Category: iWorld

Mumbai: Audible, the world’s premier producer and distributor of Audiobooks and spoken-word entertainment, has partnered with Kulfi Collective to create a global creative campaign for its new original series Marvel’s Wastelanders, an interconnected series of six scripted podcasts. Beginning with Marvel’s Wastelanders: Star-Lord, the entire series will premiere on Audible throughout 2023 and 2024. The collaboration will leverage the expertise of Kulfi’s branded and immersive content verticals Supari Studios and Post Office Studios to build awareness and excitement among audiences across the world.

Ahead of its premiere on 28 June, Audible released the trailer for ‘Marvel’s Wastelanders: Star-Lord’. Conceptualised and produced by Kulfi Collective, the trailer visually brings to life the dystopian world in the show- where most of our beloved superheroes are dead, the world is in shambles, and things seem very bleak. The first season follows Star-Lord and Rocket on their mission as they journey through the ravaged Wasteland and fight to take back the Earth against a looming threat from Super Villain Doctor Doom. Last month, Audible released the Marvel’s Wastelanders franchise trailer to much acclaim. It offered a riveting glimpse of how the remaining superheroes are getting ready to avenge the Earth and restore good in the world. The Hindi version of the series is voiced by leading bollywood stars Kareena Kapoor Khan, Saif Ali Khan, Sharad Kelkar, Masaba Gupta, Jaideep Ahlawat, Ashish Vidhyarthi, Vrajesh Hirjee, Mithila Palkar, Prajakta Koli, Sushant Divgikr and Yashaswini Dayama among others. Audible is currently offering a two-month free trial to allow customers to listen to their favourite stars in an exciting new avatar.

Through the course of this strategic partnership, Kulfi Collective will develop a global creative marketing plan and an array of assets for Audible’s six-series franchise, including multiple language adaptations for the Japanese, French, German, Italian and Indian markets. Its verticals Supari Studios and Post Office Studios will continue to create a suite of static and video assets that include teasers, trailers for each upcoming part in the series and compelling content for social media and amplification activities.

“We firmly believe in the power of audio storytelling to build and fuel fandom and we’re excited to serve millions of Marvel fans in the languages of their choice. I’m incredibly proud of homegrown Indian agency Kulfi Collective for having led the creative for this franchise”. said Audible – India country manager and SEA expansion director at Amazon VP  Shailesh Sawlani,

“It’s been a childhood dream to be part of the Marvel Universe and we can’t thank Audible enough for making that dream come true. As we go about trying to create culture-shaping content, this partnership gave us the unique opportunity to visually build the Wastelanders world for Marvel fans and contribute to a very relevant piece in pop culture. It also marked the first time that an Indian agency created assets for global markets at Audible- something we are very proud of! It’s been an exciting partnership for Kulfi Collective, and we hope that the content we make helps in

getting new audiences to try out this new experience, only on Audible” said Kulfi Collective co-founder & chief creative officer Akshat Gupt.

Supari Studios is an award-winning content studio that specialises in creating differentiated, relatable, and scalable video content properties for Gen Y & Gen Z audiences online. Post Office Studios, on the other hand, is the immersive content studio of Kulfi Collective that produces design-driven, tech-enabled, virtual experiences for brands and platforms. With their collective expertise in online video content, they are sure to be a valuable partner for Audible as it aims to immerse audiences into the world of Marvel’s Wastelanders.

Mumbai: Monali Thakur and Nikhita Gandhi, the singing duo are ready to captivate audiences with their musical banter and compelling moments on Amazon miniTVs’ GenZ chat show By Invite Only. The streaming service unveiled the promo for their latest episode, and by the looks of it, the episode promises to be an engaging ride packed with wholesome conversations across the duo’s personal and professional lives.

The promo gives a sneak peek of the endearing episode and viewers are definitely in for a sassy and fun roller-coaster jaunt. In a conversation, Monali took a stand on the evolution of the music industry, and the rise of independent artists. She said, “Independent music industry has never been the mainstream music industry. Now this has changed, international streaming platforms putting in money in the country, most of the independent music are leading the charts in the streaming platforms.”

During a fun segment, Renil asked Nikhita, “What would you do if you woke up as Bhushan Kumar?” Laughing to which she candidly replied, “Sign Me.” Monali took the name of the legendary Salil Chowdhury when asked about the mail composer she looks up to the most.

Sharing her experience of being a part of the show, Monali said, “I am overjoyed to have been invited to By Invite Only. It’s wonderful to be sitting on that couch, because you never know when you start revealing things and engage in fun convo. Renil’s endearing nature and charisma makes it so easy and comfortable to be one’s true self. I’m excited to see how the episode unfolds.”

Adding to this Nikhita said, “Well, this is definitely fun and I am sure viewers will also enjoy how this episode reveals our never seen before sides. The show has such a lively energy and colourful vibe that you can’t help but smile as you walk in. I adore Renil and appreciate how he tries to pick and dig out stuff from us.”

By Invite Only, hosted by Renil Abraham, is the talk show produced by The Zoom Studios and the latest episode will premiere on 5 July 2023, on Amazon miniTV for free, available within Amazon’s shopping app and Fire TV.

Mumbai: Audio OTT platform, Pocket FM has revealed the findings of its entertainment consumption survey Digital Entertainment Insights: The Revival of Audio Entertainment. The survey revealed a remarkable shift in consumer preferences towards audio content. It highlighted that users now spend more time on audio than video, with audio series emerging as the most consumed category, stimulating the binge-listening behaviour in entertainment content.

In today’s digital age, where screen fatigue has become increasingly prevalent, audio entertainment has witnessed an unprecedented upsurge. While initially, audio space encompassed music, audiobooks, and podcasts, the year 2021 witnessed the emergence of audio series as audio entertainment.

Audio series – becoming mainstream entertainment

The survey findings showcased the dominance of audio series as the preferred audio content format, accounting for 41 per cent of overall consumption. Music followed closely with 29 per cent, while audiobooks and podcasts were preferred by 20 per cent and 10 per cent of internet users, respectively.

What sets audio series apart is its ability to captivate listeners with its serialised audio fiction stories, stimulating binge-listening behaviour among the users. On average, users spend 140 minutes daily on audio series, which is higher than music (67 mins), audiobooks (35 mins), and podcasts (50 mins).

According to the survey, 44 per cent of users pay for audio content. Among them, 33 per cent indicated a monthly expenditure of over Rs 300, while 13 per cent allocated between Rs 100 and Rs 300 and 54 per cent spend less than Rs 100 per month.

Not just a commute-medium anymore

Contrary to popular belief that audio content is predominantly consumed during commutes, the survey revealed that people engage with audio across various daily activities. It was found that 23 per cent listen to the audio while cooking and 12 per cent while carrying out household chores. 25 per cent people listen to audio during work hours, 16 per cent while commuting, and 15 per cent during fitness activities. Moreover, 33 per cent of respondents highlighted audio as a means to relax and unwind.

Regarding timing, the survey indicated that work hours dominate audio listening habits. Morning hours (6-9 am) witnessed a 30 per cent engagement rate, followed by a significant 55 per cent during the most productive period of the day – 9 am to 6 pm. This strongly indicates consistent consumption of audio entertainment while people are doing household chores, commuting for work, and, most importantly, while at work. Evening hours accounted for 21 per cent, while leisure hours at night accounted for 32 per cent (9 pm – 6 am).

Over 30 minutes on Video OTTs for content discovery?

Interestingly, the survey revealed that people spend more time on audio than video. While 57 per cent of respondents watch less than 60 minutes of video OTT content per day, 18 per cent dedicate over two hours to video consumption daily. Moreover, 43 per cent spend over 30 minutes on video OTT platforms for content discovery.

Speaking on the findings of its Digital Entertainment Insights, Pocket FM VP – growth Shubh Bansal said, “The survey findings reveal a compelling shift in consumer behaviour, with audio content surpassing video in terms of daily engagement. It is evident that audio series has become the preferred choice, stimulating binge-listening habits among listeners. As the digital world grapples with screen fatigue, the upsurge in audio entertainment is no surprise.”

Bansal further added, “It is also intriguing to note that nearly half of the users are willing to invest in audio content, highlighting the value they place on engaging and premium experiences. These insights emphasise the need to adapt and provide diverse, high-quality content that caters to the changing preferences and demands of the audience. It is an exciting time for the audio industry to evolve and innovate with newer formats that deliver captivating audio experiences and resonate deeply with the users.”

An online survey was conducted between 23 April and 9 May this year among 9616 internet users from India, who are actively consuming entertainment content on video and audio OTTs. 55 per cent of the respondents are male, while 45 per cent are female. About 80 per cent of respondents are from 18-35 years age group, and the rest 20 per cent are older than 35 years.

Mumbai: At an estimated 1.487 billion people, India’s population soared past China early this year making it the most populous country in the world and virtually is certain to continue to grow over the next several decades.

While this population growth presents numerous challenges for the nation, it also brings forth exciting opportunities for various industries, including the booming Over-The-Top (OTT) platforms. With its massive user base and increasing internet penetration, India’s population increase is poised to play a pivotal role in propelling OTT platforms to new heights globally.

“The major OTT companies have been keeping an eye on India for some time,” stated Divya Kaushik Kohli, a director at the Indian Film Festival Los Angeles (IFFLA). “We’re living in exciting times, with critical and commercial successes coming India’s way. While overtaking China as the most populous country in the world may have a plethora of concerning consequences, it does make India one of the largest consumer bases to watch out for,” Kohli said.

The biggest factor behind India’s massive population is its young people: 740 million Indians – nearly half the country’s population are below the age of 25. This stands in contrast to the United States, Asian countries such as Japan and many European countries such as Germany and Italy which are all experiencing a plateau or decline in youth populations.

While aging populations present challenges for the box office, youthful demographics have been a driving force behind the success of OTT platforms. Younger generations, particularly millennials and Generation Z, have embraced streaming services for their flexibility, convenience and access to a wide range of content. 

This youth-driven population in India has been quick to adopt digital technologies and smartphones, thereby fueling the growth of OTT platforms. In addition, with more individuals gaining access to affordable internet connectivity, the potential audience for OTT content in India continues to expand exponentially.

Kohli observed that “the French mathematician and philosopher, Auguste Comte first articulated the insight into ‘demography is destiny’ in the 19th century where he theorised that the size and structure of a population will tell you a lot about its future.” 

As the youth population continues to expand in many regions, the demand for OTT platforms will likely continue to grow. By the end of 2023, the OTT subscriber base in India is expected to reach 50 million and continue to grow, according to a report by Media Partners Asia (MPA). Along with the youth population, India’s investments in broadband connectivity, the expansion of mobile networks and the rise of affordable smartphones have laid a solid foundation for the growth of OTT. 

The Indian entertainment industry has witnessed a surge in partnerships and collaborations between domestic and international OTT platforms. In India, some of the most popular OTT platforms include Netflix, Amazon Prime Video, Zee5 and Disney+ Hotstar. Many of these major global players are joining forces with Indian content creators, production houses and talent to tap into the vast potential of the Indian market. These collaborations not only bring an influx of international content to Indian viewers but also facilitate the global distribution of Indian content through international OTT platforms. In addition, the growing subscriber base from India not only generates substantial revenue but also attracts advertisers and investors looking to capitalize on the immense market potential.

“With saturation peaking in developed markets, providers are turning more and more to growth markets like India, hoping to boost subscription sales with curated original content and high visibility partnerships,” stated Kohli.

It is also important to note that, since India is a culturally diverse nation, consisting of a multitude of languages and traditions, this diversity has created a growing appetite for regional content across OTT platforms, as well. Local players include Voot, Jio TV, Bejod and Alt Balaji.

As India continues to grow and embrace digital entertainment, OTT platforms are witnessing exponential growth, driving innovation, and redefining the entertainment landscape. By leveraging India’s population increase and catering to its unique preferences, OTT platforms can cement their position in the global market while providing Indian viewers with a vast array of content choices.

Mumbai: Entertainment is set to skyrocket as Amazon miniTV – the free video streaming service from Amazon.in announced the launch of its newest category, “miniTV Imported”, that will keep audiences glued to their screens with International content dubbed in Hindi. Spanning across multiple genres such as romance, drama, thriller and more, the “miniTV Imported” will stream top global shows every month ranging from Korean, Turkish, Mandarin and Spanish dramas. With this, Amazon miniTV aims at expanding its content repertoire as it looks to cater to audiences with shows imported from different geographies with riveting plots and star-studded casts.

Unveiling the exciting promo, Amazon miniTV is geared to bring the best of entertainment with several popular global shows. Whether it is the story of a detective doctor, college romance with a dancing twist or the drama revolving around doctors, the streaming service is set to launch its first set of shows from 7  July 2023 which includes Cheer Up, Heart Surgeons, and Doctor Detective, all dubbed in Hindi.

Commenting on the big venture, Amazon miniTV head of content Amogh Dusad said, “In recent times, the viewing preferences of digital video consumers in India have changed significantly. They love diversity in content offering and are looking for unique stories & captivating characters from across the world. We have curated a list of blockbuster shows (from Korean, Turkish, Mandarin, Spanish and many more languages) that we believe will resonate with Indian viewers. Very excited to add the international shows in local language to our content slate on Amazon miniTV!”

“At Amazon miniTV, our endeavour has always been to offer exciting content to our audiences across India for free. We are catering to a vast majority of 18-34 year olds, who are looking for fresh content beyond television. Hence offering a varied choice of international shows dubbed in India is a perfect extension and we believe will appeal to our customers. We believe this is an exciting opportunity, as advertisers are also very keen on reaching out to this audience on our service,” shared Amazon miniTV director and business head Aruna Daryanani.

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

Mumbai: Mirchi, India’s no.1 city-centric music and entertainment company, successfully concluded its hyperlocal IP, Mirchi Singistan in Hyderabad. The aim of this initiative was to unlock the hidden potential of aspiring singers in the city, empowering them to showcase their talent on a bigger stage and reach a wider audience. Over the course of three weeks, the competition witnessed intense participation from multiple talented individuals. Preethi Yagnamurthy, a finance analyst, emerged as the winner and was rewarded with the golden opportunity to perform as the opening act at the ‘Come Ride with Badshah’ concert.

The competition kickstarted with Mirchi RJs Mirchi Shadab and Mirchi Gaurika inviting entries from Hyderabad’s up-and-coming music artists, asking them to submit a video of them performing a Badshah song. The RJs also activated their social media to create awareness and generate interest among netizens to partake in the competition. Mirchi’s in-house team evaluated the entries and shortlisted two finalists for the last round.  The participants were then challenged to perform the same Badshah song. Preethi Yagnamurthy’s extraordinary vocal abilities and captivating stage presence led her to win the competition. That’s not all! As the winner of Mirchi Singistan, Preethi had the opportunity to perform as the opening act at the ‘Come Ride with Badshah’ concert and also had an exclusive Meet and Greet session with Badshah backstage.

Commenting on this initiative, 95 Mirchi Hyderabad business director Harmanjit Singh said, “We are thrilled by the overwhelming response and the remarkable talent that was uncovered during Mirchi Singistan. This initiative truly embodies Mirchi’s commitment to supporting and promoting local budding talent. The success of the first edition of Mirchi Singistan is a testament to the immense talent within the lanes of Hyderabad, and we are honored to be a part of Preethi’s journey as an artist. We look forward to bringing back Mirchi Singistan in a better and grander manner for its next edition.”

Reflecting on her journey, Preethi Yagnamurthy said, “My music journey began at the age of five when I took up training in Carnatic music for eight years. I started giving stage performances after that. I remember my mom used to forcibly take me to these music classes, and now I can’t thank her enough for it, while my dad groomed me and made me stage-ready as I grew up. Though my day job is that of a finance analyst, my heart belongs to music, and hence, winning Mirchi Singistan was truly an exciting opportunity for me.”

Mumbai: After the first projections across buildings in Mumbai and Delhi, the cute, innocent looking boy with haunting eyes, holding a placard reading – Don’t come to the reunion – is back. Prime Video recently dropped the trailer that gives a chilling journey revolving around a prestigious boarding school in Ooty, set in two timelines – 2022 and 2007. At a reunion of the batch of 2007, secrets, disappearances, and eerie occurrences unfold, forever changing the lives of those involved. That’s when it got revealed he is the young actor who plays a pivotal role in Prime Video and Emmay Entertainment’s first Hindi Horror series, Adhura.

Apart from media, many tinsel townies including Abhishek Bachchan, Kareena Kapoor Khan, Vikramaditya Motwane, Chitrangda Singh, Aparshakti Khurana, Dino Morea and many others shared their excitement on their social media for this show that promises to offer a thrilling and haunting experience – immersing them in the world of fear and suspense. Simultaneously, this imagery of the young boy with the placard was also seen on billboards across cities – making everyone stop and notice.

Post the launch of the trailer, the young boy from Adhura continues making his sinister presence felt and how. Over the weekend, a bunch of people took to their social media, sharing their spooky encounters! The kid was seen lurking around familiar spaces – like school or hostel corridors, libraries and lifts. Imagine, being in an elevator, when on stopping, the door opens and a mysterious-looking small boy with eerie eyes appears out of nowhere!

That’s not all. During some movie screenings in theatres a similar video of the boy with the haunting eyes and eerie sounds was suddenly played at intervals, leaving audiences a little startled and spooked! In a couple of theaters, the kid in person also appeared out of nowhere, making theatre-goers wonder and curious.   

Across all these sightings, one thing has been crystal clear – the boy’s message – Don’t go to the reunion! Must say each act is carefully crafted to send chills down the viewers’ spines, leaving them craving for more. This unexpected and spine-tingling presence has sparked waves of excitement and heightened the anticipation among fans for Adhura.

Produced by Emmay Entertainment and directed by Gauravv K Chawla and Ananya Banerjee, the series features Ishwak Singh, Poojan Chhabra, Rijul Ray, Zoa Morani, Sahil Salathia, and Aru Krishansh Verma as high school friends alongside Rasika Dugal, Shrenik Arora and Rahul Dev playing pivotal roles. Prime members across 240+ countries and territories worldwide can stream Adhura starting 7 July.