Zee TV ropes in Hutch as 'Kam Ya Zyaada' telecom partner

MUMBAI: Zee TV has selected Hutch as its telecom partner for the upcoming gameshow Kam Ya Zyaada. As already reported, the gameshow will be hosted by the versatile and acclaimed actor Manoj Bajpai.

Kam Ya Zyaada revolves around a format where Hutch subscribers can type KYZ and send SMS to 123 or through Hutch IVRS. The participants are then sent a set of questions that are intriguing and involving.

Every response to the question is in the form of Kam Ya Zyaada (less or more). Each response yields the participant loyalty points that can be redeemed for gratification and can also lead to participation on the grand studio show giving the participant an opportunity to win Rs 30 million, states an official release.



As already reported by, Optimystix Entertainment has marketed this Zodiak format, internationally called GIMME 5. The company is also the creators and producers of the Indianized Version.

Optimystix have established credentials as standard setters in Production and Creative Values.


Impressing upon the networks initiative in the interactive space Zee TV president Abhijit Saxena said, "In an age of convergence telecommunication with television is inevitable and engaging. Today Telcos are looking beyond just plain vanilla services. VAS is the buzz word and associating themselves with a game show like Kam Ya Zyaada which is a first of its kind will definitely give boost to its ARPUs (Average Revenue Per User)."

At the launch of the off-air interactive phase of Kam Ya Zyaada, Zee NEtwork creative head Kartik Chintamani said, "Television game shows in India & abroad have been successful because they directly connect with the viewers by nourishing their need for dreams, fantasies, and getting rich quick. I am certain that people will find Kam Ya Zyaada unique, interactive and compelling to participate in."

Optimystix CEO Rajiv Vyas said of the venture: "We have followed an age-old belief which is that for a program to be successful, one needs a good idea, a good production and a sound platform to bring it to the audience. With Zodiak we have been able to source a great offering of the concepts that are proven in various markets. With our production and creative team headed by two of our directors namely Sanjiv Sharma and Vipul D. Shah, who have established credentials as standard setters in Production and creative values on Indian Television, we bring in the high quality production."

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