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Sony bullish about new-look ‘Deal Ya No Deal’, plans several marketing initiatives

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Sony bullish about new-look ‘Deal Ya No Deal’, plans several marketing initiatives

‘Deal Ya No Deal’ is one property that Sony is quite aggressive about. In addition to the change of host and the look and feel of the show, Sony is also trying different marketing innovations – the latest being a simulcast on POGO of the final episode with R Madhavan as the host.

The episode that would be shown on POGO is planned for January 20, 2005 and is a ‘Shaktimaan’ special. Speaking more on how this benefits the show, Sony’s Senior VP, Marketing, Nina Jaipuria, said, “The attempt is to always bring in as much sampling as possible. In ‘Deal…’s case specifically, it is a show for all age groups and children form a part of the core TG of the show. ‘Shaktimaan’ is a very popular show on POGO and given the nature of ‘Deal…’, we thought it made sense that the show is simulcast on both the channels so that the interest level is maintained.”

The objective is to drive interested TG to then Sony itself for ‘Deal…’. The property has seen quite a few changes of late and going by what the show’s producer, Miditech, has to say, the changes are not just in the host.

Nikhil Alva, CEO, Miditech, informed, “The sets are being changed. There is a change even in the participants that come on the show. We are workings specifically to fasten the pace of the show and make it more entertaining.”

What led to such a change in the nature of the show? Alva replied, “Our research showed us that the show has gained immense popularity and audience interest. At the same time, a higher degree of entertainment can add to it and hence we decided to go for this change.”

‘Deal Ya No Deal’, is a reality game show on television where one does not require any special skill to make them rich. The simplest decision and right choice can win him anywhere between 25 paise and Rs 1 crore.


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