GECs
Sony gamifies ‘Dus ka Dum’ with dedicated app
MUMBAI: After a successful season of Kaun Banega Crorepati (KBC), Sony Pictures Network is reviving Dus Ka Dum, another big reality show with superstar Salman Khan. The show is coming back on air for its third season after 2009. Since its initial airing, the entertainment landscape has changed dramatically. The show now has the opportunity to leverage the power of digital.
Dus Ka Dum is getting its own game application on Sony Liv, the network’s digital platform that will go live from 18 March 2018. The show will launch on 4 June 2018 at the 9 pm time slot, twice a week.
With interaction with users one of its primary goals, the app will challenge the participants’ power of observation about India and its people in separate phases like a survey leading up to the auditions and play along once the show is on air. Sony Entertainment Television SVP and head insights and programming strategy Amogh Dusad said, “As long as the audiences keep on answering the questions, the level will increase and they will earn points. The more points an individual scores, the closer they are to auditions.” Selections will be at random from amongst the top-scoring people.
After downloading the app, users will have to answer simple questions, reflecting on their life, relationships, experiences, opinions and much more. These questions will be customised and gamified across 40 levels. The app will bring alive the show host Salman Khan via special fun video messages and give users an opportunity to record a ‘velfie’ (video selfie) with him.
In the previous season, the channel had a difficult time in surveying because everything was done physically and the hope is that digital will take it to greater heights this time.
The meteoric rise in smartphone usage is leading to profound changes in how consumers today engage with content across multiple screens. There are 780 million television viewers and 359 million total number of smartphone users in India at present. It remains to be seen whether Sony can really unleash the power of 10.
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GECs
Sony ties up with EU for MasterChef India finale
GI-tagged European ingredients headline finale week
MUMBAI: Sony Pictures Networks India has struck what it calls a landmark association with the European Union for the finale week of MasterChef India, marking the first such collaboration between the bloc and an Indian television format.
The tie-up will culminate in the “European Union mystery box challenge”, which opens the much-anticipated finale week. The task will see the top six contestant pairs cook with a curated basket of ingredients bearing geographical indications (GIs) from across EU member states: a nod to provenance as well as palate.
Chef Ajay and Chef Guntas, introduced as chef ambassadors to the European Union, will present the mystery boxes and set the brief: use the fewest ingredients from each category and produce a MasterChef-level dish that marries European produce with Indian flavour sensibilities. Precision and restraint, rather than extravagance, will be tested.
For Sony, the move signals a push towards high-value integrations that blur the line between sponsorship and storytelling. The network said the association underscores the show’s growing global stature and its ability to attract world-renowned institutions to Indian screens.
Chef Ajay Chopra, food ambassador in the European Union, described the collaboration as a strategic opportunity to spotlight the heritage and authenticity of GI-tagged European products to India’s vast food-loving audience.
Over the years, MasterChef India has positioned itself as a gateway to global cuisines. The EU partnership sharpens that pitch, turning the finale into a stage for cross-continental culinary diplomacy.
The finale week will air from 2 March, 2026 at 8 pm on Sony Entertainment Television and stream on Sony Liv.
