Speaking about the rationale behind launching a digital show, Nina Elavia Jaipuria, executive vice-president and general manager, Sonic and Nick India, says, "We had to ensure that our viewers who are young adults are kept engaged beyond television screens. Our audience is generation Z which is totally tech-savvy and loves gizmos. As a channel, therefore, it was important for us to give them a platform where they can congregate, interact, and converse about topics that interest and intrigue them. "
The new episode will be uploaded on the website every Monday. The show will showcase two teenagers being promoted by the channels as grownabes', discussing gadgets from the future and their unique functions. The show will also invite viewers to come up with whacky ideas for futuristic gadgets.
According to Jaipuria, the show, which is exclusively for the web currently, will be extended to television at a later stage. "This show has been conceptualised for the web, and is a tool for engagement. If it is successful, we will surely adopt it for television."
Sonic has also started the Sonic Gang updates on the channel with a daily segment Sonic Gang (live). In a bid to cash in on the interactivity offered by the mobile device, the channel has launched a 'Text to Live TV' segment'. Through this initiative, the viewer can give his verdict or opinion on various topics ranging from Bollywood, new gadgets, cricket, music, events, to politics and current affairs. Aired daily between 6 pm and 8 pm, the show allows the audience to send in an SMS, which is flashed with their name and city on live television. Sonicgang.com also features an array of addictive action games, videos, and downloadables of the shows.