MediaCorp's Star Idol eyes Asia TV

The show -- which allows the public to vote out contestants and alter the programme storyline based on their acting abilities -- was developed by MediaCorp Studios and Batey, and broke on the Chinese-language Channel 8 in early November. The format represents an attempt to increase audience interaction, in the wake of highly successful talent shows such as American Idol, Singapore Idol and the proprietary Project Superstar. According to MediaCorp Studios MD Melvin Ang, the Star Idol concept is already garnering interest in China and Taiwan, reflecting the original nature of its 'interactive soap opera' format. "We want to engage the audience," said Ang. Once a finalist is voted off, the next episode of the show must be scripted and produced within a week to reflect the remaining cast of characters. The winner will receive a MediaCorp contract. Ang added that MediaCorp's content creation strategy combines talent develop- ment and commercial growth. "We like to produce content that penetrates the Asian market, so it's important it can travel," said Ang. "Asian broadcasters are growing to accept that they will pay for rights, so it's becoming commercially viable." Star Idol has netted seven sponsors, led by presenter Guardian Pharmacy and main sponsors StarHub and Long John Silvers -- drawn to its record 21 per cent first show rating, and product placement opportunities. "The concept was incredibly broad, and from that the two parties worked together to create an original format," explained Nick Marrett, chairman and CEO of Octane, which brokered the deal between Batey and MediaCorp. The show rolls out as MediaCorp announced the sale of the rights to Project Superstar format to Media Prima in Malaysia. The Malaysian version of the show will begin airing in February. "We are trying to make this a regional format, to include all of the champions in different markets," said Ang.