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Category: iWorld

  • US-based Flickfusion Media’s Chull OTT launches with a bang, promises unfiltered stories for India’s restless streamers

    US-based Flickfusion Media’s Chull OTT launches with a bang, promises unfiltered stories for India’s restless streamers

    MUMBAI: In a market already brimming with over-the-top content, a new disruptor has made its debut with more ‘chull’ than chill. Flickfusion Media INC, a U.S.-based digital media company, officially launched Chull OTT in India, aiming to rewrite the rules of streaming with stories that are unfiltered, unafraid, and unapologetically local.

    Launched from Mumbai, the platform draws inspiration from the Hindi slang ‘chull’ — that unstoppable itch for change. And that’s precisely what the platform claims to bring to India’s estimated $13 billion OTT market by 2030. While global giants continue to churn out algorithm-tested content, Chull OTT bets on regional narratives, experimental formats, and bold, emotionally resonant storytelling.

    “We’re here to shake things up by offering fresh, bold, and emotionally gripping stories that mainstream platforms often overlook,” said Flickfusion Media INC CEO Deepak Joshi. “India’s vibrant storytelling culture deserves a space where creativity isn’t restricted by formulas — and Chull OTT is that space.”

    The platform enters the scene with a slate of multi-language content across Hindi, Tamil, Telugu, Kannada, and Bangla.

    The promise?

    Uncensored originals spanning drama, comedy, and documentaries. An AI-powered recommendation engine tailors content based on viewing behaviour, while the app is fine-tuned for low-bandwidth environments — a nod to India’s thriving tier two and tier three markets.

    Chull OTT also comes armed with a clean, user-friendly interface and aggressive pricing. Subscriptions start at Rs 79 a week, Rs 149 monthly, Rs 329 quarterly, and Rs 579 annually — designed to fit screens and wallets alike.

    Collaborations with regional creators, local production houses, and telecom partners are already underway. The company has promised strict adherence to data privacy and cultural sensitivity standards, hoping to build trust as well as audience share.

    Whether it is a gritty docuseries about small-town India, a rebellious rom-com, or a no-holds-barred stand-up special, Chull OTT says it isn’t playing safe — and that might just be its most binge-worthy promise.

  • Dream Sports and Microsoft team up to play hard in India’s gaming market

    Dream Sports and Microsoft team up to play hard in India’s gaming market

    MUMBAI: Dream Sports is putting on its game face with Microsoft. At the inaugural World Audio Visual & Entertainment Summit (Waves) 2025 in Mumbai, the sports tech powerhouse inked a memorandum of understanding (MoU) with the American software giant in a bid to supercharge India’s booming gaming industry.

    The tie-up will explore local publishing opportunities for Microsoft’s global gaming portfolio, while co-developing AI-fuelled innovations tailored to Indian tastes. The goal: build cutting-edge online experiences for the country’s 600 million-strong gamer base.

    Dream Sports co-founder & chief executive Harsh Jain said, “We are eager to build innovative & future ready experiences by leveraging Microsoft’s deep technical & AI expertise along with our base of 250 million Indian users. We look forward to working together to redefine the future of online gaming in India.”

    Microsoft India  and south Asia president Puneet Chandok echoed the enthusiasm: “We are excited to explore a collaboration with Dream Sports, leveraging their vast ecosystem of 250 million users. Together, Microsoft and Dream Sports aim to elevate the Indian gaming landscape by tailoring it to local needs and delivering transformative AI-driven experiences”

    The partnership lands as India’s gaming market hits a high score—$3.8 billion in FY24, with mobile users leading the charge. More than 66 per cent of gamers now hail from non-metro cities, and 44 per cent are women, according to the Leveling Up: State of India Interactive report.

    With cheap data, smartphone ubiquity, and growing backing from investors and policymakers alike, India is no longer just a player—it’s becoming the arena.

    Game on.

  • Airtel gives caller ID a glow up with Business Name Display launch

    Airtel gives caller ID a glow up with Business Name Display launch

    MUMBAI: Is it your bank or just another spam bot? Airtel Business wants to take the guesswork out of answering calls, one display name at a time. The telecom giant has launched Business Name Display (BND), a first-of-its-kind service in India that lets businesses flash their verified brand name on your phone screen during outgoing calls. In a world where unknown numbers trigger suspicion and “Potential Spam” labels trigger instant rejection, this nifty new feature is all about making customer conversations a little less cat-and-mouse.

    The move builds on Airtel’s earlier anti-spam crusade, which helped users dodge pesky telemarketers but had the unfortunate side-effect of flagging legit calls from banks, food delivery riders, hospitals, and couriers as possible spam. So while users became savvier, brands got ghosted. BND aims to change that reinstating trust, one branded ring at a time.

    Airtel Business director & CEO Sharat Sinha said, “At Airtel, we are constantly innovating to create a communication experience that is smarter, safer and more transparent for everyone. With “Business Name Display”, we will be helping businesses establish trust and stand out with every call while simultaneously giving customers the confidence of knowing who is reaching out to them. It is about making communication more personal, secure and seamless for both sides.”  

    Airtel piloted the feature with over 250 companies across banking, retail, mobility, and delivery services. In just one month, these businesses used 1.5 million plus numbers to make 12.8 million calls, reporting a spike in engagement and answer rates. Because apparently, when people know it’s their pizza or parcel calling they tend to pick up.

    The service is easily activated via Airtel Business’s portal, where companies can register and configure their details. No more hiding behind random digits, just clear, verified identity with every ring.

    In a world of dodgy dials, Airtel’s Business Name Display could be the caller ID glow-up we didn’t know we needed.

  • Balaji hits it for six with cricket-fan dramedy debut

    Balaji hits it for six with cricket-fan dramedy debut

    MUMBAI: When the cricket’s on, life takes the back seat, plans are paused, emotions run high, and remote controls become battlegrounds. Balaji Originals clearly gets the memo. Making its digital debut with The Great Indian Cricket Fan, Balaji Telefilms is tapping into the sacred Indian ritual of watching cricket with irrational passion and comedic chaos. Streaming now on YouTube with two episodes dropping every week, the series is part sitcom, part stadium and wholly relatable.

    With Abigail Pande, Yuvraj Dua, Priitamm Jaiswal, and Neha Bharti leading a spunky ensemble, the show isn’t about players, it’s about the people glued to their screens, frantically adjusting lucky cushions and whispering “don’t jinx it!” into the ether. From missed deliveries (both Swiggy and romantic) to household tiffs over match-day superstitions, TGICF is a breezy tribute to the cricket-fuelled frenzy we call everyday life.

    Set during a high-octane cricket season, the show swings between emotional googlies and laugh-out-loud yorkers capturing how fans experience every ball, boundary and breakdown like they’re on the pitch themselves. Think café screenings turning into mini-Wankhedes, and friendships forged or fractured over favourite captains.

    Balaji Telefilms Ltd head for brand revenue & partnership Kavvya Bharathi said, “Balaji has always been known for its compelling storytelling that deeply resonates with audiences in the heartland. With The Great Indian Cricket Fan, our first offering under Balaji Originals, we’re excited to expand our reach and connect with a younger demographic by tapping into India’s unmatched passion for cricket. This dramedy captures the true spirit of a cricket fan their loyalty, their rituals, and the electric atmosphere in local cafés during matches. Releasing during the summer break, the series brings the thrill of the stadium straight into living rooms, promising joy, nostalgia, and entertainment with every episode,”

    Expressing her excitement, Abigail Pande shared, “Honestly, it was so much fun shooting for The Great Indian Cricket Fan. The energy on set was absolutely palpable! If you’ve been missing Sia Dhillon, you’re going to love this show because I genuinely loved being a part of it. The concept is fresh and something we haven’t really explored before. While we’ve often seen stories around football fan rivalries, cricket which is practically a religion in India hadn’t been tapped into like this. From passionate fan clubs to the electrifying vibe in cafés during big matches, and how these spaces turn into mini-stadiums for fans, we’ve tried to capture it all. This show will definitely make you want to head to a café with your gang and cheer for your favorite team!”

    Yuvraj Dua added, “Being a sports enthusiast since childhood, I naturally gravitated toward sports journalism and then social media found its way into my life. But through all the transitions, one thing remained constant: my love for cricket. When I signed The Great Indian Cricket Fan, the first thought that crossed my mind was wow, a show about sports! This time, I wouldn’t be acting; I’d just be myself in front of the camera. I’ve always been that crazy cricket fan: canceling dinner plans, ghosting WhatsApp groups, sitting in the same spot for hours because India was doing well and I didn’t want to jinx it! The madness, the emotions, the superstitions we’ve all lived it. And the fact that this is Balaji Originals’ first-ever show makes it even more special. To be one of the first faces representing a platform launching something so rooted in our culture, it’s a proud, full-circle moment for me.”

    With Gen Z relatability, millennial nostalgia, and desi family drama all stitched together in one innings, The Great Indian Cricket Fan is Balaji’s pitch-perfect attempt to bowl over a digital-first crowd.

    And remember in India, when the match begins, the drama’s only just getting started.

  • Prime time for India as Amazon’s streamer doubles down on desi drama

    Prime time for India as Amazon’s streamer doubles down on desi drama

    MUMBAI: At a lively fireside chat during AVIA’s Future of Video India conference, part of the first-ever WAVES summit, Kelly Day, head of international & VP, Prime Video, and Gaurav Gandhi, VP for Asia Pacific & MENA, lifted the curtain on Amazon’s streaming strategy with India in a starring role.

    Kelly Day waxed lyrical about the enduring allure of the big screen, declaring, “We believe in the theatrical window,” and reaffirming Prime Video’s intent to back the box office while keeping its streaming chops strong. The aim? Around 14–15 global theatrical releases a year, because nothing beats the magic of popcorn-fuelled premieres unless you can also watch it at home in your PJs.

    But beyond the cinema, it’s the everything hub approach that’s taking centre stage. “We want to be the first place people think of when they want to watch something,” said Day, noting that with over 200 million Prime members worldwide, Prime Video is less about being everything to everyone and more about helping everyone find exactly what they want.

    For India, that means layering choice upon choice. Gaurav Gandhi detailed how the country has become Prime’s petri dish for innovation TVOD (Transactional Video on Demand) is booming with 7000 plus titles, and 60 per cent get rented every month across 95 per cent of India’s pin codes. The subcontinent is also home to 25 plus channel partners, making it second only to Japan in Prime’s global “channels” play.

    “India is a super important locale,” Gandhi noted, adding that it’s not just a growth engine for Prime sign-ups but also a massive content factory, with one of the largest original slates outside the US. Even more impressive? One in four views of Indian content comes from overseas, proving that regional stories are finding global legs.

    And when it comes to customisation, India’s Prime menu is a buffet: from Prime Lite to full-fat Prime, mobile-only editions to programming in 10 Indian languages, the streamer’s playbook here is all about slicing and dicing its offerings to match the country’s many moods. “We’re learning from India and taking that learning global,” Gandhi quipped.

    So while other platforms try to decode the Indian market, Prime Video seems to have cracked the subtitles and is quietly exporting the script.
     

  • Prime Video goes K-razy: CJ ENM deal brings Korean hits to the global stage

    Prime Video goes K-razy: CJ ENM deal brings Korean hits to the global stage

    MUMBAI: Prime Video is diving deep into the K-drama wave. At the Waves Summit in Mumbai on Saturday, the streamer announced a blockbuster global pact with South Korean entertainment powerhouse CJ ENM locking in multi-year worldwide rights (barring Korea and China) to some of Korea’s most popular and upcoming screen gems.

    Set to kick off in late June with fantasy-romance series Head Over Heels, the partnership will see Prime Video release a slew of exclusives through 2025 and 2026 from Studio Dragon and CJ ENM Studios. Prime members can also binge a revamped line-up of beloved back-catalogue titles like Her Private Life, Another Miss Oh, and gritty fan-favourite Mouse.

    All this will be served with subtitles in 28 languages and dubbing in 11—part of Prime Video’s bid to make Korean content irresistibly accessible to fans from São Paulo to Seoul.

    “This strategic collaboration with CJ ENM reinforces Prime Video’s commitment to bringing the best of Korean entertainment to our customers worldwide,” said Prime Video head of International & VP Kelly Day. “Korean content continues to resonate deeply with global audiences. We’ve witnessed the borderless appeal of Korean storytelling with the phenomenal success of shows like Marry My Husband, No Gain, No Love which not just captured hearts across continents, but also found their place in the Top 10 most-watched non-English language International Originals from 2024, posting super strong viewership outside their country of origin. We are now thrilled to offer new and exclusive titles, alongside a catalogue of consumer favourites exclusively to Prime Video’s global consumer base, in a language of their preference.”

    “At Prime Video, our ambition is to be the first-choice entertainment hub for consumers. From the best of global content, to popular stories from Asia, we want to be a destination where consumers can effortlessly discover their next favourite story. As Korean content continues to find massive audiences worldwide, we’re thrilled to bring these captivating narratives exclusively to our worldwide audiences,” said Prime Video vice president, APAC & Mena Gaurav Gandhi. “Our strategic collaboration with CJ ENM marks a new chapter in this journey, giving Prime members front-row access to some of the most  compelling and innovative content from Korea.”

    “We’re thrilled about this partnership with Prime Video, which allows us to bring our unique Korean stories to an even broader global audience,” said CJ ENM’s content business division executive vice president Jangho Seo. “Korean entertainment has been winning hearts around the world with its compelling narratives, relatable characters, and outstanding production quality. We’ve already seen tremendous success with titles like Marry My Husband and No Gain, No Love, which achieved remarkable viewership milestones on Prime Video and reaffirmed the universal appeal of our storytelling. Through Prime Video’s extensive global reach and strong commitment to multi-language subtitles and dubbing strategies, we are excited to make our upcoming titles even more accessible and enjoyable for audiences across cultures and languages. This collaboration not only strengthens CJ ENM’s global footprint but also reflects our shared vision with Prime Video to deliver captivating stories to fans worldwide. We look forward to building on this momentum and deepening our connection with viewers everywhere.”

    The move cements Prime Video’s growing bet on Korean drama as a frontline act in its global expansion. For subscribers, it’s a K-lovers’ dream. For the industry, it’s another sign that Hallyu isn’t just here to stay—it’s scaling up.

  • Netflix bets big on Bharat: Ted Sarandos touts $2bn impact, calls India the next Korea

    Netflix bets big on Bharat: Ted Sarandos touts $2bn impact, calls India the next Korea

    MUMBAI:  “Don’t globalise it. Localise it, then watch it fly.” That was Netflix co-CEO Ted Sarandos’ mantra to Indian creators at the government of India’s Waves  Global Summit 2025, where he shared the stage with actor Saif Ali Khan in a high-wattage fireside chat titled Streaming the New India: Culture, Connectivity & Creative Capital.

    Sarandos came bearing stats—and swagger. Netflix’s investments in India from 2021 to 2024, he revealed, have generated over $2 billion in economic impact, filming across 23 states and 100+ cities, and collaborating with over 25,000 local cast and crew. “That’s not just entertainment—it’s employment, infrastructure, and skill-building,” he said.

    And the viewership numbers? Eye-watering. In 2024 alone, three billion+ hours of Indian content were streamed globally on Netflix—nearly 60 million hours a week. An Indian title made it to the global Top 10 non-English list every single week of the year.

    Saif Ali Khan, now a veteran of both big screens and binge-worthy epics, waxed lyrical about the creative freedoms offered by streaming. “It’s a gift,” he said. “Long-form storytelling lets you explore characters with nuance and intimacy. Streaming is a creative playground—with no school bell ringing at the end.”

    When asked how Indian creators can crack global markets, Sarandos dropped the algorithmic truth: “If you try to engineer something for the world, you end up making it for no one,” he warned. “The most successful global stories—Korea’s Squid Game, Spain’s Money Heist—were deeply local. India must do the same. If it’s not loved here, it won’t work out there.”

    He didn’t mince words. “Don’t water it down for the west. Audiences don’t want diluted. They want real.”

    According to Sarandos, India is teetering on the edge of a Squid Game-scale global breakout. “Korea had years of storytelling before its global moment,” he said. “India is now at that inflection point. The creative base is solid. The reach is already here.”

    Netflix is doubling down on that bet, with buzzy upcoming titles like The Royals and The B*****s of Bollywood joining global juggernauts like Squid Game S2, Stranger Things, and Wednesday.

    When asked if streaming would cannibalise cinemas, Sarandos played diplomat. “India is fan-first,” he said. “Theatres and streaming aren’t rivals—they’re tag-team partners.” Streaming, he added, simply meets audiences where they are. “In India, films move from theatre to streaming at record speed. That’s not disruption—that’s democratisation. India, in many ways, was ahead of the curve.”

  • Dish TV hits play button on creator-led OTT with Watcho Fliqs

    Dish TV hits play button on creator-led OTT with Watcho Fliqs

    MUMBAI: Dish TV India, the country’s first direct-to-home (DTH) trailblazer, is now gunning for a front-row seat in India’s creator economy. After kickstarting the conversation with Content India 2025 Summit earlier this year, the company has now pulled back the curtain on Watcho Fliqs —a content segment within its Watcho app that could give every professional creator their own OTT stage.

    Unveiled at Waves  2025, Fliqs promises to be more than just another tile on the crowded streaming screen. It’s Dish TV’s answer to a shifting digital appetite—where creators want control, consumers want choice, and no one wants to pay Rs 499 a month to find out they’ve seen it all.

    “With Fliqs, we are taking a big and bold leap towards redefining what an OTT service can be. This isn’t just another content launch—it’s a statement of intent,” said  Dish TV India CEO & executive director Manoj Dobhal.  “Fliqs represents a new generation of curated, exclusive digital storytelling that aligns with the evolving consumer demand for distinct, high-value content. While the industry has seen a proliferation of platforms, very few offer something truly differentiated. Fliqs fills that gap by bringing untold stories, original productions, and exclusive titles into a highly personalized, affordable ecosystem. 

    “It supports India’s growing community of independent storytellers by providing a premium platform to showcase their work, reach wider audiences, and unlock monetization opportunities—strengthening Dish TV’s commitment to digital-first creative entrepreneurship.”

    Fliqs serves up award-winning originals, regional marvels, cult international titles, and short-format snacks—all in a tightly curated, multi-lingual menu. With rates starting from as low as Rs 9 per title and a buffet of free content to boot, the platform is wooing value hunters and taste seekers alike.

    But it’s not just the catalogue doing the heavy lifting. A sleek UI, AI-powered recommendation engine, and multi-screen features offer users a hyper-personalised ride through a universe of fresh entertainment.

    Watcho CTO & business head V.K. Gupta added: “Fliqs  is our solution to evolving consumer demands for uniqueness, exclusivity, and control over their entertainment. It’s not just an add-on, but a transformational layer within Watcho, offering a smarter, more relevant experience. With Fliqs,  Watcho strengthens its position in the OTT market, marking the start of a larger content evolution.” 

    Going forward, Watcho’s Fliqs  will continue to scale up with exclusive dubbed English content, regional blockbusters, and classic gems you won’t find on rival platforms. The real twist? It puts India’s storytellers in the director’s seat—creatively and commercially.

    As the digital content ecosystem matures, Dish TV seems determined to rewrite the playbook—from content carrier to creator catalyst.

  • Swipe right on Bharat Lumikai unlocks the new face of digital play

    Swipe right on Bharat Lumikai unlocks the new face of digital play

    MUMBAI: India’s gaming and interactive media scene just got a reality check and it’s not coming from the usual suspects in metros. In a swipe-worthy new consumer report titled “From Swipes to Stories”, Lumikai, the country’s first interactive media VC, has laid bare the habits, preferences, and quirks of India’s 12.5 billion dollars new media economy and it’s more Bharat than hindi flims.

    Unveiled at WAVES 2025, the report dives deep into how mobile-first, non-metro audiences are rewriting the digital playbook. A few standout facts? 44 per cent of gamers in India are now women, up from 41 per cent last year, and a whopping 66 per cent of all players come from non-metros. The rise of this culturally rooted, tier-2+ gaming community marks a seismic shift in India’s entertainment map.

    South India emerges as the undisputed champion of screen time, with users spending 1.6x more on interactive platforms than the national average. And while Instagram and OTTs top the leaderboard everywhere, dating apps sneak into the North’s top three, proving Delhi really does love its drama with a dash of romance.

    Gaming itself now gulps 13 hours a week up 30 per cent from FY23 and smartphones are the arena of choice for 99 per cent of players. Consoles and PCs remain niche, and players cite data costs, ads, and hardware limitations as the top killjoys.

    The motivations behind the joystick? Relaxation (75 per cent), social connection (51 per cent), and self-expression (45 per cent) making gaming India’s emotional escape hatch, right alongside music and movies. While only 32 per cent splurge on in-game goodies immediately, 56 per cent convert to paid users within a week, lured by perks like ad-free play and performance upgrades.

    Commenting on the report launch Lumikai founder and managing partner Salone Sehgal said, “One of the report’s most defining conclusions is the evolution of the Indian user from player to creator. Interactivity has emerged as the core currency of engagement, and platforms that enable connection, competition, and expression will lead this next chapter. It is deeply meaningful to have presented the report at WAVES 2025, a global stage that reflects our shared vision for India as a global powerhouse in new media and gaming. It is evident how India is building its own interactive entertainment paradigm where UPI-powered microtransactions meet mobile-first storytelling. With improved access and infrastructure, India’s interactive media market touched 12.5 Bn dollars in FY24, driven by vernacular content, microtransactions, and social gaming experiences that resonate with Bharat’s cultural fabric.”

    Doubling down on interactivity as the way forward Lumikai vice president Aditya Deshpande said, “The report delineates how the opportunity to build lasting value in India’s interactive media ecosystem lies in building sustainable, culturally resonant models. These are ecosystems where monetization aligns with user psychology, discovery is inherently social, and localization drives depth of engagement. For developers, this means designing experiences that optimize for low-data usage and micro-transactional access. For investors, it means backing models that prioritize long-term retention over viral spikes. And for policymakers, the signal is clear: gaming is no longer peripheral. Interactivity is the language, and systems of play are the engines driving this economy forward.”

    Based on insights from nearly 3,000 mobile users, this isn’t just a data dump, it’s a pulse check on a nation clicking, tapping, and swiping its way into a homegrown media future. From small-town streamers to microtransaction mavens, India’s new media user is lean-forward, socially wired, and anything but passive.

  • Lenovo sets up camp to call out campers in clever gaming crackdown

    Lenovo sets up camp to call out campers in clever gaming crackdown

    MUMBAI: Gamers hiding in corners just got cornered by a laptop upgrade. In a cheeky ambush inside one of India’s most popular shooter games, Lenovo India, with Intel and Leo Burnett, has launched Gamers on Duty, a guerrilla-style campaign that calls out “campers” mid-battle and offers them a shot at redemption: a discount on Lenovo Legion laptops.

    For the uninitiated, “camping” in gaming lingo is the much-despised strategy of hiding in one spot and picking off opponents from cover, much to the annoyance of serious players. But Gamers on Duty flips the script recognising that many Indian gamers aren’t camping by choice, but by compulsion. Outdated hand-me-down laptops, dad’s office machine, or just old tech struggling to keep up with today’s graphic-heavy games are pushing players into passive play.

    So Lenovo and Intel assembled a squad of undercover operatives 12 of India’s top gaming influencers, wielding a cumulative reach of 20 million. These “agents” infiltrated live games, hunted down campers using an in-game feature that allows a brief 15-second chat when a player is caught and used that vulnerable moment to serve up an unexpected offer: ditch the lag, grab a Lenovo Legion.

    By turning a niche in-game mechanic into a pop-up sales pitch, the campaign reached players right when their frustration peaked slow machines, melting keyboards, and sluggish gameplay. The result? A deluge of hilarious, shareable content and a savvy new way to turn gameplay into advertising without feeling like advertising.

    “At Lenovo, we believe gamers deserve to experience every moment of their gameplay at its absolute best. With this campaign, we wanted to connect with them not just through screens, but in the heat of action at the very moment when outdated devices hold them back. Lenovo Legion is engineered to deliver uncompromised performance, so gamers can play fearlessly and experience their full potential. By meeting players exactly where they feel the need for better performance, we’re not just showcasing our technology – we’re empowering them to level up, quite literally.” said Lenovo India CMO, Chandrika Jain.

    Publicis Groupe CCO for South Asia and Leo chairman for South Asia Rajdeepak Das added “This is a great example of how data and tech come together to create a hyper-personalized campaign targeting campers who have been at the receiving end of hate from the entire gaming community. Our idea was to reach out to gamers while they were hiding because of slow laptops and put the brand’s message and offers in the right place, at the right time, and to the right audience.”

    In short, Gamers on Duty proves that when it comes to clever marketing, it pays to play dirty, especially if you’re cleaning up the camping mess along the way.