we are concentrating on the first 13-week episodes of the show. As the story progresses
we will move forward with our production process," Allana adds.
channel has adopted a 360 degree blanket approach for marketing and promoting
its new property amongst its target groups.
part of the intiative, the show will be cross-promoted across network channels.
Promotions will take place in malls, multiplexes and coffee stores through outdoor
media. There will also be in-cinema spots for the series along with roadside hoadings
across the country.
channel will also promote Kya Mast Hai Life online through a dedicated
site. Mobile will be used as a means for series downloads.
Channel has been playing on local content for quite sometime now. It has already
produced three long-format shows - Vickey Aur Vetaal, Dhoom Machao Dhoom and
Agadam, Bagadam, Tigadam, which have reached their season-ends.
Channel India is also running locally-acquired content such as Shararat
and Son Pari and now, it is also experimenting with Bollywood content to
draw in more eyeballs. The channel has bought two Aamir Khan movies, Hum Hai
Rahi Pyaar Ke and Jo Jeeta Wohi Sikander, that will be showcased as
part of its summer lineup this season.