ITV

Category: Over The Top Services

  • Billboards Behaving Badly as Prime Twists Fan Favourites for The Traitors

    Billboards Behaving Badly as Prime Twists Fan Favourites for The Traitors

    MUMBAI: If you’ve done a double take at a Mirzapur quote on a billboard lately, you’re not alone. Across Indian cities, something strange is afoot famous lines from hit Prime Video shows like Paatal Lok, Farzi, Panchayat, and The Boys are popping up on massive hoardings… but with a twist.

    What at first glance feels like a nostalgic nod to your binge-watch favourites quickly unravels into something more sinister. The quotes look right, but they aren’t quite right and that subtle off-ness is precisely the point. This isn’t just a trip down memory lane. It’s a breadcrumb trail. And the destination? Deception.

    Welcome to the world of The Traitors.

    Set to launch soon on Prime Video, The Traitors is the Indian adaptation of the globally acclaimed reality format where trust is fragile, alliances are fleeting, and betrayal is always just around the corner. With a gameplay that rewards strategy, subterfuge and social smarts, The Traitors is poised to flip the reality TV genre on its head.

    The billboard campaign is the first move in this psychological chess match. Disruptive, cheeky, and slightly unsettling, it plants a single thought in viewers’ minds: can you trust what you see?

    In a climate of reboots and reunions, this fresh format brings something more intriguing to the table unpredictability. And as the quotes from familiar shows start to behave badly, it’s clear the game has already begun.

    Keep your eyes peeled. The signs are everywhere. The Traitors is coming soon only on Prime Video. But in this game, nothing is what it seems.
     

  • Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    MUMBAI: What happens when street dance meets supercharged nostalgia? A thunderclap of a collab. Amazon MX Player’s Realme Hip Hop India Season 2 just got an electrifying upgrade thanks to a first-of-its-kind collaboration with none other than Pokémon. In a move that’s equal parts nostalgia, pop culture, and pure entertainment, the show brought Pikachu straight to the dance floor, and audiences can’t get enough.

    Already clocking over 20.1 million viewers in just five weeks, the show’s fusion with the Pokémon universe marks a fresh cultural crossover where hip-hop meets pocket monsters. The collab kicked off with a high-voltage dance routine featuring a guest appearance by the iconic Pikachu, whose “moves” lit up the stage (and hearts) in true thunderbolt fashion.

    But that’s not all. The fun went digital too, with a wildly imaginative video blending Pokémon Trading Card Game Pocket with hip-hop choreography starring none other than judge Malaika Arora. The film cleverly reimagines unboxing Pokémon card packs as dance-offs, where every move channels a Pokémon’s unique power, making it a visual and metaphorical dance of discovery.

    “Our collaboration with Pokémon perfectly reflects Amazon MX Player’s commitment to delivering bold, innovative experiences to our audience,” said Amazon MX Player director Aruna Daryanani. “By bringing together the iconic charm of Pokémon with the raw energy of Realme Hip Hop India Season 2, we’re offering viewers a one-of-a-kind cultural mash-up that is unique and memorable. At Amazon MX Player, we constantly strive to break new ground—crafting immersive entertainment and forging meaningful brand partnerships that truly connect with fans and advertisers alike.”

    Sharing her thoughts on being a part of the campaign, Judge Malaika Arora expressed, “There’s something truly magical about the world of Pokémon – the adventure, the action, the joy of discovery. Pair that with the energy of hip hop, and it just clicks. This was such a fun and imaginative concept to shoot, and it really captures how two different worlds can come together to create something unforgettable. I’ve always believed that dance is a powerful form of storytelling, and this one’s for every kid who loves the world of Pokémon and every dancer chasing that stage.”

    “Our goal with this collaboration was to spark imagination and joy, just as Pokémon has done for fans around the world for decades. Partnering with Amazon MX Player on an impactful show like Realme Hip Hop India S2 gave us the perfect canvas to showcase Pokémon’s playful spirit in a new, movement-driven way. The energy, creativity, and passion seen in this campaign aligns perfectly with what our brand stands for. We are excited to take Pokémon as well as Pokémon Trading Card Game Pocket to dance lovers and their loved ones,” shared The Pokémon Company corporate officer Susumu Fukunaga.

    With judge Remo D’Souza also in the hot seat, Realme Hip Hop India Season 2 continues to be a battleground for India’s fiercest dancers, blending underground energy with mainstream swagger. And with brand integrations like Pokémon entering the arena, the show is levelling up in every possible way.

    New episodes drop every Thursday on Amazon MX Player available via the app, Amazon shopping app, Fire TV, and Prime Video. Because when Pikachu meets popping and locking, you don’t want to blink.

  • Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    MUMBAI: Microdrama startup Reelsaga has raised $2.1 million in a seed funding round led by Picus Capital, marking India’s formal foray into the booming global trend of short-form serial storytelling. The round drew backing from ITI Growth Opportunities Fund, 8i Ventures, Nazara Technologies, Waveform Ventures, Bharat Founders Fund, and angel investors.

    Reelsaga’s app, now live, delivers vertically shot, mobile-first fictional episodes in 50 to 100-part arcs—a genre popularised in China where short dramas now outperform traditional box office returns. With hyper-local storytelling and AI-driven personalisation, Reelsaga plans to scale across India, southeast Asia, and the middle east—markets projected to cross $10 billion in digital entertainment revenue by 2025.

    “Vertical short dramas are a cultural revolution. Drama doesn’t need 40 minutes to move you”, said Reelsaga co-founder & CEO Shubh Bansal. “We’re using data science to deliver hyper-personalised stories at speed”.

    Founded by ex-Truebil trio Bansal, Shanu Vivek, and Ritesh Pandey, the startup taps deep roots in consumer tech, creative media, and digital platforms. All three co-founders previously scaled and exited the used car marketplace Truebil, which was acquired by Spinny.

    “We’re excited to back Reelsaga as they pioneer a new genre of storytelling”, said Picus Capital SVP Abhijay Thacker. “The team’s creative ambition and market clarity is rare. We see them leading the microdrama revolution in India”.

    Microdramas have already gone mainstream in China, with over 5,000 series produced annually. Reelsaga aims to localise this model, offering narrative depth in bite-sized bursts tailored for India’s mobile-native gen z audience.

    ITI Growth managing partner Mohit Gulati added, “They’re building for where the market is going—story-rich, culturally rooted, and mobile-first. The format is fresh and the team knows how to execute”.

    With the fresh capital, Reelsaga plans to ramp up content production, refine its recommendation engine, and expand its creator network.

     

     

     

  • Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    MUMBAI: From heavenly visions to hellish horrors, Aghathiyaa has officially ascended to the OTT throne. After casting its spell in cinemas across 600 plus screens and three languages, the high-concept Tamil fantasy-horror Aghathiyaa is now taking Amazon Prime Video by storm, breaking into the platform’s Top 10 trending titles in India. The milestone marks a rare feat for a regional genre film, especially one as unapologetically ambitious as this.

    Directed by lyricist-turned-filmmaker Pa. Vijay, Aghathiyaa conjures a battle between divine and demonic forces, anchored in mythology and marinated in mystery. With VFX grandeur reminiscent of global epics, the film follows an ordinary man entangled in a celestial tug-of-war with Action King Arjun Sarja, Jiiva, Raashii Khanna, and Yogi Babu delivering both gravitas and ghostly chills.

    But beyond the visual razzle-dazzle, the film weaves in themes of colonial resistance and familial devotion, lending it emotional resonance rarely seen in the genre. The hauntingly beautiful score by Yuvan Shankar Raja doesn’t hurt either.

    WAM India, founder & managing director Aneesh Arjun Dev shares, “Aghathiyaa was created as a passion project to blend storytelling with technology. Seeing it embraced by audiences on Prime is a proud moment for our entire team.”

    With its digital footprint echoing its theatrical roar, Aghathiyaa might just become the flagbearer for a new wave of Indian fantasy-horror, where mythology meets mainstream magic.

    Catch Aghathiyaa now streaming on Amazon Prime Video, and prepare for a showdown where the stakes are celestial.

  • Remo stirs the floor as Dharmesh drops the mic on Hip Hop India

    Remo stirs the floor as Dharmesh drops the mic on Hip Hop India

    MUMBAI: If you thought the beats were wild, wait till you see the twist. Realme Hip Hop India Season 2 is serving up more shockers than a plot-heavy soap. Streaming exclusively on Amazon MX Player, the show’s latest promo has left fans reeling after judge Remo D’Souza dropped a bombshell, the grand finale will now be a Top 4 face-off, not the Top 2 as expected.

    With emotions running high and rivalries reaching breaking point, the fight for a finalist’s spot has never looked fiercer. And just when the heat couldn’t turn up any higher, in comes Dharmesh Yelande, not just to judge but to slay the stage himself. His surprise performance shook the room, electrifying both contestants and co-judges alike.

    The tension was thick enough to slice with a moonwalk. As dancers put everything on the line for that coveted finalist slot, the pressure pushed some to tears and others to thrilling new heights. This week promises not just jaw-dropping choreography, but a full-blown emotional rollercoaster.

    Between high-octane face-offs, musical curveballs, and one dramatic reveal after another, Hip Hop India Season 2 continues to raise the stakes and the swag. Stream it now on Amazon MX Player via the Amazon app, Prime Video, Fire TV, and Connected TVs.

    Because in this battle, the beat never drops, only the mic does.

  • Zee Media Joins SWIFT TV Platform in Strategic Content Expansion Move

    Zee Media Joins SWIFT TV Platform in Strategic Content Expansion Move

    MUMBAI: In a significant leap forward in digital broadcasting, Swift TV proudly announces its latest partnership with Zee Media Corporation, bringing some of India’s most influential news and regional channels to its rapidly growing free live TV platform. With this collaboration, viewers across the country can now stream Zee’s top channels live and free of cost, directly through Swift TV’s mobile and connected TV platforms.

    This partnership marks a strategic move that empowers Indian audiences with uninterrupted access to real-time news, financial insights, and regional updates, all in one place.

    What’s New: Zee Channels Now on Swift TV

    Through this new collaboration, Swift TV users can now access the following Zee Media channels:

    ●    Zee News – Your destination for national news and real-time headlines.

    ●    Zee Business – A trusted source for financial news, stock market updates, and business insights.

    ●    Zee 24 Ghanta – Delivering key updates from West Bengal and beyond.

    ●    Zee Bihar Jharkhand – Covering grassroots stories, politics, and developments from Bihar and Jharkhand.

    ●    Zee Madhya Pradesh Chhattisgarh – Regional coverage that connects with heartland India.

    ●    Zee Punjabi – For news and stories from Punjab and northern India.

    With this expansion, Swift TV further cements its position as one of India’s most accessible free live TV app, blending national coverage with deep-rooted regional voices. 

    Live TV Just Got Smarter – And Free

    In an age where audiences demand instant access to quality content, Swift TV delivers live TV channels, free movies, and on-demand shows without subscription fees or complex installations. Adding Zee’s powerful news portfolio strengthens the platform’s offering of real-time news, live alerts, and regional storytelling, all from a single tap. 

    Whether you’re tracking the stock market with Zee Business, watching breaking political coverage on Zee News, or staying updated with local issues in Zee Bihar Jharkhand, Swift TV now brings it all to you in multiple screens. 

    Why This Matters for Swift TV Users  

    This partnership is more than just content—it’s about democratizing access to trustworthy news and empowering users with choice and clarity. Here’s what it means for Swift TV audiences:  

    Free & Unlimited Access: Watch Zee news channels without sign-ups or payments.  

    Regional Voices Amplified: Stay connected with your roots through region-specific channels.  

    Daily Updates & Live Alerts: Get notified of breaking news, market fluctuations, and trending headlines.  

    Seamless Streaming: Available on both mobile and connected TV devices for anytime viewing.  

    Diverse Genres: From spiritual shows and free live matches to breaking news and business updates—Swift TV has it all.  

    What’s Next?

    Swift TV plans to continue expanding its portfolio with more channels in entertainment, spirituality, lifestyle, and sports. With free live match coverage, blockbuster movies, and now live news from Zee, the platform is quickly becoming India’s preferred choice for free live streaming.  

  • Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    MUMBAI: The courts are going digital and Prime Video is making the first move. In a slam-dunk announcement for basketball fans across India, Prime Video has unveiled the official logo for its upcoming coverage of the NBA, marking a major play in the global sports streaming arena. Starting October 2025, hoops action will stream straight to your screens no extra charges, no cable required.

    This follows Prime Video’s landmark 11-year media rights agreement with the NBA, making it the exclusive destination for 67 regular-season games each year, along with knockout matches from the Emirates NBA Cup and the Play-In Tournament. The deal also includes select playoff games and the Conference Finals in six out of the 11 seasons, an unmissable lineup for Indian fans.

    But wait, there’s more. Starting in 2026, the platform will tip off its WNBA coverage too, streaming 30 regular-season games and exclusive playoff matchups, including three WNBA Finals over the course of the agreement.

    With this move, Prime Video becomes more than just a platform, it becomes a prime court-side seat. NBA legends and Hall-of-Famers like Dwyane Wade, Steve Nash, Dirk Nowitzki, Blake Griffin and Udonis Haslem will join sports journalist Taylor Rooks for a studio show filled with insights, stories, and signature style. WNBA star Candace Parker will bring her expertise to both NBA and WNBA coverage, making the lineup as star-studded off court as it is on.

    Basketball fans who want even more can access NBA League Pass via Prime Video as a third-party add-on, giving them access to an extended buffet of live and on-demand action.

    From fast breaks to buzzer beaters, Prime Video is set to transform sports streaming in India, one triple-double at a time.

  • Kutingg flips the script with India’s first all-vertical short story platform

    Kutingg flips the script with India’s first all-vertical short story platform

    MUMBAI: If you’re watching stories the same way you scroll through reels, Kutingg just got your angle right, literally. In a move that redefines how stories are told and watched, Kutingg, the latest brainchild from Balaji Telefilms Ltd, has launched as one of India’s first platforms dedicated entirely to short-form vertical content. Designed for thumb-scrolling, on-the-go viewers, Kutingg ditches the traditional widescreen for a full-screen, mobile-only experience crafted to keep pace with India’s screen-happy youth.

    From romantic flings and campus crushes to suspenseful thrillers and slice-of-life dramas, Kutingg’s storytelling comes fast, fierce, and formatted for the vertical world. The platform’s lineup of originals aims to deliver emotionally charged narratives in snackable episodes ideal for lunch breaks, commute scrolls, or late-night binge dips.

    Commenting on the launch Balaji Telefilms Ltd Group chief revenue officer (CRO) Nitin Burman said, “We’ve always been at the forefront of innovation, and with ‘Kutingg’, we’re introducing a new storytelling format that offers an intimate and engaging viewer experience. This mobile-first, vertical format is designed to meet the evolving viewing habits of today’s audience. Kutingg breaks traditional screen boundaries and represents the future of content snackable, striking, and personal. Our vision with Kutingg is to redefine how stories are consumed, offering an immersive, flexible viewing experience that aligns with the fast-paced, on-the-go lifestyles of young India. We’re proud to be pioneers in leading this change.”

    With vertical viewing now second nature to most mobile users, the platform isn’t just keeping up, it’s setting the pace. Burman added that Kutingg will also serve as a dynamic canvas for emerging storytellers to play with form, angles, and narrative flow in ways the traditional 16:9 simply doesn’t allow.

    Kutingg is not just a content initiative, it’s a cultural cue shift. With this vertical leap, Balaji’s Altt is once again placing itself ahead of the curve, showing that the future of storytelling might just be told one swipe at a time.

  • Fancode kicks off exclusive five-year Laliga partnership in India

    Fancode kicks off exclusive five-year Laliga partnership in India

    MUMBAI: FanCode, India’s go-to sports platform, has clinched a five-year exclusive deal with Laliga, bringing Spanish football’s top-tier action to Indian screens. Starting with this weekend’s high-stakes ElClásico between Real Madrid and Barcelona, FanCode will stream all Laliga EA Sports and Laliga Hypermotion matches — live and in HD.

    The partnership promises wall-to-wall coverage of 380 top-flight Laliga games each season, alongside Laliga Hypermotion fixtures. Fans can catch every match on FanCode’s mobile app, TV app (Android TV, Fire TV, Jio STB, Samsung, LG), and website — all without a hitch.

    Laliga’s star power — featuring football greats like Jude Bellingham, Robert Lewandowski, Vinicius Jr, and Antoine Griezmann — has made it a fan favourite in India. With its clubs already boasting massive followings, from Real Madrid to FC Barcelona, FanCode is poised to expand that popularity with a 360-degree marketing blitz. Expect community events, marquee screenings, social media takeovers, and even player visits to India.

    Laliga president Javier Tebas said: “We are delighted to have FanCode partner with us for the Indian market. At Laliga, we always look for best-in-class partners to deliver Spanish football to fans everywhere. FanCode brings strong local expertise and shares our passion for growing the league’s reach. We look forward to working together over the next five years to bring the best of Spanish football to fans in India.”

    FanCode  cofounder Yannick Colaco added: “We’ve seen first-hand the incredible fan following that Laliga commands in India. With top-tier clubs and world-class players on display, fans can expect high-quality football week in, week out. Our 360-degree approach will ensure a seamless experience across all touchpoints — be it live streaming, engaging with fans to build a strong community or taking the league to new fans. We’re excited to work closely with Laliga to grow the league’s popularity in India.”

    FanCode, which reaches over 160 million sports fans and has logged 50 million app downloads, is already a dominant player in Indian sports streaming, with partnerships across ICC, Formula 1, MotoGP, and more. This new deal with Laliga is set to score big with football fans nationwide.

  • Netflix to rewire its homepage in a game-changing move

    Netflix to rewire its homepage in a game-changing move

    MUMBAI: Netflix plans to reimagine its homepage, swapping its classic layout for a sleeker, smarter design that’s more than just eye candy. 

    The streaming giant has confirmed that the new homepage will roll out over the “next few weeks and months,” varying by location, as it dives into fresh waters—live events, games, and a cutting-edge search tool powered by OpenAI’s generative AI.

    According to Netflix chief product officer Eunice Kim, the streamer has been tinkering with its home page  for 12 years, but the current refresh is bigger than ever as it involves a mix of new tech and an expanded entertainment range.

    Netflix’s new look is cleaner, bolder, and all about discovery. Visual elements pop, while shortcuts that used to hide on the left now glide to the top. The revamped recommendation engine is a step up, promising to read your mood like a fortune-teller—whether you’re after a thriller, a tearjerker, or a pixel-packed game.

    Kim added that the new look is a playground for everything Netflix  offers—films, live events, and games. 

    But the behemoth isn’t stopping there. A TikTok-style vertical video feed is also in the works, letting users swipe through bite-sized clips of shows and movies—tap to watch, add to your list, or share the hype.

    For Netflix, the new homepage is more than a fresh coat of paint—it’s a gateway to everything it hopes to be.