TV channels take a whacky approach to apps

From creating international dance routines, conducting an aarti, to playing Holi...a lot has been made possible on the digital platform

e4m by Synjini Nandi
Updated: Sep 11, 2012 10:19 PM
TV channels take a whacky approach to apps

Digital is here to stay and it is believed that brands that fail to join the bandwagon will lose the rat race. Broadcasters have realised this and are keen to provide viewers with an engagement platform beyond the television screens. Apart from social media such as Facebook and Twitter, many channels are coming up with innovative applications in the digital space that help them interact with the audience, boost audience aggregation as well create buzz about a show. exchange4media takes a look at some of the whacky applications that have been introduced by various channels in recent times.

In order to enhance dance mania with newer digital avenues, Colors launched an online game that allows fans to partake in the ‘Jhalak Dikhhla Jaa’ experience. In this mobile and internet-based game, designed by BBC worldwide Productions India, one can choose a professional dancer and create a customised dance routine. The game also presents a unique tutorial highlighting different dance forms such as Samba, Jive, Tango, etc. to amplify the overall experience of dance and ‘Jhalak Dikhhla Jaa’.

Zee TV unveiled a virtual temple on the Facebook page of its mythological show ‘Ramayan’. Online users can visit the virtual temple through a unique tab on Facebook. The temple is a re-creation of the Ram Durbar showcasing Lord Rama, Lakshman and Sita with Lord Hanuman and allows the users to ring the bell, light a diya, play a choice of aartis, shower flowers, smear haldi kumkum on the deities, break a coconut and rotate the ‘aarti ki thali’. In the coming days, Zee TV has also plans of creating a mobile application that will make the virtual temple available to smartphone users and let them interact with ‘Ramayan’ through aartis and chaupaayis.

Zoom launched the ‘Your Likes’ application on its Facebook page through which people can dedicate songs to their friends. Friends would instantly get to know about the dedication, and the song and message would be played on Zoom’s song request show ‘Your Likes’.

Sony Entertainment Television offers viewers a chance to engage with ‘Kaun Banega Crorepati’ on its official portal. The KBC web game offers fans the ability to train by playing the game, get unseen snippets, watch contestants’ journey onto the hot seat and engage with the ‘Computer-ji’ application.

The Holi Splash application launched by both, Nickelodeon and Sonic was meant for all Facebook users and revolved around the idea of how Facebook works and how the consumers use it. The users could play virtual Holi on Facebook with the different Holi items such as balloons, water-gun, colours, paint, mud, etc. Each item had a tagline attached to it that explained who the item is appropriate for, (e.g. - Panda – I’m sending you a water-gun cos’ shooting dumplings at you is so much fun!).

UTV Movies has introduced ‘The Bollywood Crossword’ that brings the quintessential crossword to viewers’ computer screens in an engaging manner.

Brands can no longer stick to traditional media. In a nutshell, it has becomes imperative to go where the audiences are (read digital). But again, digital does not only mean having a Facebook page or a corporate website, one needs to go that extra mile to stand out in the clutter and innovative applications is a step in the right direction.

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