ITV

Category: iWorld

  • Nine West by Bata now available on Myntra

    Nine West by Bata now available on Myntra

    Mumbai: As the global fashion scene shifts its focus to India, Nine West by Bata has launched on Myntra to enhance its presence. By blending contemporary style with classic elegance, the footwear aims to elevate women’s everyday wardrobes while redefining modern fashion. This collaboration strengthens the brand’s omni-channel strategy, allowing Nine West to reach fashion-forward women across the country by combining global trends with local style.

    The collection features over 100 styles tailored for the dynamic lifestyle of urban women, including sleek stilettos, classic pumps, versatile mules, elegant slingbacks, and chic flats, sandals, and slides. The range offers a palette of metallics, bold colors, neutrals, and pastels, with modern embellishments. Additionally, handbags, such as patent monogram totes and stylish sling bags, complete the collection, providing the perfect finishing touch for any outfit.

    Commenting on the launch, Bata India VP & head – e-commerce, Sharad Thakur said, “We are excited to expand our relationship with Myntra with the exclusive online marketplace launch for Nine West. We’ve crafted this collection as a versatile wardrobe for the modern woman, seamlessly blending elegance and practicality to match a fast-paced urban lifestyle. We’re confident these pieces will transform everyday fashion, empowering women to navigate their day with both confidence and style. We look forward to elevating the shopping experience and making fashion accessible for every occasion.”

    With this new collection, Nine West combines timeless designs with modern versatility, setting a new standard in urban fashion.

  • The Future of affiliate marketing: Trends in social media advertising

    The Future of affiliate marketing: Trends in social media advertising

    Mumbai: As digital interactions dominate consumer behaviour, affiliate marketing is establishing a significant presence within the broader advertising sphere. The rise of social media platforms as powerful marketing tools has transformed how brands connect with audiences. This shift has not only altered traditional marketing strategies but has also redefined the role of affiliate marketing in driving conversions and brand awareness.

    As businesses look to adapt to changing consumer engagement patterns, understanding the future trends of affiliate marketing—particularly in social media advertising—is crucial.

    Growing Influence of Social Media

    Social media platforms such as Instagram and Facebook have become essential channels for affiliate marketing. These platforms allow brands to reach a wider audience and tap into the trust and influence of social media personalities. According to a survey conducted by Forbes, 83% of marketers leverage affiliate marketing to enhance brand awareness, highlighting the increasing reliance on social media channels to foster customer engagement and drive sales.

    The influence of social media personalities is significant. Their ability to connect with niche audiences provides a unique avenue for brands to promote products authentically. As a result, 6 in 10 brands are increasing their budgets for affiliate commissions, as reported by Martech Record, reflecting a growing recognition of the value that influencers contribute.

    Evolving Strategies in Affiliate Marketing

    With the surge in affiliate marketing, brands are revisiting their strategies to maximise effectiveness. A notable trend is the shift towards performance-based compensation models. Instead of paying flat fees for placements, brands are increasingly inclined to offer commissions based on actual sales or leads generated. This approach motivates affiliates to put more effort into their promotions and ensures that brands receive value for their investments.

    Moreover, the use of data analytics is becoming increasingly prominent. Brands are utilising advanced tracking and reporting tools to analyse the performance of their affiliate campaigns. By understanding which strategies yield the best results, companies can optimise their marketing efforts and allocate resources more effectively. This results in driving more traffic and improving conversion rates.

    Rise of Micro-Influencers

    While traditional influencers with large followings remain valuable, there is a noticeable shift towards micro-influencers. These individuals, typically with follower counts ranging from 1,000 to 100,000, often enjoy higher engagement rates compared to their more famous counterparts. According to Rakuten, 81% of advertisers are utilising affiliate marketing, and many are finding success by partnering with micro-influencers who can offer authentic recommendations to their dedicated followers.

    Micro-influencers tend to have a closer relationship with their audience, leading to a higher level of trust. This connection can be particularly beneficial for brands looking to penetrate niche markets. The authenticity that micro-influencers provide often results in increased conversions, making them an appealing option for affiliate marketing strategies.

    Affiliate Marketing Across Different Stages of the Buyer Journey

    Understanding the stages of the buyer journey is essential for effective affiliate marketing. Current data from eMarketer indicates that 56% of marketers use affiliate marketing during the awareness stage, 58% during the consideration stage, and 50% during the conversion stage. These statistics highlight how affiliate marketing serves as a valuable tool at multiple points in the customer journey.

    In terms of post-purchase retention, 32% of marketers report employing affiliate marketing strategies to keep customers engaged after their initial purchase. This approach fosters loyalty and encourages repeat business. Brands that implement post-purchase affiliate programs can benefit from ongoing customer relationships, ultimately driving long-term success.

    Impact of Technology and Automation

    As the affiliate marketing sector develops, technology plays a pivotal role in shaping its future. Automation tools are streamlining various processes, making it easier for brands to manage their affiliate programs. From tracking sales to optimising campaigns, technology enables marketers to work more efficiently and effectively.

    Additionally, advancements in artificial intelligence and machine learning are providing marketers with deeper insights into consumer behaviour. By analysing patterns and preferences, brands can tailor their affiliate marketing efforts to resonate more strongly with their target audience. This data-driven approach enhances the overall effectiveness of campaigns and increases the likelihood of conversions.

    As companies continue to invest in affiliate marketing, the potential for growth and innovation remains significant. By keeping an eye on emerging trends and adapting to the evolving nature of social media, brands can utilise affiliate marketing to achieve measurable success and drive long-term growth. According to eMarketer, anticipated spending on affiliate marketing is expected to reach $14 billion, emphasising the growing recognition of this marketing channel. Furthermore, as reported by Martech Record, 23.9% of companies attribute a notable portion of their marketing-driven revenue to affiliate marketing, indicating its strategic importance.

  • JioCinema Premium drives engagement for The Penguin

    JioCinema Premium drives engagement for The Penguin

    Mumbai: The Penguin is in Mumbai! JioCinema Premium has released a gripping CGI video showcasing Gotham’s infamous criminal and kingpin Oz Cobb driving through in his purple Maserati. The video teases the viewers with the tagline “Mumbai will be his”. Live across digital media, the video creates intrigue in the Batman spinoff while showcasing Oz Cobb, aka The Penguin in his fierce gangster avatar.

    Starring Colin Farrell in the titular role, the eight-episode HBO Original limited series from DC Studios continues the epic crime saga that filmmaker Matt Reeves began with the global blockbuster – The Batman (2022), and acts as a vital link to its forthcoming sequel.

    Streaming in English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi, The Penguin offers an action-packed dive into Gotham’s underworld. 

  • Loco announces global expansion backed by UAE-based investment company

    Loco announces global expansion backed by UAE-based investment company

    Mumbai: Loco has announced an investment by Redwood Tech FZCO (“Redwood”), a newly-formed, technology-focused investment company, based in the UAE. This transaction marks a significant milestone in Loco’s journey, with the new investor investing significant capital to fuel Loco’s global expansion efforts. As part of the transaction, existing investors will be provided with an exit.

    Loco has been a pioneer in the live game streaming and esports sector in India, paving the way for gaming to go from a niche hobby to a mainstream national interest. Loco has built highly engaged communities across various game categories, such as BGMI, Free Fire, Call of Duty Mobile, Clash of Clans, Grand Theft Auto (GTA), and Valorant. The platform will now be expanding to international markets that are aligned with Loco’s vision of becoming a leading global streaming platform. As part of this rollout, the company will be announcing new partnerships with major gaming companies, esports athletes, and streamers, helping it deliver the best gaming content to its users. The company has previously partnered with large publishers like Krafton, Activision, Ubisoft, and Riot Games, as well as global giants like the NBA and FIFAe, and will look forward to extending these relationships to new markets.

    This investment will enable Loco to leverage its strong technology, and community-focused platform, to enter multiple new markets within the next 12 months. The commitment from Redwood underlines its confidence in Loco’s potential to expand its service internationally, transforming the way the world experiences gaming entertainment.

    Loco founders Anirudh Pandita and Ashwin Suresh, said “This investment is a recognition of the immense work done by our team in the past few years. Gaming is an integral part of the cultural zeitgeist globally, and we look forward to building a platform that is at the heart of this global movement. Live streaming enables authentic connection in a way that other mediums can’t match and we want to put the fan at the center of this experience.”

  • DNPA Supports World News Day 2024: Celebrating the Power of Journalism

    DNPA Supports World News Day 2024: Celebrating the Power of Journalism

    New Delhi: The Digital News Publishers Association (DNPA) is proud to announce its support for World News Day 2024, marked on September 28, 2024, a global initiative, that highlights the critical role of journalism in fostering informed societies. This year’s theme is , “Choose Truth”,  to reaffirm journalism’s critical role throughout the world.

    DNPA stands with news organizations globally when civil society members , governments and other stake holders have been discussing ways and means to curb the menace of unverified or fake news.

    This initiative of WAN IFRA comes at a time when news organisations , civil society members , governments and other stake holders have been discussing ways and means to curb the menace of unverified or fake news. Through the “Choose Truth” initiative, World News Day aims to empower audiences to critically evaluate the news they consume. News publishers are also encouraged to reinforce their dedication to fact-checking and delivering balanced reporting.

    Through the “Choose Truth” initiative, World News Day celebrates the courageous efforts of journalists who contribute to transparency, accountability, and democratic processes.

    On World News Day, more than 600 media publishers, broadcasters and  professionals from around the world have united to reaffirm their commitment to providing factual, verified news in an era where misinformation and fake news proliferate rapidly. As digital platforms evolve, the challenge of fake news has escalated, fuelled by algorithms designed to prioritize sensational content over accuracy. The consequences of such misinformation are far-reaching. In many instances unverified news , fake news  are presented through  sensationalized headlines which spread  faster than verified facts, causing distress and harm to individuals and communities.

    “World News Day is a reminder of the essential role journalism plays in shaping an informed public,” said Sujata Gupta, Secretary General of DNPA. “In today’s fast-paced digital world, trustworthy journalism is more important than ever. We salute journalists across the globe for their dedication to bringing truth to light.”

    Through its ongoing initiatives, DNPA continues to strengthen the digital news ecosystem in India, promoting  for industry standards and supporting innovation to ensure that Indian audiences receive credible news in a rapidly evolving digital landscape.

  • Viewers want more than hygiene VOD; they crave VAS to keep returning: Rajat Agrawal

    Viewers want more than hygiene VOD; they crave VAS to keep returning: Rajat Agrawal

    Mumbai: The rise of regional OTT platforms in India is reshaping the country’s digital entertainment landscape by offering hyperlocal, culturally resonant content. These platforms excel through a deep understanding of regional traditions, nuances, and viewer consumption patterns. By focusing on a single language and fostering connections with local creators, they cater to specific communities, building long-term viewer loyalty.

    Ultra Media exemplifies this trend with its ventures like Ultra Jhakaas, a Marathi OTT platform offering a vast library of films and shows at affordable rates, which has seen significant growth. Expanding further with Ultra Play and Ultra Gaane, the company taps into nostalgia, providing classic Hindi films and songs. Moreover, Ultra’s investment in the digitization and restoration of classic films showcases a commitment to preserving cultural heritage, while its vision for the future includes adding value-driven services to enhance the viewer experience.

    Indiantelevision.com’s Suman Baidh caught up with Ultra Media & Entertainment chairman and managing director Sushilkumar Agrawal and COO, director Rajat Agrawal to discuss the company’s expansion into regional OTT platforms, their efforts in film restoration, and their vision for the future of digital entertainment in India and beyond.

    On the rise of regional OTT platforms shaping the future of India’s digital entertainment landscape

    Sushilkumar Agrawal said Regional OTT Platforms are proliferating, because of the deep understanding of their region’s traditions, culture, geographies, nuances & consumption patterns.  Though it is a fragmented market, their USP lies in their profound insight into the viewer’s consumption pattern, regional nuances & the local network of creators & producers. Their dedication to 1 language is a hyperlocal strategy that provides value to the consumers in the long run & aids in retention. These platforms have been providing their viewers with engaging content in their preferred local languages, hence forging a deeper emotional connection with them.

    On the evolution of Ultra Play and Ultra Gaane play

    Rajat Agrawal commented We have been quite successful in our endeavours in this direction. “Ultra Jhakaas” an exclusive Marathi OTT SVOD Platform launched by Ultra in 2023 currently streams 1500+ Titles & 3000 + Hours of the best of Marathi Cinema, Popular TV Shows, drama & Original Content to audiences worldwide. With a nominal subscription plan of just Rs 199 per annum, it has garnered 7 Lakhs + downloads & 80 per cent of watch time from Maharashtra & 20 per cent globally. Our 2 new platforms Ultra Play & Ultra Gaane is a Tribute to Hindi Cinema & Music this festive season, wherein viewers can watch films & songs across different genres & in a very good quality ranging from 1940 to date. Here too our focus is to provide our viewers with engaging content from a nostalgic point of view & at affordable price points that are reasonable to cater to these masses. All our 3 OTT platforms are their own respective “One Stop Shops” where viewers can watch the content, they like without going to different platforms searching for it

    On Ultra Media investing heavily in the restoration and digitisation of classic films and songs and the challenges and successes that  you’ve experienced in this journey

    Rajat Agrawal said Ultra is into digitisation and restoration since the last three decades and upgraded themselves as per the technology available worldwide. The biggest challenge in digitization and restoration is the availability of proper source material which the producers unknowingly did not preserve with the good techniques. We were finding many scratches, green patches and other problems in most of the available source material and to restore them was the biggest challenge and the same with the audio source of such content.

    On the belief of the next big trend in VOD platforms in India and positioning Ultra Media to stay ahead of the curve

    Rajat Agrawal added The next emerging trend in VOD Platforms is going to be both exciting & challenging. A simple Hygiene VOD will not be something that will get the viewers excited. They would look out for a host of other new value-added services that will entice them to sample & even revisit a particular VOD platform again and again.  Features like:  Electronic Programme Guide: which will help the viewer navigate through channels and programs effortlessly with intuitive and detailed EPG. Interactive Games: Engage users with a variety of interactive games, hence enhancing the viewer’s experience. Loyalty Programme Integrations: Incorporate loyalty & rewards programs. AI Driven Personalisation: Utilise AI technology to offer personalized content recommendations hence ensuring a unique and relevant viewing experience for each user. Content Delivery Network Optimisation: Ensure smooth & efficient content delivery with CDN solutions by minimizing buffering and enhancing the quality of service etc.

    Ultra has always been ahead of the curve since its inception. We started with VHS & then upgraded to VCD & DVD. We were the pioneers in introducing DVD technology in India. We have always been nimble on our feet and strongly believe in being a consumer-first company. In the near future too we will be at the forefront in providing a host of interesting features & VAS services for all our digital products & services.

    On the outline of a vision for the digital expansion of Ultra Media & Entertainment

    Rajat Agrawal said Going ahead we will be launching a host of digital products. Our back end & distribution network & technology as a whole have enabled us to reach our current and new consumers seamlessly. Also, our understanding of the market and the changing tastes of the discerning viewers has helped us to know them much better. We are building & will be launching many direct-to-consumer digital products soon shortly

    On highlighting some key milestones and innovations that have defined Ultra’s journey in transforming Indian home entertainment    

    Sushilkumar Agrawal said In 1983, we made a pivotal move by establishing a VHS – video cassette manufacturing facility with an initial investment of Rs 10 Lakhs. During that time, the industry was in its nascent stages of growth, dominated by an unorganised sector plagued by software piracy. Our breakthrough moment arrived in 1989 when we secured the video rights for the film “Maine Pyar Kiya” & strategically marketed it in India. The film’s immense success turned it into a cult phenomenon and a case study within the Hindi films, video, and music industry. Throughout this period, we continued to acquire the rights to classic, old, and new films, hence building an enviable catalogue for the company. At that time, Ultra also ventured into another prosperous entertainment field by acquiring music rights & marketing audio cassettes. This led to the successful launch of Ultra’s music division, “ULTRA MUSIC,” which now owns the music tracks of over 25,000 film and non-film songs.

    With a belief that every successful business should have a well-defined vision, we consistently embraced new technologies. We diversified into providing content in VCDs and DVDs, introducing Film VCD technology in India & pioneering the encoding and authoring of VCD and MPEG technology in the country. With a firm grip on the Video & Music trade, Ultra expanded into acquiring worldwide Television and other new media rights.

    In all these years, Ultra as a brand was propelled & was established as a household name in India with active involvement in various global entertainment fields. Today, with over 40 years of experience, We hold an enviable position and have secured a prominent place in the industry. Currently, we engage in the business of copyright acquisition for various media rights of Indian & International films, Television Programs, Animation, and other content in multiple genres and languages, distributing them in various physical, non-physical, and emerging formats worldwide. The company boasts a prestigious and valuable library consisting of 3000 titles, including blockbuster Indian films, television serials, and other content. Moreover, Ultra has successfully produced and distributed more than 20 feature films in various languages and currently has several projects in different stages of development for Production, Co-Production, and Strategic Partnerships. Today, Ultra is a professionally managed Entertainment Conglomerate that offers comprehensive end-to-end solutions to the global Film & Television industry.

    On Ultra Media balancing commercial success with the cultural responsibility of preserving these classics

    Sushilkumar Agrawal stated The content acquired by Ultra are preserved as a heritage of the film industry and accordingly try to take care of the original source material giving back the social responsibility to society. Ultra is also through its digitization and restoration unit preserving the content of the national film archive which is the heritage mission of the Government of India.

    On Ultra expanding its digital footprint, planning to position Indian content on the global stage and  strategies that  you implementing to cater to international audiences

    Rajat Agrawal said As I mentioned earlier, Today Ultra is offering comprehensive end-to-end entertainment solutions worldwide. Our Content is syndicated & distributed on various platforms globally. Our Marathi OTT platform has garnered very good traction internationally & we are confident that the same will be the case with our other 2 new OTTs & our future digital products too. We will always provide well-curated content that is globally accepted by the Indian diaspora and the mainstream audience. In fact, our dynamic price points for our OTT & other digital services play a very key role here. We have different subscription rates for different markets. We also strategically localise our content for various international markets by providing lucid and simple subtitle features for their easy understanding.

    On the most valuable lessons you have learned in building a media conglomerate

    Sushilkumar Agrawal said The most important lesson Ultra has learned is to update and upgrade yourself with the latest changes in the technology and happening in the entertainment industry worldwide. This has given Ultra a good edge to perform as for the requirement of the viewers and the consumers and help Ultra further best brand building.

  • Hungama Digital Media unveils new shows at Hungama Originals success party

    Hungama Digital Media unveils new shows at Hungama Originals success party

    Mumbai: Hungama Digital Media, a digital entertainment company, celebrated the success of its streaming service Hungama OTT with an exclusive success party. The event assembled the biggest names from the entertainment world including Daisy Shah, Kanika Mann, Helly Shah, Tina Datta, Nyra Banerjee, Ali Gony, Yukti Kapoor, Krissann Barretto, Rohan Mehra, Karan Sharma, Aabhaas Mehta, Monalisa, Shilpa Tulaskar, Himanshu Malhotra, Shaleen, Rohit Khandelwal, Sanam Johar and Abigail, amongst others. Held in the evening of 25 September, an exciting slate of new web series for the coming weeks were also unveiled at the event.

    Hungama OTT has captivated audiences with its diverse range of original shows, films, and music. The upcoming content lineup promises to continue this trend, offering viewers an engaging mix of genres. The platform will offer something to cater to every taste, from gripping dramas to heartwarming comedies and everything in between. Its latest lineup includes highly anticipated shows such as Red Room, Khadaan, Personal Trainer, Checkmate, Pyramid, Mona Ki Manohar Kahaaniyan and Hasratein 2 and Ratri Ke Yatri 3.

    Talking about the success of Hungama OTT platform and the upcoming web series lineup,  Hungama Digital Media founder & managing director Neeraj Roy said, “Hungama Originals’ success demonstrates the incredible support from our viewers and our team’s dedication. As we celebrate this milestone, we’re excited to announce our upcoming lineup, which promises to push creative boundaries. Our new shows will deliver fresh, diverse narratives resonating with audiences across India and beyond.”

    Hungama OTT for the upcoming releases and much more, as we continue to redefine digital entertainment in India.

  • Cignal TV unveils Cignal super app, powered by Tata Play Binge

    Cignal TV unveils Cignal super app, powered by Tata Play Binge

    Mumbai: Tata Play Binge has expanded its global reach, partnering with Cignal TV, the Philippines’ leading Pay-TV provider, to power the launch of Cignal Super, an OTT aggregation platform. The app was introduced today at APOS ’24 by Tata Play’s managing director & CEO Harit Nagpal and Cignal TV’s president & CEO Jane Jimenez-Basas.

    The Cignal Super app, built using Tata Play Binge’s Cloud technology, is currently in a test phase by pilot users and will be launched commercially soon. This innovative platform begins with content from partners such as VIU, Lionsgate Play, Curiosity Stream, Fuse+, Pilipinas Live, and Cignal Play, offering Filipino subscribers a seamless experience of accessing movies, shows, and live TV channels from multiple OTT services through a single subscription and user interface.

    “We’re delighted to reach another milestone with Tata Play Binge now powering Cignal Super in the Philippines,” said Harit Nagpal. “The launch of the Akash Go app and now Cignal Super app demonstrates the universal appeal of our platform and our rapid delivery times, allowing partners to create their own branded app,” he added.

    Jane Jimenez-Basas commented, “At Cignal, we’re excited to launch Cignal Super, the first of its kind in the Philippines.  With content becoming increasingly fragmented, and streaming subscription prices increasing, we believe this service will be compelling and relevant for our customers as we simplify access to content from multiple apps into one platform – with a single subscription, unified content discovery, and one affordable price. This further establishes Cignal’s continuing commitment to aggregate the best content for our customers, and we thank Tata Play and all our partners for enabling us to bring this product to life”

    Tata Play Binge is streamlining app development for global OTT aggregators by offering its Cloud technology through a Platform as a Service (PaaS). This allows OTT aggregators to focus on content, partnerships, and subscribers without worrying about the technology needed for service aggregation.

  • Asian Paints NeoBharat partners with YouTube creators

    Asian Paints NeoBharat partners with YouTube creators

     Mumbai: Asian Paints, a paint and décor brand dedicated to enriching homes and lives across India,  presents ‘Pragati Ke Rang’, a content series that captures the spirit of progress embodied by Asian Paints’ NeoBharat Latex Paint. The series celebrates inspiring stories of YouTube Creators and individuals from small towns, showcasing their transformative journeys towards a brighter future. ‘Pragati Ke Rang’ not only highlights personal growth but also demonstrates the impact of NeoBharat Latex Paint in rural India. Through these visionary stories, Asian Paints aims to connect with rural audiences, by showcasing stories of communities from rural India and highlighting how these communities contribute to the country’s progress.

    Asian Paints Pragati Ke Rang features inspiring stories of four YouTube Creators, who hail from small towns yet have massive social media following through their inspirational stories and content. The series features, Ankit Baiyanpuria, a fitness creator from Sonipat and National Creators Award recipient, revitalizing a local Akhada with NeoBharat Latex Paints, infusing it with vibrant murals that capture the dreams of young wrestlers. The second episode features Rajesh Rawani, a truck driver from Jamtara and a YouTube star, who transforms a well-loved dhaba on NH-33. The dhaba, a symbol of comfort, now proudly displays murals honouring the vital role of truck drivers in India’s progress.

    The third episode highlights Santosh Jadhav, better known as Indian Farmer, a YouTuber from Sangli who is revolutionizing agriculture by introducing modern practices to Indian farmers. This episode captures the vibrancy of the Agricultural Produce Market Committee in Vita, Sangli, where murals celebrate tech-savvy farmers and their growing partnerships with traders. 

    Asian Paints MD and CEO Amit Syngle expressed, “At Asian Paints, we are dedicated to fostering growth and progress across India. Our value-offering, Asian Paints NeoBharat has been an ode to the millions of Indians who are in pursuit of a better life. With NeoBharat we expanded our footprint wider & democratized the category further. Our new content series, ‘Asian Paints Pragati Ke Rang,’ highlights the inspiring journeys of individuals from small towns who are shaping their futures & adding to the progress of India. This vision closely aligns with NeoBharat, our Latex Paint designed to offer an affordable solution for creating beautiful homes & spaces. Through these compelling stories, we hope to spark aspirations by bringing alive these inspiring stories of India. Our goal is to turn every space into a symbol of progress, empowering people and communities throughout the country.”

    Pragati Ke Rang is created in collaboration with Monk Entertainment and Next Narrative. Monk Entertainment CEO and co-founder Viraj Sheth expressed his enthusiasm for the project, stating, “We are thrilled to partner with Asian Paints on such a meaningful project. ‘Pragati Ke Rang’ is not just a show but a movement that reflects our shared commitment to creating content that drives real change. By collaborating with creators like Ankit Baiyanpuria and R Rajesh who resonate deeply with rural audiences, we’re able to bring forward stories that inspire and uplift while also showcasing the superior quality of Asian Paints NeoBharat.”

    Adding to this, Next Narrative founder Mohit Jagtiani said, “YouTube serves as a vast and inclusive platform where creators can connect with their audiences in a genuine and impactful way. This rural content IP transcends traditional advertising; it’s about creating a show for Asian Paints from the ground up while simultaneously transforming community spaces in rural India. We are honoured to be part of this journey, contributing to meaningful progress, and fostering authentic connections.”

    This show represents a step forward in Asian Paints’ mission to bring lasting change to rural India. The initiative not only highlights the superior quality of NeoBharat paint but also reinforces the power of colour to transform & uplift spaces, lives, and communities. As the show progresses, it is set to inspire and uplift rural audiences across the country, painting a brighter and more prosperous future for all.

    This 4-part series has been conceptualized by Monk Entertainment and produced by SOL Entertainment. Please find below links to the promo and the first episode:

    https://www.youtube.com/playlist?list=PL2BHpqroisHZEFM1-PDIa8oe3HPB0t8eG

  • Kevin Vaz speaks on the ‘Future of Video in India’ at APOS 2024

    Kevin Vaz speaks on the ‘Future of Video in India’ at APOS 2024

    Mumbai: At APOS 2024 in Bali, Indonesia, Viacom18’s CEO of broadcast entertainment Kevin Vaz shared his insights on the future of video in India.

    The global media and entertainment industry is advancing at a rapid pace, and India is no exception. In fact, India is at the cusp of an entertainment revolution, driven by technology, diverse content, and evolving consumer behaviour. And at the forefront of this revolution, leading the charge, is Viacom18. Over the last year, we’ve made significant strides not only in expanding our reach but also in reshaping how audiences consume content across the country. It’s been an exhilarating ride, and we’re just getting started.

    When I look back at the past year, I’m proud to say it’s been nothing short of transformative for us. Our first priority was assembling a world-class team with the vision, drive, and grit to execute on our ambitious goals. With that foundation in place, we made targeted investments in key brands like Colors, Colors Kannada, and Colors Marathi, and the results speak for themselves. Colors has grown by 35 per cent in less than a year, getting closer to securing the top spot in the industry. Nickelodeon, our kids’ portfolio leader, just celebrated a decade as the number one brand in its category. And in the regional space, Colors Kannada reigned as the top channel during primetime for three months, while Colors Marathi saw an astonishing 150% growth in the last three months alone, putting it in fierce competition for the second spot.

    In the non-fiction space, we’ve continued to lead with iconic properties like Bigg Boss and Fear Factor: Khatron Ke Khiladi, and we’ve added to that list with Laughter Chefs, India’s biggest comedy reality show to date. This homegrown success is a testament to our ability to create world-class content tailored to local tastes. For smaller screens and connected TVs, we launched JC Premium, bringing Hollywood’s best, top-rated web series, and 24/7 live streams of our reality shows to Indian households.

    Looking at consumption trends in India, it’s clear that audiences are more dynamic than ever before. There’s this notion that viewers are either glued to their TV sets or completely immersed in their phones, but the reality is far more fluid. A show like Bigg Boss is watched on Colors at its scheduled time, then consumed further on JioCinema’s 24-hour live feed, and even discussed on social media. This multi-screen experience is where the future of entertainment lies.

    India’s daily media consumption—combining both large and small screens—currently stands much lower than developed markets, but the potential for growth is immense. Large screens currently have around 60% penetration compared to 85-90% in other major markets, giving us significant headroom for growth. India is an ‘AND’ market, where both TV and digital are thriving in tandem, creating endless opportunities for content creators and distributors.

    Family entertainment has always been at the core of what we do, and we’ve ensured that our content seamlessly transitions between TV and digital. Bigg Boss, for example, saw 25% of its viewership last season coming from digital platforms, while some of our fiction shows are experiencing significant digital engagement alongside their TV broadcasts. It’s all about offering the consumer flexibility and choice.

    One of the most exciting trends we’re witnessing is the rise of local language content. India’s cultural and linguistic diversity is unparalleled—22 official languages and over 58 socio-cultural regions. This diversity presents both a challenge and an opportunity. Audiences today crave authenticity; they want stories that resonate with their own experiences. We are already serving content in 10 languages and aim to eventually cover all 22, making local content not just the present but the future of entertainment in India.

    When it comes to advertisers, we are uniquely positioned to deliver value across both large and small screens. Television continues to be a powerful medium, with a reach of around 900 million people in India. Given that over 95% of households have just one TV, families gather to watch together, creating shared experiences and deeper emotional connections. TV advertising remains one of the most effective ways to reach multiple demographics in one go—parents, kids, grandparents—all engaged in a single viewing experience.

    On the digital front, Viacom18 is home to the largest curated content platform in India, with a monthly active user base of around 300 million. This creates a safe, immersive environment for brands to connect with consumers, especially during drops of prime-time shows or live streaming of sports events, when engagement is at its highest. Whether it’s long-term brand building or short-term performance goals, our value proposition for advertisers is unparalleled.

    Viacom18 is at the forefront of the entertainment revolution in India – across large screens, small screens, and every format in between. We have the scale, expertise and experience to deliver results. The future of entertainment in India is bright, and we’re proud to be at the forefront of it.