The Hindu Business Line : SET India gets more interactive with audiences

Activating its existing interactive platforms, SET India Pvt. Ltd once again plans to tap into mobile marketing to generate revenues for its channels. Speaking to Business Line, Mr Albert Almeida, Business Head, SET India Pvt. Ltd, said, "The medium is still nascent, but there are changes happening. After all, it is content which drives this market and we have just scratched the surface of this medium." Considering that the revenue-sharing patterns continue to be skewed in favour of the cable operators, the channel hopes the situation would change. Mr Almeida adds, "We are looking at a higher share from the content that we provide and revenue-sharing patterns will have to change."

For instance, the channel, which already has `2525' as the short code for its interactive brand, is expected to add more offerings. In the case of its Deewana Bana De campaign for SET Max, there are plans to initiate a contest for hunting down the `Sabse Bada Deewana'. "There is going to be an on-ground activation programme, where we will have interactivity through our short code to find out who the most passionate viewer of movies is," says Mr Almeida.

In fact, SET Max has also tilted its content towards movies. "Currently, about 80-85 per cent of its content comprise movies," he says. SET Max also has its Internet site, which attempts to connect its audience with its shows. "Each of Sony's brands has its own site. Internet is also a medium and we will continue to have it,'' said Mr Almeida, who wants to strengthen the viewers' interest in the channels.