Launched at the end of October, the local version of the internationally successful Pop Idol achieved a 5.8 per cent rating of all cable and satellite households, excluding the South, for the first show. SET claimed Indian Idol has entered the top 50 shows league, consistently dominated by Star Plus, which commands at least 40 of the top slots. "The show has lived up to its promise; it has been a surefire winner across the world and has now gripped India," said Sunil Lulla, executive vice-president of SET.
Indian Idol is one of the most expensive shows on the market, costing Sony close to US$9 million to produce the 72 episodes and another $2 million is estimated to have gone into its promotions.
Five advertisers, including Sara Lee and Nokia, are sponsoring Indian Idol.