Sony powers ‘Dus ka Dum’ with an app

By A Correspondent

Sony Entertainment Television has revealed the launch of its show ‘DusKa Dum’ with an app.Aimed at making Dus Ka Dum an interactive television show, the app will challenge the participants’ power of observation about India and its people in separate phases; viz ‘Survey’ leading to ‘Audition’ and ‘Play Along’ once the show launches.

Said Danish Khan, Executive Vice President and Business Head, SET: “We believe in the power of convergence. We believe appointment viewing in Television for non-fiction show will be driven by interactivity. We believe it is time to use technology to provide an enhanced immersive experience to our audience through seamless entertainment flow across multiple screens. Dus Ka Dum is a blockbuster reality game show that is coming back to Indian television screen after a gap of nine years with its original host, superstar Salman Khan and this convergence initiative will bring the show closer to our audience and generate an interactivity never seen before.”

Added Amogh Dusad, SVP & Head Insights and Programming Strategy: “At Sony Entertainment Television we believe that second screen need not compete but complement television screen to deepen viewer engagement. With this convergence initiative, we are using technology to enable the two screens to interact and create a great experience for our audiences. We are proud to announce this first of its kind initiative that amasses data generated around the consumers’ opinion and behavioural habits to form the content for the show. Being the world’s first convergence initiative, this innovation in the realm of increasing interactivity across screens is expected to break new grounds.”