CAROLINA'S FAB
`Idol' is America's show
Entering 6th season, Fox program still innovative
MARK WASHBURN
TV/RADIO For a TV show, there's no higher praise: Even when it's bad, it's good.
"American Idol" -- the upstart show that energized television, invented new marketing strategies and revitalized a slumping music industry -- roars back to life for its sixth season this week like an electronic tonic against the gray, boring days of winter.
Its audition rounds can be expected to transfix viewers with America's most stunning, undiscovered vocalists punctuated by the spectacle of the nation's most deluded, tone-deaf warblers, the kind of give-'em-the-hook performances that get people gabbing.
Generating buzz is but one measurement of the show's success.
Only the Super Bowl and the Oscars drew more viewers last year than "American Idol." TV Guide Channel does a show dedicated to former "Idols," and Bravo network announced Friday it is developing a docu-series about judge Paula Abdul.
While winners like Carrie Underwood, Fantasia and Kelly Clarkson have gone on to solid recording careers, even also-rans have succeeded. Clay Aiken is among the best-selling of the former "Idols," and Jennifer Hudson, a finalist on the show in Season 3, landed a key supporting role in "Dreamgirls," considered an early Oscar favorite.
In advertising alone, "American Idol" hauls in an estimated $500 million annually. Its blue-and-white logo is spinning off onto products from candy bars to Monopoly games. And corporations including Coke, Cingular Wireless and Ford are paying top dollar as signature sponsors to reach the show's demographic powerhouse of young adults.
Pioneers in marketing
They are also marketing the program in ways unimagined only a few years ago. Ford will again showcase the top 12 contestants in weekly music videos featuring its cars. Coca-Cola will let customers pose questions to contestants through host Ryan Seacrest, and fans will suggest new designs for the Coke cups ever in view before the judges.Cingular Wireless will again be an avenue for voting through text messaging and for the first time will offer "Idol" videos for mobile phones.
" `American Idol' is brilliant," says Alan Shao, associate dean for international programs at the Belk College of Business at UNC Charlotte and an expert on marketing and international business.
In adding mentoring artists from the 1970s, '80s and '90s last year, Shao says, the show has broadened its reach beyond its loyal youth audience and appeals to the vast baby boomer demo as well. "I think they have some very good marketers who are soaking this for all they can."
And Shao says he thinks the "American Idol" brand will continue to grow as long as the four stalwarts of the show -- the three judges and Seacrest -- remain.
Who knew it would hit?
Randy Jackson says he, Abdul and Simon Cowell had no idea the show was headed for superstar status when they signed on as judges in 2002. "I certainly did not," he says. "I went into it saying, `Let's see what happens.' "
What happened was that as a summer replacement, the show was an instant hit and has continued to surge in popularity since, bucking the trend that most shows peak and begin to decline after a season or two.
It is particularly popular in the South, and in Charlotte, the ratings were 59 percent higher than the national average during last May's sweeps period. Nearly a third of all households in the Charlotte area tuned in for the finale last year in which Taylor Hicks was named the latest "Idol." Nationally, that broadcast attracted 36 million viewers, according to Nielsen Media Research.
Superstars and basic appeal
One element from last season will return this year -- coaching from established superstars, though the show is not yet revealing who has been lined up. But with last season ending with Prince, the show has moved into the stratospheric talent realm where any superstar combination is possible.
At its heart, though, this season's "Idol" will be true to its roots -- an old-fashioned talent hunt.
Jackson says this year's Hollywood round will feature lots of strong talent, but at this point it has no prospects like Fantasia or Clarkson.
"There are a bunch of standouts but you know what happens is, what we've seen over the years is, that you see these people audition in their city and they're great," Jackson says. "Then they come for Hollywood week and they're not so great and the tension just gets worse and worse and worse as the season goes on.
"It's who can really stand in there and take it."
TV/RADIO Fantasia Barrino
Living in Charlotte, starred in a Lifetime cable network movie
about her life and continues on a successful recording career.
Chris Daughtry
Still lives in the Greensboro area, fronts a band,
has a recording contract.
Kellie Pickler
Moved to Nashville, Tenn., has a recording contract. First album was a success and she has a sitcom in development at Fox. Will open for Brad Paisley during his 2007 tour.
Clay Aiken
Moved back to Raleigh from California and is one of the most successful contestants in record sales.
Bucky Covington
Moved to Nashville, has a recording contract, working on an album.
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