News Broadcasting
Hallmark plumps for MediaScope as ad sales partner
It’s a tie-up which has ample scope. Crown Media, the parent company of made for TV movie channel Hallmark, has signed on media sales company the Rohinton Maloo run MediaScope to ramp up its ad sales in India.
Hallmark has been around in the Indian cable and satellite TV marketplace for two years. And it has been making gradual progress. The past year saw its penetration climbing 50 per cent to nine million homes, claims Hallmark parent company Crown Inc V-P & director ad sales Gregory Ang.
“Both (distribution and viewership) have reached critical mass and it is vital that we have the right advertising sales representatives to consolidate our position as an advertising vehicle that reaches a crucial demographic,” says Ang.
Ang says that MediaScope’s background makes it the ideal candidate for the two-year extendable deal. From 1992, it marketed ad sales for Star TV in India till the takeover by News Corp. MediaScope also launched Cartoon Network and re-launched CNN on behalf of Time Warner in India. In 2000, it kicked-off the ad sales for HBO in India for an initial six months.
MediaScope managing director Rohinton Maloo is all ready with his pitch to advertisers. Says he: “We are planning to capitalise on Hallmark’s unique positioning. Currently, it is the only channel that addresses children and parents simultaneously. Consequently, using it will be very cost effective for advertisers.”
Maloo also plans to leverage the 480 retail Hallmark outlets in Mumbai for promotions, the first of which will take off for Valentine’s Day. Something which has worked very well in Asia Pacific for the network, according to Ang.
From 13 million homes in the region last year, the channel now reaches 18 million homes. Ang attributes the success to an integrated marketing and an on-ground presence through Hallmark Cards’ extensive retail network – a unique tie-up that no other channel can boast of.
The rights holders of programmes including Sesame Street and Clifford – the Big Red Dog can also link into Hallmark Channel’s media sales, says Ang. The channel is distributed to more than 83 million homes in 100 markets worldwide, he claims.
Maloo is confident that MediaScope will be up to the task and make a mark on Hallmark’s ad sales graph. Says he: “The past few months have seen a spurt in advertising activity from the automobile, insurance and investment sectors, as well as growth in kid-focused advertising. This bodes well for the Hallmark Channel, which offers advertisers the perfect communication environment based on its world-class original movies, series and kids programme blocks.”
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
