MUMBAI: It has been three weeks since Indian audiences have
been introduced to a new fictional TV format in the form of
real time story telling through the first international adaptation
of the American hit 24. With a 360 degree marketing campaign
- almost like that used for full length feature films
- to help create the buzz around the series, host channel
Colors has decided to perk it up by throwing in a sparkling
digital ingredient for viewers.
And its coming in the form of a 3D interactive mobile
game for iOS and Android phones. Developed by Gameshashtra
Solutions, it is targeted at those who want to have the thrill
of playing Jai Singh Rathod (Anil Kapoor) the main protagonist
of the show while on the go. Called 'Safari Storme
24 - The Game', it is available for download only in India. It
will allow gamers to go through three maps of Worli, Dadar
and Parel with 30 levels of two minutes each. As of now only
the Worli route is available while the other two will be launched
in the coming weeks.The first map of Worli is a rooftop setting.
Four and a half months went into creating the 3D game. Fans
will keep going through levels, scoring points, winning ammunition
and then checking scores with others on the leaderboard
through their Facebook or Twitter accounts.
Srivastava is targeting a million downloads of the game
The three locations in the game are also there in
the series, says Colors digital head Vivek Srivastava.
We kept the game in the spirit of the show by taking
the concept race against time rather than the
political drama in it, he adds.
Explaining the game technique Srivastava says that players
have two ways of surviving - hit and survive or duck and survive.
As the game levels progress, the enemies come in hordes and
ammunition also stacks up.
Coming up with a 3D game has probably cost sack fulls of
money, apart from what has already been invested in the expensive
show. But the channel seems to not be too worried about it.
For the first season it is not about making money,
says Srivastava who is aiming at getting 1 million downloads
for the free game. However, advertisements will be inserted
into the game that would give them some amount of revenue.
24 is Colors biggest fiction property created by
Anil Kapoor Productions and Ramesh Deo Productions (RDP). Delly Belly director Abhinay
Deo is the series director while Rensil DSilva is the
The show is presented by Safari Storme while Next is one
of the associate sponsors. The launch day saw it garner 3.4
million viewers with most of it coming from the urban areas
while the second week saw it get an average of 2.6 million
Television executives in India are increasingly understanding
that you can take a TV show into other experiences for viewers.
Look at KBC which has a game which allows fans to test their
general knowledge skills online and on the mobile. And now
Colors has developed a 24 game which will allow youngsters
and old alike to shoot, and kill while rising up in levels,
says a media observer. The fact that it is primarily
for the mobile will bring in a lot of fans who will play the
game when they have a few minutes to spare, whether in the
bus or the train or in between meetings. Its a great
move. Hopefully, some of the gamers who are not viewers of
the series will be lured to watch it after playing the game.
Another media observer says that there is little hope of
24 ever becoming a massy series along the lines of soaps and
dramas. Its great to flog the horse, but the horse
only has that many backers, says she. Colors has
gambled with 24 and it is to be lauded for the effort especially
in terms of taking TV production and narrative to a different
level. But it should bear in mind that 24 is going to be a
niche affair for some time. So it should not expect too many
incremental gains from the game as well.