ZEE to launch lottery channel Play TV

The ZEE Group is all set to launch a lottery channel, which has been christened Play TV. ZEE's online lottery division Playwin is behind this new channel. Industry sources say the channel could be in place as early as March 2005.

Sources also confirm that boxes have been distributed among cable operators.

Play TV will not only be the first of its kind channel in India, it is billed as Asia's first gaming channel. The channel attempts to target the masses and extends an invitation to interact and play games online.

In fact, this is a part of the ZEE group's larger initiative to reach out to the masses and connect to the maximum number of people. agencyfaqs! had earlier reported the launch of the Itz Cash, a cash card from the ZEE/Essel stable that enables the user to play Playwin through SMSs, anytime, anywhere.

Industry observers say the launch of the TV channel and the cash card is designed to by-pass state laws, which restrict the sale of lottery tickets. In the online context, however, such restrictions are either meaningless, or cannot be enforced.

As for individual customers, the combination of a TV channel and the card offers him/her the cloak of anonymity and will appeal to all those, who are either uncomfortable about using their credit card details for online transactions, or do not possess a credit/debit card for Internet or wireless transactions.

© 2005 agencyfaqs!