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SET Unleashes the Power of TV + Digital with the Launch of World’s First Ever Dus Ka Dum Convergence Initiative

  • DanishDanish Khan, EVP and Business Head, Sony Entertainment Television
  • AmoghAmogh Dusad, SVP & Head Insights and Programming Strategy

The meteoric rise in smartphone usage is leading to profound changes in how consumers today engage with the content across multiple screens. India is experiencing fast-paced growth. There are 780 million total number of television viewers and 359 million total number of smartphone users. SET believes the future of home entertainment lies in unleashing the Power of TV + Digital. Dus Ka Dum Convergence initiative.
Celebrating average India’s power of observation, the app will converge viewers’ data with the show content. Aptly positioned as a ‘Definitive Guide To Today’s India’, this app will be the only way for the viewers to audition and get an opportunity to share the screen space with the show’s original host and megastar, Salman Khan. The app will be exclusively available on Sony LIV – the digital arm of Sony Pictures Network (SPN).
Aimed at making Dus Ka Dum the most interactive television show in the world, 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. It is a first in the history of world television that viewers’ insights received will form the backbone for the content in the form of probable questions in the show.
After downloading the app, users will have to answer simple yet quirky questions, reflecting their life, relationship, experiences, opinions and much more. These questions will be customized as per user profile and will be gamified across 40 levels. With every level, the user will not only gain more points but also get an inch closer to be a part of the game show along with winning exciting prizes. At every level, the app will create an intriguing trivia about the country, in the section ‘Kitne Pratishat Bhartiya’, give a real-time update on user ranking through Leaderboard alongside incentivizing users for inviting more people on social media. To up the engagement quotient, the app will bring alive the charismatic show host, Salman Khan, via special fun video messages and give users an opportunity to record a ‘velfie’ (Video Selfie) with the bhaijaan and share the same with the man himself.
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 9 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”
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 & behavioral 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.”

APP DOWNLOAD LINK to come on the show:
PROMO LINK: Below is the link to download brand new Promo featuring the original host, Salman Khan, who guides you on the way to be part of the show.

About Sony Entertainment Television

Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels is a part of Sony Pictures Television (SPT) backed Multi Screen Media Private Limited, which is India’s leading television network.  Since its launch in October 1995, SET has created a unique space for itself in the Indian Television industry. Pioneering new waves in television programming, with blockbuster movie premieres, big format non-fiction shows and an impressive array of fiction shows like Sabse Bada Kalakar, Super Dancer, The Kapil Sharma Show, Indian Idol, Kaun Banega Crorepati, Entertainment Ke Liye Kuch Bhi Karega, Sankat Mochan Mahabali Hanuman, Beyhadh, Kuch Rang pyre Ke Aise Bhi, Bajirao Peshwa, CID, Crime Patrol Bade Acche Lagte Hain, Bharat Ka Veer Putra Maharana Pratap and Itna Karo Na Mujhe Pyar. SET is known for its innovative concepts and exciting formats and is the most preferred family entertainment channel which has been providing strong platforms for more than 700 brands to reach over 93 million households in India. In addition, Sony Entertainment Television is also available in the US, UK, Africa, Europe, Canada, Australia, New Zealand, Singapore, Pakistan, Nepal, Bangladesh, Maldives, Malaysia, Indonesia, Fiji Islands and Seychelles. In total, SET influences over 332 million viewers in the Indian sub-continent, and the South Asian Diaspora worldwide.
About Sony Pictures Networks India (SPN)
Sony Pictures Networks India (SPN), is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels.
SPN comprises 31 channels including Sony Entertainment Television (SET and SET HD), one of India’s leading Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, another Hindi movie channel showcasing great India Cinema; MAX HD, a high definition Hindi movie channel airing premium quality films; WAH, the FTA channel for Hindi movies; SAB and SAB HD the family-oriented Hindi comedy entertainment channels; PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from SPN’s content library; PIX and PIX HD, the English movie channels; LePlex HD showing critically-acclaimed Hollywood films; AXN and AXN HD, the action and adventure-oriented English entertainment channels; Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, Sony AATH, the Bangla entertainment channel; MIX a refreshing Hindi music channel; ROX HD, a channel for contemporary Hindi music; YAY!, the kids entertainment channel; Sports Network comprising 11 sports entertainment channels – SONY SIX, SONY SIX HD, SONY ESPN, SONY ESPN HD, SONY TEN 1,  SONY TEN 1 HD, SONY TEN 2, SONY TEN 2 HD, SONY TEN 3, SONY TEN 3 HD, SONY TEN GOLF HD; SonyLIV – the digital entertainment VOD platform, SPN Productions, the networks’ film production arm and Sony Pictures Networks Distribution Pvt Ltd. (SPND) that distributes the networks television channels across different genres and languages through multiple content delivery platforms. SPN reaches out to over 700 million viewers in India and is available in 167 countries.
The network is recognized as an employer of choice within and outside the media industry. SPN is a recipient of several awards, including the ‘Aon Best Employers India’ Award in the 2017 edition in recognition of SPN’s unique workplace culture and exceptional people practices, consistently ranking amongst India’s Top 10 Companies with Best Health & Wellness Practices by SHRM & CGP Partners, listed by Working Mother & AVTAR as one of the 100 Best Companies for Women in India in 2017 and adjudged one of India’s Great Mid-Size Workplaces for its distribution business by the Great Place To Work® Institute in the 2017 edition.
Sony Pictures Networks India Private Limited is in its 23rd year of operations in India. Its subsidiaries include Sony Pictures Networks Distribution India Private Limited, MSM-Worldwide Factual Media Private Limited, MSM Discovery Private Limited, Taj Television (India) Private Limited, Aqua Holding Investments [Pvt.] Ltd., and Bangla Entertainment Private Limited.