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Brands will increasingly aim to own content

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CANNES: Going by the opening day of MIPTV, one would be excused for thinking that the big advertising issue of today is whether TiVo (and technologies of its ilk) represent the end of the 30-second spot as we know it.

The two sessions Advertiser-Funded Programming: Get Your Brand on TV! and Branded Programming Clinic: The Producers Meet The Brands and The Broadcasters looked at the issue from all sides and the conclusion: Branded entertainment is a burgeoning space but is still very much a work in progress.

Interestingly, the perspective of two advertisers on different sides of the fence as it were (who spoke in two different sessions) were diametrically opposite on the subject of funded programming. Chris Monaco, director entertainment marketing of liquor giant Allied Domecq, said the kind of restrictions placed on alcohol advertising (a big issue in India as well) perforce meant that his company was increasingly looking to own content across the whole value chain, including distribution.

Monaco, was however, quite clear that there had to be very clear objectives laid down in how to go about it. What Monaco strongly advised against was the rush by many companies to get onto the latest hit without a clear action plan or clarity in terms of what the whole effort was meant to achieve for the brand.

Allied Domecq, according to Monaco, entered into funded programming only if it was in from concept to delivery and results were based on clear parameters – Did it meet our goals out of the gate? Stressing the point, Monaco said his programming roadmap was laid right up to 2007 and, therefore, was no question of ever pitching to fund the latest hit show.

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For Nandini Gulati, manager, Integrated Marketing Communication, EEME – Coca-Cola  UK, however, speaking at the Branded Programming Clinic, the way to go was through content association rather than ownership of content.

Gulati raised a valid point that had been rather submerged in the earlier session which had an all-American panel (as opposed to an all-English panel for her session), that the very real danger of branded programming was that the increasingly sophisticated viewer would get turned off by increasing branding activity, which could make everyone a loser.

In all fairness though, that was the thread that was running through both the sessions  that it would be foolhardy to enter a branding activity if there was no fit between the storyboard and the brand.

Some points that came through:

Reality and lifestyle shows generally lent themselves to branding better than scripted shows.
Branding on scripted shows, if done well, offers a much greater payback because of long shelf life
Brands will increasingly aim to own content
Big ideas need to work across platforms

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And the future? According to Channel 4 International – UK deputy managing director John Nolan, The best is yet to come.

Event Coverage

Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026

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MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.

Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.

A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.

                                              Glimpses of Anime India Mumbai edition

Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.

Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”

“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.

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The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.

Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.

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Transcend Goa Day 2 closes with a vision for cross‑border storytelling and shared narratives

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Day two of Transcend Goa 2026 built on the momentum of the opening day and offered a deeper dive into the possibilities of transmedia storytelling and IP creation. Through a mix of panel discussions, and visionary presentations, the second day highlighted both the challenges and opportunities of building story worlds that thrived across platforms, leaving participants inspired by the breadth of ideas and collaborations that were showcased.

The second day began with the session Transmedia History of Japan Manga/Anime/Game IPs in the Partnership of East Asia. The session explored the evolution of Japanese manga, anime, and game IPs as transmedia ecosystems, shaped through long‑standing collaborations across East Asia. The speaker for the session was RE Entertainment CEO & president Atsuo Nakayama.

L to R: Ankur Pathak, Dhruv Jagasia, Tarana eddy and Caleb Franklin

The session ahead was titled A World Where Narratives are Currency. It explored how powerful narratives function as both creative and commercial currency, shaping brands, fandoms, and franchises in the global media landscape. Speakers included Big Bad Wolf founder Dhruv Jagasia, Matter Entertainment founder & CEO Caleb Franklin, Storiculture transmedia producer Tarana Reddy, with the discussion moderated by writer Ankur Pathak.

Vipul Agrawal

The next session post‑lunch was Building Mugafi into a Transmedia Giant. It took a deep dive into transforming Mugafi into a scalable, story‑driven ecosystem. The discussion explored how IP development, technology, and creator communities converge to build a transmedia platform that nurtures talent, expands narratives, and unlocks global opportunities. The speaker for this session was Mugafi founder Vipul Agrawal.

L to R: Kim Faiga and Jack Oolders

The session titled From Collectibles to Culture – Toys, Merchandising & Global Transmedia Value Chains focused on merchandising and consumer products. It examined how toys, collectibles, and licensing strategies can expand a story’s reach and create sustainable value chains across film, television, gaming, and more. Speakers included Weta head of consumer products Kim Faiga and Weta consumer products sales manager Jack Oolders, with the discussion moderated by Bulletproof Entertainment founder Harish Rao.

L to R: Sunder Aaron, Charuvi Agrawal, Manvendra Shukla and Milind Shinde

The last session for the day was titled The Next Wave of Global IP – Connecting India, Asia & the West. It spotlighted emerging intellectual properties that bridge continents and cultures, highlighting collaborative projects linking creators in India, Asia, and the West. By showcasing case studies on scaling IP across borders, the discussion underscored how co‑productions and shared narratives can reach audiences worldwide. Speakers included 88 Pictures founder & CEO Milind Shinde, CDL TV CEO Charuvi Agrawal, writer Binky Mendez, and Lakshya Digital CEO Manvendra Shukul, with the discussion moderated by Locomotive Global founder Sunder Aaron.

Transcend Goa 2026, concluded with closing remarks from Rao and representatives of the government of Goa, followed by a networking evening. The sessions across the event captured the spirit of collaboration and innovation, showcasing how transmedia storytelling and IP creation can transcend borders, formats, and industries. As the event drew to a close, participants left with renewed inspiration, strengthened connections, and a shared vision for the future of global media and entertainment.

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Transcend Goa 2026 Day 1 showcases India’s journey in storytelling, IP creation and transmedia content

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Day One of Transcend Goa 2026 marked a significant step for India’s creative industries, as the inaugural transmedia conclave unfolded at the Marquinez Palace in Panjim on 15 January. The summit brought together leading voices from cinema, publishing, gaming, animation and emerging technologies to discuss how stories can move fluidly across formats and reach audiences in new ways.

Conceived as a platform to showcase India’s growing strength in original IP and cross‑media innovation, the conclave set out to highlight the country’s transition from service‑driven work to globally recognised creative leadership. With the support of the Government of Goa, the Entertainment Society of Goa (ESG) and Goa Future Proof curated the event to spark dialogue on the future of storytelling and its impact on culture and commerce.

L to R: Sanjay Ram, Shobha Sant, Veerendra Patil, Monisha Advani and Vijay Koshy

The day opened with an address by a Government of Goa representative and ESG chief executive officer Asvin Chandru. He said, “Goa has been envisioned as a future facing space where cinema, publishing, gaming, technology and artificial intelligence converge, reflecting the state’s ambition to emerge as a hub for creative, innovation and cultural exchange. Over the next two days, we hope this conclave inspires meaningful dialog, learning and collaboration across disciplines.”

Next, government of Goa chief secretary and planning secretary V Candavelou took the stage, setting the tone for the discussions ahead. He noted, “You all know that transmedia storytelling has undergone a transformational change. With the evolving of new technologies, this storytelling keeps on changing. The Transcend Goa summit is making this platform available to all the stakeholders to exhibit their talents. I hope that these two days spark meaningful conversation and ideas for the future.”

The event was graced by Goa’s chief minister Dr Pramod Sawant. “Transcend Goa is a simple idea to create a space where the culture meets technology, creates a space where the creativity connects with opportunity,” he said taking the stage. “The summit is also a pilot. It allows us to learn and understand how Goa can position itself as a large, creative and digital economy. Even small steps matter when we move in the right direction. If this discussion is of value to the creators’ businesses and the students, then these efforts will serve its purpose.”

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He further said, “Goa always attracted the artist and thinkers. Today, it also has the students who code, design, animate, write and build the digital products. This summit gives them the exposure. This platform can open new doors and sparks new ideas. The government of Goa has extended support to Transcend Goa because we believe in the enabling of this platform. The Entertainment Society of Goa (ESG) has been entrusted and with the responsibility because it understands the culture landscape and has the capacity to execute such initiatives. We see the summit as a part of the larger efforts, our efforts to strengthen the Goa’s creative economy.”

The keynote was delivered by Creativeland Group chairman Sajan Raj Kurup, who underscored the importance of building narratives and transmedia content that resonate across platforms and markets.

The day opened with the session Beyond the Screen: Creating Stories that Travel, which examined how narratives moved across film, television, games, social media and immersive experiences. It considered strategies for designing stories that adapted and engaged audiences across formats. Speakers included Emmay Entertainment producer partner and CEO Monisha Advani, Zebu Animation co‑founder and creative director Veerendra Patil, TVF president Vijay Koshy and Creativeland Studios CEO Shobha Sant, with the discussion moderated by Mediasmiths founder Sanjay Ram.

The session The Evolution of India’s Media Ecosystem: Transitioning from Outsourcing to Transmedia IP Creation examined how India’s media sector moved from providing back‑end services to developing original intellectual property that attracted global investment. Speakers included Punnaryug Artvision founder Ashish Kulkarni, Brhat founder Raghav Krishna, with the discussion moderated by Bulletproof Entertainment founder Harish Rao.

Post lunch, the session India’s Original IP Powerhouse: The Raj/Alpha Comics Story presented a case study on how publishers such as Raj Comics and Alpha Comics developed Indian superhero stories into transmedia properties. Speakers included Raj Comics founder Sanjay Gupta, Raj Comics and Alpha Comics founder Vasu Gupta, with the discussion moderated by Animation Xpress India director Mishaal Wanvari.

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The session The Art of Creating Multiplatform Narratives explored the craft of building cohesive story worlds that unfolded across film, television, games, social media and other formats. It considered approaches to creative planning, audience engagement and maintaining narrative consistency while using the strengths of each medium. Speakers included filmmaker Raja Krishna Menon, filmmaker Reema Maya and filmmaker Q, with the discussion moderated by Mediasmiths founder Ram.

Harish Rao (left) felicitating Vignesh Raja

The session AR Rahman’s Secret Mountain: Building a Transmedia Music Universe introduced the composer’s latest project, Secret Mountain. It highlighted India’s first Meta Band and explored its potential across music, digital platforms and immersive experiences. The presenter for this session was Secret Mountain cofounder Vignesh Raja.

The last session of the day, Animating Success: Green Gold Entertainment’s Journey, highlighted Green Gold Entertainment founder Rajiv Chilaka and his team’s work in building one of India’s leading original animation studios. It traced how Green Gold Entertainment created hit franchises such as Chhota Bheem, developed a merchandise and licensing strategy, and showed that Indian stories could find global resonance. The session featured Chilaka in conversation with Bulletproof Entertainment founder Harish Rao.

The day concluded with a lively networking evening, leaving participants energised and looking forward to the sessions on the second day.

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