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Some more brand extension for ‘Fame Gurukul’ with new book

03-November-2005
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Some more brand extension for ‘Fame Gurukul’ with new book

Sony Entertainment Television rarely leaves a stone unturned when it has the choice to extend a brand into various mediums. With Fame Gurukul, Sony had entered into varied kinds of tie-ups ranging from Sify Broadband to Pizza Hut, Sony BMG music, content associations with MTV and other mediums. An unexpected one has now come up with the channel launching a book ‘Inside Fame Gurukul’.

Said Tarun Katial, EVP and Business Head, SET, “With ‘Fame’, we had the chance to do some great brand extension on television and this is a big one at that.”

Whether it is co-shooting of ads with brands like ‘Clinic All Clear’ or capsules on Red FM, Sony did manage some of the firsts with ‘Fame Gurukul’. The book has been designed to capture to various stages in the life of the students of ‘Fame…’ – from the introduction of the students, to their way of living to even the controversies created in the life of the show. Katial explained that it was the channel’s idea to publish such a book, and “we worked very closely in the content creation of this book. It will be distributed by the popular channels everywhere.”

Printed by Popular Prakashan, the book attempts at capturing aspects of the show that were otherwise not discussed in any of the other platforms that ‘Fame…’ content was used like the in MTV show or the radio capsules.

For Katial, this is making the show a touch and feel brand, which brings it closer and makes it more memorable for the viewer. Asked whether such initiatives will be seen in the future, he said, “It’s a returning seasonal show, so let’s see.”

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