iWorld
MySpace to launch enhanced copyright protection tool
MUMBAI: Social networking site MySpace.com, has announced plans to launch a new tool for copyright holders that makes it even easier and faster to remove content they allege is unauthorised.
The tool is being tested with US broadcaster Fox and Major League Baseball (MLB) Advanced Media and will be expanded to include other verified copyright holders.
The new tool will allow copyright holders to digitally flag any user-posted video containing content that they own and allege is unauthorized. MySpace will promptly remove all videos flagged by a copyright holder. In addition, MySpace has implemented a proprietary system to block videos that are removed at the request of a copyright owner from being re-uploaded to the site by other users.
MySpace CEO and co-founder Chris DeWolfe says, “MySpace is firmly committed to protecting copyright holders’ rights. This is another important step we’re taking to ensure that those who create and own content are able to protect it.”
The new tool will allow MySpace to more efficiently implement its long-standing policy against users uploading third-party copyrighted material by automating the ‘notice and take down’ process that has been in existence since MySpace’s inception.
In compliance with the Digital Millennium Copyright Act, MySpace has enforced copyright protection through a traditional ‘notice and takedown’ process whereby copyright holders inform MySpace of infringing content and MySpace promptly removes it from the site. With the new tool, MySpace will make it even easier for copyright holders to identify and take down user-posted videos containing unauthorized content.
The announcement comes on the heels of MySpace’s landmark licensing deal with Gracenote, which implemented fingerprinting technology to help prevent unauthorised music from being posted by users to the site.
iWorld
Print perfect OTTplay bowls a culture driven campaign
From penguins to passion the brand turns India Pakistan into print powered moment marketing.
MUMBAI: When cricket fever meets front-page ink, sparks are bound to fly. And as the latest India–Pakistan clash gripped the nation, OTTplay decided not just to ride the wave but to print it in bold.
In a move that blends real-time agility with old-school authority, OTTplay rolled out a specially curated print campaign amplified by the century-old legacy of the Hindustan Times network. The strategy is simple but sharp: take the speed of pop culture, anchor it in the credibility of print, and make a sporting spectacle feel even larger than life.
The campaign kicked off during the T20 build-up with a creative inspired by the viral “Penguin” moment that flooded social media timelines. Instead of letting the meme melt away, OTTplay spun it into a witty cricket hook, tying internet chatter directly to the anticipation around the high-voltage fixture. It was playful, timely and unmistakably plugged into the cultural pulse.
Then came the dramatic “U-turn” in the narrative around the India–Pakistan match. OTTplay responded in near real time, crafting a clever print execution that mirrored the emotional swing fans experienced. In doing so, the brand demonstrated that even a medium often seen as static can move at the speed of culture when the thinking is sharp enough.
With Valentine’s Day in sight, the narrative pivoted once again. This time, OTTplay reframed the rivalry through the lens of love and passion, turning cricket’s most intense contest into a metaphor for romance, intensity and emotional investment. The result is a campaign that speaks not only to die-hard cricket followers but to anyone who understands that some rivalries are just another form of love.
OTTplay co-founder and CEO Avinash Mudaliar summed it up succinctly, saying that the India–Pakistan match “isn’t just a game, it’s an emotion,” and that the campaign is about tapping into that emotion in real time. By leveraging the reach and trust of Hindustan Times, he noted, OTTplay has brought moment marketing into a space often perceived as static, turning print into a high-impact storytelling vehicle that marries credibility with cultural immediacy.
The medium choice is as telling as the message. In an era dominated by scrolls and swipes, OTTplay’s use of a 100-year-old print platform signals a deliberate blend of tradition and trend. The creatives are not just ads; they are front-page conversations, designed to stop readers mid-sip and mid-scroll.
As anticipation builds around the marquee showdown, OTTplay’s message is clear: don’t just watch the moment unfold, stream it. As India’s leading OTT aggregator, the platform offers access to more than 30 OTT services, including JioHotstar, Zee5, SonyLiv, Lionsgate Play and Aha, positioning itself as the gateway to the big game and the bigger story around it.
In a season where every ball counts and every headline matters, OTTplay has managed to do both bowl fast in culture and land squarely on the front page.
