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Television Gets Playful

Nov 05 2013, 03:16 IST
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SummaryFrom 24 to KBC, quite a few television shows are trying to keep viewer interest up with the launch of mobile games

From 24 to KBC, quite a few television shows are trying to keep viewer interest up with the launch of mobile games

Remember the saying ‘All work and no play makes Jack a dull boy?’ Well, seems like our very own television industry has taken the onus on itself to do away with ‘Jack’s’ (read viewer) dullness with that much encouraging 'playing' eagerness. Also, as shown by Bollywood (read Ra.One, Don 2 and Dhoom 2)—this play is surely more digital.

In August this year, Multi Screen Media (MSM) launched the KBC Play Along mobile application to promote its much popular television property, Kaun Banega Crorepati. The app allowed users to play along with the live game being telecast on air. The top scorers stand a chance to win Idea smartphones.

More recently, Colors, the flagship Hindi general entertainment channel (GEC) from the Viacom18 stable, launched an interactive mobile game called, 24 – The Game. Developed by Gameshastra Solutions, the 3D game is a promotional extension of the recently launched show 24 that allows players to live the life of ATU chief Jai Singh Rathod, portrayed on screen by Anil Kapoor. The game allows audiences to step into the shoes of the chief and explore his various characteristics over a course of 30 levels. Says Raj Nayak, CEO, Colors, “Gaming is one of the highest consumed forms of entertainment on the mobile platform, which provides channels with the opportunity to reach out to a large section of the audiences amongst mobile phone users. The launch of a game supporting a television show enhances the overall viewing experience for audiences because it creates a more personal platform to engage with them.”

Interestingly, on TV, it is not just the fiction and the non-fiction shows to which this experimentation is limited. Star Movies, which premiered the Oscar-winning movie—Life of Pi—on October 27, launched an experiential online game titled Life of I to reach out to viewers and influence their tune-in for the premiere. Based on the movie, the game intended to make the participant “experience the journey of a lifetime through the lens of Pi”. Participants could log into the game via Facebook. Here, they got the chance to map out their own journey based on the events that transpire in the movie. With eight milestones to cross, the participant who could make it through all stood eligible for a trip to the various

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