Pop Idol format's global success inspires refocus for Young & Gates. (International).

Few UK-originated TV formats have made a greater impact on the world stage in recent years than Pop Idol. But, having turned the programme into a hit of global proportions, 19 is now facing up to the even trickier task of trying to achieve the same for its two leading British finalists Will Young and Gareth Gates.

If form is anything to go by, the odds at first glance seem heavily stacked against the pair, despite the fact that between them they have sold nearly 4.3m singles in the UK since finishing first and second respectively in the UK version of the series back in February. As the now-defunct Hear'Say and others know to their cost, becoming an instant hit domestically on the back of such a series is one thing, but transferring that success to other territories is rarer than hen's teeth.

Marketing managers and promotions directors from a number of BMG's key European affiliates were introduced to Gates and Young at a meeting to discuss the roll-out of both artists' campaigns across Europe last Tuesday.

And the signs are strong for the pair, who have already started to spread their success further afield. BMG South Africa's marketing and A&R director, and Pop Idol judge, Dave Thompson notes broadcasting the UK series via cable network MNet whetted the audience's appetite before driving 110,000 sales for Young's first single, a similar number for Gates' and 50,000 sales for its local winner Heinz Winckler.

"You cannot be prepared enough for the success of this show when it hits your country," says Thompson, who adds the audience for the music cut across age and race barriers. "It will produce tremendous artists and give incredible results--it has revolutionised our market."

Gates and Young also have the advantage over winners of other recent TV talent shows in that, being part of 19's stable, they are represented by the same organisation that is rolling out the TV format across the world. Hence, 19 has more than a passing interest in ensuring its acts' sales potentials are exploited as fully and as widely as possible.

19 Management's president of international Chrissie Harwood stresses the importance of forging an early relationship with local producer and distributor Freemantle and becoming judges in their territories as their own series swing into action.