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PlayTV will provide games, contests and bidding, chat and dating shows.

The Subhash Chandra-promoted Essel Group has launched the country's first interactive gaming channel called PlayTV. The new channel will allow viewers to participate in various games and contests live.

Apart from regular entertainment content, PlayTV will provide games, contests and bidding, chat and dating shows. Viewers will be able to use mobile phones for participating in the various contests.

For instance, questions will be asked based on visuals aired in the channel and viewers can participate by sending SMSs. Or, in the case of bidding, viewers can log in and bid using mobile phones.

The channel will also have gaming formats that will allow participants to be online and play in groups. Play TV, which already has about five international formats, is in the process of acquiring additional content.

As per the plans, the channel will have a nice mix of indigenously produced shows as well as shows acquired and based on international formats.

According to Amit Goenka, managing director, PlayTV, 'The gaming industry in India is at the threshold of significant growth. Globally, the gaming industry is worth $30 billion. Despite its relative infancy in India, the market in the country is generating significant revenue and profits.

PlayTV is the beginning of an entirely new genre of entertainment, where interactivity redefines television viewing.'

The Indian gaming industry is projected to be about $1 billion at present and is expected to see double digit growth, according to various estimates.

Television industry experts also point out that the launch of channels in the genre of gaming is imperative with the launch of alternate television distribution systems like direct to home (DTH) and broadband. Besides, introduction of digital platforms makes gaming on-air possible.

PlayTV will be supported by technology from Cellcast a UK based company. The Cellcast Group is a leading provider of interactive mobile content and participation TV applications.