Top Story


Home >> Media - TV >> Article

Essel Group launches India’s first interactive gaming channel Play TV

Font Size   16
Essel Group launches India’s first interactive gaming channel Play TV

Essel Group has announced the launch of India’s first interactive gaming channel, Play TV. Even as the channel has been on air for almost a month, the official launch was marked on May 19, 2005. Amit Goenka, Managing Director, Play TV explains that more noise should be expected around the channel now.

As Geonka explains, Play TV was so far in the ‘test-mode’, “There are various aspects about the working of the channel due to its nature that requires this kind of a test period. However, now all details are in place, we have had good experiences with our viewers already and we thought it was about time we called the official launch.”

Even as the interactive quotient is high on international television, on Indian television, Play TV will be a first in the area. The channel focuses on gaming and hence would see viewers interacting with the channel via sms, leading to the simple motto ‘Watch, sms, win’.

Explaining that given the nature of the channel, Goenka informs that the revenue model would hence be three fold, “There is revenue coming from the smses, via our deals with all the cable operators. We are definitely not looking at ad spot selling and do we are looking at sponsors to buy the property and there will be innovative selling as well.”

By innovative selling, Goenka means that there would in-programme product placement on the channel. Play TV would be supported by the art technology from Cellcast, a UK based company. The Cellcast Group is a technology provider of interactive mobile content and participation TV applications.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign