shivaji Park), Amitabh Bachchan (Allahabad) and Govinda (Virar). Print will have over 100 ads across all markets.

The channel also has a unique on-ground activity planned on Churchgate station in Mumbai, where they will create a spotlight on one person who will be projected on a big screen installed there, relaying the message that everyone who has talent can come on the platform.

Colors marketing head Rajesh Iyer stated, “We started working six months in advance to build an all-round marketing plan. We have designed a comprehensive marketing plan for the show that will engage audiences at multiple touch-points throughout the country through never-seen-before concepts that will create a strong recall value.”

Digital marketing

It’s not only marketing, Colors is betting big on digital too in a bid to take the show a notch higher than the rest. The digital plan will be in two phases, one involving the Twitter concert and the other promoting individual acts.

So apart from a micro-site and engagement on social media platform, the team is conducting an IGT Twitter concert where they will release 30 seconds of a video online and invite reactions from the audiences. On the basis of the response, which will be treated as lyrics, received on Twitter, the team will create a song and will release it as an anthem on the day of the launch.

The initiative will be held for three days beginning 9 January. The entries close on 10 January and the anthem will be unveiled the next day prior to the launch of the show.

Colors digital head Vivek Srivastava added, “We already have over four lakh fans on the Facebook page and our aim is to promote and recognise each and every talent in different stages of the campaign. The first phase will see the concert which will create a lot of digital buzz using twitter as the medium; Twitter is now the new buzz parameter. Post launch, we will identify each act and promote them through the digital media.”

Apart from metros, the show is also working well in tier II and tier III cities, adding onto the numbers for the channel. Thus, Colors is ensuring high reach and intensity campaigns to capitalise on the same.

“When we conduct auditions in small cities, they all know we are there and are aware of the show. These are the kind of shows which are better on numbers because of the variety and the small towns they represent,” mentioned Sharma.