MUMBAI: If content can't get in the viewers, promotions can. That's the route Sony seems to be taking if the latest tie up with indiatimes is any indication.

Sony Entertainment Television has tied up with indiatimes to give a much needed push to 'Kahin Naa Kahin Koi Hai', the much hyped reality show that is into its fourth week currently. After having failed to fire viewers' imagination, the insipid match making fare is being revitalized with a contest that will reward people for correctly guessing the man with whom the girl featured this week decides to tie her knot.

The contest that can be played via SMS on cell phones as well as online on the Indiatimes site, promises 'exciting prizes' for the winners. Participants have to cast their vote for the most likely candidate after watching tonight's episode, when the girl, Kinjal, will be introduced to the second and third suitor.

SET executive vice president Sunil Lulla had said at a media meet last week that improvisations in the form of value additions would be brought into the show gradually in a bid to improve viewership, while maintaining that the show had, in any case, managed to up Sony's viewership in the 8.30 pm slot by 250 per cent in the first week itself.

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