MAM
IPL4 ratings drop 25% in six metros
MUMBAI: The ratings for the Indian Premier League (IPL) 4 continue to drop, indicating the impact the World Cup could have had on the cricketing property that had created revolutionary waves in the earlier editions.
The first 37 matches have notched an average TVR of 4.07, still respectably high, but way off the 5.44 TVR that the third edition had reaped last year during the same period. A drop of 25 per cent in ratings has made some advertisers anxious.
In the first year, the average TVR was 5.39 for the same number of matches. Even when the event shifted to South Africa in 2009, the performance was better than this time as it scored a TVR of 4.58.
The highest rating for this time is still the first match which got a TVR of 7.77, according to TAM Sports data for six metros (C&S4+).
Two matches featuring the Mumbai Indians got a TVR of 6.7. Last year 13 matches crossed a TVR of six compared to just three this time around. The match between Kings XI Punjab and Kolkata Knight Riders played on Saturday (30 April) got a TVR of 3.91. On the same day, the earlier match at 4 pm between Delhi Daredevils and Kochi Tuskers Kerala got a TVR of 2.36.
MSM president network sales, licensing and telephony Rohit Gupta notes that the reach is at 146.5 million, which is more than what was achieved for the whole event last year at 143 million All India. “Our inventory is completely sold except for the last four matches, which we will sell at a premium.”
A media buyer notes that the IPL will turn out to be a more expensive proposition for advertisers if its average stays at 4 TVR for the entire event. “Having said that, it has always been seen that the middle period is when ratings fall. Viewership for the last four matches will be high as has been the case in the past and I think that the event will make up lost ground. You cannot call the IPL a failure as it is still giving a rating of 4 over such a long period. This is what the World Cup delivered due to India winning the trophy.”
Gupta is quick to defend. “I have not heard any complaints from clients about the IPL‘s response, which means that things are healthy. This year we also brought in smaller clients to support this property. Having said that, there is a viewer fatigue factor at play with the IPL starting just after the World Cup got over. Sony will still get a premium for the remaining inventory it has for the semifinals and final,” Gupta said.
MAM
Deepfakes target women in 93 per cent of cases, report finds
Pi-labs study shows 900 per cent rise in female-focused synthetic media; India sees 60 per cent jump in cybercrime complaints.
MUMBAI: Deepfakes aren’t just fooling cameras, they’re hitting women hardest, turning pixels into a new kind of weapon. A new report from creator intelligence platform Pi-labs has revealed that nearly 93 per cent of deepfake victims are women, with deepfake content targeting females surging 900% in recent years. The findings paint synthetic media as a fast-escalating digital threat with a stark gendered impact.
In India, cybercrime complaints involving women rose from about 50,000 in 2024 to nearly 80,000 by 2026, an increase of roughly 60 per cent in just two years. Almost 98 per cent of deepfake pornography is aimed at women, often powered by face-swapping apps and bot networks that disproportionately target females, including school-age girls. Victims typically fall in the 18–30 age group, with Bengaluru reporting a growing share of cases.
Globally, 62 per cent of deepfake abuse cases involving women go unreported due to stigma, in India, over one-third of women facing online harassment take no action, and many reduce their digital presence after abuse. Close to 33 per cent of women remain unaware of protective laws.
City-level trends show Bengaluru leading with nearly 30 per cent of complaints, followed by Hyderabad (14 per cent), Mumbai (13 per cent), Chennai and Kolkata (5 per cent each), and Delhi (3 per cent).
Pi-labs, CEO and founder Anukush Tiwari said, “AI is one of the most powerful technologies of our time, but like every powerful tool, it reflects the intent of those who use it. We are witnessing a growing trust deficit in digital spaces, where identity can be manipulated within minutes and reputations can be damaged overnight.”
Image morphing and deepfake videos remain the most common forms of misuse. The report also notes a new trend: fully AI-generated female personas (not based on real individuals) gaining high engagement on social platforms, raising questions about digital credibility.
Detection remains challenging due to widespread generative tools and rogue creators. Industry estimates suggest over 5,000 face-swap tools and more than 1,000 voice-cloning applications are accessible online.
pi-labs offers pi-authentify, an AI-driven detection system that scans media for generative markers and provides authenticity scores, as well as Namokavach, a verification portal delivering confidential assessments within two working days. The Payal gaming case was resolved using pi-authentify’s forensic analysis.
The report urges minimising digital footprints and adopting detection tools to limit replication risks. It frames the gendered impact of synthetic media as an urgent digital safety issue requiring coordinated action from individuals, platforms and technology providers.
In a world where faces can be borrowed in seconds, the real crime isn’t just creation, it’s the silence that follows, and women are paying the heaviest price.
