Sony Pictures Networks India (SPNI) and Google India have joined hands to integrate Google Gemini (Artificial Intelligence) into the hugely-popular Kaun Banega Crorepati (KBC) show. KBC, hosted by Bollywood legend Amitabh Bachchan, is India’s longest-running quiz-based show.
Google Gemini’s integration marks KBC’s first such partnership with any AI company since the artificial intelligence wave started in late 2022.
As part of the partnership, Sony will integrate Gemini into the KBC ecosystem on its linear TV channel as well as OTT platform Sony LIV. Gemini will be deployed as the interactive knowledge companion for viewers as well as aspiring contestants.
The aim of the move is to boost audience engagement, and support learning, preparation and participation.
Since starting more than two decades ago, KBC has put knowledge and learning at the core of the format. KBC has positioned itself as a show beyond prize money, providing a platform to improve general knowledge and stay up-to-date with current affairs.
SPNI said Gemini will help aspiring contestants access information, navigate through the registration process, and prepare for the show once selected, in an interactive manner.
Google and Sony are planning to integrate interactive learning challenges so that prospective participants can test and enhance their knowledge for the game show.
The Sony-Google partnership is the latest in a growing trend of media companies and technology firms collaborating to introduce Generative AI to entertainment programmes, as broadcasters are looking at AI-powered tools to boost audience engagement and personalisation.