Season ten of Idols South Africa wants to partner with M-Net, Telkom and Mzansi Magic in order to create a positive Telkom brand for consumers as part of its growth strategy.
“The organization is looking forward to tuning in with fans across the country to find out who South Africa’s next Idol will be. Its involvement will enable the organization to engage millions of consumers with its services, products and technologies. It is a fantastic opportunity,” says Telkom chief marketing officer, Enzo Scarcella.
This idea was born out of the craze that was present in the previous season. Last year’s winner was determined by more than 7 million votes from fans.
Scarcella said that while a great deal of the business has been on right sizing the organization’s cost base, it is also important to focus on growing the business. “The partnership provides us with a platform to create positive associations for the brand and I’m excited about its benefits. While brand imagery is the driver behind the decision, the deal we have done ensures that we get media value that gives us commercial benefit. The bottom line is that the spin-offs will drive both the brand and business onwards and upwards,” concluded Scarcella.
The season will start airing form the 13th July this year and the winner should be announced in November 2014