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

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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.


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