- Home
- BrandWorld
- In the Peak of Talent Hunt
In the Peak of Talent Hunt
- By Ikem Okuhu
- Published September 27th, 2010
- BrandWorld
- Unrated
Season one has ended and Peak is getting set to hunt for the second peak Talent in Nigeria. IKEM OKUHU explores what this brand stands to benefit from this sponsorship property
N40 million is the total prize money that FrieslandCampina WAMCo is setting aside for the second season of its Peak Talent Show reality show. And this is enough to get talented Nigeria youths drooling. N40 million is quite a tidy sum and could change the winner’s life for good and when you understand that the prize for the overall winner is N10 million in cash and talent development contract, it becomes clear what Peak is bringing on the table for Nigerians.
Peak is getting very bullish in its marketing. For a brand that has very little competition in its market category, reinforcements from shows such as this can help further knock down those playing in the fringes.
The milk market in Nigeria presently is people by all sorts of people. Apart from Wamco and Promasidor, there is really not properly structured competition. And while Promasidor has of late been trying to subtly move away from the low end of the market to the upper segment, Peak has over the years remained the premium milk brand in Nigeria. The remaining players are mere hangers on that navigate via below-the-line pathways.
So when Peak says it is doling out such hefty amounts for talents, it can only be said that the little competition it has in its catchment must be shaking. Auditions for this show have already started in major cities like Lagos , Benin , Enugu , Kaduna and Zaria and saw hordes of potential candidates showcasing their talents before a panel of celebrity judges in each city. Four contestants are expected to emerge from each zonal audition following which they will be lodged in the Peak Talent House to slug it out in the finals. In a chat with newmen, Ore Famurewa, Corporate Affairs Manager, Friesland Wamco, reveals that this year’s show will be bigger and more exciting with over N40 million worth of prizes to be won. Peak massively expanded this year’s programme. From just one television channel last year, this year’s Peak Talent Show will air in about eight channels across the country and the DSTV – Africa Magic. The Peak Talent Show, though generating excitement as Nigeria soars in reputation as haven for reality television shows and musical talent hunts, still has a number of issues to sort out. Key among these issues has to do with how talents are assessed and winners selected for this show.
This issue is not without background. The Peak Talent Show is structured in such a way that talents from across varying spheres are gathered and a winner is selected from among them. The question is: how can one objectively assess a singer, a dancer, an acrobat, a magician, among other talent areas? Does this not amount to comparing apple to orange and not apple to apple as applicable in most other shows.
Even at the event announcing the commencement of the show at the quiet Colonades Hotel in Ikoyi, Lagos, someone actually wondered how Peak comes up with results in such an unwieldy show?
“If Michael Schumacher, a Formula One driver gets on the race track with someone like Lance Armstrong on a bicycle or even someone on a Harley Davidson Powerbike, how can assessment be objectively done here?
But then Peak sure knows what it is doing and swears it is changing lives and reinforcing its brand value by sticking to the format it adopted for this show.
N40 million is the total prize money that FrieslandCampina WAMCo is setting aside for the second season of its Peak Talent Show reality show. And this is enough to get talented Nigeria youths drooling. N40 million is quite a tidy sum and could change the winner’s life for good and when you understand that the prize for the overall winner is N10 million in cash and talent development contract, it becomes clear what Peak is bringing on the table for Nigerians.
Peak is getting very bullish in its marketing. For a brand that has very little competition in its market category, reinforcements from shows such as this can help further knock down those playing in the fringes.
The milk market in Nigeria presently is people by all sorts of people. Apart from Wamco and Promasidor, there is really not properly structured competition. And while Promasidor has of late been trying to subtly move away from the low end of the market to the upper segment, Peak has over the years remained the premium milk brand in Nigeria. The remaining players are mere hangers on that navigate via below-the-line pathways.
So when Peak says it is doling out such hefty amounts for talents, it can only be said that the little competition it has in its catchment must be shaking. Auditions for this show have already started in major cities like Lagos , Benin , Enugu , Kaduna and Zaria and saw hordes of potential candidates showcasing their talents before a panel of celebrity judges in each city. Four contestants are expected to emerge from each zonal audition following which they will be lodged in the Peak Talent House to slug it out in the finals. In a chat with newmen, Ore Famurewa, Corporate Affairs Manager, Friesland Wamco, reveals that this year’s show will be bigger and more exciting with over N40 million worth of prizes to be won. Peak massively expanded this year’s programme. From just one television channel last year, this year’s Peak Talent Show will air in about eight channels across the country and the DSTV – Africa Magic. The Peak Talent Show, though generating excitement as Nigeria soars in reputation as haven for reality television shows and musical talent hunts, still has a number of issues to sort out. Key among these issues has to do with how talents are assessed and winners selected for this show.
This issue is not without background. The Peak Talent Show is structured in such a way that talents from across varying spheres are gathered and a winner is selected from among them. The question is: how can one objectively assess a singer, a dancer, an acrobat, a magician, among other talent areas? Does this not amount to comparing apple to orange and not apple to apple as applicable in most other shows.
Even at the event announcing the commencement of the show at the quiet Colonades Hotel in Ikoyi, Lagos, someone actually wondered how Peak comes up with results in such an unwieldy show?
“If Michael Schumacher, a Formula One driver gets on the race track with someone like Lance Armstrong on a bicycle or even someone on a Harley Davidson Powerbike, how can assessment be objectively done here?
But then Peak sure knows what it is doing and swears it is changing lives and reinforcing its brand value by sticking to the format it adopted for this show.
