Australian Idol will enter a pivotal phase this Sunday 2 March, with Transformation Week, where contestants undergo image and performance overhauls in their bid for a spot in the Top 12.
The week-long event will showcase both vocal ability and stage presence as the competition narrows.
Each night, seven contestants will take the stage for what could be their most crucial performance yet. The remaining hopefuls will have one final opportunity to impress judges Marcia Hines, Kyle Sandilands, and Amy Shark, with their future in the competition at stake.
Each judge has one fast pass: the chance to fast-track a singer immediately to the Top 12 despite what their fellow judges think.
Transformation Week is expected to attract bigger than usual audiences, presenting an invaluable platform for integrated sponsorships and brands.
Speaking to Mediaweek, Seven Network’s director of content, Majella Hay, said the live and evolving element of the show presents a unique opportunity for advertisers.
“Because we’re truly live in those performance and live shows, we can still keep actually integrating brands right up until then,” she said.
Australian Idol judges Marcia Hines, Kyle Sandilands, and Amy Shark.
“In some senses, those live and performance shows are almost like sporting events. You know, they’ve got a real following with those audience members who come through. We also hold what we call a ‘blue carpet’ that you don’t see on telly. It takes place after the event and people get their fan cards signed, and they can get selfies and photos. So it really has that kind of almost sport like coverage and that stadium live event.”
The show’s premiere in early February hit the ground running, coming in as the second most watched program of the day – after Married at First Sight’s debut – and launching with a total TV national reach of 2,256,000 and a BVOD audience of 83,000.
Australian Idol continues 7.30pm Monday and Tuesday on Seven and 7plus