MSM extends brand KBC on mobile for greater traction

With mobile being able to increase the life of a show & create a connect between contestants & the TG, MSM is banking on the mobile app to draw additional eyeballs to the show

e4m by Saloni Surti
Updated: Sep 5, 2013 7:47 AM
MSM extends brand KBC on mobile for greater traction

Even as Multi Screen Media (MSM) gears up to premiere Season 7 of its popular game show ‘Kaun Banega Crorepati’ on September 6, 2013, there is considerable buzz on digital media as well. In a move to generate more interactivity a mobile app has been launched, which will offer quizzes, contests and games.

Commenting on the mobile initiative, Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital/Syndication, Sony Entertainment Network said, “The popularity quotient is huge and the fan base is getting bigger every year. Our digital platform is especially designed to give our users much more than what they can get from their television sets – a whole new immersive on-demand second screen experience right at their fingertips.”

“Considering ‘KBC’ is one of the top shows on Indian television, the KBC app aligns with our campaign, ‘Seekhna Bandh Toh Jeetna Bandh’, and aims to give fans the ability to learn at any point of time and from any location. There is also engagement through the Insta Hot Seat pic with Amitabh Bachchan and the Globe Quiz,” Kriplani added.

As is known, Zee Television Network has been able to create a large integrated mobile base with a combined application for their shows ‘Dance India Dance’ and ‘India’s Best Dramebaaz’. The application managed to get more than a million hits and witnessed visible additional traction on the mobile application, especially at the time of tutorial sessions or on the day of the vote out.

Along with ‘KBC’, another big ticket show, ‘Bigg Boss’, has also created mobile presence with an application. However, the app has not yet adopted an active route and sticks to a photo gallery of the show’s host Salman Khan.

With the KBC mobile app, MSM is laying out a strong ground for the game show on digital. The app has various distinct features such as ‘Globe Quiz’, which is a globe-like interface where users can scroll around the Earth’s axis, click on any part of the world and answer a trivia question. There is also a ‘KBC Web Game’, wherein users can test their speed and accuracy by playing the game online and stand the chance to win iPads. The feature allows the user to get a close-to-real experience – they can use all lifelines, score points and grow up the money tree.

Other key highlights include ‘Insta Hot Seat’, a template photo frame of the KBC set featuring the replica of the Hot Seat and Amitabh Bachchan. Viewers can insert their picture in the frame and share on Facebook and Twitter; ‘Prize Meter’ is a graphical representation of the prize money won by the contestant, while ‘Heat Map’ depicts which part of the country the contestant belongs to. These apart, there is also a message wall through which users can share wishes and messages with Bachchan.

“The idea is to bring the ‘KBC’ experience up close and personal across multiple platforms – be it mobile, tablet or online,” said Kriplani.

With ‘KBC’ and Bachchan being well-established brand names, the mobile application can help create a huge TG base if executed with proper content and interface.

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