ITV News
HMVL to stop onboarding new users to OTTplay from 31 March
Platform contributed Rs 60 crore in FY25 but carries negative net worth of over Rs 38 crore.
MUMBAI: HMVL just hit pause on its OTTplay ambitions because when the streaming waters get too crowded and costly, even a media giant knows when to stop adding passengers to the boat. Hindustan Media Ventures Ltd (HMVL) has decided to stop onboarding new users to its OTT aggregation platform OTTplay from 31 March 2026. The move, approved by the board and disclosed in a regulatory filing, signals a strategic re-evaluation of the business amid rising competition and challenging economics in the streaming space.
Existing subscribers will continue to be serviced, indicating a measured, phased wind-down rather than an abrupt shutdown. OTTplay contributed nearly Rs 60 crore in revenue in FY25, accounting for roughly 8 per cent of HMVL’s overall revenue, but operated with a negative net worth of over Rs 38 crore.
The decision reflects broader industry pressures: escalating content acquisition costs, aggressive direct-to-consumer strategies by major streamers, and difficulties in sustaining profitable bundling models. HMVL noted that timelines for achieving meaningful profitability no longer align with internal expectations.
While the parent company maintains a strong balance sheet, the OTT vertical has become a disproportionate drag, prompting the shift in focus toward core operations and capital efficiency.
In a streaming world where everyone wants to own the remote, HMVL has chosen to step back from the aggregation game, proving that sometimes the smartest play isn’t adding more channels, it’s knowing when to switch off the set.
ITV News
Crunchyroll releases second ‘Ready to Anime?’ ad starring Rashmika Mandanna and Shubman Gill
New spot captures the heartbreak of an anime ending and the joy of the next one beginning.
MUMBAI: Crunchyroll just served up the perfect cure for post-anime depression because when one story ends, another binge is only a click away. Crunchyroll has released the second advertisement from its India brand campaign ‘Ready to Anime?’, featuring popular actors Rashmika Mandanna and Shubman Gill. Building on the success of the first film that premiered during the ICC Men’s T20 World Cup, the new spot taps into a universal anime fan emotion: the heartbreak when a beloved series comes to an end.
In the light-hearted film, Shubman calls Rashmika late at night in distress after finishing an anime, only to be reassured that on Crunchyroll, one story’s ending simply means another adventure is ready to begin. The ad highlights the platform’s extensive catalogue, including global hits such as Black Clover, Blue Lock, and One Piece.
Crunchyroll director of marketing for India Ekta Gulechha said, “Following the strong fan engagement with our first ad film, we’re excited to launch the next chapter of the ‘Ready to Anime?’ campaign. The piece taps into a familiar anime fan emotion the feeling when a beloved series comes to an end while reminding viewers that with Crunchyroll’s ever-expanding library, there’s always another story waiting to be discovered.”
Conceptualised by Tilt Brand Solutions and produced by Studioq (both part of Quotient Ventures Pvt Ltd), the campaign will roll out nationally across CTV, digital and social platforms.
Crunchyroll currently offers a catalogue of over 900 anime titles in India, including more than 160 dubbed in Hindi, Tamil and Telugu, with new episodes streaming the same day as Japan. Subscriptions start at Rs 99 per month.
In a world where finishing an anime can feel like saying goodbye to old friends, Crunchyroll is gently reminding fans that the heartbreak doesn’t last long because on this platform, the next obsession is always just one episode away.
