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LOS ANGELES - In another sign of how TV talent show American Idol has permeated pop culture, the Grammys are running an Idol-like contest to choose a singer to duet with Justin Timberlake on the February 11 awards telecast.
The public will winnow down a list of aspiring singers in the weeks preceding the show and choose the winner of the "My Grammy Moment" contest during the live programme.
"With television, we're seeing a level of interactivity we've never seen before, whether it's the reality shows like Survivor, American Idol ... and that's something the consumer or music fan finds important," said Neil Portnow, president of the Recording Academy, which hands out the Grammys.
"We thought we could try a new and fresh element that would speak to the world about the next generation of undiscovered young talent," he said.
Grammy winner Kelly Clarkson and one of this year's nominees, Carrie Underwood, are American Idol alumnae. Clarkson failed to acknowledge the popular show that made her famous when she picked up her trophies for best pop vocal album and best female pop vocal performance.
Nevertheless, it's hard to ignore the show's impact. Nearly 29 million people chose to watch the Idol episode that aired at the same time as the Grammys last year. Fifteen million viewers tuned into the music industry's biggest awards show, which featured performances by Madonna, Coldplay and U2.
Fox Network's Idol also got better ratings than the Olympics.
"American Idol is clearly the most powerful engine of American popular culture. It plows over everything else that comes in its way, and now the Grammys are jumping on the American Idol bandwagon," said Robert Thompson, professor of television and popular culture at Syracuse University.
But Portnow said it was wrong to say the Grammys contest was inspired by American Idol.
"What we're doing is quite different in many elements than what American Idol does," he said. "We don't film the goofy or even the pathetic. Our standards are a little different. It's not about celebrities judging. Our (contestants) are judged by music experts, like producers, engineers, songwriters and executives."
Thompson said that while some in the music industry may try to distance themselves from American Idol, the show's impact and influence is unquestionable.
"While there may have been grumbling about the fact the Grammys got beat by Idol in ratings, to some extent an appearance of an Idol person on the Grammys was good for the Grammys. I'm sure a lot of people who wouldn't have turned into the awards show did so just to see Kelly Clarkson," he said.
For the Grammys contest, a panel of music professionals narrowed the field to 12 finalists this week. Viewers can see video submissions, biographies and photos of the 12 hopefuls, and vote for their five favourites online at the link below. The results of that round will be announced on Jan. 17.
Fans will narrow the field to three finalists, who will be announced in early February. The finalists will rehearse with Timberlake the week before the show. Timberlake's FutureSex/LoveSounds album is vying for album of the year.
During the Grammys telecast, the public will vote for their favourite contestant online or via text message. The winner will be announced live and they will then perform with Timberlake.
- REUTERS
