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
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
