Sony goes d interactive & BTL way 4 BW!!

MUMBAI: One show in its Friday lineup - Fear Factor - has come to an end and Sony has brought back the homegrown dance format show Boogie Woogie to replace it. The new avatar Boogie Woogie, hosted by the Jaffery brothers - Javed and Naved along with Ravi Bhel, was re-launched on 9 June in the 9 pm slot as a one hour show.

True to its style, Sony has unleashed a three-week campaign to generate awareness among people around the show with a multimedia promotional campaign comprising print, radio, television and outdoors. But this time round, emphasis has been laid on below-the-line (BTL) activities. The channel is also looking at encashing on the interactivity factor keeping in mind the show's TG, which is primarily kids and the youth.