Sify capitalises on TV's talent hunt craze as auditions go online

MUMBAI: Aspiring contestants waiting for endless hours in maddeningly long queues, organisers struggling to cope with the logistics pressure and complications - all kinds of chaos break loose when television channels conduct their national auditions for talent hunt shows.

Sify Limited has spotted a good revenue opportunity here and is offering to make the whole process much simpler with the use of its national Iway network.

The company has already associated with national networks such as Star India and Zee to offer them online solutions for the audition process. For example, Zee TV has associated with Sifymax for the video auditions of its upcoming talent hunt show Cinestars. The auditions will be held in 154 cities across India using the technology edge of Sify‘s 3400 plus iWay cyber cafes.

Similarly, Star India‘s Vijay TV conducted video auditions for its comic hunt Kalakka Povadu Yaaru 2 (KPY 2) through Sify Iways in June.

"Sify is ideally positioned with the Sify Iway network (over 3000 Iways across 154 cities) and the broadband portal,, to manage massive customer video interaction activity like the Zee CineStar activity. The customer can take the tutorial on SifyMax and the auditions can be recorded at the Iways or uploaded online on The customer is charged for these services," explains Sify Ltd Portals president V Sivaramakrishnan.

Zee TV marketing head Tarun Mehra agrees, "Zee Cinestars is an all India contest and understandably the auditions demand a lot of hard work. But, with the help of Sifymax, we have simplified the whole process. The technology lessens the load and this helps us to channelise our resources to the other areas of the project."

Sify will be soon exploring the facility for an in-house talent hunt, the Net Jockey Hunt. The contest will be conducted at popular Malls in Mumbai for its city specific broad band portal

Speaking on the strategy, Sivaramakrishnan offers, "Without any registration /subscription fee, we reach out and offer value added services (entertainment and information content in video format) to this segment. Almost 34 per cent of the Sifymax users access the internet via cyber cafe, through the Sify Iway cyber café chain. Hence we are leveraging on this huge strength."

On the revenue front, Sify is expected to push this revenue model to deliver this fiscal. However, Sivaramakrishnan refuses to divulge the target. "It is early days to comment on this," he says.

Also read:
Zee TV associates with Sifymax for ‘Cinestars‘ auditions

Latest Reads
Highly-beneficial interactions take place at Broadcast India '16

The 26th Broadcast India Show concluded over the weekend in Mumbai, and was easily the most exciting Broadcast India Show yet. With thousands of eager, high-quality trade visitors swarming the show floor, a sentiment signalling highly-beneficial exchanges and interactions echoed through the halls...

Technology Software Applications
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories