ITV

Category: iWorld

  • Animeta launches highly anticipated platform ‘Animeta Brandstar’

    Animeta launches highly anticipated platform ‘Animeta Brandstar’

    Mumbai: Animeta has announced the launch of its highly anticipated platform ‘Animeta Brandstar’. It is a first-of-its-kind tech-data influencer marketing platform, that allows brands to discover and execute campaigns with the most relevant creators, in an advanced data-intuitive way. With a strong commitment to addressing critical need gaps, Animeta Brandstar will revolutionise the way influencer partnerships are fostered in the ecosystem.

    Influencer marketing spends to grow at 25 per cent CAGR, reaching Rs 220B by 2025. Digital as a medium commands 50 per cent of the total ad wallet share today, with influencer marketing as a fast-growing stream within digital advertising; one that offers both scale & measurability. Brands seek data-backed insights, measurable performance, and transparency. The current environment lacks visibility and control due to multiple intermediaries. Animeta Brandstar empowers brands for informed influencer collaborations. With a streamlined discovery process, it ensures transparency and efficiency. Real-time data analytics optimize campaigns, ensuring brand fitment and measuring ROI. Compliance-safe and transparent, it instills confidence in brands and creators. Tech-driven scale facilitates growth across various creators.

    Animeta CEO Devdatta Potnis said, “Animeta Brandstar focuses on driving at least 30% ROI efficiency for influencer marketing campaigns; in a scalable & transparent manner with a strong thrust on authenticity. Our mission is to foster genuine, sustainable and long-term brand-influencer relationships, creating a seamless, effective, and mutually beneficial collaboration experience. This platform emerges as the long-awaited solution the entire ecosystem needed.”

    Animeta Brandstar elevates the marketplace experience with advanced features: AI recommendation mixes, unique discovery flows, customizable searches like ‘Animeta Verified Creators’ and ‘Instant Deals’. It ensures streamlined and intuitive searches, delivering impactful and cost-effective influencer options. It prioritizes talent management agencies, offering direct access to manage rosters, enrich qualitative details, and represent talents more effectively.

    Animeta SVP – branded content & creator projects Biswamitra Ray said, “Apart from the platform itself, the other big differentiating factor about Animeta Brandstar, is the team itself. Our in-house execution experts ensure swift campaign activation, full-funnel support including ideation and production support, the ability to track, analyze, as well as boost campaign impact for maximizing marketing ROI. Animeta Brandstar is literally a one-stop shop to meet all the influencer marketing needs of a brand.”

    As Animeta Brandstar marks its official launch, it heralds a significant milestone in the influencer marketing domain, promising to shape the future of influencer partnerships and enabling brands to thrive in the ever-evolving digital era.  The platform also has plans to soon enable ‘Social Commerce’ and ‘Affiliate Marketing’, opening up new avenues for creators and brands under the Brandstar+ initiative.

  • Red FM & The Indian Army unites for Teen Rang Tawang

    Red FM & The Indian Army unites for Teen Rang Tawang

    Mumbai: 93.5 Red FM, India’s leading private radio and entertainment network proudly presents “Teen Rang Tawang”, a salute to our soldiers of The Indian Army. This initiative aims to celebrate the 76 years of freedom at the second-highest place where the Indian flag is hoisted, in Arunachal Pradesh.

    Red FM RJs will embark on a journey to Tawang, Arunachal Pradesh to celebrate Independence Day and pay homage to our courageous soldiers. Heartfelt messages and wishes for our army, collected from every corner of the country by Red FM’s spirited radio jockeys, like RJ Malishka, RJ Raunac, RJ Nilam, RJ Pallavi, RJ Swati, RJ Purab, and RJ Dhrumil will serve as tokens of appreciation for the selfless sacrifices made by our soldiers.

    During their stay in Tawang, the Red FM RJs will have the opportunity to immerse themselves in the region’s rich culture and witness several experiences and excursions. Moreover, they will have the honor of meeting and interacting with esteemed military personnel, including Lieutenant General Rana Pratap Kalita, to understand firsthand the dedication and valor that epitomize our armed forces.

    RED FM & Magic FM director & COO Nisha Narayanan said, “We are delighted to be joining hands with the Indian Army on their latest initiative Teen Rang Tawang. The campaign led by Lieutenant General Rana Pratap Kalita aims to highlight the second-highest place where the Indian flag is hoisted in the country. While simultaneously our RJs spend some time understanding the stories of our gallant troops and also delivering warm messages from across the country. We are hopeful that the movement will bring to mighty Tawang some indispensable recognition and appreciation.”

    Red FM invites everyone to be a part of this incredible initiative and show their support for our brave hearts in uniform. Stay tuned to Red FM for further updates and be part of this memorable journey as we pay tribute to the real heroes of our nation.

  • Hindi dubbed K-Dramas hit Amazon miniTV this August

    Hindi dubbed K-Dramas hit Amazon miniTV this August

    Mumbai: Amazon miniTV is slated to launch its eclectic-roster of the month in August for Hindi dubbed international shows under “miniTV imported”. The streaming service has unveiled the alluring promo, driving the excitement across K-Drama enthusiasts, quenching their thirst to indulge in Korean content. Ranging across multiple genres such as romance, drama, thriller and more, “miniTV Imported” will stream some of the most popular K-dramas dubbed in Hindi, which are internationally acclaimed owing to their intricate storylines, melodrama, skilful actors and adrenaline-pumping action. The enticing catalogue on Amazon miniTV for August 2023 is certain to add the flavour of K-drama-fever with shows including Your Honour, Big Issue, and Switch from 9 August onwards.

    With the intent to keep its audience entertained and hooked, the streaming service dropped the promo, offering an extensive selection of content with several popular global shows. The streaming service is geared up to provide the best entertainment for August 2023, with content ranging from the tale of a condemned criminal with a twist involving identical twins to the good vs evil struggle of a conman and an alluring tale of celebrity photographers. Romance, drama, thrill and mystery, Amazon miniTV has covered it all with shows like Your Honour, Switch and Big Issue, all dubbed in Hindi. Dashing Men, Daring Stories and Double Dhamaal, this August viewers are in for some engrossing tales of passion and emotions with Amazon miniTV.

    Indulge in the experience of intriguing storylines, stellar performances and international settings in a desi avatar with Amazon miniTV. The international shows are streaming in Hindi, exclusively on ‘Amazon miniTV Imported’ for free within Amazon’s shopping app and Fire TV.

     

  • Disney+ Hotstar announces their upcoming series ‘The Freelancer’

    Disney+ Hotstar announces their upcoming series ‘The Freelancer’

    Mumbai: Disney+ Hotstar brings to audiences another riveting thriller series, ‘The Freelancer’. The series is based on the book – A Ticket to Syria by Shirish Thorat, creator and showrunner Neeraj Pandey, directed by Bhav Dhulia, and produced by Friday Storytellers and is helmed by popular actor Mohit Raina and the veteran actor Anupam Kher. Captured in a hostile environment in the midst of deception and betrayals, how will Aliya escape?

    Alongside Mohit Raina, the series also features veteran actors Anupam Kher talented actors Sushant Singh, Kashmira Pardeshi, John Kokken, Gauri Balaji and Navneet Malik amongst others

    Disney+ Hotstar & HSM Entertainment Network, Disney Star head – content Gaurav Banerjee said, “Disney+ Hotstar has had incredible collaborations with Neeraj Pandey! Our audiences have loved all the seasons of Special Ops and now Neeraj is back with yet another thrilling and sensitive story, ‘The Freelancer’. This show has powerhouse performances and some incredibly talented performers! We hope our viewers enjoy The Freelancer.”

    Creator and showrunner, Neeraj Pandey said, “The Freelancer is a high scale thriller series that unfolds an extraordinary rescue operation of a young girl held against her will in a war-torn Syria. It’s based on Shirish Thorat’s  book ‘A Ticket To Syria’, which narrates the true story of Aliya. The series is driven by a powerhouse ensemble cast with Mohit Raina essaying the role of the Freelancer, Anupam Kher as the analyst Dr. Khan, Kashmira Pardesi as Aliya and other actors portraying unique characters. The series has been shot across multiple locations internationally and recreates a world that’s largely unexplored and unseen. Bhav Dhulia and the entire Friday Storytellers team has worked immensely hard putting this together, and I hope the audiences love it.”

  • Global Esports onboards NUMBER as the title sponsor for BGMS 2023

    Global Esports onboards NUMBER as the title sponsor for BGMS 2023

    Mumbai: One of the largest esports organisations in India, Global Esports announced a partnership with NUMBER, a premium smart wearable and gaming earbuds brand, as the Title Sponsor for their BGMI roster ahead of BGMS Season 2. Global Esports are the defending champions from season one having defeated big teams, such as  GodLike, Orangutan, and SouL to lift the grand trophy.

    NUMBER is known for making specially designed gaming earbuds to support a true gaming experience and very recently launched its Super Bud Pro Series to mark the return of competitive mobile gaming in India. As part of this exclusive collaboration, the NUMBER logo will proudly feature on the centre of the Global Esports team jerseys for the duration of BGMS 2023. The month-long sponsorship aims to showcase the strong correlation between Esports and technology, reflecting the mutual passion for pushing boundaries and setting new standards in their respective fields.

    Global Esports co-founder Rushindra Sinha said, “We are thrilled to onboard  NUMBER as our title sponsor for BGMS 2023. Their commitment towards delivering well-designed high-quality  products at an affordable price aligns with our vision to deliver at the highest stages and take the Indian gaming  industry to the next level.”

    NUMBER  CEO & founder Jigar Mehta said “At NUMBER, our objective is to provide gamers with the best-in-class gaming audio accessories so that they may start their journey in esports with the right equipment. Esports is a strongly growing community in India and we strive to support this growth with our new and first-of-its-kind partnership with Global Esports. We are thrilled to partner with a leading organisation such as Global  Esports who are also the winners of BGMS 2022. With this partnership, we mark our journey into the esports world and  are here to stay, play & win the journey.”

    BGMS 2023 is set to kick off on 4 August 2023, with 24 Indian teams participating. It will be broadcast live on Star  Sports Network and Rooter at 9.30 PM IST. This will be the second season hosted by Nodwin Gaming and Star Sports and features a prize pool of Rs 2,10,00,000 (over $250,000). The contest will span over 22 days and will be a LAN  event broadcasted in Hindi, Tamil, and English.

    Being one of the 14 invited teams to take part in the tournament, GE aims to use this opportunity to showcase the talent of their newly built BGMI squad that will be led by Mayavi, the coach and analyst for their lineup. Last month,  Global Esports unveiled its complete BGMI roster, which included their most recent signing BGMI start player MAVI as  IGL for their new squad.

  • Unleash horror with Mindcage exclusively on Lionsgate Play

    Unleash horror with Mindcage exclusively on Lionsgate Play

    Mumbai: Making a deal with the devil always has its consequences! Lionsgate Play brings you a twisted game of cat and mouse in the thrilling Mindcage, starring the impeccable Martin Lawrence, John Malkovich and Melissa Roxburgh. In an attempt to catch a copycat serial killer, two detectives enlist the help of the original killer, known as ‘The Artist’. What ensues is a psychotic game that makes the detectives question the true motives of their dangerous accomplice. Are they just puppets in an unknown game? Directed by Mauro Borrelli, tune into Lionsgate Play on 18 August to watch the mystery unfold. 

    Talking about his inspiration behind the film, director Mauro Borrelli said, “As a director, I want to create a film noir aesthetic and combine it with my love of classical art. I was a painter working in the Italian Museum and reproduced classic works of Titian, Caravaggio, and Raphael. This was my world.” Further adding on, he said, “My hope for Mindcage was to offer a moody experience to the audience and I am overjoyed that we met this initiative. The detective genre has been a constant through the history of cinema and there are challenges to be original, but I feel Mindcage brings original feelings connected with art which other detective stories have not explored.”

  • “Our Audio Series content aligns perfectly with our listeners’ expectations”: Pocket FM’s Lalit Gangwar

    “Our Audio Series content aligns perfectly with our listeners’ expectations”: Pocket FM’s Lalit Gangwar

    Mumbai: In a world saturated with screens and noise, audio series has quietly carved a space for itself, offering an engaging form of storytelling that transcends the visual with better audience engagement. 

    Pocket FM is the audio series platform founded in 2018 by Rohan Nayak, Nishanth KS and Prateek Dixit. With over 100,000 hours of audio content, Pocket FM has consistently expanded its content diversity, with serialised fictional audio storytelling.  The company has been aggressively focusing on building a universe of entertainment (including romance, horror, thriller, sci-fi, emotional drama, etc.) content. Building on this momentum, Pocket FM pioneered micropayments for content monetisation –  a model that succeeded first time in the entertainment space.

    As Pocket FM is redefining entertainment, we delve into the allure of audio series and spoke to Lalit Gangwar, Head of Global Growth, Pocket FM to explore and understand this modern renaissance.

    Edited excerpts

    On the audio series genre and the YoY growth not only for the industry but for Pocket FM

    PocketFM has strategically centered its focus on fiction entertainment, recognizing it as a paramount market opportunity with a substantial total addressable market (TAM) and widespread adaptability. Our diverse content library encompasses various compelling genres, such as Romance, Drama, Fantasy, Horror, and more. Over the past four years, the leading figures in the industry have experienced remarkable growth, almost doubling or tripling their scale. Meanwhile, we are proud to share that our platform has achieved an exponential surge both in listener base and top-line revenue, showcasing unparalleled momentum and consumer traction.

    On the monetization process

    Our monetization model is built on a fundamental principle: delivering captivating entertainment content to our listeners, which, in turn, encourages them to willingly invest in their consumption experience. We offer two primary revenue-generating avenues: pay-per-view and ad-supported monetization, all within the freemium framework.

    Under this freemium structure, listeners have the opportunity to access defined hours of free content daily. However, if they seek an uninterrupted binge-listening experience, they can unlock additional content by paying for one or more episodes.

    The freemium model’s beauty lies in its ability to cater to both paying and non-paying listeners, ensuring our platform retains a broad audience of listeners. This solid product retention, in turn, facilitates exponential growth, enhancing the overall success of our platform.

    On the vernacular market is growing, how have you strategised your offerings to reach out to our consumers across geographies and demographics

    While Pocket FM has expanded to the global landscape, embracing regional languages and local dialects remains at the heart of our growth strategy. We have already established a significant presence across various Indian languages, in addition to English and Hindi. As we move forward, we are committed to expand Pocket FM’s reach across diverse geographies and demographics, furthering our mission to connect with a broader and more inclusive audience.

    On Pocket FM becoming a global player

    Our content strategy has always been driven by a backward approach, meticulously analysing audience preferences and resonances before formulating our content plan. By deeply understanding what captivates our audience, we ensure that our content aligns perfectly with their preferences and expectations.

    While we prioritise catering to specific geographical regions, we also recognise that certain content possesses universal appeal, transcending cultural boundaries. Iconic examples like Squid Games and Game of Thrones serve as clear demonstrations of this phenomenon, as they have garnered immense popularity and admiration across diverse geographies.

    Thus, while our content strategy emphasizes catering to specific regional tastes, we remain attuned to the potential for cross-cultural overlaps, leveraging universally appealing content to further enrich the entertainment experience for our global audience.

    On the fragmented market of connected TV/OTT

    Our primary objective in audience growth is to establish a widespread presence by creating numerous touch points. These touch points serve as distribution channels, enabling potential listeners to sample our content. Our growth strategy encompasses three core charters:

    Organic Content Marketing: We strategically distribute our content through various organic channels, such as YouTube, Facebook, Instagram, and blog posts. By leveraging these platforms, we aim to reach and engage with a broader audience, organically expanding our listener base.

    Paid Channels: To target potential customers effectively, we employ paid advertising channels. By investing in these channels, we can reach specific demographics and regions, driving targeted growth and brand exposure.

    Growth Partnerships: We actively seek out partnerships with apps,  platforms and influencers that align with our target audience. These collaborations allow us to tap into the listener base of our partners, introducing our content to potential customers who may find it valuable and relevant.

    On the trends of FM in India and globally

    The fiction audio storytelling, as we call them audio series, has experienced a remarkable surge in demand and adaptability across all markets. Notably, we have surpassed 100 million installations and this serves as a significant validation of the immense potential within this category.

    India holds a special place for us as it marks our initial launch and will continue to be one of our primary markets. It serves as a dynamic playground for us to create innovative content, refine our product offerings, and develop effective growth strategies.

    With unwavering ambition, our goal is to ascend to become the largest global Audio OTT platform in the foreseeable future. We are confident that our current trajectory favours us to achieve this audacious objective. By leveraging our success in India and proven appetite among global audiences, we are poised for unprecedented growth and continued success.

  • Tapping the Untapped: How the Indian Esports Industry is Reaching Out to a New Market for Brands

    Tapping the Untapped: How the Indian Esports Industry is Reaching Out to a New Market for Brands

    Mumbai: The esports industry in India has been on rapid growth over the past few years, with a growing number of gamers, esports enthusiasts and game developers across the nation. Esports, which refers to competitive gaming, has emerged as a mainstream form of entertainment, attracting millions of viewers, and generating significant revenue globally. In India, the esports industry is estimated to be worth over $2.5 billion by 2025, and brands are increasingly recognizing the potential of this untapped market to reach out to a diverse and engaged audience.

    Although esports and online gaming have been around for some time, there has been a recent surge in interest from investors, developers, and gamers alike. Contrary to popular belief, the last decade has seen a significant increase in the popularity of esports, particularly among millennials and GenZ in India. As a result, brands are taking notice and showing more interest in the industry. Investors and developers are leveraging the growing popularity of esports and online gaming to potentially reap lucrative returns. This trend reflects the evolving landscape of the gaming industry and its increasing appeal to both players and investors in India.

    One of the key reasons why the Indian esports industry is attracting attention from brands is its massive and diverse audience base. Esports appeals to people of all ages, genders, and backgrounds, and it has a particularly strong following among the youth population. According to reports, around 90% of esports enthusiasts in India are aged between 15 and 26 years, and this demographic presents a lucrative market for brands looking to engage with the younger generation.

    Brands are leveraging the immense popularity of esports among the 15 to 26-year-old age group by utilizing various marketing channels to connect with this audience. One highly effective approach is through sponsorships and partnerships with esports tournaments, teams, and players. Tournaments like the Indian Gaming League (IGL), ESL India Premiership, and Challenger League South Asia draw in millions of viewers, providing a prime opportunity for brands to showcase their products and services to an actively engaged audience. Brands can opt to sponsor entire tournaments, teams, or individual players, gaining visibility through logos on jerseys, banners, and social media promotions. This allows brands to raise brand awareness, expand their reach, and establish meaningful connections with potential customers.

    Most of the brands are working with influencers and content creators in the esports industry, apart from sponsorships, to establish connections with their desired audience. Esports influencers and content creators have a substantial following on platforms like YouTube and Instagram and wield significant influence over their fans’ purchasing choices. Brands are partnering with esports influencers to produce sponsored content, such as gameplay videos, reviews, and tutorials, which enable them to showcase their products or services in a genuine and captivating manner. This approach helps brands access the esports community and foster brand loyalty among gamers.

    Another avenue that brands are exploring in the Indian esports industry is product placement and in-game advertising. Esports tournaments and games provide opportunities for brands to feature their products or services in the virtual world, reaching a captive audience. For example, a brand could have its logo displayed on virtual billboards within the game or have its products integrated into the gameplay itself. This form of advertising allows brands to seamlessly integrate their offerings into the esports experience and create memorable brand associations with gamers.

    Furthermore, brands in the Indian esports industry are also exploring product placement and in-game advertising as marketing avenues. Esports tournaments and games offer opportunities for brands to showcase their products or services within the virtual world, reaching a captive audience. For instance, brands can have their logos displayed on virtual billboards in the game or integrate their products into the gameplay. This type of advertising enables brands to seamlessly integrate their offerings into the esports experience, creating lasting brand associations with players. 

    In conclusion, brands are recognizing the growth potential of esports as a spectator sport and are capitalizing on it. Esports tournaments draw millions of viewers online and offline, with esports gaining mainstream popularity as a form of entertainment. Brands are leveraging this trend by sponsoring esports broadcasts, creating branded content, and running advertisements during live streams or on social media platforms. In India, the viewership of esports is projected to grow significantly, offering brands a vast opportunity for reach and engagement.

    The author of this article is Orangutan co-founder Jai Shah

  • Royal Stag Boombox and Viacom18 unveil ‘Hoodie’melody meets Hip Hop!

    Royal Stag Boombox and Viacom18 unveil ‘Hoodie’melody meets Hip Hop!

    Mumbai: Royal Stag Boombox, in collaboration with Viacom18, is all set to bring a completely new genre of music where the melody of Bollywood meets the gully of hip hop creating the original sound of generation large. Music evokes emotions in people across generations, making it a significant passion pillar for Seagram’s Royal Stag. In this modern era, the younger audience is more inclined towards exploring exciting new forms of music. Celebrating the spirit of ‘Living it Large’ and has enthralled thousands of music lovers in Manipal, Bhubaneshwar, Pune, Indore & Dehradun with its unique on-ground experiences, Royal Stag Boombox enters its next phase with the launch of four original music tracks. The second such original music track to be released is a unique collaboration between the dynamic duo of Bollywood singer, Nikhita Gandhi and rapper Bali.

    The new song ‘Hoodie’ is a quirky mix of Bollywood and Hip-Hop, complete with a fun music video featuring the two artists. It’s a light-hearted song that depicts a friendly banter between the artists in a unique musical style that resonates with today’s youth.

    It’s the second of four original Melody x Hip Hop music tracks to be released across platforms, as part of Royal Stag Boombox’s unique, Phygital format.

    Speaking about the release of the song, rapper Bali said, “It’s an exciting time for Hip Hop in India. It feels great to see that Royal Stag Boombox is not only celebrating this music form but curating a unique blend of Hip Hop and Melody that will surely resonate with music lovers across India. I had a lot of fun making ‘Hoodie’ with Nikita Gandhi.”

    Nikita Gandhi added, “As a musician, I love the idea of creating something new and transcending known boundaries. The idea of creating a new genre of music, a beautiful combination of Bollywood & Hip Hop with Royal Stag Boombox, got me excited instantaneously. My new song ‘Hoodie’ with Bali is such a tasty anthem and I’m sure it’s going to rage amongst the youth!” 

    Contemporary genres such as hip-hop are becoming increasingly popular, while Bollywood melodies remain integral to the youth’s cultural milieu. Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited – Bollywood scores, with the genre that speaks to them, Hip Hop. The second song, Hoodie is now live on Royal Stag Live It Large YouTube channel and all major audio streaming platforms.

    Tune into ‘Hoodie’ on Royal Stag Live It Large YouTube Channel: 

  • Amazon miniTV & Meta offer creators stage on Hip Hop India Talent

    Amazon miniTV & Meta offer creators stage on Hip Hop India Talent

    Mumbai: To celebrate India’s street dancing culture, Amazon miniTV recently launched India’s first-ever Hip Hop based dance reality show – Hip Hop India. The streaming service, in collaboration with Meta’s Born on Instagram program, has invited creators to compete as contenders in the show. The aim is to give creators another stage to showcase their talent and grow their following, and for the show to reach a wider audience. 

    Collaborating with eminent content creators like Funcho, Adil Khan and Cuty Beauty Khan, Hip Hop India judges Remo D’Souza and Nora Fatehi created significant buzz for the reality show, urging the talents to participate and showcase their groovy dance moves. As a part of this, the streaming service has set the stage for 6 creators from Meta’s ‘Born on Instagram’ program to extensively participate in the show, surpassing the basic auditions round. As part of this partnership, Amazon miniTV earlier had collaborated with the Norwegian dance group Quickstyle for its Suniel Shetty starrer action series Hunter – Tootega Nahi Todega and also for its much-adored series Gutar Gu.

    Commenting on this creative endeavor, Amazon miniTV director & business head Aruna Daryanani said “Social media content creators have a unique way of connecting with their audience with relatable and innovative content. With our strong partnership with Meta, we have been able to get such talented creators to participate in India’s biggest Hip Hop dance reality show – Hip Hop India on Amazon miniTV. This partnership will hopefully also inspire more street dancers in India to come at the forefront to display their raw talent.”

    “As part of our investment in the creator economy, we’re working with several partners to find opportunities for creators to grow and be discovered. The stage set by Amazon miniTV will help those creators who’re already showcasing their talent in hip-hop. Furthermore, this is a classic case of a partner finding more use cases for our suite of products & programs, and we’re glad for the partnership with Amazon for it.” said, Facebook India (Meta) director and head of content and community partnerships Paras Sharma. 

    Helmed by Amazon miniTV with the aim of promoting and preserving the urban street culture, Hip Hop India is streaming exclusively on Amazon miniTV, for free within the Amazon shopping app and on Fire TV.