MUMBAI: PlayTV, the interactive and gaming channel from Essel Group, will kick off the marketing and promotional campaign of the channel on 23 May, with main focus on print, outdoor and ground events.

Subhash Chandra with Amit Goenka at PlayTV launch

"The initial media blitz will cover print and outdoor. In the next phase of the campaign, we will be organising various ground events," the channel head and Essel Group director Amit Goenka told indiantelevision.com at the sidelines of the launch event.

The channel is primarily targeted at generation X which is in the age group of 15 - 25 male/female. Essel positions this segment as its key TG since people of this age group are more adaptable to technology. Generation Z (25-35 male/female) is also targeted since this group is open to new technology ideas and innovations.

PlayTV has a revenue-sharing arrangement with the telecom operators. The gaming channel will get a share of 25 per cent from SMS driven revenue. But it will be co-branding that will be the main source of income for PlayTV, according to Goenka.

Essel Group is clearly inspired by the latest data that Telecom Regulatory Authority of India (Trai) released on Indian mobile phone subscribers. The report puts the strength of Indian mobile subscribers at 55 million. The channel says one billion SMS are sent every month with each subscriber sending approximately 40 SMS per month. About 42 per cent mobile users engage in television interactive programmes and teenagers constitute its 70 per cent.

PlayTV has acquired three western game show formats. The channel, which is currently showing three live game shows, plans to extend its original programming to 10 - 12 hours by the end of the third quarter. "We are starting with three hours of original content. We want to test the waters first and once everything - including distribution - is in place, we will be doing more. " says Goenka.

According to Goenka, PlayTV has got encouraging response from rural India also. "we have been getting responses from the rural areas. So, even these backward areas come under our focus area," he says, adding that the distribution initiatives are progressing in a slow and steady manner.