ITV

Category: iWorld

  • Disney advances live streaming ad technology in the US

    Disney advances live streaming ad technology in the US

    MUMBAI: The Walt Disney Co has launched new advertising technology integrations to enhance live streaming monetisation on its platforms earlier this week. Advertisers can now programmatically bid on live inventory across Hulu and Disney+, including ESPN and ABC News content, through Disney’s proprietary ad server and Google’s Display & Video 360.

    Senior vice president of ad platforms Amy Lehman highlighted the advancement in ad technology, enabling automated workflows for live ad inventory. Senior vice president of addressable sales Jamie Power confirmed that platforms like Google’s DV360, The Trade Desk, Yahoo DSP, and Magnite are now certified to leverage viewership spikes during live events.

    The integration of Google’s Display & Video 360 instant deals via Disney’s real-time ad exchange (Drax) allows for rapid deal creation, streamlining the buying process. This builds on the existing Drax direct integration.

    Disney is also deploying dynamic ad insertion (DAI) for live events on Disney+, extending the technology already available on Hulu, to enable personalised ad experiences. Lehman emphasised Disney’s leadership in live streaming, combining technological expertise with ad technology to meet market demand.

    This move allows advertisers to target audiences during live events with increased efficiency and precision

  • Indian indie games get their big boss moment in global Steam sale spotlight

    Indian indie games get their big boss moment in global Steam sale spotlight

    MUMBAI: Gamers, ready your wallets—and your wishlists. The great Indian gaming uprising has officially begun. No dragons to slay here (unless one’s coded in a pixel dungeon), but there’s fire nonetheless. Indie Game Utsav and Comic Con India have teamed together to drop the largest-ever sale of Indian-made and Indian-origin PC games on Steam. This is not a drill. It’s up to 80 per cent off, and it’s live.

    The Comic Con X Indie Game Utsav Steam Sale kicked off on 10 April at 11 pm IST and will run until 20 April. But here’s the real power-up: from 18-20 April, this curated sale of over 110 desi games will grace Steam’s global front page—a first for Indian games. That’s like walking into a LAN party and finding you are the main event.

    “This Steam Sale is our way of giving Indian games a wider audience,” said Nodding Heads Games co-founder & game director and Indie Game Utsav project director Avichal Singh. “I’m grateful for Nodwin’s and Valve’s support to surface Indian games to the world.”

    And it’s not just online. Indie Game Utsav will make its on-ground debut at Mumbai Comic Con 2025 on 12–13 April at the Jio World Convention Centre. Over 40 high-quality indie titles will be showcased to thousands of fans at Maruti Suzuki Arena presents Mumbai Comic Con powered by Crunchyroll. Because who says you can’t cosplay and code?

    The Utsav has major backing too—from Intel, Xbox, Xsolla, Specter, and Nodwin Gaming. The International Game Developers Association (IGDA) India joins as community partner, ensuring this isn’t just a flash in the digital pan.

    NODWIN Gaming co-founder & MD Akshat Rathee didn’t mince words, “We’ve always believed that Indian indie game creators have something truly special to offer, and their games deserve to be in the hands of more players. This is just one step in a larger effort to support that ecosystem.”

    Sale highlights include solo-developed sleeper hits like Bao Bao’s Cozy Laundromat, the cult-favourite episodic series Fears to Fathom, strategy-heavy Kurukshetra, the acclaimed Raji: An Ancient Epic, slice-of-life gem The Palace on the Hill, and horror surprise Kamla. These titles are more than just games—they’re passion projects from local devs putting India on the global map, one pixel at a time.

    And it’s not just the usual suspects. Upcoming games like Abashed, Appa, Cosmic Race Galactic Showdown, Detective Dotson, Fishbowl, Frontier Paladin, Mukti, Sojourn Past, and Spook-A-Boo are also elbowing their way onto international wishlists.

    You can browse the full lineup at Steam’s event page or dive into the complete catalogue via this spreadsheet. Don’t forget to wishlist your favourites – every click counts.

    For now, India’s indie developers are levelling up hard. From chai-sipping code sprints to standing proud on Steam’s global stage, it’s a journey worth celebrating. And judging by the excitement, it’s only the beginning of a glorious, glitch-free era.

  • LG research: viewers keen to spend and shop through the connected TV screen

    LG research: viewers keen to spend and shop through the connected TV screen

    MUMBAI: The humble television has evolved from mere entertainment box to potential shopping portal, as new research from LG Ad Solutions reveals viewers are itching to flex their purchasing power from the comfort of their sofas. A whopping 62 per cent of connected TV viewers fancy interactive advertisements, with 56 per cent wishing they could splash cash directly through it.

    The February 2025 survey of 1,210 American screen-gazers paints a picture of consumers increasingly susceptible to what flickers before their eyes. Among connected TV viewers, an impressive 79 per cent admit to being influenced by adverts in their shopping decisions, while 63 per cent regularly discover new brands through the box. Nearly half have actually followed through with a purchase after seeing a TVC in the past quarter.

    “The days when people merely absorbed adverts passively are gone with the wind,” says a marketing guru. “Today’s viewers reach for their wallets almost as quickly as they reach for the remote—particularly when offered a discount.”

    LG television owners appear especially vulnerable to advertising’s siren call, showing influence rates a stunning 28 per cent higher than their counterparts. These same viewers are 20 per cent more likely to wish they could shop through their screens—statistics guaranteed to make marketing directors drool into their expense accounts.

    When it comes to actually parting with cash after seeing an advert, mobile phones remain the weapon of choice, with 60 per cent of viewers grabbing their handsets to complete purchases. Laptops and in-store visits follow at 41 per cent and 35 per cent respectively. Connected TVs themselves account for 22 per cent of purchases—a figure that jumps by 20 per cent among LG TV owners specifically.

    Perhaps unsurprisingly, 71 per cent of connected TV viewers confess to keeping their mobiles within arm’s reach whilst watching—creating what industry types call a “second-screen opportunity” and what everyone else calls “modern life.”

    The research also reveals surging interest in free ad-supported television (FAST) services, with 77 per cent of connected TV users regularly tuning into these platforms. LG’s own service—rather blandly christened “LG Channels”—now offers over 350 live channels and 7,000 on-demand options for the discerning viewer who prefers not to pay.

    With nine in 10 consumers in the US now using an internet-connected TV and 60 per cent preferring free streaming with adverts, Fast platforms have become fertile ground for shoppable innovation. Regular Fast users show 12 per cent higher purchase rates after viewing adverts than the general population.

    The report reveals multiple methods viewers are open to using for purchasing through their televisions:
    * 70 per cent fancy saving products to a wish list directly on the TV
    * 67 per cent would send a text for more information or discount codes
    * 62 per cent are willing to scan QR codes to checkout on mobile devices
    * 62 per cent would use voice commands to add items to their cart
    * 60 per cent would save shipping/payment details for quick checkout on the TV
    * 54 per cent are open to an AI assistant contacting them via email, text or social media

    Younger viewers aged 18-34 show particular enthusiasm, with 21 per cent higher interest in interactive TV adverts than the general population.

    For brands looking to capitalize on this trend, the report suggests a three-pronged approach: test creative variations, leverage Fast platforms, and utilize custom landing pages for a seamless shopping experience.

    When it comes to persuading viewers to part with their cash, discounts and promotions prove most effective, with 57 per cent of viewers citing offers as their primary purchase driver. Product features (42 per cent) and attractive visuals (32 per cent) also factor into purchasing decisions, while one in four viewers are influenced by the ability to click through to learn more.

    The creative elements of adverts significantly impact engagement levels:
    * Time-sensitive offers showed a staggering 12.4x higher purchase intent
    * Click-to-landing page functionality delivered 8.1x higher purchase intent
    * Special offers generated 5.6x higher purchase intent
    * Concise messaging resulted in 5x higher brand consideration
    * Clear calls-to-action produced 4x higher brand consideration
    * Dynamic creative animation yielded 2x higher purchase intent

    A case study highlighted in the report showed a major quick service restaurant chain achieving 2.5x more QR code scans and 10 per cent lower cost per reach by following these best practices during a 24-day holiday campaign.

    The report offers tailored advice for different retail categories based on analysis of TV advertising patterns throughout 2024:
    * Clothing and apparel brands should increase connected TV spending during peak periods (Q2 and Q4) to counter higher traditional TV spending from competitors
    * Electronics brands should maintain consistent connected TV spending throughout the year, with increased investment during holiday and post-holiday periods
    * Grocery and consumer packaged goods companies should maintain steady levels all year, with some increase during summer months
    * Appliance brands should boost connected TV presence during summer to compete for share of voice ahead of Labour Day sales
    * Restaurant brands should increase spending towards the end of each month and create special offers to drive engagement

    As one retail executive put it: “The living room is becoming the new shopping centre, and the remote control is the new credit card.”

    For those concerned about a dystopian future where white goods join the sales pitch, prepare yourselves—14 per cent of consumers expressed interest in shopping through their refrigerator, while 10 per cent fancy making purchases via their car dashboard or washing machine. One wonders if one day the toilet might suggest a particular brand of paper.

    LG Ad Solutions recommends advertisers implement the following strategy:
    1. Test various creative variations and calls-to-action for optimal results
    2. Leverage connected TV native ads and custom landing pages for immersive experiences
    3. Capitalise on the shift to free ad-supported streaming services to find new audiences

    The message for retailers is crystal clear: American armchair shoppers are poised with their plastic—and all they need is the right button to press. 

    Are there any lessons in this for Indian advertisers and for Indian platforms? 

    Indeed. 

    Most Indian connected TV owners are international travelers who have been exposed to Fast channels during their travels, but have been loathe to reach for the purchase button because fulfilment can take longer in markets like the US than in India where goods can be delivered in 10 minutes. By consistently following some of these best practices and adapting them to Indian nuances, advertisers on connected TVs can get a better bang for their buck. 

  • Hello Eloelo bags Rs 114 crore as gamified livestreams go prime time

    Hello Eloelo bags Rs 114 crore as gamified livestreams go prime time

    MUMBAI: If India’s social media scene were a dancefloor, Eloelo just dropped the bass. The interactive livestreaming platform has raised Rs 114.3 crore (13.5 million dollars) in Series B funding led by Play Ventures, with participation from Kalaari Capital, MIXI Investments, Gameskraft Technologies, Griffin Gaming Partners, Waterbridge Ventures, Courtside Ventures, and Rocket Capital.

    Eloelo, which describes itself as the “digital third place for Bharat,” is blending gamified livestreams, vernacular creator tools, and AI-led community-building into a potent entertainment cocktail and the party’s just getting started. This latest round takes the platform’s total funding to over 50 million dollars, following a 22 million dollars raise just last year.

    Eloelo founder & CEO Saurabh Pandey says, “Eloelo is bringing the ‘Social’ back in consumer social platforms at a time when most platforms are built for passive content viewing. We believe that feeling connected to others is a primary human need of belongingness, and we are solving that across 8 languages by connecting Indians over interactive livestreams with games, chat & virtual gifting to express their emotions. With close to 400 Million aspirational middle India consumers, we believe this is a massive underserved market which needs India-first solutions. Extremely proud of our team that has built a platform that handles large scale concurrency in live streams in 8+ languages along with building gen-AI tools to empower creators. The Series B round shows us the belief that our existing and new investors place on our vision and execution ability”

    And engage they have. With over 1.5 million paying users, the platform has already hit an annual revenue run rate of Rs 200 crore (23M dollars) within a year of switching on monetisation in May 2024.

    What makes Eloelo stand out is its zero-ad, no-paywall strategy. The platform thrives entirely on microtransactions, virtual gifts, fan support, and gamified features allowing creators to directly monetise their audiences. Over 20,000 creators are already earning through the platform, streaming in over eight Indian languages.

    Speaking on Eloelo’s revenue, Saurabh added, “We switched on monetization in May 2024 after 2-3 years of building the platform capabilities and scaling rapidly to hit PMF. In less than a year of launch, we are now hitting a 200 crore Annual revenue run rate ($23M ARR) with 1.5 Million paying users and are one of the fastest growing platforms in India at this scale. Consumer Tech in India is going through a massive shift away from ad-first models to micro payments, and we are happy to be powering this shift. Gone are the days when India was the MAU farm of the world – we are here to prove that the Bharat-first models have massive monetization potential as we track towards a 60M dollars run rate by end of this year. Beyond just numbers, the impact I am truly proud of at Eloelo is that more than 20,000 creators are now earning a livelihood by streaming and building their own digital communities”

    With India’s interactive entertainment and gaming space now worth 12 billion dollars (out of a 25 billion dollars total M&E market), and growing at a 16 per cent CAGR according to Lumikai, Eloelo is positioning itself as a frontrunner in a post-advertising digital world.

    The fresh capital will fuel the company’s next leg of growth: deeper generative AI use cases, further monetisation innovation, and international expansion targeting the Indian diaspora.

    As Eloelo scales, it’s not just playing to win, it’s rewriting the rules of how India’s social entertainment is consumed, created, and cashed in.

  • Thu Do Multimedia brings in Arjun Raval to tighten its tech game

    Thu Do Multimedia brings in Arjun Raval to tighten its tech game

    MUMBAI: Thu Do Multimedia India just cranked the tech dial to eleven — and they’ve done it with serious firepower. Stepping into the spotlight is Arjun Raval, the newly minted chief technology officer (CTO), who joins the company’s senior leadership team starting April 2025.

    And let’s just say, the man’s no rookie.

    With over 15 years in the trenches of India’s technology sector, Raval knows how to wire, rewire and turbocharge digital TV infrastructure like few others.

    In a space where lag isn’t just a tech problem but a cardinal sin, Thu Do has gone all in. Raval’s résumé reads like a manual for mastering digital television strategy, with past stints helming major projects at heavyweight firms. The company clearly isn’t just streaming shows — it’s streaming ambition.

    If OTT had a command centre, Raval just got the keys to it. He steps into the CTO role with a clear brief: to steer cutting-edge projects across India and southeast Asia. From beefing up backend architecture to delivering smoother-than-butter multicast UDP streams, his tech chops are expected to fuel the company’s next big leap.

    “We are thrilled and honoured to welcome Arjun Raval to the senior leadership team at Thu Do Multimedia India. With over 15 years of experience in the technology sector, Arjun Raval has held key leadership positions at several major companies in India, leading strategic technology projects and possessing deep expertise in the field of digital television. Starting in April 2025, Arjun Raval officially joins the Thu Do Multimedia family as chief technology officer (CTO) at Thu Do Multimedia India. He will lead the team in executing technical projects across India and southeast Asia. We are confident that with his extensive knowledge and experience, Arjun will play a key role in delivering high-quality products and exceptional services to our partners and clients.” read the official company announcement.

    Raval’s arrival signals more than just a fancy title. It’s a statement: Thu Do Multimedia is done playing small. With an arsenal of innovations — from anti-leakage solutions to seamless SSAI integration — the company is betting big on leadership that gets the job done, no buffering.

    And let’s be honest — in an OTT landscape cluttered with buzzwords and jargon, having someone who actually knows what the buttons do is a power move. Good luck, Arjun. May your streams stay strong, and your packets never drop.

  • Glance recruits digital exec Lalwani

    Glance recruits digital exec Lalwani

    MUMBAI: Tarun Lalwani has jumped ship from JioStar to take up the role of director of strategic partnerships, content strategy and design at Glance, the mobile lock screen platform.

    The move comes after a remarkably brief five-month stint at JioStar, where Lalwani served as senior director of digital licensing and partnerships following the merger of streaming services JioCinema and Hotstar.

    Lalwani brings a packed portfolio of digital content experience to his new position. Before his lightning-quick tenure at JioStar, he spent over three years at Viacom18, where he climbed to senior director overseeing digital licensing, strategic partnerships, user growth and content partnerships.

    His CV reads like a who’s who of India’s digital entertainment landscape, with previous roles at ESPN, Hotstar, IndiaCast and Wizcraft International Entertainment.

    At Glance, which transforms smartphone lock screens into content discovery platforms, Lalwani will likely leverage his extensive experience in forging partnerships across the digital content ecosystem.

  • Zee5 cranks up the volume with its home-brewed transcoder tech

    Zee5 cranks up the volume with its home-brewed transcoder tech

    MUMBAI: When it comes to streaming short-form content, Zee5 isn’t just playing catch-up—it’s rewiring the race. In a move that’s part brainy, part ballsy, the OTT giant has unveiled its own in-house transcoder, a custom-built beast optimised for vertical videos that trims costs, speeds up start times, and delivers slick playback to boot.

    India’s homegrown streaming powerhouse has ditched its third-party transcoding setup and built a bespoke system optimised for the Google Cloud Platform (GCP). The result? A 20 per cent reduction in video start times, 10-15 per cent smaller file sizes, and a staggering 92 per cent drop in transcoding costs. Translation: viewers get smoother video, Zee5 gets cheaper bills, and the engineers probably got cake.

    “At Zee5, we are constantly innovating to create superior viewing experiences while optimising operational efficiencies. We have taken a giant leap in delivering high-quality vertical content at scale with the in-house transcoder. This solution enables faster load times, reduced buffering, and seamless playback, ensuring our users get the best experience every time they press play. Additionally, the massive cost savings allow us to reinvest in creating even more compelling content for our audience,” said ZEEL SVP Suneel Khare.

    With vertical video consumption exploding thanks to reels, shorts, and scroll-happy viewers, Zee5’s message-driven architecture is built for the now. It processes content at lightning pace, cutting down publishing delays to virtually zero. Since launch, the transcoder has reported zero bugs, zero playback issues, and possibly zero sleep for the dev team.

    “Building a cloud-native transcoding solution in-house was a strategic move to future-proof our content delivery infrastructure. This innovation empowers us with complete control over video processing, ensuring better efficiency, scalability, and a higher degree of customisation. More importantly, it strengthens our ability to deliver high-quality content with unmatched cost efficiency, setting new benchmarks in the industry,” added Zee5 principal architect Rahul Banerjee.

    The new tech not only supports Zee5’s current content ecosystem, but also tees up for future expansions in video encoding and format diversification. In an age where buffering equals boredom, and bloat equals bounce rates, Zee5’s in-house power play might just be the smoothest stream of all.

  • RVCJ and Salt Media form new powerhouse Salt Media Entertainment

    RVCJ and Salt Media form new powerhouse Salt Media Entertainment

    MUMBAI: RVCJ Digital Media and Salt Media have announced the launch of their joint venture Salt Media Entertainment Pvt. Ltd. This new-age content studio aims to offer end-to-end media solutions, spanning IP creation, branded content, fiction series, web shows, and full-scale film production.

    Blending RVCJ’s massive digital reach with Salt Media’s production finesse, the new entity positions itself as a creative powerhouse built for today’s multi-platform content consumption. The alliance promises to reimagine storytelling from viral digital hits to cinematic originals.

    “This venture is about merging bold ideas with flawless execution,” said Salt Media partner & director Farhan Zamma. “We’re building an ecosystem that bridges the gap between brand campaigns and blockbuster content.”

    RVCJ founder & CEO Shahid Javed added, “We’ve cracked the code on digital engagement now it’s time to scale that energy into long-form storytelling. This partnership lets us do that at full throttle.”

    The venture kicks off with its first project, First Copy, a high-octane web series starring Munawar Faruqi, Gulshan Grover, Krystle D’Souza, and others. Slated to release on Amazon MX Player in June, the show promises a gripping debut. Two more web series are already underway for top OTT platforms.

    With a bold slate and big ambitions, Salt Media Entertainment Pvt. Ltd. is ready to become the creative engine behind India’s next wave of unforgettable content.

  • Doms draws up a million reasons to celebrate on Youtube

    Doms draws up a million reasons to celebrate on Youtube

    MUMBAI: Crayons out and cameras rolling, India’s beloved stationery brand Doms has more than just colour to celebrate. The brand has crossed a major Youtube milestone, turning digital engagement into a canvas of creativity and connection.

    Known for fuelling the imagination of learners, creators, educators, and dreamers alike, Doms has used its Youtube platform not just to showcase products, but to spark inspiration. From animated shorts to emotionally resonant brand films, influencer collabs to classroom hacks, Doms’ channel has evolved into a vibrant hub for self-expression, curiosity, and ambition.

    Doms chief marketing officer Saumitra Prasad said, “At Doms, we understand that behind every great ambition is a story of preparation, learning, and expression. This Youtube milestone is not just about numbers, it’s about nurturing creativity and building meaningful connections through content. Our journey reflects our core belief that every ambition needs preparation, and we’re proud to support millions as they bring their ambitions to life.”

    From the first doodle with a pencil to confident brush strokes in watercolour, Doms has stayed by the side of young learners, students, and artists at every creative juncture. Its Youtube channel has become an extension of this philosophy encouraging kids to explore, students to prepare, and creators to express.

    With content that educates, entertains, and empowers, Doms has turned erasers and sketch pens into tools of transformation and now, through screens, it’s crafting a digital legacy to match its classroom credentials.

    As the channel continues to grow, Doms promises many more “drawsome” moments ahead. Because whether it’s art, academics, or ambition preparation, after all, begins with the right pencil.

  • SportsBaazi recruits Uthappa, pitches sports trading as data-driven skill

    SportsBaazi recruits Uthappa, pitches sports trading as data-driven skill

    MUMBAI: Online fantasy sports platform SportsBaazi has launched a campaign fronted by Robin Uthappa, promoting sports trading as a skill-based activity. The initiative, timed with IPL 2025, aims to shift fan engagement from passive viewing to active participation via live match moments trading. Uthappa, highlighting the role of data and discipline, features in the campaign films demonstrating strategic decision-making in real-time trading scenarios.

    The campaign emphasises trading as a blend of intellect and analysis, not chance. SportsBaazi, chief marketing officer Puneet Dua asserts the platform seeks to legitimise sports trading as a mainstream skill format.

    Says he: “This campaign is not just about awareness—it’s about sparking a movement. We’re building a space for serious sports fans—those who bring intellect, preparation, and strategy to their gameplay. Robin Uthappa’s evolution from cricketer to life coach to sports trader perfectly aligns with the mindset we want to cultivate — composed, thoughtful, and data driven. With IPL 2025 energising the nation, we’re excited to amplify this narrative across India’s sports-loving heartland.”

    Adds Robin Uthappa:  “What attracted me to this campaign was the philosophy behind it. I’ve always believed that great performance on the field or in life comes down to clarity, preparation, and discipline. Sports trading is a game of insight, pattern recognition, and strategic timing. I see it as a natural evolution for the serious sports fan. If my journey can inspire even a few to explore it with the right mindset, I’ll consider it a win.”

    But Uthappa’s role goes far deeper than screen presence. In creative workshops with the SportsBaazi team, he also reimagined the platform’s core slogan. “While we began with ‘Dil. Dimag. Data,’ Robin added a fourth ‘D’: Discipline. That struck a chord. So much so, it became the name of our flagship podcast — Dimag. Data. Discipline — hosted in collaboration with him,” adds Dua.

    Uthappa’s involvement underscores the campaign’s focus on strategic play.

    https://www.youtube.com/watch?v=i4_ORCgcvNA
     

    Digital platforms, including JioHotstar, YouTube, and Instagram, will distribute the campaign content, targeting India’s expanding digital user base in Tier-II and Tier-III cities. SportsBaazi aims to convert cricket viewership into active trading, advocating for a data-centric approach to sports engagement.