iWorld
Disney & Alibaba to launch OTT service in China
MUMBAI: The Walt Disney Company has inked a multi-year licensing deal with Chinese e-commerce giant Alibaba Group to bring its digital subscription service DisneyLife to China via Alibaba’s online shopping site Tmall.
The Mickey Mouse-shaped device is priced at $125 for a one-year subscription and requires an Internet connection.
DisneyLife will provide Alibaba customers in China with an all-encompassing and immersive family friendly digital experience. The content will include Disney and Pixar’s movies, animation series, games, e-books, songs, travel services and Disney theme parks and resorts information.
Subscribers can access Disney merchandise and can also obtain information about, and plan a visit to Hong Kong Disneyland as well as Shanghai Disney Resort when it opens in 2016. In addition to the DisneyLife experience, shoppers can access other Alibaba products and services.
The Walt Disney Company, Greater China managing director Luke Kang said, “For nearly a century, Disney’s focus on quality storytelling and innovation has delivered audiences around the world the best stories, shared moments and extraordinary experiences. Disney and Alibaba share an ambition to exceed our audience’s expectations. DisneyLife directly connects us to China’s digital population and provides millions of kids and families the ability to explore and engage with Disney.”
“As we deliver on our goal to meet the needs of a consumers’ daily life, DisneyLife, launched by Ali Digital Entertainment Business Unit together with Disney, will provide the only holistic and trusted family friendly digital destination in China,” added Alibaba Digital Entertainment Business Unit general manager and Youku Tudou business group co-president of Wei Ming.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
