Marketers have learned the value of coordinating messages across a variety of media including television, magazines, radio and the Internet. Without such orchestration and coordination, messages get lost in the highly saturated media world, and consumers tend get confused or even tune out.

This year's reality TV line-up is providing a strategic opportunity for integrated marketing communications efforts. Marketers such as Coca-Cola, Ford and AT&T are looking to get in on the action, and each is making a $20 million-plus gamble that American Idol 3 will continue to generate huge ratings and water-cooler buzz.

As is true of many reality series, the key to American Idol 3's success will be the show's ability to showcase charismatic talents that generate huge rooting interests with audiences. The characters must capture the imagination and interest of the American public like Clay Aiken and Ruben Studdard did the last time around.

Idol isn't the only reality show that thrives on the personalities of the contestants. Shows like Survivor and The Bachelor also need heroes and villains to ratchet up fan interest. The shows depend on the public getting rooting interest either for or against certain of the players.

Whatever surprising characters surface in this year's reality-TV line-up, one can be sure that the major brands will be right there on screen with them, sharing the limelight.

(February, 2004)