ITV

Category: Over The Top Services

  • Women’s World Cup hits record viewership highs

    Women’s World Cup hits record viewership highs

    MUMBAI: Cricket fever has turned into a full-blown phenomenon as the ICC Women’s Cricket World Cup India 2025 smashes viewership records faster than a boundary off a power hitter’s bat.

    Over 60 million viewers have already tuned in to the first 13 matches across Jiohotstar and Star Sports Network, a staggering five times more than the previous edition. Watch-time has also soared 12-fold to a jaw-dropping 7 billion minutes, proving that women’s cricket isn’t just winning hearts, it’s ruling screens.

    The India vs Pakistan showdown on 5 October bowled the world over, becoming the most-watched women’s international cricket match in history with a reach of 28.4 million and 1.87 billion minutes watched. The India vs Australia clash wasn’t far behind, hitting a record 4.8 million peak concurrent viewers on Jiohotstar, the highest ever for women’s cricket.

    Television audiences have been equally captivated. The India–Pakistan league game has become the highest-rated in Women’s ODI World Cup history, while the first 11 matches together reached 72 million viewers, marking a 166 per cent leap from the last tournament. Viewing minutes jumped 327 per cent to 6.3 billion, underscoring the growing passion for the women’s game.

    “The incredible viewership for the ICC Women’s Cricket World Cup India 2025 is a true testament to the growing interest in women’s sports in India,” said Jiostar head of viewership and monetisation initiatives – sports Siddharth Sharma. “Fans are embracing women’s sports like never before, and at Jiostar, we’re proud to be the platform powering this movement.”

    Much of the success stems from a unified marketing push by the ICC and Jiostar, supported by the BCCI. The ICC’s global ‘Will to Win’ campaign and Jiostar’s emotionally charged ‘Jersey wahi toh jazbaa wahi’ have together sparked a national conversation and brought fans closer to the women in blue.

    The matches are being broadcast in five languages: English, Hindi, Tamil, Telugu, and Kannada, across Jiohotstar and Star Sports channels, with an Indian sign language feed introduced for the first time to make the game more inclusive.

     

  • Bite-sized dramas are about to swallow the streaming world whole

    Bite-sized dramas are about to swallow the streaming world whole

    CANNES: Forget your boxsets. Forget your hour-long dramas. Audiences are ditching long-form television for something far more intoxicating: episodes that fit in your pocket and demand your full attention in under ten minutes.

    Microdramas—those addictive mini-narratives designed for mobile consumption—are redefining entertainment. And the numbers are staggering. According to Omdia, the consultancy that presented its findings at Mipcom, Cannes, this genre will nearly double the revenue of Fast channels, which are projected to pull in just $5.8bn next year.

    “Viewers are willing to pay for content that captures them emotionally in seconds,” said María Rua Aguete, head of media and entertainment at Omdia. “Microdramas demonstrate that attention spans may be shorter, but engagement is deeper and more valuable.”

    The monetisation model is brutally simple: hook viewers with free episodes, then charge them through subscription or pay-per-episode channels. This approach accounts for more than 60 per cent of total revenue. The payoff is formidable. Average revenue per user can reach $20 per week—or up to $80 per month—making microdramas extraordinarily profitable.

    China dominates the space, generating 83 per cent of global revenue, fuelled by a colossal audience and a mobile-first culture. Beyond China, the US claims half of international revenue, with Japan, South Korea, the UK and Thailand emerging as hungry new markets.

    “Microdramas are redefining what it means to tell premium stories in the digital age,” Aguete said. “They combine the immediacy of social media with the emotional depth of dramatic television. They are short, addictive, and irresistible.”

    This isn’t a fad. As consumer habits shift inexorably towards mobile and short-form content, microdramas are poised to become the centrepiece of digital entertainment—a seismic fusion of social video and traditional storytelling that will reshape how the world consumes drama. The wave is here. And it’s only just begun to crest.

  • Sharmila Bhowmick brews Mocha Ink for mindful stories

    Sharmila Bhowmick brews Mocha Ink for mindful stories

    MUMBAI: Stirring the pot in media and mindfulness, veteran journalist Sharmila Bhowmick has launched Mocha Ink, a storytelling ecosystem designed to blend creativity, journalism, and conscious living.

    The platform comprises three interconnected verticals. Mocha Ink Mag is a digital magazine that pairs intellect with aesthetics, covering business, culture, beauty, lifestyle, and the inner life of modern India. With a tone like a relaxed café conversation, it encourages readers to slow down, reflect, and consider what they consume and why.

    Complementing the magazine is Mocha Talks, a podcast for conscious conversations. Hosted by Bhowmick, the show invites thought leaders, creators, and entrepreneurs to share insights that linger long after the coffee is gone. “We’re bringing back the art of the conversation, the kind that changes you,” she says.

    Rounding out the ecosystem is Mocha Ink Lab, a strategy studio where editorial intelligence meets brand storytelling. The Lab helps companies, founders, and institutions craft narratives that build trust, visibility, and cultural impact, demonstrating that the story itself is the strategy.

    Founded by Bhowmick, an award-winning journalist with more than 25 years of newsroom leadership across The Times of India, CNBC TV18, Business Today, Outlook, and Republic, Mocha Ink exists at the crossroads of content, consciousness, and culture. It aims to help both people and brands find their voice and vision in a rapidly changing world.

    With Mocha Ink, Sharmila Bhowmick is not just telling stories, she’s creating a space where stories spark reflection, connection, and transformation.

  • Grandma rocks the screen in Jai Mata Ji digital premiere

    Grandma rocks the screen in Jai Mata Ji digital premiere

    MUMBAI: This Diwali, grandma takes centre stage! Jai Mata Ji – Let’s Rock, the heartwarming and hilarious Gujarati family entertainer, is making its world digital premiere on ShemarooMe on 16 October 2025. Starring Malhar Thakar alongside veterans Tiku Talsania, Vandana Pathak, and Neela Mulherkar, the film blends comedy, heart, and a pinch of drama to explore life, choices, and mischief at any age.

    The story follows an 80-year-old grandmother whose life flips upside down thanks to a government scheme. Suddenly, she faces life-altering decisions: taking a stand against her self-absorbed children, rekindling a lost romance, or embracing a flamboyant, modern lifestyle. The result is chaos, laughter, and moments that tug at the heartstrings.

    Speaking about the film, Malhar Thakar said, “Manish Saini turned a serious topic into comedy while keeping it sensitive. Shooting with such a talented cast was a joy, and this film makes you laugh and feel emotional all at once. It’s a step forward for Gujarati cinema.”

    Tiku Talsania added, “The film satirically shows how respect for parents is often tied to money, a painful truth. This digital premiere on ShemarooMe allows this message to reach more families while entertaining them.”

    Directed with wit and warmth, Jai Mata Ji – Let’s Rock celebrates resilience, second chances, and living unapologetically, proving that life at 80 can be just as unpredictable, joyful, and adventurous as ever. This festive season, skip the reruns and let grandma lead the charge on screen.

  • Saregama and Filtercopy strike a new note with love, drama and music

    Saregama and Filtercopy strike a new note with love, drama and music

    MUMBAI: When love hits the right note, even a classroom can turn into a concert. Saregama and Filtercopy are tuning into a new frequency of music promotion with Ishq At Campus, a micro drama that doubles as a music launchpad. The project reimagines how India discovers songs, blending heart-fluttering storytelling with the rhythm of melody.

    In what’s being called an industry-first, Saregama has teamed up with Filtercopy to build a short-format narrative series around an EP marking a bold step away from traditional music videos. The collaboration spotlights Saregama’s exclusive artist Maahi and his debut EP Talab, transforming the release into a cinematic slice of college romance.

    Across 1–2 minute episodes, Ishq At Campus follows two students navigating the innocent chaos of first love as they prepare for their college fest. But this isn’t just another campus story, each episode weaves in one of the four songs from Talab (Talab, Dildaari, Rahein, and Vaari Vaari), turning everyday moments into lyrical discoveries.

    Released on October 14, 2025, Talab marks Maahi’s first foray as an EP artist under the Saregama Music label. Instead of relying on the usual promotional playbook, Saregama has chosen to embed the music into a story world where songs aren’t simply played, they’re felt.

    The concept borrows from Filtercopy’s growing expertise in micro dramas, short, binge-worthy narratives tailored for the scroll-happy attention spans of today’s audiences. Known for blending relatability with emotion, Filtercopy’s content naturally complements the breezy beats and youthful spirit of Talab.

    Together, the two powerhouses are rewriting the rules of music marketing, creating a new template for content-driven song discovery. By merging the pace of social media with the pull of storytelling, they’re turning passive listeners into engaged viewers and perhaps even hopeless romantics.

    Available now on Filtercopy’s Instagram and Youtube channels, Ishq At Campus is more than a music promo, it’s a feeling set to a soundtrack. Because in this classroom of content, every chord tells a story, and every scene hums with Talab.

     

  • Oncemore.io hits 1 million users in record 42 hours

    Oncemore.io hits 1 million users in record 42 hours

    MUMBAI: When it comes to fan frenzy, Oncemore.io is playing for keeps. In just 42 hours, the AI-driven entertainment platform has hit a staggering 1 million users across 60 countries, faster than Chat GPT, Instagram, Tiktok, or Spotify at launch. Only Threads has matched the pace, but Oncemore.io stands as the fastest independent platform to reach the milestone.

    The platform is designed to make entertainment interactive rather than passive. Fans can explore movies, music, sports, and more through dedicated partner sections packed with exclusive content, immersive games, AI-powered interactions, digital collectibles, and behind-the-scenes access.

    Oncemore.io’s debut partnership was with the Telugu blockbuster They Call Him OG, starring Pawan Kalyan. Fans joined a collective unlock experience, playing themed games to reveal a digital comic book of the hero’s backstory. Every participant also received a personalised digital card, quickly turning into a viral sensation online.

    Founder Akash Mamidi said, “Movies and music have brought me comfort through tough times. Seeing fans crave meaningful interactions with their favourite art has been incredible. We are building a platform that spreads that joy to billions.”

    The platform is backed by Unshackled Ventures, Cherubic Ventures, TA Ventures, Sketchnote Venture Partners, and prominent angels. Following its record-breaking debut, Oncemore.io has already secured a partnership with a major Indian film releasing in early 2026.

    Looking ahead, the platform will introduce adaptive storylines, dynamic challenges, and AI-driven worlds where each fan’s journey is unique. With this next wave of experiences, Oncemore.io aims to be the happiest place on everyone’s device.

  • Mythik brings Disney and Amazon veteran Gunjan Bhow on board

    Mythik brings Disney and Amazon veteran Gunjan Bhow on board

    MUMBAI: Mythik, the tech-first entertainment company aiming to become the “Disney from the East”, has appointed Gunjan Bhow, a veteran of Disney Plus, Amazon Prime Video and Fire TV, to its global advisory board.

    Bhow joins an illustrious panel of leaders from Softbank, Disney, Marvel, Amazon, BBC and Crunchyroll, who together bring decades of experience in scaling some of the world’s biggest media, entertainment and technology businesses.

    A global figure in digital entertainment, Bhow served as senior vice president and general manager at The Walt Disney Company, where he led direct-to-consumer platforms including Disney Plus, Disney Movies Anywhere and Disney Movie Club. Before that, he played a key role at Amazon in shaping the growth of Prime Video, Fire TV and Fire TV Stick, redefining subscription models in the process.

    Currently a board member at the BBC and broadband company Wide Open West, Bhow also advises organisations on AI, media innovation and customer experience. He has held senior roles at Microsoft and Walgreens Boots Alliance and is an inventor on over 20 patents.

    “Gunjan’s leadership in scaling iconic direct-to-consumer businesses makes him an exceptional addition to Mythik’s advisory board,” said Mythik founder and chief executive Jason Kothari. “He embodies the mix of technology, creativity and consumer focus that defines our vision.”

    Bhow added, “Mythik stands at the intersection of technology, storytelling and audience behaviour. I’m excited to help bring timeless stories from the East to the global stage.”

    He joins a powerhouse board that includes Alok Sama (Softbank), Kun Gao (Crunchyroll), Nick Van Dyk (Disney), Bill Jemas (Marvel), John Lynch (Amazon Studios) and Gui Karyo (Marvel and Dapper Labs).

    Mythik aims to reimagine Eastern mythology, history and folktales for global audiences through technology-led storytelling, backed by a founding team drawn from Disney, Netflix, Amazon Studios, Jio and Tencent.

  • ShemarooMe splits the screen, not the attention

    ShemarooMe splits the screen, not the attention

    MUMBAI: Looks like binge-watchers can finally give their thumbs a rest. ShemarooMe has rolled out an industry-first Split UI, a smart new feature that puts personalisation front and centre, cutting through the OTT clutter to deliver exactly what viewers want, without the endless scroll.

    With India’s OTT world bursting at the seams, users often find themselves lost in a maze of options. Split UI changes that by letting viewers begin their journey with their favourite genre. The app’s entire interface, navigation, and content suggestions then adapt to that choice, creating a smoother, more focused entertainment experience.

    Since its launch across Android and Ios, over 76 per cent of ShemarooMe users have already switched to the new interface, a sign that audiences are ready for cleaner, smarter streaming.

    “OTT fatigue is real. Users don’t want to scroll endlessly, they want to watch,” said Shemaroo Entertainment Ltd. COO – digital Business Saurabh Srivastava. “With Split UI, we’ve made choice effortless and content discovery truly personal. The response so far shows it’s hitting the right note.”

    ShemarooMe is the first platform in India to introduce such deep interface-level segmentation, going beyond simple recommendation algorithms to redefine how audiences interact with OTT.

    The feature will soon expand to Android TV and other connected platforms, because when it comes to streaming, ShemarooMe clearly believes less browsing, more watching is the real showstopper.

  • Plot Twists and Popcorn Make This Diwali a Blockbuster on Zee5

    Plot Twists and Popcorn Make This Diwali a Blockbuster on Zee5

    MUMBAI: This Diwali, forget lighting diyas light up your screens instead. Zee5 is turning the festive season into a cinematic celebration with its new campaign “Iss Diwali, sirf Zee5 par plot badlega… ho jao ready!” and the Bharat Binge Festival, where every twist, turn, and tale promises a reason to binge.

    Breaking away from the typical feel-good festive narratives, Zee5’s latest campaign adds a thrilling spin to Diwali viewing. Drawing from deep audience insights, the platform found that while family dramas and romances remain festival staples, Indian viewers are increasingly leaning towards edge-of-the-seat thrillers, mysteries, and crime dramas. And this festival, Zee5 is giving them exactly that stories that surprise, shock, and stay with you long after the credits roll.

    The Bharat Binge Festival celebrates India’s love for storytelling with a curated line-up of premieres across seven languages Hindi, Marathi, Bangla, Telugu, Tamil, Malayalam, and Kannada. Think Bhagwat Chapter One – Raakshas, Mrs Dasgupta, Sthal, Veduvan, and Sumathi Valuvu all under one digital roof, uniting diverse regions with one shared festive emotion: great stories.

    Adding more sparkle, Zee5 has rolled out special festive offers between 13 and 20 October. Viewers can grab the Hindi content pack for Rs 149 (down from Rs 199), regional packs for Rs 59 (down from Rs 99), and the all access pack for Rs 249 (regularly Rs 299). The festival gets even bigger with partner perks guaranteed cashback via Paytm UPI Autopay and Cred UPI Autopay, plus a three-month JioSaavn Pro trial bundled with Zee5 subscriptions.

    “Every Diwali tells a story of tradition and togetherness. With the Bharat Binge Festival, we’ve curated bold, genre-led stories that resonate across every language and mood,” said Zee5 chief business officer Siju Prabhakaran.

    ZEEL chief marketing officer Kartik Mahadev added, “The campaign captures India’s growing appetite for stories that blend curiosity, emotion, and surprise. Much like Diwali itself, every twist on Zee5 lights up with excitement.”

    From high-octane thrillers to heartwarming romances, this Diwali is less about sweets and more about story treats. With out-of-home, digital, and social promotions rolling out nationwide, Zee5 is set to make the festival of lights shine brighter, one binge at a time.

    Because this year, the real firecrackers are the plot twists.

  • Cloud TV tunes into India’s Cultural Waves

    Cloud TV tunes into India’s Cultural Waves

    MUMBAI: Looks like Cloud TV just found its frequency for nostalgia. In a landmark partnership, India’s first homegrown Smart TV operating system has teamed up with Prasar Bharati’s OTT platform, Waves, to bring the nation’s cultural heartbeat and entertainment heritage straight to connected TVs across the country.

    The collaboration ensures that Cloud TV’s 12 plus million users, spanning popular TV brands like Lloyd, Micromax, and Croma, can now tune into Waves’ vast digital library. From Doordarshan and Akashvani’s iconic archives to new-age shows, music, and live events, the platform offers content in over 20 languages, uniting India’s timeless stories with today’s digital rhythm.

    Cloud TV COO & co-founder Abhijeet Rajpurohit called the alliance “a digital bridge connecting nostalgia with innovation, heritage with technology.” The goal, he said, is to let viewers experience India’s cultural narrative in a modern, accessible way.

    Echoing this sentiment, Prasar Bharati CEO Gaurav Dwivedi noted that Waves embodies India’s self-reliant digital vision, giving audiences a seamless way to engage with the nation’s rich cultural and creative ecosystem.

    With Cloud TV OS already powering millions of Smart TVs across brands, the move amplifies Waves’ reach into homes nationwide. Viewers can simply spot the Waves logo on their Cloud TV-powered sets and dive into a treasure trove of shows, radio, podcasts, and archives, where the old meets the new in perfect harmony.

    After all, with desh ka apna OTT meeting desh ka apna OS, India’s story just found its clearest signal yet.