Season 11 was notable for its “second-screen” strategy. Sony TV introduced real-time polls on Sony LIV (the OTT platform) allowing viewers to award “digital points” that affected the elimination order. Additionally, behind-the-scenes (BTS) clips on YouTube Shorts and Instagram showed rehearsals, injuries, and arguments, blurring the line between reality competition and docu-drama. This approach successfully courted the 18–25 demographic, who consumed more BTS content than the actual episodes.
Season 11 was notable for its “second-screen” strategy. Sony TV introduced real-time polls on Sony LIV (the OTT platform) allowing viewers to award “digital points” that affected the elimination order. Additionally, behind-the-scenes (BTS) clips on YouTube Shorts and Instagram showed rehearsals, injuries, and arguments, blurring the line between reality competition and docu-drama. This approach successfully courted the 18–25 demographic, who consumed more BTS content than the actual episodes.