PlayTV, India’s first 24-hour interactive and gaming channel, is all set for a launch by the second week of March. A venture of the Essel Group, promoters of the Zee Network, Play TV will provide viewers entertainment through games, contests, music, entertainment and lifestyle.
Alongwith the regular entertainment content like movies, music and reality shows, the channel will provide gamming news, contests, bidding and shopping. This will be on real-time basis through SMS, e-mails and chats. Globally, gaming is a $ 30 billion industry.
Amit Goenka, Director, Essel Group, who will be heading the channel, said, “In Asia, PlayTV is a new concept. Globally gaming with a dash of entertainment and lifestyle is a huge market. It is one of the fastest growing TV segments with active viewer involvement and retention. Viewers across the world watch television not only for entertainment but also to draw some tangible benefits from programmes. PlayTV is not restricted to age, gender, skill and competency; it is a channel targeted at most of the age groups.”
Commenting on the opportunity PlayTV will provide to the corporate sector, Goenka said, “PlayTV is a perfect fit for advertisers and media planners. It will give opportunity for marketers for interactive advertising and create an innovative platform for their target audiences.”
Goenka said the marketing strategy to reach viewers would comprise a mix of conventional and non-conventional methods. “When it comes to benefits and entertainment at the same time, we are sure to find a ready set of viewers,” he added.
Cellcast, a UK-based company, will help PlayTV set up TV SMS technology and also train the personnel in India.