Singapore Idol ramps up new season rates

Coming after a highly successful first season, which saw 1.7 million viewers tune in to the finale and an average rating of 14 per cent for the P4+ group, MediaCorp TV senior general manager of business planning and operations in the TV airtime sales and marketing department, Lily Chua, confirmed Nikon as the show's presenter, and added that sponsorship rates had increased by an average of 18 per cent over the first season. Nikon replaces first season presenter Olympus, while new main sponsor Goldheart succeeds Chevrolet.The five confirmed co-sponsors -- Ricola, Creative Technology, 7-Eleven, JJ Drinks and Starhub -- are all returnees from the first season, leaving one sponsorship slot still vacant. Spot buy loadings will range from 8X to 12X. Chua pointed out that, for the new season of the popular franchise, MediaCorp has acquired the off-air rights from format owner Fremantle Media. "As such, we have given sponsors the privilege of using the Singapore Idol logo in promotional and advertising materials," said Chua. "We also have merchandising, web and mobile rights, which our on-air programme sponsors are given the option to purchase." However, she was unable to disclose details of the individual deals made by sponsors. "Unfortunately, as the programme hasn't been on air yet (except for the audition trailers now running), any special entitlement tailored for individual sponsor is still either in discussion or has to be kept confidential at this stage," Chua said. In general, sponsorship entitlements for the show include commercial airtime with premium positioning within programme commercial breaks, sponsor tags on Singapore Idol trailers, sponsor acknowledgements leading in and out of shows, and product exclusivity -- whereby a sponsor's competitors cannot buy commercials inside the shows. Airing on Channel 5 and co-produced by MediaCorp Studios and Fremantle Media, Singapore Idol is currently running recruitment roadshows across the island state in a bid to match the 3,000 contestants that entered the first season. "Our target is to get that, if not more," said Channel 5 senior promotions director Jacke Chye. "The main focus now is on the auditions and, in the last few weeks, we have been banging very heavily on the recruitment drum. This is the biggest programme on Channel 5, so it needs a massive campaign." Auditions start on February 11, with the first episode scheduled to air on May 21.