ITV

Category: Over The Top Services

  • Zee Media launches Pinewz, the citizen-led hyperlocal news app

    Zee Media launches Pinewz, the citizen-led hyperlocal news app

    MUMBAI: In a break from the top-down model of legacy newsrooms, Zee Media Corp has rolled out Pinewz, billed as India’s first hyperlocal, citizen-led news app. Timed with the seventy ninth Independence Day, the platform invites Indians to be both reporter and editor—capturing life as it happens in mohallas, markets, campuses and street corners.

    Rooted in the credo You are the reporter. You are the editor, Pinewz lets news flow from the ground up, not the other way round. Stories are geo-tagged to users’ Pin codes, offering highly localised feeds and a sharper barometer of public sentiment.

    To keep speed from killing accuracy, each report runs through an AI engine with blockchain-backed verification and editorial checks. “Pinewz is not just an app. It’s a movement that unites the digital citizen and the grassroots reporter,” said Pinewz chief business officer & director Priyadarshan Garg.

    The model, already tested in a pilot across several cities, has yielded stories on neglected infrastructure, civic hazards and emergencies—some triggering action before official response. Users can see their verified reports rise from neighbourhood news to state and national coverage.

    Zee Media says this is journalism “of the people, by the people, for the people” in the most literal sense. The only agenda: real issues, real voices, and real change.

  • Ormax launches sports tracker to measure marketing punch

    Ormax launches sports tracker to measure marketing punch

    MUMBAI: Ormax Media has unveiled Ormax Sports Track, a syndicated research tool that measures how well sports tournaments perform among India’s digital audience. The Mumbai-based media research firm already tracks theatrical films, streaming originals and television launches—now it is turning its attention to the lucrative world of sports content.

    The timing is shrewd. Streaming platforms are splashing serious cash on sports rights, treating them as tentpole content to drive subscriptions and advertising revenue. With 678.2m sports fans in India, the prize is substantial. At any given moment, 25-30 sports properties are either live or preparing to launch across various over-the-top (OTT) platforms, spanning cricket, football, kabaddi, tennis and wrestling.

    Ormax Sports Track measures four key parameters on a 0-100 scale. “Buzz” captures unaided recall—how many viewers spontaneously remember a tournament when asked about current or upcoming sports events. “Reach” tracks aided awareness—the percentage who recognise a tournament’s name when prompted. “Appeal” measures definite viewing intent among those aware of the property. “Potency” gauges how many would subscribe to a paid platform specifically to watch the tournament.

    The tool is powered by weekly online surveys of 600-plus regular OTT sports viewers. The sample mirrors demographics from Ormax’s Sports Audience Report 2024, split equally between metros (Mumbai, Delhi NCR, southern metros and Kolkata) and non-metros (west-central, north and south regions).

    Subscribers receive reports twice weekly: a mid-week update every Tuesday and an end-of-week summary every Friday, complete with target group trends for properties on their platforms. Each tournament is tracked from launch announcement through to the final whistle.

    For sports marketers and streaming executives, the service promises to decode which campaigns cut through the noise in India’s crowded digital sports arena. With millions riding on rights deals, knowing what resonates with audiences could prove invaluable.

  • Yash Soni starrer Mithada Maheman to premiere on ShemarooMe

    Yash Soni starrer Mithada Maheman to premiere on ShemarooMe

    MUMBAI: Some journeys aren’t defined by the destination—they’re shaped by the people you meet along the way, and how they quietly help you rediscover parts of yourself. That’s the kind of journey Mithada Maheman takes you on. It’s an emotionally layered Gujarati film filled with drama, twists, and moments of laughter. The movie is now set to reach audiences across the globe with its world digital premiere on ShemarooMe from 14 August 2025, perfectly timed for the Independence Day weekend.

    Directed by Chinmay Parmar, Mithada Maheman follows the lives of four individuals whose paths cross by chance, but whose lives are transformed through kindness, empathy, and acceptance of one another.  At its center is Aditya (played by Yash Soni), a young man fighting his own emotional battles. Just when he is on the verge of giving up, he meets Hari (Mihir Nishith Rajda), a warm-hearted taxi driver who takes him on an unplanned road trip, one that slowly becomes a path to healing.

    Their path soon brings two others into their circle—Komal (Aarohi Patel), whose grounded presence provides emotional clarity, and Jay (Mitra Gadhavi), whose humour masks a quieter pain. As these strangers travel through hill stations, highways, and tea stalls, what unfolds is a story of unexpected bonds, vulnerability, and slow but steady emotional transformation.

    Sharing his thoughts on the role, Yash Soni said, “Aditya isn’t a loud or dramatic character, his pain is internal and hard to explain. That’s what made him feel so real to me. Playing this role reminded me that sometimes we don’t need to fix people, we just need to sit with them, without judgment. ‘Mithada Maheman’ is about those silent moments of understanding and small acts of care. I’m grateful to be part of a film that approaches such a delicate subject with honesty and warmth. I believe a lot of people will see themselves in Aditya, or in the people who walk beside him on this journey.”

  • JioHotstar unites nation with ‘Operation Tiranga: Tiranga Ek, Kahaniyaan Anek’

    JioHotstar unites nation with ‘Operation Tiranga: Tiranga Ek, Kahaniyaan Anek’

    MUMBAI: In celebration of India’s 79th Independence Day, JioHotstar unveils ‘Operation Tiranga’, a platform-wide initiative to honour the nation’s spirit of freedom. Through Tiranga Ek, Kahaniyaan Anek – a thoughtfully curated line-up of powerful narratives, the initiative reflects the many identities, emotions, and ideals embodied by the Indian Tricolour. As part of the campaign, the platform will be extending full-day free access to its entire content library on August 15, emphasising its commitment to creating an inclusive and accessible brand across all parts of India.

    Beyond unlocking the content library, JioHotstar turns storytelling into a salute by welcoming viewers with a splash screen that reflects the colours and spirit of India. The reimagined interface sets the stage for a curated collection of powerful narratives that honour India’s courage and character. Leading this showcase is a collection of stories that explore the complexities of valour, sacrifice, and national identity. Drawing from the symbolism of the flag, the line-up evokes Saffron through accounts of courage and covert heroism in titles like Take Off, Madras Cafe, and IB71; White through emotionally resonant stories of sacrifice and resilience such as Salakaar, Neerja, Mangal Pandey: The Rising, and Chandrashekar; and Green through narratives rooted in cultural legacy and pride, including Sarzameen, Kesari 2, and Airlift. Together, these stories form a cohesive and evocative tribute to the nation — all and more available to stream for free on Independence Day as part of the campaign.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by JioHotstar (@jiohotstar)

    Speaking about the campaign, JioStar head – brand & creative Minakshi Achan said, “JioHotstar has always believed in unlocking infinite possibilities through storytelling by giving viewers the freedom to choose what they watch, when they watch, and how they engage with it. Operation Tiranga is an extension of that philosophy. It is a campaign that celebrates the spirit of Independence Day and removes all barriers to access, allowing every viewer to discover stories that reflect the courage, resilience, and identity of the nation.”

    Operation Tiranga comes to life across key consumer touchpoints – from in-app takeovers and primetime TV spots to high-visibility outdoor, digital, social media and brand collaborations. The campaign also features a partnership with the Ministry of Information and Broadcasting of India to drive flag etiquette awareness, making it a powerful blend of entertainment, education, and national pride.

     

  • Bigg Boss Malayalam Season 7 records biggest season opening ever on JioHotstar

    Bigg Boss Malayalam Season 7 records biggest season opening ever on JioHotstar

    MUMBAI: Bigg Boss Malayalam Season 7 has recorded a phenomenal opening on JioHotstar, setting the tone for a blockbuster season ahead. Hosted by the ever-charismatic Mohanlal, the launch weekend delivered high-octane drama, unmissable moments, and immersive interactive offerings that kept fans hooked. The season’s opening clocked an impressive 12.6 crore minutes of cumulative watch time—a remarkable 225 per cent surge over previous seasons.

    JioHotstar has elevated the Bigg Boss Malayalam S7 experience with a suite of interactive features including live chats, polls, and exclusive behind-the-scenes access, creating a truly immersive experience for the viewers. With the 24×7 live feed and dedicated Fanzone, fans can stay connected and participate in every moment. Interactive gamification has driven unprecedented audience participation, boosting the show’s reach—a testament to its enduring popularity and the platform’s reach.

    Commenting on the record-breaking start, JioStar head of cluster, entertainment (South) Krishnan Kutty said, “The opening success of the season is a clear indicator of how entertainment consumption is headed in India. The exponential growth of 210 per cent viewership compared to previous two seasons, underscores how audiences today seek deeper engagement, interactivity, and access beyond the main episode. The interactive features, especially Live Chat, have enriched the viewing experience, encouraging real-time participation and creating a vibrant community around the show doubling down on the reach/viewers compared to previous two years. We look forward to building on this momentum as the season progresses.”

    Connected TV contributed nearly 30 per cent of Bigg Boss Malayalam S7 opening watchtime – a 154 per cent surge over the previous two seasons highlighting a shift in audience preference toward immersive, large-screen viewing experiences.

    Bigg Boss Malayalam Season 7 is presented by MyG Digital; co-presented by Berger Paints and Healthy Grocer; co-powered by Sunrich Refined Sunflower Oil, and MYK Laticrete. Other sponsors include Regal Jewellers, Merino Laminates as Special Partners; Dazzler Etertna as Beauty Partner and Cera as Associate Sponsor.

  • Prasar Bharati OTT – Waves launches Magazines and Journals section

    Prasar Bharati OTT – Waves launches Magazines and Journals section

    MUMBAI: Prasar Bharati unveiled the Magazines and Journals Section on its OTT platform, Waves, bringing India’s leading periodicals to a unified, multilingual digital destination. The initiative was launched by Gaurav Dwivedi, CEO, Prasar Bharati during Magzimise 2025 at The Imperial, New Delhi, in the presence of prominent publishers, and industry leaders.

    The section hosts over 50 titles from six popular publications including Living Media India Ltd (India Today Group), Delhi Press Patra Prakashan Private Ltd, Outlook Publishing India Pvt. Ltd., Diamond Magazines Private Ltd, Kalakaumudi Publications Private Ltd, and Ananda Vikatan Productions Private Ltd. The catalogue covers news, current affairs, research, lifestyle, culture, and special interest content.

    The publications are available in nine languages including English, Malayalam, Gujarati, Bengali, Kannada, Marathi, Telugu, Tamil, and Hindi namely:

    * India Today English, India Today Hindi, Business Today, Reader’s Digest, Cosmopolitan, Harper’s Bazaar, Hello! India, Auto Today
    * Grishshobha Hindi, Sarita, Saras Salil, Manohar Kahaniyan, Grishshobha Gujarati, Grishshobha Marathi, Grishshobha Kannada, Grishshobha Tamil, Grishshobha Telugu, Grishshobha Bangla, Grishshobha Malayalam, Mukta, Farm N Food, Satyakatha, Champak (English), Champak Hindi, Champak Marathi, Champak Gujarati, Champak Kannada, Champak Tamil, Champak Telugu, Highlight Genies, Highlight Champs

    * Outlook, Outlook Business, Outlook Money, Outlook Traveller, Outlook Hindi

    * Grihlakshmi, Sadhna Path, Cricket Today (Hindi), Cricket Today (English)

    * Kalakaumudi, Vellinakshatram, Muhurtham

    * Aval Vikatan

    This newly launched section complements the free access to prestigious government publications such as Yojana, Kurukshetra, Aajkal, and Bal Bharati, already available on Waves.

    Over the next year, Waves aims to grow this library to 150+ titles from 30+ renowned publishers, positioning itself as one of the most comprehensive digital archives for Indian magazines and journals.

    To mark the launch, Waves is introducing a special limited-period subscription offer of Rs 99 per month and Rs 999 per year.

    Prasar Bharati CEO Gaurav Dwivedi said, “Waves is evolving into a complete content destination, a place where audiences can find trusted information, meaningful storytelling, and cultural depth in equal measure. The Magazines and Journals Section strengthens this vision, offering credible and diverse content in multiple languages to readers across the country. This is about more than convenience; it is about placing quality publishing where the audience already is.”

    Executive publisher, Delhi Press, and president, Association of Indian Magazines, Sh. Anant Nath said, “We are extremely excited to partner with Waves to bring the richness of Indian magazines with their credible and thoughtful content to the large online readership that the platform is building.”

    The section is now live and accessible to subscribers nationwide on Waves across all its platforms, including the mobile app, web portal, and connected TV applications.

     

  • Supernatural thriller Baida now available on Prime Video

    Supernatural thriller Baida now available on Prime Video

    MUMBAI: After a successful theatrical run and a wave of critical acclaim, the highly anticipated sci-fi supernatural thriller Baida is now available to rent on Prime Video.

    Baida takes audiences on a chilling journey into the realm of the unknown, blending the supernatural with modern-day suspense. Released theatrically on 21 March 2025, the film has earned praise for its unique storyline, gripping direction, and atmospheric storytelling.

    Set in a remote village plagued by a series of unexplained disappearances, Baida unravels a haunting mystery through the eyes of a man drawn into a dimension beyond human comprehension. The story follows a former spy-turned-salesman who arrives in a remote village in Uttar Pradesh, only to find himself surrounded by sinister forces and caught in the grip of a shadowy figure known as Pisaach. As he is seemingly transported to an alternate reality, his grasp on what’s real begins to erode. Joined by local villagers, he embarks on a desperate journey to escape death and the terrifying pull of a mysterious hut deep within the forest.

    Baida is among the rare Indian films to inspire multiple explainer videos on YouTube, garnering millions of views. Fans across genres, especially sci-fi and supernatural enthusiasts, have been eagerly awaiting its digital release.
    Directed by Puneet Sharma, the cast of Baida includes Sudhanshu Rai, Hiten Tejwani, Manisha Rai, Sourabh Raaj Jain, Shobhit Sujay, Tarun Khanna, Akhlaq Ahmad (Azad), Deepak Wadhwa, Sidharth Banerjee and Pradeep Kabra, among others. While the cinematography has been helmed by Abhishek Modak, the film is edited by Kantara and 777 Charlie’s fame Pratheek Shetty. The music and background score of the film is by Karthik Chennoji Rao and Ronada Bakkesh.

     

  • Kevin Vaz honoured as the Media Person of the Year at the 12th IAA Leadership Awards 2025

    Kevin Vaz honoured as the Media Person of the Year at the 12th IAA Leadership Awards 2025

    MUMBAI: The 12th edition of the IAA Leadership Awards, held in Mumbai last evening, celebrated excellence across marketing, advertising, and media with Kevin Vaz, CEO – Entertainment, JioStar, receiving the coveted Media Person of the Year title. Organised by the International Advertising Association (IAA) India Chapter, the awards honour individuals whose leadership, creativity, and vision have left a lasting impact on the industry.

    “I’m truly humbled and grateful to receive this recognition. It’s a special moment for me, especially as I complete close to 30 years in this industry that I’ve quite literally grown up with. A heartfelt thank you to the International Advertising Association for this honour. IAA has always championed excellence and innovation across our industry and I’m proud to be recognised by an organisation that has played such an important role in shaping the media and marketing landscape.” said Kevin Vaz on receiving the award.

    With nearly three decades of experience in the Media & Entertainment sector, Kevin has been instrumental in driving growth, strategic expansion, and innovation across television, OTT, and films. At JioStar, he leads the entertainment business for both the network and JioHotstar, scaling revenues, expanding market share, and integrating content creation with monetisation. His career spans leadership roles at Star India, Viacom18 and Disney Star, where he launched and shaped language markets, and spearheaded industry-first strategies.
     

  • Streaming to the top: Karan Bedi named OTT Leader of the Year

    Streaming to the top: Karan Bedi named OTT Leader of the Year

    MUMBAI: When it comes to India’s streaming wars, Karan Bedi is clearly playing in the big league. The head of Amazon MX Player has been crowned ‘Leader of the Year OTT’ at the 12th IAA Leadership Awards, held on 7 August 2025 at Taj Lands End, Mumbai. Instituted in 2013 by the International Advertising Association India Chapter, the awards celebrate excellence in business, marketing, and corporate leadership. This year’s jury, chaired by Colgate-Palmolive India MD & CEO Prabha Narasimhan, recognised Bedi’s role in steering Amazon MX Player to the forefront of India’s digital entertainment.

    Under his watch, the free streaming service has delivered a buffet of genres from cult thrillers like Aashram to emotionally charged dramas such as Mitti – Ek Nayi Pehchaan, high-octane action with Hunter S2 – Tootega Nahi Todega, and reality hits like Realme Hip Hop India Season 2. As per Ormax Media, 8 of India’s Top 50 digital shows in H1 2025 were from MX Player’s stable.

    The platform also boasts MX Vdesi India’s largest localised international content library, featuring dubbed global shows, anime, and films. It’s a strategy that has kept the service on advertisers’ radars while winning over audiences nationwide.

    “This recognition is for our entire team,” said Bedi. “Our mission is to deliver high-quality, free entertainment rooted in local stories, while enabling advertisers to reach audiences across India. Seeing our content resonate with millions is the most rewarding part of the journey.”

    With audience loyalty, advertiser trust, and an expanding content portfolio, Bedi’s leadership shows that in OTT, it’s not just about playing the game, it’s about changing it.
     

  • ZEE5 makes its Malayalam original debut with ‘Kammatam’

    ZEE5 makes its Malayalam original debut with ‘Kammatam’

    MUMBAI: ZEE5 is rolling out the red carpet in Kerala, and it’s not for a romcom. The home-grown streaming giant is making its Malayalam original debut with Kammatam — a gritty, no-nonsense crime thriller inspired by a real-life murder that rattled Thrissur and the state at large.

    Premiering 29 August, the six-part investigative series is directed by Shan Thulasidharan and backed by 23 Feet Productions. It stars national award-winner Sudev Nair as circle inspector Antonio George — a man who smells something off when a planter’s suspicious “accident” scene doesn’t add up. A missing necklace, a dead auto driver with a shady past, and a mysterious two-wheeler later, and George finds himself knee-deep in a sinister web of lies, silence, and moral rot.

    Joining Nair is a powerhouse cast including Jins, Jeo Baby, Ajay Vaasudev, Akhil Kavalayoor, Arun Sol, Sreerekha, and Jordy Poonjaa. Together, they bring to life a story laced with betrayal, blood, and quiet rage — a far cry from your garden-variety whodunit.

    Set against the humid, brooding backdrop of Kerala’s heartland, Kammatam doesn’t just deliver on suspense — it unearths uncomfortable truths about complicity, conscience, and the cost of silence. ZEE5, which has been steadily expanding its regional footprint, is clearly not here to play it safe in the Malayalam market.

    Lloyd Xavier, senior vice president – marketing South and business Head – ZEE5 Tamil & Malayalam  said, “Kammatam exemplifies the compelling storytelling that defines Malayalam content, rooted, realistic and deeply engaging. Inspired by true events and set against the nuanced backdrop of small-town Kerala, the series delivers a gripping narrative with morally complex characters and sharp investigative drama. As we continue to strengthen our Malayalam slate, Kammatam reinforces our commitment to offering content that not only entertains but also reflects the cultural and emotional depth of the region.”

    Shan Thulasidharan, director of Kammatam said, “Kammatam is a grounded thriller built on real events that once shook a quiet town. The story draws its strength from the community’s closeness, yet secrets run deep. Filming in such an authentic setting allowed us to bring out the eerie normalcy that surrounds the unfolding mystery. We focused on telling a taut, character-driven story that feels real, unsettling, and deeply rooted in Kerala’s cultural fabric”

    One thing’s certain: with Kammatam, ZEE5 isn’t just dipping its toes into Malayalam content — it’s diving headfirst into the deep end. And it’s bringing the body count with it.