iWorld
Texas Instruments outlines mobile TV opportunities at seminar
MUMBAI: Advances in mobile digital TV technology and the impact this growing industry will have on broadcasters, content providers and consumers.
These subjects were dwelt upon by Texas Instruments VP and manager worldwide strategic marketing Doug Rasor.
He delivered the closing keynote during the Society of Broadcast Engineers’ annual conference a few days ago in the US. He said, “Mobile TV combines the two most popular consumer products of our time, the mobile phone and television, providing broadcasters, networks and content providers access to an untapped market of 1.6 billion cell phone subscribers for their programming.”
However, he noted that to make the mobile TV industry a realistically affordable service for consumers, an ecosystem based on open standards is key. “Open standards such as DVB-H enable all players of the mobile TV market to address the market on a more even playing field, from handset manufacturers to broadcasters to service providers. This fosters stronger competition, lowers consumer prices and enables faster service deployment of compelling content and services to consumers.”
In preparation for service rollouts that are expected to begin next year the DVB-H ecosystem is actively participating in consumer trials worldwide that are proving out business models, consumer preferences and opportunities
for additional revenues. The trials have shown strong consumer interest and willingness to pay between $10 and $15 monthly for services. “With mobile TV services, consumers will be able watch live TV programming on their cell phone to ‘snack’ on 10-15 minutes of news, sporting events, weather and other content throughout the day which promises to create a new revenue stream for broadcasters and advertisers,” Rasor said.
Closing his remarks, Rasor reminded the audience that in order to make the mobile TV market successful, content is also a key consideration. “Just like TV programming, consumers want interesting and compelling content to watch. If the right mix of entertainment, news, sports and pop-culture programming isn’t available for cell phones, mobile TV will not meet its full potential to reach billions of cell phone users worldwide over the next five to ten years.”
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
