Essel to unveil interactive channel in March

Essel Group is set to launch India's first interactive channel. Titled PlayTV, the 24-hour interactive and gaming channel will hit Indian television screens by March 2005.

Amit Goenka, director, Essel Group, said in a release, "PlayTV is a new concept in Asia and is considered one of the fastest growing segment worldwide.

The channel will provide viewers entertainment through contests, games, music, entertainment and lifestyle.

PlayTV will be supported by technology from Cellcast of the UK. Cellcast will help PlayTV to set up TV SMS technology and also training and developing personnel in India.

The group is confident that the channel will give an opportunity for advertisers and media planners for interactive advertising for their target audiences.

The group is already into television with its flagship general entertainment channel Zee and other niche channels in cinema, music, business and movies.