ITV

Tag: Snackable content

  • Saregama snaps up more of Pocket Aces, goes all in on youth initiative

    Saregama snaps up more of Pocket Aces, goes all in on youth initiative

    MUMBAI: Saregama has snapped up a further 36.63 per cent of Pocket Aces for a cool Rs 127.47 crore. This latest splurge, a second tranche if you will, pushes Saregama’s ownership to a dominant 90.37 per cent, leaving little room for anyone else at the digital buffet.

    The deal, finalised on 29 March  2025, sees Saregama hoovering up a veritable smorgasbord of shares, from equity to an array of convertible preference shares. Pocket Aces, boasting a digital empire of 175 million followers across its FilterCopy, Dice Media, Nutshell and Gobble channels, and a talent roster of over 215 influencers via Clout, is now firmly under Saregama’s wing. The company declared this to the BSE through a regulatory filing on Saturday. 

    Pocket Aces, with a back catalogue of over 35,000 content pieces, from digital originals  to those ubiquitous reels, is a digital goldmine for Saregama, keen to woo the 18-35 demographic.

    Pocket Aces’ financials reveal a turnover of Rs 8859.17 lakhs for FY 24, a slight dip from the previous year’s Rs 10267.93 lakhs, but Saregama is betting on synergies, not just spreadsheets. The acquisition, which includes a related party transaction with a Pocket Aces director – all done “at arm’s length”, naturally – is being touted as a strategic masterstroke.

    “This isn’t just about owning content; it’s about owning the conversation,” an industry observer chirped, with the knowledge that  Pocket Aces’ vast network can be used by Saregama to turbocharge its music library.

    With influencers, long-form content, and snackable reels all under one roof, Saregama is clearly aiming to be the king of the digital jungle.

  • MTV India & Fully Faltoo announce a strategic partnership with Snap Inc

    MTV India & Fully Faltoo announce a strategic partnership with Snap Inc

    Mumbai: Viacom18’s Youth, Music and English entertainment (YME) cluster announced a strategic content partnership with Snap Inc. The cluster aims to provide its clutter-breaking content and innovations from Fully Faltoo and MTV India to Snapchat’s widespread user-community.

    Snapchatters will get to enjoy snackable content and snackable clips of select content across genres and a variety of youth fiction and non-fiction shows—from Parodize Station and Bad Breakups from multi-format content destination Fully Faltoo, to pop-culture and genre-defining MTV offerings such as Splitsvilla, Hustle 2.0, new seasons of action-adventure reality show Roadies and more.

    Speaking on the partnership with Snap Inc., Viacom18 YME cluster digital partnership lead Tarun Saxena said, “As we continue to scale up, we aim to close the fragmentation of touchpoints and offer our cluster’s rapidly growing content inventory to our audience through a multiplatform strategy. Engaging with the dynamic generation of Snapchatters, we see a great opportunity to achieve meaningful reach and deepen engagement with the youth across yet another canvas.”

    Snap director media-partnerships-APAC Kanishk Khanna added, “At Snap, we are committed to localising the app experience for our Indian community and driving relevant, interesting content for them. Our partnership with Viacom18’s Youth, Music and Entertainment cluster will add value to Snapchatters and reinforce our local-first content strategy.”

    As short-form content continues to permeate and significantly redefine mainstream consumption, snackable content has become the mainstay of audience engagement and transmedia storytelling. Riding this wave and surpassing its own benchmarks with a swiftly growing content library, the YME cluster is all set to revolutionise the category with unique digital partnerships.