Thailand's got talent ... and an earful

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Thailand's got talent ... and an earful

Controversial results have somewhat marred the success of the hit TV programme for its sponsor.
Published: 10/06/2011 at 12:00 AM
Bangkok Post: Newspaper section: Business
 
When Thailand's Got Talent hit local TV screens early this year, it became an instant hit, with the public holding its breath for the Thai version of Susan Boyle.

But when the curtain fell two weeks ago, the programme was widely criticised, especially in the cyberworld, for allegedly unfair votes cast for the winner. Rumours had it that her well-to-do father spent at least a million baht to vote for her.

The heavy criticism of the voting for 13-year-old Maneepatsorn 'Myra' Molloy also sent shock waves through Unilever Thai Trading, which spent 200 million baht acquiring the show rights from London. The consumer products multinational was accused of rigging the results from the start and is now at risk of seeing the image and credibility of its brands tarnished instead or burnished.

Some angry viewers posted on the internet that they would stop using Unilever products such as Sunsilk shampoo and Rexona deodorant.

Some said the show was produced in a way that fooled audiences. Others said it should drop the word "talent" from its name, as it chose the winner based on votes and the voting process lacks accountability.

With her silky long hair, Myra is also seen as well-suited as the new presenter for Sunsilk shampoo. After receiving the 10-million-baht prize, she will become a singer under the Sony Music label soon.

Amid the criticism, Wannipa Bhakdibutra, the vice-president for health and beauty aids of Unilever, said the company was very satisfied with the results of the show.

"The show's ratings have broken all records in the Thai TV industry, including the Korean series that was the old champ. It allowed our brands to access families, our target group," she said.

Asked about the concern over possible damage to its brand image from complaints in the internet community, Ms Wannipa said only that the response to the show had exceeded her earlier expectations.

She explained Unilever did not have any intention of bringing the show to Thailand to generate more sales _ it just wanted Thais to have a space to show their talents.

However, she acknowledged that the show would improve Sunsilk and Rexona brand awareness in the long run.

Teerapun Lotongkum, a guest lecturer from Chulalongkorn University, said that whether Thailand's Got Talent drew positive or negative comments from viewers, Sunsilk and Rexona stood to gain in terms of awareness.

"Social networking is very effective in creating positive or negative buzz. Word of mouth could spread like wildfire to a huge audience around the world," he said.

However, the brand image may not be enhanced as intended if the response from the show is negative.

The criticism on social networking sites may not have an extensive effect as it is limited only to urban people. The show's licence-holder may not pay much attention either, as its main target is mass consumers.

The show raised suspicions among the public because Unilever controlled everything. It was the show's licence-holder and main sponsor.

The show's content also differed from the Talent shows in other countries, as there are commercially related activities and hidden ads with Unilever's firm grip.

But Mrs Wannipa and Panya Nirunkul of Workpoint Entertainment insist there was no vote rigging and that the show adhered to the same standards as the original.

Unilever, when acquiring the show licence, had a clear business agenda of seeking commercial benefits for its two brands _ Sunsilk and Rexona, said Dr Teerapun.

In fact, he said, Unilever should have struck a balance between commercial benefits and show content.

"While it's true Unilever gained some brand awareness for Sunsilk and Rexona, the two brands are already very popular. Unilever would have gained much more if it had replaced them with its other less popular brands to feature in the show," he said.

"The rules are clear from the beginning. You can't blame the programme for not giving the award to the most talented contestant. Even Susan Boyle, who was one of the favourite and most talented contestants in the UK show, was not the winner. I may not think Myra is the best, but it's not her fault that her family is rich. It's not based on the judge, but on the number of votes," said Prawpailin Jai-on, a private employee.

Somsak Hemrun, 32, who was among the finalists, said he accepted the result. Already, he has had a chance to appear on many TV shows. Additionally, the 48 finalist teams will get a chance to sign as artists with Sony Music Thailand and Workpoint Entertainment.