iWorld
Ithech Taka Tamboo: dittoTV adds Zee Yuva
MUMBAI: Zee Yuva, ZEEL’s Marathi channel, is now available on dittoTV. The channel offers refreshing, light-hearted, and contemporary content that resonates with younger audiences.
“Content consumption patterns in India have evolved and younger audiences consume entertainment on-the-go. With dittoTV, youth can enjoy shows anytime and anywhere,” said Zee Yuva and Zee Talkies business head Bavesh Janavlekar.
Shows on Zee Yuva include, Bun Maska, which portrays the life of fun-loving girl, with a confused philosophy of love; Freshers, a show that revolves around college-goers; ShravanBal Rock star, a show about an aspirational rock star who is trying to balance his own dreams and the aspiration of his parents; Yuvagiri, a show which journeys through colleges across different parts of Maharashtra and interacts with the youth to understand their opinion on various issues; Love Lagan Locha, a story which revolves around boys who are trying to find their perfect match; Ithech Taka Tamboo, a story of a man who escapes from the superficial world and tries running a beachside hotel in a small town in the state..
dittoTV business head Archana Anand said, “Zee Yuva strikes a connect with our subscribers, especially college and hostel students, due to it’s novel content. We have witnessed a high consumption of regional GECs on dittoTV. Going forward, we will continue to expand the variety of channels across languages and genres to suit audiences across different target groups.”
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
