The Hindu Business Line : Sify ties up with Zee for reality shows

Sifymax will be involved in conducting auditions in iWays and developing Webisodes (online Web cast of episodes) of the show, while Zee carries the Sify iWay brand in all promos.

Bangalore , Sept. 14

Talented youth located in far-flung locales now have an opportunity to showcase themselves, thanks to the neighbourhood cyber cafe.

Sifymax has announced a tie-up with Zee for its reality series called Cinestars.

The iWay chain of cyber cafes has now been transformed into a string of audition booths for young wannabes.

"TV channels can't reach all cities, as it costs them Rs 3-3.5 lakh per city for infrastructure (setting up the booth) and travel expenses. Previously, they would settle for holding auditions in 10-15 cities. Now, Zee is able to leverage on the reach of cyber cafes," said Mr V Sivaramakrishnan, President, Portals, Sify.

iWays are located in 150 cities, with over 250 cafes dotting metros such as Mumbai and Delhi, from where the maximum number of registrations are expected.

The participant will deliver dialogue facing a Webcam and upload the stint to www.zeecinestars.sifymax.com.

Zee will feature the winning couple of the contest in title roles in a Subhash Ghai film.

Auditions began on August 25 and 20,000 registrations have been recorded across Sify's 3,400 cafes till date. This number is expected to reach one lakh by September 20, the last day for registration.

Webisodes

In this barter tie-up, Sifymax will be involved in conducting auditions in iWays and developing Webisodes (online Web cast of episodes) of the show, while Zee carries the Sify iWay brand in all promos.

After the show, the Sifymax site will offer exclusive content for broadband users, video chats and behind the scenes shots. Flash-based games based on the show will be developed by Zee's in-house team and offered online.

This reality show tie-up will continue for 3-4 months, after which Sifymax expects to approach other channels for similar arrangements.

Sifymax has had previous associations with Indian Idol, Fame Gurukul, Sa Re Ga Ma Pa and a similar tie-up with Vijay TV to enable auditions of Kalakkappovadhu Yaaru, the Tamil version of the Great Indian Laughter Challenge.

FOOTFALLS

Cyber cafes are still being used to check mail, search for jobs and pornography, in that order. "Some 60 per cent of Internet usage in India is still via cyber cafes," said Mr Sivaramakrishnan.

The high prices of broadband and firewalls at office are the reason that cyber cafes are still around. People are now demanding gaming and entertainment at cafes.

Sify hopes that such new initiatives as well as offering e-commerce services will bring in more consumers. "Currently, iWay gets 1.75-2 lakh footfalls a day across the country. We will be able to draw many new people to the Internet, especially teenagers, with this initiative," said Mr Sivaramakrishnan.

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