Sony Entertainment Television India Ltd. (SET India Ltd.) plans to more than double its spending on programming in 2001. The entertainment channel has already devoted around Rs 80 crore to Jeeto Chhapar Phaad Ke (JCPK), including Rs 10 crore in advertising and promotion of the game show.
Sony has plans to launch an India-centric reality programming, following the enthusiastic reception of `Survivor' through its franchise channel AXN. It has started working at the conceptual level and hope to finalise it by the second quarter this year.
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. It expects online-gaming, gameshows and movie entertainment to be the major revenue drivers.