(24 June 2008 3:00 pm)

MUMBAI: Star India, in association with the licensors of the format Bulldog Media and Entertainment, has announced the launch of the Interactive Digital platform that extends the Shah Rukh Khan-hosted reality quiz show ‘Kya Aap Paanchvi Pass Se Tez Hain?’ to mobile and PC platforms.

Indiagames which is the exclusive licensee for the show, has created a portfolio of products on its “Play3” platform covering games across the three interactive screens including mobile, PC-Online and Interactive Television (DTH and IPTV).

Says Star licensing and merchandising Sr. VP Nanette D’sa, “Paanchvi Pass Gaming is a great combination of a television reality format, re-created on mobile and PC to cater to the viewer’s experience on demand, with multiple levels of play, in a true to format environment that would appeal to consumers of all ages. With the gaming platform, the licensed programme around Paanchvi Pass now offers a complete product and experience to viewers, at retail and on mobile/PC which is a first of its kind in the country.”

Indiagames COO Samir Bangara says, “This is the first time in India that a game would be available across multiple platforms i.e. mobile, PC, DTH and IPTV, thus ensuring that consumers can access content anytime, anywhere and on a device of their choice. We will also leverage our retail distribution network of game DVDs with UTV Home Entertainment so that consumers can buy a game DVD of the show from hundreds of retail outlets across the country”.

Other Paanchvi Pass’ merchandising products include quiz books in 22 titles in English and Hindi with four leading publishers (Popular Prakashan, Sterling Publishers, Prakash Books and Depot - Pantaloon Retail), board game (Funskool) and card game (Parksons).

A range of gifts and novelties around the show with a themed question mark range of products – key chains, pencil boxes, pencil toppers and other show mementos - has been launched through Buddyz.