• by Wayne Friedman , August 2, 2010

The big news about TV's biggest show concerns its judges for next season: A decision has not been made. But plans for a big 10th anniversary "American Idol" marketing campaign are going ahead. 

Joe Earley, president of marketing and communications for Fox, says that regardless of the status of the judges, the network is culling material from its years on the air for a major marketing and promotional effort.

Will past "Idol" judges make appearances in the campaign? Judges -- such as Simon Cowell and Paula Abdul -- will be included in the campaign only if they allow their images to be part of the campaign, says Earley.

But the campaign will focus mostly on "Idol" talent, so the images of judges -- past and future -- will not hold things up.

Initial materials for the campaign will start in late October, the same time as the World Series. Another on-air blitz will hit around Thanksgiving.

In speaking with reporters at the Television Critics Association meeting in Las Vegas, Peter Rice, chairman of entertainment for the Fox Networks Group, had no announcement regarding new judges. But he did say a decision will be made in the coming weeks. Initial audition footage will begin to be shot in September.

A number of possible musical artists have been reportedly mentioned as "Idol" judges, including J. Lo and Steven Tyler. Others in consideration include Justin Timberlake, Elton John and P. Diddy.

Other than talking about the departure of Ellen DeGeneres -- who lasted all of one season -- Rice says no deals have been made, including the return of Nigel Lythgoe ("So You Think You Can Dance?") as executive producer.

Will "Idol" make any drastic changes -- especially since the show ratings have slipped a bit, around 9% in 18-49 in the 2009-2010 season from the year before? Rice would only say: "We have to put on a great TV show."

Kevin Reilly, president of entertainment of Fox Broadcasting, said at the TCA event: "Right now, we are focusing on prime time. Late night is never off the table... when you find the right talent."

Fox was not only the highest-rated network among key 18-49 viewers last year -- its sixth year in a row -- but it also won the honor as top network for the first part of the season, September to December.

Says Reilly: "We renewed our Thursday night ["Bones" and "Fringe"] this season for the first time in the history of the network."