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  • Micro-dramas set to race to $9.5 b global market as China leads the charge

    Micro-dramas set to race to $9.5 b global market as China leads the charge

    SINGAPORE: Micro-dramas, once a fringe curiosity, are now a juggernaut. China’s revenues rocketed from $0.5 billion in 2021 to $7 billion in 2024 and will overtake the domestic box office this year, according to Media Partners Asia’s latest study, The Micro Drama Economy 2025.

    More than 830 million Chinese viewers are tuning in, nearly 60 per cent paying or transacting. Profitability is no longer theoretical: DramaBox booked $323 million in revenue and a $10 million net profit last year, while ReelShort (Crazy Maple Studio) has scaled fast despite heavy costs.

    Outside China the market hit $1.4 billion in 2024 and is on track for $9.5 billion by 2030. Affluent women aged 30–60 drive demand in the United States, while younger mobile-first audiences dominate Asia.

    Artificial intelligence is accelerating the boom, from content personalisation and rapid creative iteration in China to dubbing and localisation worldwide.

    “There are too many players with limited differentiation and too much churn, but winners are emerging,” said MPA executive director Vivek Couto. “Production is cheap but distribution is costly. Success depends on speed, scale and repeatable IP. China shows what’s possible when content is tied to social and payments rails, while the US proves the global opportunity. Japan, Korea, India, Southeast Asia and Latin America are next.”

    The report maps viewership patterns, key demographics and profitability benchmarks, charting how micro-dramas leapt from niche experiment to multi-billion-dollar global category.

  • Wipro marks 20 years of its global run with record turnout

    Wipro marks 20 years of its global run with record turnout

    BENGALURU: Wipro’s annual Spirit of Wipro Run hit a milestone on Sunday as over 62,000 employees, families, clients and partners pounded the streets in more than 100 cities worldwide.

    Executive chairman Rishad Premji flagged off the flagship event at Bengaluru’s Sree Kanteerava Stadium, while chief executive and managing director Srini Pallia led the East Brunswick, New Jersey leg. Bengaluru alone drew 14,000 runners, the highest ever.

    “This year we celebrate not just a number, but the spirit of togetherness that defines Wipro,” said Saurabh Govil, chief human resources officer.

    Each registration is matched by a corporate donation through Wipro Cares, aiding more than 85 non-profits in healthcare, education and environmental projects. The run unites employees of Wipro Limited, Wipro Enterprises, Premji Invest, the Azim Premji Foundation and Azim Premji University.

    The event dovetailed with the Wipro Bengaluru Marathon, where 35,000 runners—including elite athletes—took part. Wipro remains title sponsor for the third year running.

  • Maheima Kapur takes charge as Kayura’s chief marketer

    Maheima Kapur takes charge as Kayura’s chief marketer

    BENGALURU:  Maheima Kapur has joined Kayura as chief marketing officer, adding heavyweight experience to the digital-first lifestyle brand’s leadership bench.

    Kapur is a marketing and product specialist with nearly 20 years in consumer goods and start-ups. She founded culinary-tourism platform Talking Street, scaled interior-design player Design Cafe as vice-president of marketing and customer experience, and has advised a clutch of health-tech and B2B firms on go-to-market strategy, product design and digital communication.

    Earlier, she drove innovation at Tata Global Beverages, relaunched Lifebuoy Hand Wash at Unilever with a 250 per cent growth spurt, and shaped Britannia’s dairy portfolio. Recent projects include Manam, a mental-wellness programme for Manipal Academy of Higher Education students, and digital-transformation mandates for Nutriwiz, Vectura Fertin Pharma and The Media Ant.

    At Kayura, Kapur will steer brand strategy, product marketing and growth, sharpening the company’s push to become a pan-India lifestyle name.

  • Vivek Makker returns to NDTV as national revenue head

    Vivek Makker returns to NDTV as national revenue head

    NEW DELHI: NDTV has brought back seasoned sales leader Vivek Makker as national revenue head for NDTV India, NDTV Madhya Pradesh–Chhattisgarh and NDTV Rajasthan, entrusting him with the task of supercharging advertising revenues across its flagship Hindi news network.

    Makker knows the terrain well. From 2012 to 2022 he climbed the NDTV ladder to become national head of NDTV India, shaping strategy and client relationships in the intensely competitive Hindi news segment. He now returns after a three-year stint at News Nation, where as executive vice-president he steered national sales, digital marketing and customer experience.

    His earlier career spans nearly every corner of India’s broadcast and out-of-home market. At Star India he managed northern-region sales, while at JSL Media he headed the outdoor revenue function. At Times Innovative Media he was part of the core team that launched airport advertising in Delhi and Mumbai in 2007, taking monthly billings from zero to Rs 10 crore within a few years. He recruited and retained a high-performing team and built direct relationships with top developers such as DLF, Emaar and Unitech, as well as brands from Volkswagen to GM and BMW.

    Makker started out in media marketing at Hindustan Times in 1999, later moving to Star TV to handle marquee real-estate and IPO clients. Across these roles he earned a reputation for meticulous client servicing, sharp sales strategy and the ability to build lasting partnerships in a sector known for churn.

    The NDTV executive say his mandate is clear: grow advertising share in Hindi heartland markets while deepening ties with national advertisers and agencies. With more than two decades of experience and a track record of turning fledgling revenue streams into major profit centres, Makker is expected to give NDTV’s Hindi channels fresh commercial momentum as the network readies for the next phase of expansion.

  • Sanjay Subashchandran takes charge as chief operating officer at Vision Time and TrendLoud

    Sanjay Subashchandran takes charge as chief operating officer at Vision Time and TrendLoud

    CHENNAI:  Media and entertainment executive Sanjay Subashchandran has been named chief operating officer of Vision Time India and TrendLoud Digital India, bolstering his already deep involvement with the south Indian content and events scene.

    The dual appointment formalises a remit he has long straddled. At TrendLoud, where he has served as COO since 2020, Subashchandran built a creator economy powerhouse—launching 15 digital channels, producing 23 web series for major OTT platforms and locking in more than 1,000 influencer partnerships.

    A co-founder of TrendLoud in 2015, he previously headed the business for five and a half years, managing media activity for over 80 production houses and delivering 12,000 hours of television content across the south.

    Subashchandran has kept a parallel grip on Vision Time since 2013 as all-India head of media, marketing and content, where he strengthened channel management, drove revenue through strategic partnerships and created Singoo Candy Rush, an interactive children’s property.

    He is also director of the digital-promotion start-up PickMySlot and co-founder of Maximise Entertainment, an events outfit that has staged large-scale celebrity concerts and brokered endorsements for stars from A.R. Rahman to Vijay Sethupathi. Earlier, he ran VisionPro Event Management for 15 years, producing advertiser-funded shows and spectacles such as PepsiCo’s Ooh La La La music talent hunt judged by Rahman.

    With more than two decades in marketing, events and digital content, Subashchandran now consolidates his influence across Vision Time’s broadcast operations and TrendLoud’s fast-growing digital network.

  • Sanchayeeta Verma bows out of Carat India after a high-octane two-year stint

    Sanchayeeta Verma bows out of Carat India after a high-octane two-year stint

    BENGALURU:  Sanchayeeta Verma has stepped down as chief executive of Carat India, closing a chapter that transformed the dentsu agency’s standing in the country’s crowded media market.

    Verma, who took the helm in July 2023, leaves after what she calls “a marquee period of bold pivots and meaningful impact”. During her tenure Carat almost doubled business performance, integrated creative and customer-experience units under the One-dentsu model, and pushed the network into what she dubbed the “algorithmic era.”

    Her leadership brought a flurry of firsts. Carat popularised “attention economy” as a core media metric, built the Brand EQ Index to measure emotional connection, and unveiled the Media++ operating system to give clients data-rich, AI-powered planning tools. She also struck new alliances with e-commerce platforms to unlock what she described as “triple value” for clients, partners and the agency.

    “None of us can exist in isolation,” Verma said, quoting her mentor, the philosopher Daisaku Ikeda, as she thanked her teams, media partners and clients. “To be aware of these connections, to feel appreciation for them, and to give back to society in a spirit of gratitude is the proper way for human beings to live.”

    A recognised thought-leader and champion of women in leadership, Verma has spent more than 25 years shaping India’s advertising and media landscape. Before joining Carat she logged an 11-year run at Wavemaker, where she turned its south India operations from a loss-maker into a multi-city profit engine—growing media billings 15-fold and revenues six-fold—while later heading the ITC India strategic business unit.

    Earlier, she built national communication-planning frameworks at Mindshare, managed key accounts such as GSK and Motorola, and led planning teams at Lowe Lintas and J. Walter Thompson. She began her career in the mid-1990s in product marketing at Kiwi TTK.

    Verma, who has also served on advisory boards in education and civic-tech start-ups, has not yet disclosed her next professional move but remains a sought-after mentor and strategist. Dentsu, for its part, praised her “bold vision and collaborative leadership” and wished her well as Carat readies a successor.

  • Reshmy Warrier returns to WPP Media to lead Unilever business planning

    Reshmy Warrier returns to WPP Media to lead Unilever business planning

    MUMBAI: Reshmy Warrier has rejoined WPP Media as head of business planning and operations for Mindshare’s Unilever account, marking a homecoming after more than 14 years shaping content strategy at Star and Zee5.

    Warrier will steer advanced planning, strategic insights, product development and automation for WPP’s Team Unilever, bringing a mix of media savvy and data-driven flair to one of the world’s most powerful brand portfolios.

    She spent nearly six years at Zee5 as senior vice-president of global content strategy and platform operations, driving a 30 per cent surge in SVOD conversions and an 8 per cent rise in viewership. Earlier, at Star, she led strategy and programming for the English entertainment business, keeping shows like MasterChef Australia and Koffee with Karan at the top of the ratings.

    This is Warrier’s third stint at WPP Media and her second at Mindshare Fulcrum, where she once handled Unilever’s beauty and haircare brands, managing a Rs 200-crore media budget and executing high-profile campaigns such as Dove’s “Hair Damage Meter” and India’s first logo-based augmented reality ad.

    Her career began in outdoor advertising with Cactus Imaging and Kinetic Worldwide before moving into client leadership at Mindshare. Warrier described the move as “a new chapter powered by AI, tech and data to deliver impact-driven solutions for Unilever.”

  • Rajat Sharma takes helm of India’s top news broadcasters’ body

    Rajat Sharma takes helm of India’s top news broadcasters’ body

    NEW DELHI: Rajat Sharma, the seasoned television news anchor and promoter of India TV, has been unanimously elected president of the News Broadcasters & Digital Association (NBDA) for 2025-26. The appointment, announced at the organisation’s board meeting on 19 September positions him at the head of India’s most influential media news lobbying group as the industry navigates mounting regulatory pressures and fierce competition from digital platforms.

    Mathrubhumi Printing & Publishing , managing director M.V. Shreyams Kumar will serve as vice-president, whilst News24 Broadcast India chairperson and managing director Anuradha Prasad Shukla takes the honorary treasurer role. Both appointments were unanimous.

    The NBDA board includes heavyweights from India’s media landscape: Rahul Joshi of Network18 Media & Investments, Kalli Purie Bhandal from TV Today Network, and Anil Kumar Malhotra of Zee Media. Other members are Dhruba Mukherjee (ABP Network), I. Venkat (Eenadu Television), Rahul Kanwal (New Delhi Television), Mahesh Kumar Rajaraman (Sun TV Network), and Rohit Gopakumar Velloli from Bennett Coleman & Co.

    Annie Joseph remains secretary general, providing continuity as the association faces an increasingly complex media environment marked by regulatory scrutiny and the relentless rise of streaming platforms and independent news influencers.

  • Screen and serene: TV9 Bangla unveils its vibrant puja specials

    Screen and serene: TV9 Bangla unveils its vibrant puja specials

    MUMBAI: Talk about ‘screen’ goddess! This Durga Puja, TV9 Bangla is donning its festive best, bringing a dazzling mix of heritage, adda, and celebration straight into Bengali living rooms with its Sharadiya line-up.

    Carrying the theme Pujo Ebar TV9 Banglaye, the channel promises a blend of inspiration and entertainment for Bengalis worldwide. The festivities kick off on Mahalaya (21 September) with Panch nari hatey tarobari, a stirring tribute to five trailblazing women, including theatre icon Noti Binodini, literary firebrand Mahasweta Devi, Rabindrasangeet maestro Suchitra Mitra, Antarctic explorer Sudipta Sengupta, and cricket legend Jhulan Goswami.

    From Sasthi to Nabami (28 Sept–1 Oct), Pujor adda adds sparkle with stars like Abir Chatterjee, Mimi Chakraborty and Srijit Mukherji, chatting about their festive spirit and upcoming blockbusters. Meanwhile, Bonedi barir pujo (22–26 Sept) takes viewers inside Bengal’s aristocratic mansions, where grandeur meets tradition.

    The line-up doesn’t stop there. Annya durga (23–27 Sept) salutes unsung heroines: women from the tea gardens and tribal communities who have fought adversity with grit and grace. And, for the community spirit, the TV9 puja competition will crown the best of Bengal across categories: from best theme and idol to women-led pujas and social cause initiatives.

    TV9 Bangla, managing editor & business head, Amritanshu Bhattacharya summed it up: “This Puja, we’re celebrating the rise of women power while adding colour, culture, and excitement. You can’t miss TV9 Bangla’s screen this season.”

    With its mix of star power, tradition, and inspiration, TV9 Bangla’s Sharadiya special looks set to be the perfect festive binge. After all, when it comes to pujo celebrations, this year, the channel is idol talk.

  • TCS opens NYC design studio to reimagine digital experiences with AI

    TCS opens NYC design studio to reimagine digital experiences with AI

    MUMBAI: Big apple, bigger ideas. Tata Consultancy Services (TCS) has unwrapped its flagship ‘Interactive design studio’ in the heart of New York city, bringing a fresh wave of innovation to midtown Manhattan.

    Spread across 4,000 square feet, the state-of-the-art studio will help clients design seamless, human-like digital experiences by harnessing advanced multimodal AI, digital twin technology, and next-generation design practices.

    “This marks the advent of a new era for design,” said TCS Interactive, president, Kamal Bhadada. “The studio will be a hub for co-creation, giving our designers and clients the tools to create iconic, enduring experiences.”

    The space will also showcase TCS’ cutting-edge work, including its ‘Future athlete project,’ which uses digital twins to monitor health and optimise performance.

    TCS north America, president, Amit Bajaj added “Technology is redefining the art of the possible in customer experience. By expanding in New York, one of the world’s most creative capitals, we aim to help clients reinvent how consumers interact with brands in this new AI-driven world.”

    TCS Interactive has a track record of delivering award-winning digital solutions, from mobile apps for major sporting events to reimagined omnichannel journeys for global brands. The new Manhattan hub builds on this expertise while reinforcing New York’s reputation as a tech and creative powerhouse.

    With over 46,000 associates already in north America and more than 50 years of presence in the region, TCS’ latest investment is both a nod to the city’s commercial resurgence and a commitment to shaping the future of digital experiences.

    Because when it comes to design, TCS is proving that the city that never sleeps just got a studio that never stops creating.