Talent hunt is the name of the game. The new buzz word on the television programming arena is a successful formula that is working here and also works the world over, as it benefits quite a few stockholders — the advertisers, the participants, the channel and the mobile telephone companies. These telephone cpompanies are making a fast buck from the SMS component woven in these interactive formats. In fact, in the final episode of Indian Idol, revenue generated through SMS messages sent to the programme alone was Rs 6 crores.
Speaking on the popular trend of all kinds of talent hunts on the Indian telly, adman, Mr Shovon Chowdhury, founding partner of Street Life advertising, said, "the talent hunt programmes have proven to be hugely popular. The interactive component through SMS messages ensures additional revenue generation. Various equations are worked out among the sponsors to share revenue. If the programme is successful like an Indian idol, it garners enough eye balls to make the advertisers queue up, said Mr Chowdhury, who has worked with leading ad agency Bates in key positions for several years.
Advertising professionals also pointed out that the success of the genre of the talent hunts can be gauged from the proliferation of such shows and their sheer range. From dance to music, acting to business acumen, comic skills or even contests for kids.
Recently, Hungama TV announced a talent hunt for kids in which a girl and a boy would be selected to act in a Hindi movie with John Abraham. The basic opportunity to showcase talent, too, cannot be ignored in the overall popularity of such shows. "Hungama TV wants the Indian kids to showcase their talent," said Ms Zarina Mehta, COO, Hungama TV, which is a UTV venture.
Mr Chowdhury pointed out that a key draw in these shows is the prize money at stake for the contestants and the adrenaline rush for the viewers. The kids in the Hungama TV contest will win Rs 5 lakhs and a three-year contract with UTV.
The Great Indian Laughter Challenge has also proved to be very popular. The Garnier Fructis-sponsored Nach Baliye used the innovative concept of a dance talent contest among married celebrity TV and film actor couples. Then there is the latest entrant Business Bazigaar, a business acumen talent show, and also a show by naukri.com, which offers a job at the end of talent hunt.
Speaking on the popular trend of all kinds of talent hunts on the Indian telly, adman, Mr Shovon Chowdhury, founding partner of Street Life advertising, said, "the talent hunt programmes have proven to be hugely popular. The interactive component through SMS messages ensures additional revenue generation. Various equations are worked out among the sponsors to share revenue. If the programme is successful like an Indian idol, it garners enough eye balls to make the advertisers queue up, said Mr Chowdhury, who has worked with leading ad agency Bates in key positions for several years.
Advertising professionals also pointed out that the success of the genre of the talent hunts can be gauged from the proliferation of such shows and their sheer range. From dance to music, acting to business acumen, comic skills or even contests for kids.
Recently, Hungama TV announced a talent hunt for kids in which a girl and a boy would be selected to act in a Hindi movie with John Abraham. The basic opportunity to showcase talent, too, cannot be ignored in the overall popularity of such shows. "Hungama TV wants the Indian kids to showcase their talent," said Ms Zarina Mehta, COO, Hungama TV, which is a UTV venture.
Mr Chowdhury pointed out that a key draw in these shows is the prize money at stake for the contestants and the adrenaline rush for the viewers. The kids in the Hungama TV contest will win Rs 5 lakhs and a three-year contract with UTV.
The Great Indian Laughter Challenge has also proved to be very popular. The Garnier Fructis-sponsored Nach Baliye used the innovative concept of a dance talent contest among married celebrity TV and film actor couples. Then there is the latest entrant Business Bazigaar, a business acumen talent show, and also a show by naukri.com, which offers a job at the end of talent hunt.