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Wednesday, 8 December 2010


 Uganda's Davis Hillary, TPF 4 Winner, Courtesy Daily Nation
Monetizing talent. That perhaps is one area the producers of the just concluded Tusker Projet Fame 4 missed out on. They did pay out a hefty prize money to the winner and a recording contract to boot. But what about organizing concerts featuring the best contestants, or marketing related merchandise?

If reports are true that some people were crying at the show's finale, as the process of unveiling the winner got underway, then it is largely true that such people would have been more that willing to take a piece of the night's highlights with them.

In business terms, this connection with the performers could most certainly have been exploited to derive commercial value.

And here, we are talking about the producers having had had the acumen of ordering posters, T-shirts, caps, among other merchandise or souvenirs, and offered them for sale to the live audience as well as to those following the proceedings on telly.

Moreover, as the show was progressing from the audition stage to the finalists invited to the TPF Academy, and especially this latter stage that lasted eight weeks, the performers were being thrust in the public domain on a daily basis.

It follows then that the millions following the proceedings across the East African region must have developed either strong liking or disdain for certain performers. And to a keen or shrewd mind, therein lies a business opportunity.

A potentially lucrative revenue stream for both the producers and contestants could have opened up if the best of TPF 4 could have been packaged for grand performances in major cities or towns in the region.

X-Factor finalist Olly at Wembley Arena, Copyright Agachiri 2010
I know it is neither fair nor practical to compare such reality shows to what happens in developed countries but that does not mean that lessons cannot be learnt from the likes of the X Factor show in the United Kingdom.

If one momentarily puts aside the often stated poverty levels existing in this part of the world, then the real potential of monetizing the talent on display in TPF becomes clearer, when juxtaposed with how the mega UK show derives huge profits.

Soon after concluding the X Factor TV shows, the most popular acts are paired with the winner and other finalists to headline big shows across the UK, many of which are sold out, and which also act as platforms of selling related merchandise.
Jedward at Wembley Arena, Copyright Agachiri 2010

Can't the TPF producers find ways of organising a musical tour of the finalists and even judges, in various venues across the East African region, at a profit?

It could be a long shot but if the entry tickets are reasonably priced, the legions of fans that have been religiously tuning in, might just warm up to the prospect of paying to get some live action in a town or city near them.


Anonymous said...

Brilliant Idea! I hope the concerned parties get this...

Anonymous said...

very true i second this opinion.

Anonymous said...

i agree...i hope eabl gets to hear this.

Anonymous said...

great, i like the idea.make sure eabl gets this.

Anonymous said...

I just love the writer of this article we all had minds like his we wouldn't be developing countries but developed kudos and hope the targeted party gets to read this.

Kimani said...

note that some TV stations are run by some graying individuals, who are not so keen in making money out of those contestants

Anonymous said...

I hope organizers and producers are reading this

Anonymous said...

Very true,i think it's time for change.

Anonymous said...

That should be the right thing to do for both the finalist who always feel left out and the promoters who can gain fro the exposure.