Popstars, already a huge hit in Canada, the US and Australia, records the creation of a five-member girl pop band in six Indian cities - Bombay, Delhi, Goa, Chandigarh, Bangalore and Kolkata - the selection of the final winners, who have since gone on to record their own CD and music video and, last Saturday, performed to a sell-out concert in the Indian capital.
The show, billed as being loaded with energy, glamour, emotions and music, was such a runaway success that audience levels in nine major cities increased by 50 per cent during the primetime slot it aired, according to figures provided by Nielsen Media Research.
Star Asia senior manager of corporate affairs and publicity, Daphne Ghesquiere, said Popstars was not about ratings. "The objective was to increase the awareness of Channel V to a wider audience of upmarket people aged between 15 and 24, she said.
A major integrated, on-ground advertising campaign accompanied the series, including print ads in the Times of India newspaper, which came on board as programme partner, and outdoor and radio ads, mainly in Delhi, Bombay and Bangalore.
