Channel choose to worship live 'Idol'
Advertisers anxious to target younger aud flock to b'cast
But even acerbic "Idol" judge Simon Cowell might be hard-pressed to decide whether the channels are gaining value from the extra expense.
The afternoon broadcast across Singapore, Hong Kong, Malaysia, Indonesia, the Philippines, Taiwan and Thailand is pulling in advertisers anxious to target a younger aud, according to Ross Crowley, Star's senior veep programming.
It has propelled Star World to No. 1 on cable in Singapore, according to ratings company Taylor Nelson Sofres.
But industry watchers say afternoon auds are still small, and the only real benefit is good public relations.
"Airing live proves to your viewers the lengths you'll go to for them, and gives you the PR edge over your competitors," says a source. "But loyal fans don't translate to high viewer numbers."
Star's Crowley says there has been a considerable investment to air the show live.
"We did commit key people and equipment to meet broadcast requirements for the whole season of 'American Idol' direct off satellite. We consider it a good investment."
However, the primetime shows on Star continue to command ad spots costing five times more than the live afternoon shows.
MediaCorp TV execs began airing "American Idol" live once it entered the final stages.
" 'American Idol' is one of out strongest international programs," says Selena Ho, Channel 5 veep of network programming & promotions for MediaCorp TV.
"The franchise is powerful, but as with all reality shows, the season is as good as the caliber of its contestants. This season's ratings are steady at 7%, similar to that of its previous season.
"All live broadcasts carry with them a level of risk, such as satellite feed quality, disruptions or unwanted messages," adds Ho. "Despite the risks however, we are always seeking ways to enhance the television experience for our viewers."
At Sony Pictures Entertainment Networks, general manager Ricky Ow aired "Survivor" live back in the show's early seasons, but says it's only worth the cost in certain circumstances.
"Live telecasts serve a different audience -- the die-hard fan." They are important to AXN, he says, because they appeal to loyal, core viewers."We recently telecast the season finale of 'The Amazing Race 6' in the morning and it achieved very good ratings," Ow says.
Ow adds that AXN may telecast "The Contender" finale live, since it's essentially a live sporting event.
"It is a case-by-case scenario and dependent on viewers' feedback," he says.
