Continuing to strengthen its digital presence, Multi Screen Media (MSM) has launched the flagship ‘KBC Play Along’ mobile application. The company has tied-up with Idea Cellular and French company, Visiware for its social TV platform. The app allows users to play along with the live game being telecast on air. The top scorers stand a chance to win Idea cellular smart phones.

Idea subscribers will also have the opportunity to play along with KBC’s ‘hot seat’ contestant on TV in real time on their iOS and Android devices. During the on-air show, the second screen application will allow KBC fans on the Idea network to compete with other online players over a live leader board, where points are awarded based on the speed of their correct answers, giving them an opportunity to win exciting prizes from Idea Cellular.

Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital / Syndication at Sony Entertainment Network, commented, “This is a 1st of its kind LIVE Play Along application that has been especially designed to give all Idea mobile users much more than what they can get from the television sets – a whole new immersive second screen experience right at the finger tips.”

Sashi Shankar, Chief Marketing Officer, Idea Cellular commented, “Kaun Banega Crorepati, powered by Idea, is undeniably one of the most loved shows from the Sony stable. Every season, millions of Indians yearn to be on the hot seat but don’t get a chance to experience the thrill. With the new PlayAlong™ app, Idea users can now play along the hot seat contestant in as many rounds as they want. We are confident that this new initiative will delight over 125 million Idea users across the country.”

Visiware is the designer and developer of the application and the company claims to have success in increasing viewer engagement for ‘Who Wants to be a Millionaire’ in other countries such as the UK, Japan, etc.

"We are very excited to bring this first second screen interactive experience to Indian viewers and to renew their experience of the show. KBC is a fantastic game show and adding Visiware's PlayAlong solution is a perfect fit. Playing live from home, testing your knowledge and feeling like a participant on the show is now a reality," says Laurant Weill, Founder & Executive Chairman, VisiWare.

In August this year, the company has launched the official website and mobile application of the quiz show. The app is available at 0.99 USD on iOS and Android platforms.