Talent search show and cultural phenomenon, Idols SA is teaming up with Telkom for its tenth season. Telkom has announced the partnership with the pop culture craze – Idols SA – that has launched many local singing careers. According to reports, Telkom is partnering up with the music show to create a positive Telkom brand for consumers as part of its growth strategy. It is hoped that Telkom’s partnership with Idols will give Telkom the necessary platform to engage millions of consumers with the company’s services, products and technologies.
Idols SA has proved highly successful over the years, and over a million viewers have joined in each week to find SA’s best singer, since 2002. In 2013, the Idols winner was chosen by more than 7 million votes from South African fans.
The partnership, according to Telkom, provides the company with a platform to create positive and meaningful associations for the brand. While brand imagery was the main driver for the decision, Telkom also derives commercial benefit and the spin-offs are expected to drive both the brand and business onwards and upwards. This partnership is expected to yield good results for the telecommunications’ giant.
Season 10 of Idols SA will be broadcast from the 13th July 2014 and the winner is expected to be announced in November 2014.