MUMBAI: Sony Entertainment Television (SET) will be spending Rs 70-80 million in promoting its biggest upcoming reality show X Factor India, the Indian version of X Factor.
The channel is driving all its energies behind promoting the show with ATL and BTL activities. Apart from normal TV, radio, out-of-home spots, every major publication will have innovative advert of the show on 29 May. The channel has also installed huge properties promoting the show at some strategic locations in Mumbai and Delhi.
X Factor will be launched on 29 June at 9 pm. Initially, it will air audition rounds everyday (Sunday to Saturday) for a week, while the main competition with the final 12 finalists will start from 10 June, every Friday and Saturday at 9 pm.
Sony has also roped in Onida LED TV as the title sponsor for the show while it is powered by Lava M30 mobile. Associate sponsors who have signed already are Tata Manza, Tata Docomo and AquaGuard.
About the show, MSM India CEO Manjit Singh said, “Set is our spearheaded channel in India and has always been at the helm of introducing globally popular big format shows in India. The X Factor an international runaway hit show, I am sure is the next big thing from Sony.”
X Factor, a format created and owned by celebrity judge Simon Cowell, is being touted as the biggest reality show on Indian television by the channel.
Set Sr. EVP and business head Sneha Rajani said, “X Factor is all about extraordinary talent and extraordinary scale. We expect X Factor to strengthen the weekend programming band for Sony with its spectacular line up of talents, iconic judges, never seen before set and production design.”
The channel has roped in in Sonu Nigam, Shreya Ghoshal and Sanjay Leela Bhansali to groom and judge the contestants whereas Aditya Narayan is the host of the show.The show is being produced by Freemantle India.