You can call it the beginning of a beautiful relationship, or it may seem like a license to print money, but any way you view it, today's announcement that Apple will be the signature sponsor for Fox's American Idol -- that Apple will have exclusive audio and video performance download rights for AI -- is huge. The deal, effective immediately, ensures that all Idol performance downloads will now only be available on Apple's iTunes store. In addition, iTunes will sponsor online streaming of contestant performances on the official American Idol web site. Each and every time you click on the AI site, you'll see links for iPods and iTouches and iPhones, all the cool players and gadgets that Apple sells. And every time you click on the Apple site, you'll see links to Idol. Even more than the online presence though will be the on air visibility. Idol is a ratings monster, even if the numbers aren't as colossal as they've been in previous seasons. It still tops the Nielsens. Apple will be getting loads of product placement and promotion as Apple's iPod becomes the official digital music player for the show. The iTouch will be everywhere. The iPhone will be seen every time a cell phone is used, which ties in with AT&T, iPhone's exclusive service provider, which is already an Idol signature sponsor.
According to Variety, this deal is the brainchild of 19 Entertainment's Simon Fuller and Apple CEO Steve Jobs. FremantleMedia North America teams with 19 to produce AI; Jobs is well-known as Apple's Zen master. In an era when it's getting more and more difficult for advertisers to get viewers pay attention to commercials, by aligning with AI, Apple will enjoy major exposure.
At the iTunes store today, a special American Idol section has been set up. Commencing this week, the top 24 Idol semifinalists will be available for 99 cents. On March 11, when the top 12 finalists will be known, video of their performances will be available for $1.99 each. If you can't wait till then, Apple has made it simple for iTunes users to pre-order those performances. They'll be download-able the day after the show airs.
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Reader Comments (Page 1 of 1)
2-18-2008 @ 10:38PM
Scott H said...
Ugh. This cheapens the Apple brand tremendously. I guess they aren't looking for upscale customers with taste anymore. Their new brand philosophy must be: Just get more pre-teens to buy iPods. What's next? "Moment of Truth", brought to you by Apple? Or maybe "American Gladiators"? That idiotic show with all the briefcases?
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2-18-2008 @ 11:57PM
Katie said...
"I guess they aren't looking for upscale customers with taste anymore."
"upscale" and "taste" are business code words for only appealing to that small bracket of society that is able to afford expensive items, just like any of the the thousands of brands that rely on a very small, very wealthy, and very picky demographic.
Do you honestly think any company doesn't want to sell more products? Gee, I dunno, maybe they want, you know, oh drat, what is that word I'm trying to think of? Oh right, profit.
How will sponsoring American Idol "cheapen" the brand??? What, now that every single demographic across the country will be made aware of Apple, iPhone, iPod, iTouch, the quality of their products will suddenly drop in quality?
As long as the product they put out is just as good, they will continue to sell more. If there's someone out there who refuses to buy the next iBook because it become "un-hip", than that person will be replaced by 10 more who saw the product on AI
2-19-2008 @ 1:32AM
jeff stiefer said...
im a huge apple fanboy and im not a fan of AI but i think this is a great idea and apple will be better off for it. As Allison said, they will get MAJOR exposure. Apple is doing really well but it needs to turn it's 6-9% marketshare in the computer playground to something much higher. If this AI deal can help, it's good for apple.
i dont buy the argument that it will cheapen the apple brand. if apple didn't want mass appeal you would not see products like hte ipod shuffle or the mac mini, among others...
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2-19-2008 @ 10:26AM
YellowBird said...
I agree that Apple will make great profits off of this. It is hard for Apple fanatics to accept bc they probably don't want their hip James Blunt images tainted with that of A.I. Idol has made a lot of smart business decisions recently, from Disney to Bryers ice cream, video games, Chicken Soup for the Idol Soul, karaoke (www.techtogo.com) and now Apple. And haters better get used to it, because Idol's going to be around for a long time...
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2-21-2008 @ 4:00PM
Kristen said...
Has anyone tried that American Idol Karaoke? It looks pretty cool: http://techtogo.com/product_detail.asp
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