Google India and Sony Pictures Networks India are embedding Google Gemini directly into the new season of "Kaun Banega Crorepati," the Indian adaptation of "Who Wants to Be a Millionaire?" hosted by Amitabh Bachchan. The partnership transforms Gemini from a standalone chatbot into an interactive knowledge companion woven across both Sony Entertainment Television's broadcast and the Sony LIV streaming platform.
The integration marks a significant push by Google to position Gemini as an entertainment utility beyond typical AI assistant functions. Rather than existing as a separate tool, Gemini becomes part of the contestant experience and viewer engagement on KBC, one of India's most enduring game shows. The show has aired since 1999 and remains a cultural touchstone in Indian television.
This collaboration reflects broader industry trends where entertainment platforms experiment with AI integration to deepen audience participation. By anchoring Gemini to a beloved, established format, Google and Sony tap into KBC's massive viewership while normalizing AI as an everyday part of entertainment consumption.
The timing aligns with accelerating competition in the streaming and broadcast spaces. Sony LIV competes aggressively for Indian viewers against Netflix, Amazon Prime Video, and Jio Cinema. Adding an AI layer to premium original content creates differentiation. For Google, embedding Gemini into entertainment franchises builds user familiarity and habit formation ahead of potential monetization strategies.
KBC remains a ratings juggernaut in India, drawing tens of millions of viewers across seasons. Bachchan's continued presence as host provides continuity and prestige. The show's quiz format naturally accommodates AI assistance. Viewers already expect Bachchan's character to interact with technological aids through the traditional lifelines feature. Gemini essentially becomes a digital evolution of that mechanic.
This partnership signals how legacy television franchises adapt to AI