How ABC is using silence to promote ‘American Idol’

By MixDex Article may include affiliate links

The new season of “American Idol” on ABC is being promoted with, ironically, silence.

• The network is airing a promo with text reading “Is this the voice … of the next … American Idol” and showing a woman singing.
• The catch is that the audio of her voice has been removed, leaving a rare moment of silence on TV, though one obviously used to create a dramatic effect.
• The spot also include judge Katy Perry mentioning “she is our Kelly Clarkson,” referring to first winner of the show during its Fox run.
• Clarkson now judges NBC’s rival singing competition “The Voice” and also hosts a hit syndicated talk show for the network.