MAM
Viacom’s consumer products division to create ‘Star Trek’ themed mobile device
MUMBAI: This is an initiative that seeks to extend a cult television and film brand to the mobile. Sona Mobile and Nickelodeon and Viacom Consumer Products have announced a partnership in the US. The two parties will develop a rich content enabled mobile device.
Themed after Star Trek communicator
devices popularised by characters on the science fiction television and movie series, the special edition Star Trek Communicator Phone offers fans of mobile technology the ability to play a multi-player, online Star Trek game, stream real-time video, and surf the Internet as well as access ring tones, wallpapers, news, information and Star Trek fan activities.
The Star Trek Communicator Phone is powered by Sona Mobile’s Sona Wireless Platform (SWP). This offers multi-threading capability for running several applications concurrently. The SWP makes it possible for end-users to stream video clips while simultaneously text messaging a friend or accessing information on the Internet, without negatively impacting device performance.
Nickelodeon and Viacom Consumer Products VP interactive Sandi Isaacs remarked, “There is a tremendous opportunity to tap into Star Trek fans around the world and offer them a device to interact, connect and download Star Trek entertainment. This not only promotes the Star Trek spirit but creates a new paradigm for the wireless community.”
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
