Says Set India CEO Mr Kunal Dasgupta, ``We've had programmes like Wheels of Fortune and Jo Jeeta Woh Sikandar but it's the Govinda-anchored JCPK which represents a shift in our programming strategy. We hope Govinda's promise of `Unlimited Paisa and Unlimited Mazza' will have a spin- off on Sony's other programmes too.''

Mr Dasgupta says that Sony has plans to launch a India-centric reality programming, following the enthusiastic reception of `Survivor' through its franchise channel AXN. ``We've started working at the conceptual level and hope to finalise it by the second quarter this year,'' he adds.

The Govinda show has already drawn sponsorship from eight brands - from Castrol, Coca-Cola India, Electrolux, Godrej, Hindustan Lever Ltd, P&G and Videocon - for the next three months. Says Ms Kacon Sethi, executive vice- president, marketing and sales, SET India: ``Most of our programming inventory during prime time is sold out. And as for the second phase of sponsorship for the JCPK programme, we'll be finalising our partners in the next couple of weeks.''

To offer an extended value chain to its clients and viewers, SET India will also be finalising its Internet strategy by the second quarter of 2001. JCPK is expected to spearhead Sony's entry into the Internet entertainment segment. ``We're working actively to provide broadband offerings and movie-on-demand through our site (setindia.com) by the second half of 2001.

We expect online-gaming, gameshows and movie entertainment to be the major revenue drivers.''

Speaking to mediapersons at the launch of JCPK in New Delhi, Mr Dasgupta said that the pricing for the movies-on-demand could range from Rs 10 a movie in India to less than $10 in the US markets.

Commenting on JCPK's plan to avoid confrontation with Star Plus' Kaun Banega Crorepati, Mr Dasgupta said: ``Why should I cheat the audience - they enjoy KBC so much. I don't want the audience to choose between the two. Moreover, we feel there was a space left for us - and with JCPK we will explore it.

JCPK's positioning is clear: it's associated with fun, chillout and weekend relaxing.''