GECs

MTV unveils ‘MTV Question Marks’ campaign

Published

2 years ago

October 5, 2023

Mumbai: India’s leading youth entertainment brand, MTV, from Viacom18, one of the largest media conglomerates of the country, launches a brand-new culture-defining youth campaign, ‘MTV Question Marks’. As a part of the pro-socio initiative MTV organised a ‘mindset reorientation workshop for parents’ to reduce academic pressure on today’s youth.

The workshop took place in the presence of Cause ambassador and renowned writer, producer and mental health activist, Shaheen Bhatt, mental health experts Aanchal Narang – founder of Another Light Counselling, psychologist, Anureet Sethi – co-founder, chairperson, Trijog – Know Your Mind, general manager (IEC) Podar Education Network on the stage along with Trijog – Know Your Mind co-founder and CEO Arushi Sethi Shah and Drums Food founding member & COO Ankur Goel.

MTV’s latest campaign takes a bold step to redefine the role of academic marks as the sole measure of success. The campaign’s messaging ‘Marks Hai Benchmark Nahi’ is rooted in consumer insights. A comprehensive youth study by MTV, focused on 15-25-year-olds, showed that 60 per cent of them are closer to their parents than their friends. Interestingly, despite this affinity, more than half avoid debating their parents assuming they would not see their point of view. Based on this insight and the pressure to score high marks, MTV Question Marks aims to open a sustainable dialogue between youth and their parents, who they consider as the first and the safest harbour for difficult conversations.

MTV collaborated with highly qualified experts, creating a resource bank and providing channels of counsel and communication on their dedicated campaign microsite www.mtvquestionmarks.com. MTV also unveiled an impactful and novel brand film that elevates the core message of the campaign, questioning the overdependence on marks as a metric for a successful life. The film encourages parents to step up and change the narrative, by staunchly supporting and shaping their child’s unique path to success.

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Speaking on announcing its latest campaign, Viacom18 head – youth, music, and English entertainment Anshul Ailawadi said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset-shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.”

To expand the campaign’s reach, MTV has forged strategic partnerships. Snack Partner Epigamia, through its co-branded, limited edition yogurt edition with the tagline ‘Naye Zamane ka Dahi Shakkar’ packaging will add a creative dimension, enhancing the campaign’s visibility and appeal to a wider audience. Drums Food International co-founder & CEO Rahul Jain said, “We are proud to partner with MTV on this campaign, a noble initiative aimed at reshaping the way parents perceive success for their children. Our limited edition yogurt ‘Naye zamaane ka dahi shakkar’ symbolizes the support we offer to parents and students during the stressful exam season. We believe in nourishing not only bodies but also minds. It’s more than just yogurt; it’s a taste of confidence and well-being in every cup.”

On the association, psychologist and Another Light Counselling founder Aanchal Narang said, “Exams are often equated with a child’s capability to succeed, which is unfair threshold. With this campaign, we hope to create a space where parents can learn and understand their children in a way most have not before. We aim to help parents navigate through their children’s academic life while being empathetic and compassionate.” Youth Mental Health Partner Another Light Counselling, has been an integral collaborator in giving life to the parent-focused workshop, providing resources for mental health management and driving a meaningful conversation through it.

“We champion celebrating efforts, debunking the misconception that top academic performance defines worth. Our campaign emphasizes nurturing environments, acceptance, and mental health support, bridging the gap with Trijog.” added, Trijog – Know Your Mind CEO & co-founder Arushi Sethi.

Trijog – Know Your Mind co-founder and chairperson and Podar Education Network General Manager (IEC) Anureet Sethi mentioned, “We challenge the belief that academic success guarantees happiness. By prioritizing emotional resilience, empathy, and compassion, we pave the way for societal stability. Join our campaign to shift focus from IQ to EQ, creating a stronger, empathetic society.”

Wellness Partner Trijog, an expert in mental health support, will provide a vital about 100 free counselling sessions to the campaign participants and a handbook with critical information on dealing with exam stress, ensuring the campaign’s impact extends beyond its initial duration. The campaign will also promote the Government of India’s Department of Public Health and Welfare’s initiative, National Tele Mental Health Programme of India – Tele MANAS, a comprehensive mental health care toll-free helpline number that makes mental health services accessible and free to every individual. Yashlok Foundation, a renowned not-for-profit organisation, supported the cause as awareness partner.

Special guest Maharashtra Highway Traffic Police (ADGP) Additional Director General of Police Dr. Ravinder Singal shed light on the importance of youth mental health in the context of academic stress, saying, “The growing stress on kids today makes me want to share this important message with all parents. I really think that true success comes more from being brave and trying new things than just from grades. While grades show what a student remembers, they don’t show who they really are inside. Just getting good grades doesn’t mean you’ll be successful. There are many opportunities waiting for our kids. We should all work together to make sure our kids feel good mentally and emotionally, helping them find these opportunities. Let’s be a strong support for our kids, helping and understanding them instead of pushing them too hard. We should always listen to them, helping them in good and tough times. And if we think they need extra help with academic stress, it’s okay to ask experts. After all, grades are just one way to see how a kid is doing, kyunki marks hain, benchmark nahi.”

The ‘MTV Question Marks’ campaign aims to create a seismic shift in perceptions of success, and the consequent academic pressure. By creating a nationwide movement that empowers the youth and parents to value individual growth and personal exploration, MTV stands at the forefront of championing a brighter, more balanced future for the youth of India.

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GECs

Sun TV posts steady revenue, profit dips amid rising costs

Published

3 weeks ago

February 7, 2026

indiantelevision.com Team

CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.

GECs

SPNI hires Pradeep M with responsibility for standards and practices in the south

Published

3 weeks ago

February 3, 2026

indiantelevision.com Team

MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

GECs

Colors Gujarati rolls out two new shows from 2nd February

Published

4 weeks ago

February 2, 2026

indiantelevision.com Team

MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.