ITV

Category: iWorld

  • Amazon miniTV celebrates the success of ‘Yeh Meri Family S3’ by inviting fans to join the quintessential Awasthi family on a billboard!

    Amazon miniTV celebrates the success of ‘Yeh Meri Family S3’ by inviting fans to join the quintessential Awasthi family on a billboard!

    Mumbai: Amazon miniTV, Amazon’s free video streaming service, recently released Yeh Meri Family S3 has been receiving rave reviews and praise as one of the most heartwarming series in the digital space. Celebrating the remarkable success of the series, which has captivated viewers and earned a stellar 9.0 rating on IMDb, the service has invited viewers to become part of its extended family through a unique contest. Embracing the essence of family dynamics and 90s era that the series beautifully captures, viewers now have a chance to share their own family moments and win big.

    To further engage its passionate audience, Amazon miniTV has unveiled a fan engagement campaign, ‘Meri Family Watching Yeh Meri Family’ to bring families together in an exciting way. Audiences are invited to capture a moment of happiness and bonding by taking a selfie while watching TVF’s Yeh Meri Family S3. They can share their special family moment, featuring the series on their social handles tagging Amazon miniTV. The most creative and heartfelt entries will have the opportunity to have their family featured on a large billboard. With an exploration of the complexities and joys of family life, the third season continues to portray the deep bond that holds family together through thick and thin.

    Produced by The Viral Fever and powered by Mamaearth, the latest season features Hetal Gada, Anngad Raaj, Rajesh Kumar, and Juhi Parmar in pivotal roles. Experience the nostalgia and charm of Yeh Meri Family S3 only on Amazon miniTV, available on Amazon’s shopping app, Prime Video, Fire TV, Smart TVs and Play Store!

  • Seven must-listen, must-watch titles celebrating Ram Navami

    Seven must-listen, must-watch titles celebrating Ram Navami

    Mumbai: Ram Navami marks the birth of Lord Ram, one of the most revered deities in Hindu mythology. This auspicious festival is a way to connect with Lord Ram’s timeless story and his moral and spiritual lessons. For those looking to immerse themselves in his epic journey, there are several outstanding audiobooks, podcasts, and web series available, that you can tune into to learn more! These provide a deep dive into his life, teachings, and the impact he had on the world. Here’s a curated list of seven must-listen and must-watch titles that offer a rich exploration of the Ramayana and its legacy, perfect for rejoicing in the Ram Navami celebrations and beyond.

    Suno Ramayana

    Platform: Audible

    ‘Suno Ramayana Devdutt Pattanaik Ke Saath’ is a 12-episode podcast series that brings the timeless tale of the Ramayana to life in a modern audio format. Narrated by acclaimed mythologist Devdutt Pattanaik, the series explores the epic’s complex characters and themes, exploring the birth stories and moral dilemmas of figures like Ram, Sita, and Ravan. Each episode provides fresh perspectives on dharma and karma, making it an engaging and immersive experience for listeners. In celebration of Ram Navami, this series serves as a tribute to the revered deity and his journey, offering a chance to reconnect with the cultural heritage and wisdom of the epic.

    War of Lanka

    Platform: Audible

    In War of Lanka, the fourth instalment of the Ram Chandra series by Amish Tripathi, the legendary tale of Lord Ram’s quest to rescue Sita and uphold Dharma. The ancient world of India in 3400 BCE is vividly depicted as the backdrop for a battle between darkness and light, justice and rage. Amish’s skilled storytelling breathes new life into this classic epic, creating a gripping story that honours the divine journey of Lord Ram, blending timeless themes with contemporary sensibilities. As you celebrate Ram Navami, immerse yourself in this story that mirrors the triumph of good over evil and the enduring power of love and faith.

    Rama the Steadfast

    Platform: Audible

    ‘Rama the Steadfast’ is a classic epic that transports listeners into the world of the ancient Hindu legend. Performed with precision and eloquence by Sid Sagar, this audio adaptation brings to life the saga of the warrior-prince Lord Ram. Set in the kingdom of Ayodhya, Lord Ram’s journey takes him from the heights of being the chosen successor to the throne to the depths of exile in the forest, where he faces the ultimate test of resilience. Joined by his devoted wife Sita and the valiant Hanuman, he embarks on a heroic quest to rescue Sita from the clutches of the wicked Ravana.

    The Ramayana

    Platform: Audible

    Written by Maharishi Valmiki, this epic poem explores Lord Ram’s fourteen-year exile in the forest with his wife Sita and brother Lakshmana, his struggles against the demon king Ravana, and his triumphant return to Ayodhya. Through its nearly 24,000 verses, ‘The Ramayana’ showcases the ideal qualities of a father, servant, brother, husband, and king, offering a guide to virtuous living. So, whether you’re seeking spiritual enlightenment or simply captivated by the allure of ancient lore, immerse yourself in this audiobook this Ram Navami and rediscover the essence of devotion, courage, and love.

    Legends of the Ramayana with Amish

    Platform: Amazon Prime Video

    As Amish Tripathi travels 5,000 kilometres tracing the legendary path of Lord Ram, he seamlessly merges myth, geography, and cultural traditions to paint a vivid picture of Lord Ram’s epic journey. Listeners will be drawn into the rich tapestry of India’s spiritual heritage as Tripathi’s deep insights and eloquent storytelling bring the legends of Lord Ram to life. This series is the perfect one to watch this Ram Navami, providing a profound and enriching experience for those seeking to celebrate the birth of Lord Ram.

    Shrimad Ramayan

    Platform: Sony LIV

    Experience the tale of Lord Ram, in this series that beautifully depicts his life and the trials he faced, serving as a beacon of inspiration for generations to come. His epic journey to rescue his beloved wife, Sita, from the clutches of the rakshasa king Ravana is a story of courage, devotion, and righteousness. The author’s masterful storytelling breathes new life into this ancient legend, bringing the vibrant world of the Ramayana to life with vivid descriptions and emotional depth.

    Siya Ke Ram

    Platform: Disney + Hotstar

    It is a gripping narrative that retells the ancient tale of Lord Ram and Sita’s journey through exile, fraught with challenges and tests of faith. Following their marriage, the couple is banished from their kingdom due to Queen Kaikeyi’s desire for her son Bharata to ascend the throne. In the midst of their struggle, Sita is tragically kidnapped by Ravana, pushing Lord Ram to set on a daring quest to rescue his beloved. This immersive retelling brings the epic story to life with compelling character development and deep emotional resonance!

  • JioCinema unveils the trailer Ranneeti: Balakot & Beyond

    JioCinema unveils the trailer Ranneeti: Balakot & Beyond

    Mumbai:  Not all wars are won on the battlefield and not all soldiers don uniforms! JioCinema takes you behind the scenes of India’s largest defence operation with the trailer launch of its upcoming fictional war room drama, Ranneeti: Balakot & Beyond! The show releases on JioCinema on 25 April 2024. The remarkable storyline is helmed by a stellar ensemble cast that includes Jimmy Shergill, Lara Dutta, Ashutosh Rana, Ashish Vidyarthi and Prasanna. For the first time, a web series decodes the modern warfare that isn’t simply fought on physical borders but transcends to the domain of social media, digital tactics and covert political moves that have the power to reshape geopolitics. Directed by Santosh Singh, the series is produced by Sunjoy Waddhwa and Comall Sunjay W from Sphereorigins Multivision Pvt Ltd. The high-octane fictional drama, inspired by real-life events that shook the nation, is shot at a grand scale, setting new benchmarks in cinematic excellence for the entertainment landscape.

    Boasting some never-seen-before aerial sequences, stellar performances and a powerful narrative that deftly captures every aspect, both on and off the battlefield, of India’s biggest and most sought-after defence operation – the web series promises a cinematic experience unlike any other.

    Jimmy Shergill shared his excitement on the trailer launch, “This is unlike any role that I have done in the past. It has been challenging, to say the least, but also immensely satisfying to be part of India’s first war-room-focused series inspired from real-life events that shook the nation. We always read or hear about what happens on-ground during a war-like situation but being a part of Ranneeti allowed me to witness first-hand the strategy, the risk-taking, as well as the emotional trajectory of those who call the shots from inside the war-room. I remember an especially difficult schedule when the entire unit worked for 48 hours with no breaks but not a single cast member complained. We were on no-sleep but the adrenaline rush kept us going and how. It felt like we were right there in the middle of all the action.”

    Ashutosh Rana further added to the sentiment and stated, “After every challenging show or film, I always feel like I’ve grown as an actor. Doing Ranneeti has been a crash course in India’s politics and defence philosophy! Chanakyaniti isn’t simply a word but the mantra inside those walls of a war room, when everything is on stake! For a die-hard patriot like me, playing the enemy was not easy. However, its roles like these that challenge us as actors.”

    Ashish Vidyarthi, spoke about his role and experience of working on the show, “A show and opportunity like Ranneeti comes occasionally. Playing the role of the NSA chief has been challenging but the meetings with a few members from the defence forces really helped me grasp the nuances of my character. The prep work and workshops took me back to my NSD days! Playing a character of that stature is not easy, but Santosh brought the best out of us as actors. He paid attention to every little detail to stay as true and authentic to the characters as possible.”

    Lara Dutta who plays a power-broker, spoke about the shooting experience, “The urgency, the split-second decision making and the pressure in a war-room is unlike any other. As actors, being able to translate those emotions in an honest and authentic manner is a tough task. However, when you work with a brilliant team like that of Ranneeti, you grow tremendously as an actor with every single scene and dialogue delivery. Being from an Air force background, working on the show felt close to home. We cannot wait for the audience to experience national pride the way we did, every single day on the set!”

    Prasanna, who plays the role of our very own brave heart, Group Captain further added, “It’s been an absolute honour to play the role of a national hero. I just followed the script, but the team who was part of the actual operation created unscripted history with their courage and unmatched love for the nation. I remember feeling actual goosebumps while shooting the scenes when the Group Captain was captured by the Pakistani forces. Meeting some of the members who were a part of the operation was an absolute fan-boy moment for me that I will always treasure.”

    Watch out for this gripping war-room web series, Ranneeti: Balakot & Beyond, exclusively on JioCinema, streaming from 25 April 2024!

  • The Screenwriter’s Association (SWA) endorses global initiative for ethical AI use in scriptwriting

    The Screenwriter’s Association (SWA) endorses global initiative for ethical AI use in scriptwriting

    Mumbai: The Screenwriter’s Association (SWA), a collective voice for the rights and welfare of screenwriters in India, has expressed its support for the collaborative efforts of the Federation of Screenwriters in Europe (FSE) and the International Affiliation of Writers Guilds (IAWG). The organisations recently came out with a joint resolution outlining a set of guidelines to establish an ethical framework for the use of AI in scriptwriting.

    The resolution, consisting of five key principles, affirms the role of writers as the sole creators of literary material and advocates for mechanisms to ensure transparency, informed consent, and fair compensation in the use of writers’ intellectual property. The FSE brings together 32 screenwriters’ organizations from 26 European countries and the IAWG has 14 members from 12 countries.

    These organizations are committed to advocating for fair contracts and ensuring the protection and fair compensation of writers. SWA currently has over 65,000 members operating across India including prominent writers-filmmakers like Raj Shekhar, Anjum Rajabali, Zama Habib, Saket Chaudhary, Preeti Mamgain, Hitesh Kewalya, Sriram Raghavan, Sujoy Ghosh, Ashwiny Iyer Tiwari, among many others.

    Speaking about this, SWA general secretary Zama Habib said, “SWA stands firmly with IAWG and  FSE in championing ethical standards for AI integration in scriptwriting. Only human creativity can craft genuine screenwriting works. We advocate for transparency, consent, and fair remuneration to uphold writers’ rights in the ever-evolving landscape of storytelling.”

    Adding further, German screenwriter and FSE president Carolin Otto said, “While we applaud the work of the EU to enact the AI Act, there are unresolved issues with respect to the unauthorized use of our intellectual property for training large language models, and uncertainty regarding authorship and copyright of machine-generated script material. We intend to voice our concerns in both national and global policy arenas, as well as develop standard language film and television writers can demand in their contracts.”

    Irish screenwriter and IAWG chair, Jennifer Davidson, said, “The members of the IAWG seek to build on the hard-won protections our sister Guilds in America, the WGAE and the WGAW, were able to achieve during their strike: namely that it should be a tool to enhance our writing process, not diminish the value of our work or replace us. Last year, we campaigned at UNESCO and this year we will take our position to WIPO, support each other during collective bargaining, and invite representatives of the tech community to the 6th World Conference of Screenwriters in Galway.”

    A joint resolution passed by IAWG and FSE states that their member guilds will:

    1)  Affirm that only writers create literary material and that large language models (LLMs) or any other present or future forms of artificial intelligence (AI), cannot be used in place of writers;

    2)  Work to create mechanisms for obligatory transparency and accountability and to ensure writers are informed if AI generated material is used to write, rewrite, polish or perform any additional writing services;

    3)  Advocate for robust licensing mechanisms that require explicit and informed consent for the use of writers’ intellectual property in AI training data with a goal to ensure only intellectual property that has been licensed for such use be included in the datasets of commercialized LLMs, or any other present or future forms of AI;

    4)  Ensure that only human beings are entitled to authors rights and recognized under copyright law in the context of machine generated material;

    5)  Advocate for fair remuneration for the use of writers’ intellectual property in LLMs or any other present or future forms of AI.

  • Prime Video unveils Dil Dosti Dilemma

    Prime Video unveils Dil Dosti Dilemma

    Mumbai: Prime Video, India’s most loved entertainment destination, today unveiled a delightful and heartwarming trailer for its upcoming young adult drama, Dil Dosti Dilemma. An adaptation of the book ‘Asmara’s Summer’, published by Penguin Random House and authored by Andaleeb Wajid, this intriguing coming-of-age Original series has been produced by Ten Years Younger Productions with Seema Mohapatra and Jahanara Bhargava serving as Creative Producers. Directed by Debbie Rao and written by Anuradha Tiwari, Bugs Bhargava Krishna, Raghav Dutt, and Manjiri Vijay, the seven-part series is a feel-good drama that emphasizes the significance of embracing one’s roots, nurturing relationships, and discovering oneself. The series boasts of a talented ensemble cast including Anushka Sen, Kush Jotwani, Tanvi Azmi, and Shishir Sharma in lead roles, supported by Shruti Seth, Suhasini Mulay, Vishakha Pandey, Revathi Pillai, and Elisha Mayor playing pivotal roles. Dil Dosti Dilemma will premiere in Hindi, with dubs in Tamil, Telugu, Malayalam, and Kannada, exclusively on Prime Video in India and across more than 240 countries and territories worldwide on April 25.

    The trailer introduces viewers to Asmara- a witty and charming young girl from a privileged family in Bengaluru, who is excited to spend her summer holidays in Canada. But her plans take an unexpected turn when she ends up at Tibbri Road, the middle-class neighborhood of her maternal grandparents. What she initially views as a punishment soon becomes a journey of new experiences and realizations. Through some mishaps, new friendships, a budding romance, and many heartwarming moments, Asmara begins to understand that there is more to life than material things and luxury vacations.

    Debbie Rao, the director of the series, shared, “Dil Dosti Dilemma is a special project for me, marking my second collaboration with my favorite streaming service – Prime Video, following our work on Pushpavalli. When I came across the script, what struck me was its ability to deliver a wholesome narrative that resonates with everyone featuring relatable characters one can truly connect with. Throughout the making of the series, we tried to stay true to the characters, their emotions, and the bonds between different generations – from teenagers to grandparents. I’m proud of what we’ve achieved, and I’m confident it will capture the audience’s hearts worldwide, in more ways than one.”

    Sen, who brings Asmara to life in Dil Dosti Dilemma, shares, “Reading the script of this series, was like finding a piece of myself in Asmara’s character – she’s both familiar and unique in her own way. What really drew me to this story, is that it is a celebration of friendships and the importance of family bonds. I believe Dil Dosti Dilemma is a fresh, relatable story that speaks to people of all ages. I’m grateful to our director Debbie, the producers, and the entire Prime Video team for believing in me and giving me this opportunity to portray such a complex, endearing, and relatable character. I’m eagerly looking forward to the series’ launch on April 25, both in India and in over 240 countries, and I can’t wait to see the audiences’ reaction to this beautifully crafted story.”

    “I am so thrilled to make my acting debut as Farzaan in Dil Dosti Dilemma, which will always hold a special place in my heart. This show taught me some important life lessons like the significance of self-belief and staying true to oneself, no matter the situation or consequences. It also showed me the power of love and relationships, which have reflected in my performance, adding depth to my character.  I’m excited to see how audiences react to my work in Dil Dosti Dilemma,” shared Kush Jotwani.

    Azmi, who portrays Asmara’s Nani (maternal grandmother) in the series, shared, “Throughout my career, I’ve always gravitated towards roles that feel real because I believe that authenticity truly challenges an actor. My character in Dil Dosti Dilemma embodies pride in her roots, she embraces change gradually, and is sometimes stubborn but also sees the best in others. I was particularly impressed by the meticulous casting done by the creators and Prime Video, as I believe that it is the most crucial element in   bringing a story to life. I have complete confidence that this series will resonate deeply with audiences. It has heart, soul, and relatability that will captivate their attention from the very beginning. I eagerly await the series’ premiere on April 25 on Prime Video and invite everyone to experience this beautiful narrative unfold.”

    Sharma, who portrays Asmara’s Nana (maternal grandfather) in Dil Dosti Dilemma, shared his experience working on the series, saying, “Dil Dosti Dilemma marks my third collaboration with Prime Video after Made in Heaven and Permanent Roommates. When I was approached for this series, I learned about its origin in the book ‘Asmara’s Summer’ by Andaleeb Wajid, which immediately caught my attention. Dil Dosti Dilemma serves as a vibrant adaptation of this tale, skillfully capturing its authenticity and relatability while preserving its essence and conveying a touching message about relationships and community. I am confident that audiences, both in India and globally, will deeply appreciate this series for its portrayal of timeless emotions surrounding love, friendships, and embracing one’s legacy and roots.”

  • WOLF BREAD launches animation studio in Mumbai

    WOLF BREAD launches animation studio in Mumbai

    Mumbai: WOLF BREAD, a multimedia company bringing global pop culture experiences to India, has launched its much-awaited WOLF BREAD Animation Studio. Situated in Mumbai, this exclusive animation studio is poised to transform the landscape of animation production with its commitment to offering accessibility and affordability.

    Following its involvement in animation and CGI for music videos, WOLF BREAD recognized the immense potential and growing demand for high-quality animation services. What began as an endeavor to introduce a fresh aesthetic to its music video campaigns has now evolved into a full-fledged animation studio.  Driven by a mission to change the game, WOLF BREAD Animation Studios aims to make top-notch animation accessible to all without burning a hole in one’s pocket.

    WOLF BREAD Animation Studio founder Taufiq Khan said, “With WOLF BREAD, we are on a mission to build a community, we don’t want to keep ourselves limited to making money. We want to work with studios and brands who share our vision. In the next 5-10 years, we want to realize our dream of making full-blown animation films. Think Disney or Pixar level!  We’re in it for the long haul. We’re here to shake things up and make quality animation accessible to everyone.”

  • Air India & Supari Studios nominated for Webby Award

    Air India & Supari Studios nominated for Webby Award

    Mumbai: Air India and Supari Studios have been nominated for Best Original Music or Music Supervision – Advertising; Media & PR; in the 28 Annual Webby Awards. Hailed as the “Internet’s highest honour” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the international awards organisation honouring excellence on the Internet. IADAS, which nominates and selects The Webby Award Winners, is comprised of Internet industry experts including Marian Croak, VP of engineering – Responsible AI & human-centred Technology, Google; Sarah Harden, CEO, Hello Sunshine; Tobe Nwigwe, Artist & Actor; Shigetaka Kurita, Artist & Father of Emojis; Severin Hacker, Cofounder & CTO, Duolingo; Law Roach, Image Architect; Yann LeCun, VP & Chief AI Scientist, Meta; Roxane Gay, Host, The Roxane Gay Agenda; Quinta Brunson, Writer, Director and Actor; Questlove, DJ and Producer; Todd Kaplan, Chief Marketing Officer, Pepsi Co; Ashley Murphy, VP Global Consumer Marketing, Rare Beauty; Nelly Mensah, VP of Digital Innovation, Global Head of Web3 and Metaverse, LVMH; Jim Habig, Vice President Marketing, LinkedIn; and Tonya Custis, Director of AI Research, Autodesk.

    “Nominees like Supari Studios are setting the standard for innovation and creativity on the Internet,” said Nick Borenstein, General Manager of The Webby Awards. “It is an incredible achievement to be selected among the best from the nearly 13,000 entries we received this year.”

    Kulfi Collective co-founder and CCO Akshat Gupt said “As a nominee, Supari Studios is also eligible to win a Webby People’s Voice Award, which is voted online by fans across the globe. From now until April 18th, Supari Studios fans can cast their votes at https://bit.ly/3TNB8wn.”

    Winners will be announced on Tuesday, April 23, 2024, and honoured in a star-studded show at Cipriani Wall Street. Winners will have an opportunity to deliver one of The Webby Awards’ famous 5-word Speeches. Past 5-Word Speeches include: Steve Wilhite’s “It’s Pronounced “Jif” not ‘Gif’; NASA’s “Houston We Have A Webby”; and SZA’s “The Internet Scares Me. Thanks.”
     

  • ZEE’s MD & CEO inaugurates Breach Candy Hospital’s state-of the-art kidney centre

    ZEE’s MD & CEO inaugurates Breach Candy Hospital’s state-of the-art kidney centre

    Mumbai: As a responsible corporate citizen, ZEE Entertainment Enterprises Ltd (ZEE), in line with its corporate responsibility approach, has inaugurated a kidney centre at Breach Candy Hospital, Mumbai. The Centre was inaugurated by ZEE’s MD & CEO Punit Goenka and Breach Candy Hospital’s CEO, Dr Anirudh Kohli.

    Breach Candy Hospital has expanded its existing healthcare infrastructure facilities by inaugurating a new tower within the current premises in Mumbai, equipped with best-in-class facilities. ZEE has contributed towards building a state-of-the-art kidney centre at the mentioned new tower.

    In line with its CSR policy, approved by the board, the company is committed to enhance the nation’s healthcare infrastructure and the above-mentioned support towards building the state-of-the-art kidney centre, is a yet another strong step in this direction. The kidney centre has been set up with complete medical compliance and in line with the relevant guidelines, equipped with following aspect:

    1   11 Beds to provide periodic best-in-class dialysis services to patients.

    2   State-of-the-art medical facility equipped to serve 12,000 patients per year.

    Commenting on ZEE’s support, Breach Candy Hospital CEO Dr Anirudh Kohli said “We are grateful to ZEE for the invaluable support provided in launching the specialized Kidney Centre that is located in the new tower of the hospital. By combining the hospital’s medical expertise with ZEE’s contribution, we are better positioned to provide comprehensive care to patients suffering from kidney ailments. The collaboration underscores our commitment to delivering exceptional healthcare solutions to our patients.”

    ZEE MD & CEO Punit Goenka said, “In line with our corporate responsibility approach, we are glad to support Breach Candy Hospital with the new state-of-the-art Kidney Centre having best-in-class facilities. Breach Candy Hospital stands at the helm of the medical community in our Country, and it is an honor for ZEE to be able to support this gem in expanding its existing healthcare facilities. We strongly believe that providing communities with advanced medical facilities will enhance the overall healthcare infrastructure of our Nation and improve the lives of countless individuals.”

    As per ZEE’s corporate social responsibility policy, the company maintains a strong emphasis on its key areas of focus viz women empowerment; protection and preservation of arts, crafts, culture, national, heritage & monuments; disaster relief & recovery; integrated rural development & initiatives to improve public health through food quality.

    As a leading content company, ZEE has consistently taken strong steps to enhance the overall healthcare infrastructure of the country.

  • Audio entertainment enters Rs.100 crores club

    Audio entertainment enters Rs.100 crores club

    Mumbai: Audio series platform Pocket FM announces that two of its blockbuster audio shows have reached the milestone of exceeding Rs.100 crore in audience collections. Both ‘Ek Ladki Ko Dekha To’ and ‘Insta Millionaire’ have been trending on Pocket FM among the Top 10 series.

    ‘Ek Ladki Ko Dekha To’ is a fictional drama that captures the life of Anika, who returns to her hometown Manali, along with her daughter, to find her twin kid. It’s an engaging narrative showcasing the protagonist’s arduous struggles and journey. The series has seen tremendous success globally garnering over Rs.150 crores already. While in India, the series is available in Hindi, Telugu and Tamil, it has been recreated completely for mainstream US audiences as ‘Saving Nora’. Cumulatively, it has recorded over 500 million plays.

    “Insta Millionaire” is the first audio blockbuster to exceed Rs.100 crores in revenue. It revolves around the rags-to-riches story of Laxman (aka Lucky), a simple boy who turns into a millionaire the same night his heart is brutally broken by his girlfriend. With money comes responsibilities and the series depicts how Lucky’s life unfolds gradually! The show has already clocked over 1.3 billion plays in multiple languages such as Hindi, Tamil, Telugu and English, and garnered over Rs.120 crore grossings.

    Commenting on the success of the shows, Suyog Gothi, VP and country head -India said, “Pocket FM is not just redefining the way we consume audio content, it is also pioneering a new era of blockbuster entertainment. By seamlessly merging storytelling with the power of audio, we are delivering an immersive experience that brings blockbusters to life in the form of audio. With innovation at its core, we are building a blockbuster engine that transcends the boundaries of traditional media, reshaping the future of entertainment.”

    Pocket FM’s content has always stood out for its novelty and exclusivity. Be it drama, sci-fi, fantasy, horror, thriller or a variety of other genres, Pocket FM has dabbled in many novel themes and continues to explore a wide gamut of new ideas in the entertainment space. Pocket FM has not only created content that is unique and unheard of but also delivered diverse stories that cater to audiences throughout the globe. With the success of ‘Ek Ladki Ko Dekha To’ and ‘Insta Millionaire’, Pocket FM reiterates that blockbusters are not just limited to the screens and have moved towards audio entertainment.

    Pocket FM brings a new form of revenue collection approach through its unique microtransaction, eliminating the need for standard fees through monthly or annual subscriptions. While the platform allows audiences to enjoy daily free episodes, they can continue consuming more episodes by buying coin packs and redeeming them against additional episodes. This approach offers the audiences flexibility and freedom of choice and allows Pocket FM to track the revenue trajectory for every series.

  • “We’re exploring ancient Indian mythology for original IPs”: Rusk Media’s Ajit Manerikar

    “We’re exploring ancient Indian mythology for original IPs”: Rusk Media’s Ajit Manerikar

    Mumbai: For Gen-Z, it’s always a mix of snackable entertainment and quick bites of captivating content that fuel their digital cravings. Understanding this appetite, Rusk Media, a Gen-Z first mobile entertainment company, delivers premium social and OTT video IPs tailored to their tastes. Some of their shows include Playground – a gaming entertainment championship, Roomies, Dude, Couple Goals, Date with Senior, and more.

    Spearheading Rusk’s journey into the heart of Gen-Z storytelling, Ajit Manerikar, Sr VP of production & commercials, orchestrates a team of passionate storytellers dedicated to weaving data-driven narratives that resonate with the digital generation.

    Indiantelevision.com caught up with Manerikar to gain more insights on Gen-Z’s behavioural trends, the studios’ upcoming projects or collaborations, Rusk’s strategy of blending TV-style storytelling with snackable content, and more…

    Edited Excerpts:

    On Rusk Studios’ inspiration to focus on becoming a Gen-Z first mobile entertainment company and the behavioural patterns of Gen-Z audiences that Rusk Studios has observed

    Rusk Studios was inspired to focus on becoming a Gen-Z first mobile entertainment company due to the significant shifts in digital behavior observed in recent years. With the explosion of internet and smartphone penetration, there has been a notable trend of individuals, particularly young adults belonging to Generation Z and Alpha, gravitating towards consuming content on their personal screens.

    This surge in mobile entertainment consumption prompted the emergence of a new industry, where content began to be predominantly consumed on mobile devices. Recognizing this trend, we identified a crucial gap in the market – despite the abundance of content available, younger audiences were largely consuming content that was created for older demographics. This presented an opportunity for us to cater specifically to the preferences and interests of Gen-Z audiences.

    Today, as the largest Gen-Z/A focused mobile entertainment company in India, we have strategically positioned ourselves to deliver premium serialized content across various platforms such as YouTube, Instagram, Facebook, Snapchat, and OTTs. Our content spans diverse genres including fiction and non-fiction, and encompasses both short and long-form video formats. By aligning our content offerings with the behavioral patterns and preferences of Gen-Z audiences, we have successfully carved a niche for ourselves in the competitive landscape of mobile entertainment.

    On Rusk Media navigating the ever-evolving landscape of digital entertainment

    At Rusk Media, we navigate the ever-evolving landscape of digital entertainment by staying closely connected to our audience. With a robust presence across four major social media platforms and nearly 20 million subscribers, we’re continually tuned into what content our target audience is consuming. Each month, our channels collectively amass an impressive one billion views, giving us invaluable insights into audience preferences and trends.

    Moreover, our dedicated research and analytics team gathers industry insights, allowing us to stay ahead of the curve. By combining these first-hand observations with comprehensive data analysis, we develop content that is not only relevant but also resonates deeply with our audience, particularly Gen Z.

    Our focus lies in creating premium, snackable content tailored to the preferences of today’s audiences, who often have shorter attention spans. By crafting themes and storylines that resonate with our viewers, we strive to offer entertainment experiences that captivate and engage, ensuring that Rusk Media remains at the forefront of digital entertainment.

    On upcoming projects or collaborations that Rusk is particularly excited about

    We’re thrilled about several upcoming projects and collaborations at Rusk Media. While we’re excited to announce new seasons of our popular shows like School Friends, Couple Goals, and Playground, we’re also venturing into exciting new territories this fiscal year. One area of focus is our expansion into content based on real-life stories, biographies, and docu-dramas. We believe in the power of authentic storytelling to captivate and inspire our audience, and we’re eager to bring compelling narratives to life on screen.

    Additionally, we’re delving into the rich reservoir of ancient Indian mythology to develop original intellectual properties (IPs). Drawing from this vast and culturally significant source material, we aim to create innovative and immersive storytelling experiences that resonate with audiences both locally and globally.

    These projects reflect our commitment to diversifying our content offerings and exploring new creative avenues. We can’t wait to share these exciting ventures with our audience and partners alike.

    On Rusk ensuring its content resonates with audiences across different regions and demographics

    Ensuring that our content resonates with diverse audiences across different regions and demographics is a key priority for Rusk Media. While our primary audience largely consists of the 15-30-year-old demographic from North India, predominantly Hindi-speaking markets, we understand the importance of catering to a variety of tastes and preferences.

    With successful scripted IPs such as Dude, Couple Goals, School Friends, and Playground, we’ve already established a strong connection with our target audience. These shows have resonated well with our audience, providing us with valuable insights into their preferences.  To continue engaging with our audience and staying relevant in the ever-changing landscape, we focus on creating content that reflects the top genres and themes of the time. Whether it’s romance, a slice of life, friendship, or aspiration, we ensure that our content addresses themes that have demonstrated strong acceptability and watch time among our audience.

    By remaining attentive to audience feedback and trends, we strive to produce content that not only entertains but also deeply connects with viewers across different regions and demographics. This approach allows us to maintain a strong rapport with our audience while adapting to their evolving needs and interests.

    On Rusk’s strategy of blending TV-style storytelling with snackable content for a holistic viewing experience

    At Rusk Media, our strategy revolves around crafting storytelling experiences that resonate with Gen-Z audiences. As the saying goes, “Don’t just do it, be it.” We believe in immersing ourselves in the issues, concerns, and motivations of Gen Z, ensuring that our content reflects their worldview authentically. Recognising the infamous short attention spans of Gen Z, we’ve embraced the concept of snackable content, typically lasting around 15 minutes. This format allows us to deliver engaging stories in a manner that aligns seamlessly with our audience’s preferences.

    When it comes to incorporating “TV-style storytelling” into our approach, we’re focused on creating multi-episode, multi-season franchises that provide a holistic viewing experience. While the term “TV-style telling” often refers to content with extended narratives and the potential for franchise expansion, we prioritise developing relatable characters and compelling storylines that viewers will want to revisit time and again.

    Whether it’s a finite series or a multi-season franchise, we aim to captivate audiences with characters and narratives that leave a lasting impression. By blending TV-style storytelling with snackable content, we offer viewers the best of both worlds: familiar storytelling formats presented in an easily consumable manner, akin to enjoying a quick snack!

    On Rusk staying ahead of emerging trends in digital entertainment, and the role you see technology playing in the future of content creation

    Staying ahead of emerging trends in digital entertainment is a cornerstone of Rusk Media’s strategy. With a substantial presence across four social media channels, boasting close to 20 million subscribers and over one billion monthly views, we have firsthand insights into the content preferences of our target audience.

    Our research and analytics team diligently gathers industry insights, enabling us to develop content that is not only relevant and relatable but also resonates deeply with Gen Z—the primary demographic we cater to. By focusing on top genres and themes like romance, slice of life, friendship, and aspiration, we ensure that our content maintains strong acceptability and watch time among our audience, predominantly 15-30-year-old males from North India’s Hindi-speaking markets.

    As digital natives themselves, Gen Z expects personalised and real-time content experiences. To meet this demand, we leverage AI-led solutions to understand their dynamics and preferences better. From AI-driven content recommendations to influencer culture shaping consumption patterns, we closely follow these trends to anticipate and adapt to emerging shifts in the digital entertainment landscape.

    Moreover, we recognise the transformative role of technology, particularly AI, in content creation. Gen Z’s affinity for digital expression and creativity is complemented by AI-driven photo and video editing tools, empowering them to produce high-quality content for social media platforms. Additionally, innovations like “Sora” and other text-to-video AI apps herald a new class of entertainment experiences, which we are eager to explore and integrate into our content offerings.

    By embracing technology and closely monitoring emerging trends, we position ourselves to deliver innovative and engaging content experiences that resonate with our audience and stay ahead of the curve in the ever-evolving digital entertainment landscape.

    On Rusk Media’s future plans

    Our future plans at Rusk Media are centered around continued growth and expansion across multiple fronts. Firstly, we aim to further enhance our IP library by adding to our existing repertoire of over 20 premium IPs. Over the next five years, our goal is to grow this collection to encompass more than 100 diverse and compelling IPs, catering to a wide range of trending content themes.

    In addition to strengthening our content portfolio, we are committed to extending our presence across all major platforms in India, both social media and OTT. By maximising our reach and accessibility, we ensure that our content reaches audiences wherever they are, fostering deeper engagement and connection with our brand.

    Furthermore, we have ambitious plans to take our IPs global, leveraging their universal appeal to reach audiences beyond Indian shores. By expanding our footprint internationally, we not only broaden our audience base but also establish Rusk Media as a recognised player in the global entertainment landscape.

    These strategic initiatives reflect our commitment to innovation, growth, and delivering high-quality content experiences to audiences worldwide. We’re excited about the opportunities that lie ahead and look forward to realising our vision for Rusk Media’s future.