GECs
Sony opts for interactivity with Salman’s ‘Dus ka Dum’
MUMBAI: The debut TV show of actor Salman Khan nearly a decade ago, is back with a bang but promises to take the offering up a few notches. After nine years, he will be back on screen on Sony Entertainment Television (SET) with Dus ka Dum.
While the initial seasons depended on the entertainment factor, SET EVP and business head Danish Khan said that this time it will be socially-driven. Several heads were put together to decide the right set of questions.
“The format of the show has been changed from two rounds to having three rounds. Our sample size has increased from 5000 people to 1.5 million people and makes the record of the largest survey ever done across the world. The product is premium, the ad rates are also premium. The response of the brands has been quite encouraging,” Khan told Indiantelevision.com.
The brands on board till now are Kamla Pasand which is the presenting sponsor and Priyagold SuperStar and Syska LED as powered by sponsors.
The show has been planned for 26 episodes with a focus on urban and semi-urban audience. The runtime is 90 minutes from 8:30 pm on Monday and Tuesday. Millions of Indian citizens will get to test their observation skills and stand a chance to come on air.
SPN India CEO NP Singh said that Sony’s in-house creative team and Sony Pictures Television, UK have re-envisioned Dus Ka Dum. It will have more second screen engagement, something that didn’t exist a few years ago, and the channel already showed the power of digital during Kaun Banega Crorepati where it got 40 million users registered for KBC Play-Along last year in a span of 10 weeks.
SET VP-marketing Aman Srivastava told Indiantelevision.com that promotions for the show begin from 31 May on outdoor and print and the launch day print ad on 4 June. In television, promotions will be aired across the Sony
network channels and others like Masti, 9XM, Aaj Tak, News18 and India TV.
The 1.5 million people Khan was talking about were via the SonyLIV app, giving people an opportunity to audition for the show and stand a chance to play the game as a participant on television.
Big Synergy consultant Siddhartha Basu said, “It is always a pleasure to be associated with the channel, Danish Khan and his team. The registration response was overwhelming and we do hope the nation once again enjoys the much-loved show and star in this brand new outing.”
Salman Khan said, “The show marked my debut on television and will always stay close to my heart. I am happy to return with it after nine long years! I feel a lot richer with the experiences shared by the participants on the show and the everlasting love of my fans.”
GECs
&TV brings Women’s Day shine to Lucknow mall
Shilpa Shinde joins “Selfie Lo. Shine Karo. Star Ban Jaao!” activation on 8 March.
MUMBAI: This Women’s Day, &TV is handing women the mirror and the spotlight because sometimes the best reflection is the one that finally says “star”. &TV is taking its celebration of strong, confident women off-screen with a lively on-ground initiative at a prominent mall in Lucknow on 7–8 March 2026. The activation, titled “Selfie Lo. Shine Karo. Star Ban Jaao!”, invites women to click empowering selfies at a specially designed mirror installation framed with a symbolic crown and bold messages such as Women & Confident, Women & Boss, Women & Independent, and Women & Carefree. The crown carries the core emotion, “She is her own hero. Her own cheerleader. Her own power.”
Adding star power to the event, beloved actress Shilpa Shinde (popularly known as Angoori Bhabi from Bhabiji Ghar Par Hain! 2.0) will attend on 8 March, interacting with participants. Select women will get the chance to meet her, and one lucky winner will be featured in an upcoming episode on &TV turning a simple selfie into a real on-screen star moment.
The initiative is rooted in the belief that women often celebrate others but rarely pause to acknowledge themselves. By creating a joyful space for self-recognition and confidence, &TV is extending its on-air narratives of empowered women into real life.
Shilpa Shinde said, “I truly believe confidence begins with how we see ourselves. I am very happy that &TV is creating a platform where women are not just celebrated but also given a chance to be seen and recognised.”
&TV chief channel officer and Zee5, business head for hindi Kaveri Das added, “At &TV, we don’t just tell stories of strong women, we actively create platforms for them. This Women’s Day initiative is our way of moving beyond celebration and enabling real visibility.”
In a world quick to spotlight others, &TV is flipping the script reminding every woman that the most powerful story she can star in is her own, one confident selfie at a time.
