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Category: iWorld

  • JioCinema to live-stream Paralympic Games Paris 2024

    JioCinema to live-stream Paralympic Games Paris 2024

    Mumbai: Coming on the heels of a historic presentation of Paris 2024, Viacom18 announced JioCinema will live-stream Paralympic Games Paris 2024, scheduled to take place in the French Capital from 28 August –8 September. In addition to live coverage of the event on JioCinema, Sports18 TV Network will also run daily highlights from the 12-day event. JioCinema will offer the best action across two concurrent feeds for the Paris 2024 Paralympic Games giving viewers a comprehensive presentation of the marquee event.

    The announcement of Viacom18’s presentation of the Paralympic Games Paris 2024 comes just days after Viacom18 announced the most comprehensive Olympic presentation yet in India, amassing an unprecedented watch-time of over 1,500 crore minutes and over 17 crore viewers across platforms.

    “Our commitment to celebrating and taking the spirit of Olympic movement forward continues with the Paralympic Games presentation. The Paralympic movement in India has grown in eminence with the medal-winning feats of our athletes,” said Viacom18 Sports head of marketing Damyant Singh. “We are pleased to present the inspiring stories of the world’s best para-athletes with an enhanced and engaging viewing experience.”

    With 84 para-athletes, India will send its largest contingent to the Paralympic Games to date. Participating in 12 disciplines, India has four para-athletes who will go to Paris as defending champions: Sumit Antil (men’s javelin throw F64), Krishna Nagar (men’s badminton singles SH6), Manish Narwal (men’s shooting 50m pistol SH1) and Avani Lekhara (women’s 10m air rifle shooting standing SH1).

    The Indian contingent also includes World No. 1 women’s singles SH6 player Nithya Sre Sumathy Sivan. The SH6 event will be staged at the Paralympics for the first time this edition. Tokyo 2020 was India’s most successful Paralympics with a record 19 medals including five gold, eight silver and six bronze Lekhara became the first Indian woman to win a Paralympic gold medal.

    Viewers will be able to catch the opening ceremony tonight, 11:30 PM IST and live action from the Paralympic Games Paris 2024 from 29 August noon onwards.

  • Smaaash launches industry-first web-based booking engine

    Smaaash launches industry-first web-based booking engine

    Mumbai: Mumbai: Smaaash Entertainment Pvt Ltd has announced the launch of its new web-based booking engine, a first in the industry. This platform allows customers to book slots for the bowling alley or cricket simulator from their phones or laptops. The launch has been successful, generating approximately Rs 10 million in sales and registering over 11,000 active users within the first three months, with more than 400,000 visitors across India. Of the active users, 27 per cent have booked games, bowling, and other activities more than twice. The platform also offers weekly deals and promotions on gaming, bowling, cricket, Go-Karting (exclusive to Mumbai and Barnala centres), and F&B (available at select centres).

    “Smaaash is dedicated to pushing the boundaries of gaming and entertainment. Our new booking engine provides unparalleled convenience, allowing customers to book their favourite activities from anywhere. We’re thrilled with the positive response and are committed to continuously enhancing the Smaaash experience,” said, Smaaash Entertainment Pvt Ltd head of sales and operations Divyamaan Shekhawat.

    Smaaash continues to redefine the entertainment landscape with its novel and exciting offerings. Smaaash remains committed to delivering never-before-seen gaming experiences. With cutting-edge multiplayer VR, carnival games, and redemption games, Smaaash consistently introduces new gaming formats across its 12 centres nationwide.

    Leveraging influencer tie-ups, Smaaash has collaborated with a diverse range of influencers, including mom, food, lifestyle, kid, and travel influencers. This broad spectrum of partnerships has amplified its immense popularity. Additionally, Smaaash is the preferred gaming destination for legendary cricketer Brett Lee and renowned Bollywood actress Shilpa Shetty. They are frequent visitors who have graced the Mumbai centre located at Utopia City, Lower Parel, experiencing the thrill of bowling, GoKarting, and cricket. These high-profile visits further establish Smaaash as the premier destination for entertainment.

    Smaaash’s format of adult & kids gaming entertainment centre combines games with delectable F&B, catering to a plethora of audiences. At Smaaash, customers can experience what they never thought possible, all under one roof. This branding direction highlights Smaaash’s ability to offer diverse entertainment experiences tailored to different audience segments. For the daylight community, it offers perfect settings for birthday parties, school picnics, family outings, and college student hangouts. The moonlight community can enjoy match screenings, ladies’ nights, kitty parties, dance events, and various corporate gatherings such as RnR, dealer meets, team outings, distributor meets, office parties, team bonding events, quarter-end celebrations, and financial year-end celebrations.

  • Bharti Airtel to shut down Wynk Music app: Report

    Bharti Airtel to shut down Wynk Music app: Report

    Mumbai: Bharti Airtel has decided to exit the music sector by shutting down its Wynk Music app according to media reports. Shortly after announcing a strategic partnership with Apple, the company will wind down Wynk Music over the next few months and integrate all current employees into other roles within the organisation.

    An Airtel spokesperson confirmed the closure, stating that Wynk Music will be discontinued in the coming months, and employees working on the app will be absorbed within the Airtel ecosystem.

    Since its launch in 2014, Wynk Music has built a significant user base with over 100 million subscribers. This move aligns with Airtel’s new focus on collaborating with Apple to enhance video and music streaming services. As part of this partnership, Airtel customers will have access to Apple Music, and Wynk Premium subscribers will receive special offers. Additionally, Apple TV+ will be accessible through Airtel’s Xstream service, further expanding its content offerings.

    With a diverse portfolio including Airtel Wynk, Airtel Thanks, and Xstream, Airtel serves more than 220 million active users and is aiming for continued growth in the competitive digital market.

  • Yuvaa bridges Gen Z And finance through roundtable series

    Yuvaa bridges Gen Z And finance through roundtable series

    Mumbai: Gen-Z-driven media platform, Yuvaa, has released the second collaborative roundtable series with Max Life Insurance, aimed at addressing crucial financial themes for Generation Z. This series of four quarterly roundtables serves as a powerful platform for Gen Z artists to engage in meaningful discussions on financial planning, protection, and the insights derived from Max Life Insurance’s India Protection Quotient (IPQ) report.

    Moderated by media entrepreneur and Yuvaa Co-founder, Nikhil Taneja, the roundtable series brought together influential Gen Z voices like Aastha Shah, Ahsaas Channa, Aaditya Kulshreshth aka Kullu and Swastika Rajput to address the financial challenges and opportunities today’s youth face. Designed to resonate with Gen Z’s unique perspectives, these discussions provided valuable insights and tools for navigating their financial futures. The collaboration emerged from Max Life Insurance’s recognition of Yuvaa’s deep understanding of Gen Z trends, concerns, and voices.

    Partnering with Yuvaa enabled Max Life Insurance to effectively communicate their IPQ report findings, which highlight the financial behaviours and needs of India’s youth, leveraging Yuvaa’s role as a key bridge between the brand and the Gen Z demographic. The series features popular digital artists across verticals who share their unique perspectives and experiences on financial planning. These conversations foster trust and relatability with viewers, particularly young adults who often turn to social media for information and guidance.

    Aastha Shah, while commenting on his association with the initiative said, “My dad always taught me one thing – Be financially independent in life so that going forward you do not have to be dependent on anyone, even if the world leaves you behind, you can survive with your own money. This is financial freedom for me. Today’s round table made me aware about so many different life stories where everyone spoke about their own experiences.”

    Aditya Kulshreshth aka Kullu, added, “I had an amazing time being on the round table, everyone was so comfortable and we opened up our hearts, heard so many inspiring stories. My relationship with money has always been good and I value my money a lot. I started earning when I was 18 so money has been with me through thick and thin.”

  • Navigating social media algorithms: Tips to boost content visibility

    Navigating social media algorithms: Tips to boost content visibility

    In the rapidly evolving nutraceutical industry, marketing has transcended traditional boundaries, becoming a sophisticated blend of science and art. Social media, once a platform for casual interaction, has emerged as a crucial battleground, particularly for B2B companies. Understanding the intricacies of social media algorithms is essential—not merely as a means to count likes, but as a strategic tool to ensure relevance, timeliness, and genuine engagement.

    Effective social media strategies today prioritise thoughtful interactions, leverage video content to narrate product journeys, and explore diverse platforms beyond the conventional. Industry-specific networks, visual-heavy platforms like Pinterest, and audio platforms for expert discussions offer untapped potential. User-generated content (UGC) stands as a valuable asset, with employees, customers, and influencers serving as authentic brand ambassadors.

    Additionally, the power of visuals, from product packaging to educational content, plays a pivotal role in crafting a brand’s narrative. Success in this space demands continuous measurement, adaptation, and staying informed about algorithm changes to ensure strategies that not only stand out but drive tangible business outcomes.

    Why are social media algorithms important?

    Algorithms are essential for managing the vast amount of content generated on social media platforms. They help users find relevant content quickly and efficiently by filtering out the noise. Here are some key reasons why social media algorithms are important:

    1. Filter out the content noise: With millions of posts published daily, algorithms sort and connect users with content that matches their interests, preventing them from being overwhelmed by endless streams of information.

    2.  Show users more of what they’re interested in: By analysing user behavior and interactions, algorithms personalize content recommendations, increasing user engagement and enhancing the overall user experience.

    3.  Personalise user experience: Algorithms allow users to have more control over their content by customizing feeds and filtering unwanted posts, making their social media experience more tailored and enjoyable.

    4.  Maximise organic reach: Understanding how algorithms work can boost your social media presence. High-engagement posts are promoted to a wider audience, increasing your content’s visibility and reach.

    Understanding how social media algorithms work

    Social media algorithms operate by analysing various signals to determine the relevance and value of content. These algorithms constantly learn from user interactions to refine content suggestions. Key signals include user engagement, where likes, shares, and comments indicate that users find the content interesting and relevant. Relevance is also crucial, with keywords and hashtags providing context and improving content visibility. Timing and frequency play a role as well, with consistent posting at optimal times enhancing visibility. Recency is another factor, as newer posts are prioritized over older ones. User interactions, such as following accounts, engaging with content, and click-through rates on links, signal content relevance and quality. Profile authority, including follower count, consistency, and engagement levels, impacts organic reach. Location is considered, with algorithms taking user location and demographics into account when curating content. Different content types, such as videos, images, and text, are treated based on user interaction, with videos often favored due to their high engagement rates. Virality, or the popularity and shares of content, signals relevance to the algorithm. Finally, watch time, or the duration users spend watching videos, influences content prioritisation.

    Tips for staying ahead of the algorithm and optimising your content

    1.  Prioritise quality engagement:

    .  Encourage thoughtful comments and meaningful interactions to boost your content’s visibility.

    .  Tip: Ask open-ended questions and create content that prompts discussions.

    2.   Leverage video content:

    . Video content is highly favored by algorithms due to its engaging nature.

    .  Tip: Use videos to showcase product journeys and behind-the-scenes content to humanize your brand.

    3.  Explore beyond conventional platforms:

    . Diversify your platform usage to reach different audience segments.

    . Tip: Utilise industry-specific platforms and experiment with audio platforms for expert interviews.

    4.  Leverage user-generated content (UGC):

    .   UGC enhances authenticity and trust.

    .   Tip: Encourage employees and customers to share their experiences and highlight these stories on your social media channels.

    5.  Emphasise visual storytelling:

    .  Visuals play a crucial role in social media marketing.

    .  Tip: Invest in high-quality visuals and maintain a consistent aesthetic that reflects your brand identity.

     6.  Measure and adapt:

    .  Continuous measurement and adaptation are essential for staying ahead of algorithm changes.

    .  Tip: Focus on metrics like click-through rates, conversion rates, and audience retention. Regularly update your strategy based on these insights.

    Conclusion

    Mastering social media algorithms is essential for enhancing content visibility and driving engagement. By prioritising quality engagement, leveraging video and user-generated content, exploring diverse platforms, emphasizing visual storytelling, and continuously measuring and adapting your strategies, you can create a robust social media presence that resonates with your audience and drives meaningful business results.

    The article has been authored by Zeon Lifesciences Ltd’s chief marketing officer Yashna Garg.

  • How AI and other content tools have ruined the actual meaning of content marketing today

    How AI and other content tools have ruined the actual meaning of content marketing today

    Mumbai: Since the arrival of Chat-GPT, the B2B industry has entered a disordered state. The AI boom around content, especially in 2024, forced business owners to face challenging uncertainty with AI tools. With plenty of tools at their disposal and cost-cutting opportunities, many decision-makers moved on to a hasty AI adoption.

    This led to an intrinsic battle within companies, as the impact of AI adoption led to issues slightly predicted before—fading brand voice. Even today, many Founders confuse the implications of AI as a means to welcome and offer cost-cutting benefits. On the other hand, the need for authenticity has accelerated, and creative support has been necessitated. It’s easier to say that a love-hate dynamic exists among Founders, Entrepreneurs, Solopreneurs, and many Consultants.

    Triggers that scream AI content.

    In fact, AI-generated content has done more damage than benefit, as many buyers are now more informed than ever. Whenever they encounter a phrase that starts with elevate, revolutionize, evolve, or my favourite—” Imagine this, Picture This, Enhance, Elevate,…and multiple more,” the brows of customers are arched, and they instantly disconnect. This growing buyer scepticism is not just a concern; it’s a pressing issue that needs immediate attention.

    But is this struggle confined only within the walls of businesses? In this 3-minute read, we explore the effects of AI-generated content today.

    Impact of AI-Generated Content:

    Erosion of Authenticity: One of the core principles of content marketing is authenticity—creating genuine, valuable content that resonates with the audience. However, AI-generated content (at present) lacks the human touch that lays the foundation for deeper connections with clients. While AI can mimic human language, it struggles to replicate the nuanced understanding, empathy, and creativity that comes naturally to human writers. This results in content that feels generic, robotic, and impersonal, failing to engage audiences meaningfully.

    A study by the Content Marketing Institute found that 65 per cent of consumers can tell when content is AI-generated, and 57 per cent of those consumers are less likely to engage with it. This highlights a significant trust gap that AI has yet to bridge.

    Turning B2B into a Marketplace: If writers can create copies that sell Louis Vuitton, then AI-generated content can only sell the second copy. The unique value proposition and branding efforts that human writers bring are irreplaceable. While efficient, AI tools tend to humanize content, making it difficult for brands to stand out in a crowded marketplace. This reduction in uniqueness turns B2B platforms into mere marketplaces where distinct brand voices are drowned out by generic, algorithm-driven content.

    A survey by McKinsey & Company revealed that 58 per cent of B2B buyers believe that content quality has decreased since the widespread adoption of AI tools. Furthermore, 62 per cent of those buyers expressed frustration over repetitive and uninspired messaging that lacked the depth and personalization they seek.

    The Cost of Replacing Creativity: Is AI-generated content truly a solution to rising costs, or is it merely a convenient excuse to replace the creative minds within a company? If AI is indeed replacing human creativity, then it’s a clear sign that the company’s revenue graph could be more in the green, but at what cost?

    Replacing human creativity with AI might save money in the short term, but it sacrifices the depth and richness of human insight and innovation. Content created by humans is imbued with cultural context, emotional resonance, and the ability to tell a story that truly connects. AI, as advanced as it may be, still struggles to emulate these elements convincingly.

    Here’s a statistic to support this—” Gartner’s research indicates that companies that rely heavily on AI-generated content see a 33 per cent lower engagement rate than those that balance AI tools with human creativity. Additionally, businesses prioritising human-driven content experience a 20 per cent higher conversion rate, underscoring the importance of the human touch.”

    Final Words

    While AI and content tools can significantly enhance efficiency and scale content production, they should be seen as supplements rather than replacements for human creativity.

    The balance lies in leveraging AI to handle repetitive tasks and data analysis while allowing human writers and marketers to infuse content with authenticity, creativity, and emotional depth.

    Ultimately, content marketing should aim to build lasting relationships, not just churn out content. Authenticity, creativity, and the human touch will always be the pillars upholding the true meaning of content marketing. As we move forward, finding the right blend of AI and human creativity will be key to preserving the essence of content marketing in the digital age.

    The statistics and findings above are a stark reminder that while AI can be a powerful ally, the human element truly drives engagement, trust, and conversion. AI should augment our efforts, not replace the heart and soul of content marketing.

    This article has been authored by Startup Evangelist and Entrepreneur author Shruti Kaushik 

  • ‘Call Me Bae’ series’ first track ‘Vekh Sohneyaa’ releases

    ‘Call Me Bae’ series’ first track ‘Vekh Sohneyaa’ releases

    Mumbai: Following the strong response to the trailer of Ananya Panday’s upcoming series Call Me Bae, the excitement continues with the release of its first track, ‘Vekh Sohneyaa’. The song, composed, written, and performed by Charan and Bombay the Artist, marks their debut on an OTT platform and sets the stage for Bae’s journey. Produced by Dishant, ‘Vekh Sohneyaa’ is set to attract listeners.

    The music video dazzles with its dynamic visuals, capturing Ananya a.k.a Bae as she steps into her new life in Mumbai. Amid the hustle and bustle, Bae learns more about herself through her close-knit friendships and her new beau. The video vividly brings to life Ananya’s portrayal of a young woman navigating the complexities of identity and romance, making it the perfect curtain-raiser for the series.

    “The love and enthusiasm for the trailer has been overwhelming and I couldn’t have asked for a better introduction to my character Bella and the series. From the moment I first heard ‘Vekh Sohneyaa,’ I’ve been hooked, it has truly captured my heart and been on repeat in my playlist. Big kudos to the music team for creating such a vibe that’s got everyone, including me, grooving!”, shared Ananya Panday.

    Singer, composer, and co-writer of the track, Charan added, “‘Vekh Sohneyaa’ is about the beauty of self-discovery and finding love in unexpected ways. We wanted to create an experience that mirrors the emotional journey of the series, captures the essence of Ananya’s character and the vibrant spirit of BomBae!”

    Lending her voice to Vekh Sohneyaa, singer, lyricist and composer Bombay the Artist, shared, “It’s been a fantastic experience bringing ‘Vekh Sohneyaa’ to life. The track pulls you into the world of Call Me Bae from its first note and is all about the vibrant vibes of BomBae and Bella’s journey – that is fast-paced yet soulful! I am thrilled for the audience to step into the world of Call Me Bae with this track.”

    Call Me Bae is a Dharmatic Entertainment production, with Karan Johar, Apoorva Mehta, and Somen Mishra as executive producers. The series is created by Ishita Moitra, who has co-written it alongside Samina Motlekar, and Rohit Nair. Directed by Collin D’Cunha, Call me Bae is the story of Bae, who upon being downsized from heiress to hustler, discovers that her most valuable assets aren’t her diamonds, but her street smarts and style. Broke but refusing to be broken, she navigates the newsrooms of Mumbai, finding beaus, behens, and her better self.

    This eight-part series stars Ananya Panday in the lead role, and features an ensemble cast including Vir Das, Gurfateh Pirzada, Varun Sood, Vihaan Samat, Muskkaan Jaferi, Niharika Lyra Dutt, Lisa Mishra, and Mini Mathur. The series will premier exclusively on Prime Video in India and 240 countries and territories worldwide on 6 September.

  • Swastik Productions unveils AI-generated devotional song video ‘Achyutam Keshavam’

    Swastik Productions unveils AI-generated devotional song video ‘Achyutam Keshavam’

    Mumbai: Swastik Productions, renowned for its mythological and spiritual television productions has announced the launch of its first devotional song, ‘Achyutam Keshavam,’ sung by Harshit Saxena. Released on Swastik’s YouTube channel, which has around 4.62 million subscribers, the song celebrates the auspicious occasion of Krishna Janmashtami.

    Through a diverse array of content, including stories, music, on-ground events, and docu-based storytelling focused on ancient wisdom and spiritual experiences, Swastik Productions is set to redefine the spiritual landscape. In line with its commitment to bringing together the entire spectrum of spiritual content under one roof, Swastik Productions will harness the full potential of its extensive social media presence, engaging with our extended online family across platforms like YouTube, Facebook, X and Instagram. This initiative is designed to cater to two distinct audience segments: a dedicated base of viewers focused on devotional content and a new generation eager to explore and understand India’s spiritual heritage.

    “Our goal is to step into a transformative world where authentic stories and melodies breathe life into AI Crafted Characters, and emotion drive the narrative. With this we strive to capture the true essence of spirituality for New India and our Global Family” said Swastik Productions founder and chief creative Siddharth Kumar Tewary. “With our expertise, we will guide our audiences towards the profound teachings and divinity of ancient Indian history. As we harness new technology to touch hearts inspire a wider community and tell the stories of our past to our new tomorrows. All while keeping the human element and relevance of our stories at the core of our telling.”

    “One of the first offerings in this new chapter is the release of the devotional bhajan “Achyutam Keshavam” on our YouTube channel, Swastik Productions, paired with cutting-edge AI visuals, this presentation promises to elevate the spiritual experience as it beckons the future of storytelling. Swastik is known not just for telling poignant stories seeped into Indian history and culture but also for constantly innovating and experimenting with cutting-edge VFX. And the video launch of this song is the first step in this direction.”

    The song produced under the banner Swastik will also be available on all major audio platforms. The brand aims to build a closer relationship with its audience by robustly using social media and creating interactive and immersive spiritual direct-to-consumer experiences.

    This initiative underscores Swastik Productions’ commitment to preserving and promoting spiritual content, while also making it accessible and relevant to today’s generation. By offering a platform that spans the entire spectrum of spirituality, Swastik Productions is set to become the go-to destination for those seeking spiritual content that is both educational and engaging. 

  • Warner Bros Discovery International launches WBD AIM

    Warner Bros Discovery International launches WBD AIM

    Mumbai: Warner Bros. Discovery (WBD) International has launched WBD AIM (audience insights and measurement), a first-party data platform that enables advertisers to target their campaigns with new levels of precision, across several markets throughout EMEA, APAC and LatAm spanning its most engaged assets including CNN, Max, discovery+ and Eurosport.

    WBD AIM will broaden WBD’s audience targeting capabilities with access to the vast library of its first-party datasets from across the WBD portfolio and touchpoints, ranging from registration and behaviour to intent and purchase.  

    This offering also allows advertisers to place contextual ad placements with relevance, leading to an optimisation of campaigns and ROI for advertisers; key when audiences are overloaded with information and their attention is selective.

    According to industry reports, enhanced targeting and contextual capabilities backed by deeper audience insights would improve CTV with 86 per cent of consumers saying that personalised experience increases their brand loyalty.

    Via WBD AIM, advertisers will be able to access a series of actionable audience segments and campaign insights built from key events or moments based on datasets spanning; WBD’s streaming service discovery+, CNN, Food Network UK, and across WBD sport entities on Max and discovery+ throughout EMEA, in a summer which has just witnessed the first Olympic Games in Europe for 12 years.  

    WBD AIM will expand across the company’s much-loved brands and franchises to bring datasets from gaming, theatrical, consumer products and experiences into a single addressable solution alongside premium sport and entertainment.  

    The AIM technology, originally built and launched by CNN International Commercial in 2015, has been optimised for CNN’s global clients over the last nine years and is a proven success for advertising partners ahead of this wider rollout across WBD. WBD AIM now launches internationally, and in the UK & Ireland brands including Adidas, British Airways and Lavazza are already utilising the platform to better tailor their campaigns this summer.

    WBD’s continued focus is to partner with leading technology providers to develop products and services that will enhance measurement capabilities, brand lift, incremental reach and new data sources from the WBD portfolio, all of which will be housed under WBD AIM and bought to market.

    Warner Bros. Discovery Global & UK&I, head of ad sales & brand partnerships, Mike Rich said, “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences.  

    “WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints, as has been seen through CNN International’s use of the AIM technologies to date. With Warner Bros. Discovery’s vast portfolio of brands, franchises and touchpoints, with everything from streaming to shopping, Wheeler Dealers to the Wizarding World and 90 Day Fiancé to the Olympic Games Paris 2024, we have a unique ability to gain deep understanding of audiences across the most diversified portfolio in the industry and bring this to brands and advertisers, whilst ensuring the best possible ad experience for our consumers.”

    CNN International Commercial SVP, digital revenue, strategy and operations Rob Bradley said, “AIM is a solution originally designed, developed and grown at CNN with demonstrated success over the last nine years. The launch of WBD AIM marks the next generation of a continually evolving platform that is now expanded across much of the WBD universe with added local expertise. It enables brands to access the unique data touch points we have across our unsurpassed portfolio. Through an enterprise-level global data infrastructure, it can power impactful targeting to match client objectives and KPIs locally, regionally, and globally with in-depth reporting that reveals powerful insights to drive real business decisions.”

  • TV and OTT stars are swapping the screen for your ears

    TV and OTT stars are swapping the screen for your ears

    Mumbai: Some of your favorite TV and OTT stars are shifting from the small screen to your earbuds, bringing their talent to the world of audio series. This change reflects a growing trend in the entertainment industry, as high-quality content and innovative storytelling attract top talent to platforms like Pocket FM.

    The audio series wave is giving television and OTT actors a new stage to showcase their acting skills in audio series promotions, also known as Pocket FM live-action. Alongside them, top writers and producers are also joining this movement, contributing their craft to the growing audio-entertainment sector.

    For example, Sumbul Touqeer, known for her powerful on-screen performances, made headlines with her appearance in the promo for “Devil Se Shaadi,” highlighting the trend of TV and OTT stars embracing audio entertainment.

    Similarly, Nishant Malkaani and Nyrraa M Banerjee, who have been well-known on the small screen, recently featured in the promo for the hit audio series “Insta Empire” on Pocket FM. Their involvement marks a new era where actors are not just seen but heard, bringing a different dimension to their craft.

    Aly Goni who starred in the blockbuster audio series “Secret Ameerzada” live action, shared with IANS, “The audio series platform is different from other forms of storytelling. It gives actors like me a chance to use our creativity to stimulate imagination in the audience’s minds. It is new and exciting, something different from what I’m used to. I couldn’t resist taking on this challenge,” he said.

    But the audio adventure isn’t limited to promo appearances. Pooja Gor, another small-screen favorite, recently stepped into the narrator’s role for a series of popular audio dramas including “Insta Millionaire,” “Devil Se Shaadi,” and “Ek Ladki Ko Dekha To,” all on Pocket FM. Her involvement further reiterates that audio storytelling is not just a passing trend but a vibrant new chapter in the world of entertainment.

    Pocket FM VP of brand marketing and communications Vineet Singh sums it up perfectly: “Audio storytelling is changing the game in the entertainment industry, and we’re happy to see television and OTT actors getting involved and inclined to this shift towards audio entertainment and actively promoting the same. At Pocket FM, we have associated with actors and influencers who have brought their talent to our platform and been part of multiple blockbuster shows.”

    As audiences across India and beyond tune into audio series, one thing is clear: the future of entertainment is no longer confined to the screen. With TV and OTT stars stepping behind the mic and also becoming the face of audio series, the world of storytelling is expanding in new directions. Whether you’re commuting, cooking, or just relaxing, these audio series are proving that sometimes, the best stories aren’t just watched—they’re heard.