MUMBAI: Sahara One Television has weaved an interactive contest around its new suspense thriller show Kohinoor. The contest, 'Kohinoor Ki Diwali Heeron Wali,' will be held from 17 - 31 October where viewers can win Rs 4.4 million worth of diamonds.

The channel has tied-up with Gitanjali Group's D'damas diamond brand for the contest.

 
Speaking to Indiantelevision.com, Sahara One Television COO Purnendu Bose says, "For the first eight days, we will be giving out 300 diamonds per episode worth Rs 1000 each. And on the last day of the contest, we will be giving out 2000 diamonds. That adds up to close to Rs 4.4 million worth of diamonds in the nine days of the contest."

 
 
Kohinoor's launch on 5 September was preceded by a huge marketing push but the show has not been throwing up substantial numbers on the rating charts. On Thursday last week, the show's rating was 0.7.

Bose, who is dissatisfied with the ratings, said that Kohinoor was throwing about the same ratings as what one of their third time repeat show in the same time band was giving on the channel earlier.

When queried as to whether this contest was brought on to increase the ratings, Bose says, "We don't expect this contest to translate into higher ratings for the show. Our aim is to get viewers associated with Kohinoor and get that connect from them."

 
 
For participating, viewers have to watch Kohinoor and SMS a unique number that will be flashed on the screen everyday during the show to 9090.

Bose further adds, "This Diwali, we are extremely happy to offer our viewers an opportunity to celebrate this festival of lights with precious diamonds. 'Kohinoor Ki Diwali Heeron Wali ' contest gives them an opportunity to be a part of this exciting contest and win diamonds everyday."

Kohinoor airs from Monday to Thursday at 10 pm on Sahara One Television.