The radio spots for Fear Factor focuses on how people get over their fears and hence a person can be heard chanting the 'Hanuman Chalisa' in order to give him strength to carry out the tasks cut out for him. Outdoor has been used innovatively for promoting Fear Factor. Actual nets have been put on hoardings with a cutout of a person hanging on it. Another hoarding sports cutouts of two rocks on either ends with a cutout of a man tying to take a leap from one end to the other.

Apart from this, there will also be mobile van activity for three weeks in Mumbai and Delhi for Fear Factor. "These vans will visit high activity areas like malls, theaters, colleges, colonies etc, wherein people will be asked to participate live there and then in the stunts. This will help get familiar with the show. The stunts could be to walk a 5 feet high tight rope or picking out a good tomato among a carton of rotten tomatoes… not with their hands but with their mouth," said Jaipuria.

As far as Kandy Floss is concerned, the focus will be on viral marketing wherein SMSs will be sent out from the channel's short code 2525. Jaipuria said, "The messages will be such that it would arouse the viewer's curiosity and make him want to watch the show. Another aspect here is that we haven't revealed the identity of our gossipy reporter - Kandy and so we will build curiosity around her. Kandy is a sexy animated character who brings all the gossip to the viewers."

For the outdoor activity on Kandy Floss, the host of the show - Archna Puran Singh - will be seen sprawled across hoardings.

That takes care of Sony's Fridays. But however, channel officials claim that this is just the beginning. Sony has lined up a host of new shows for April, June and July. So we can sure expect a whole lot more excitement from the Sony stable in the coming months.

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Sony strengthens Fridays; adds new shows, reshuffles programming