iWorld
Cineflicks set to enter India’s OTT market with community-first focus
New platform aims to blend streaming content with interactive viewing experiences
MUMBAI: A new player is gearing up to join India’s crowded streaming arena, with Cineflicks preparing to launch as a community-driven OTT platform aimed at redefining how audiences engage with digital entertainment.
The platform plans to offer a mix of movies, series and digital content, while placing equal emphasis on building an interactive ecosystem where viewers can connect, share and participate beyond passive viewing.
India’s OTT market has seen explosive growth over the past decade, fuelled by rising smartphone penetration and affordable internet access. As streaming becomes the default mode of content consumption, new entrants are increasingly looking to differentiate themselves not just through content libraries but through user experience.
Cineflicks appears to be positioning itself within this next phase of evolution. Instead of focusing solely on scale, the platform is aiming to create a space where audiences can engage more deeply with the content they watch, turning entertainment into a shared experience rather than a solo activity.
While details around its content slate remain under wraps, people familiar with the development say the platform is currently building out features and partnerships ahead of a phased rollout. The broader strategy suggests a blend of content discovery, community interaction and digital participation.
The timing is notable. With global and regional streaming platforms competing intensely for attention, the emphasis is slowly shifting towards engagement and retention rather than just acquisition. Platforms that can foster stronger audience connections may have an edge in this evolving landscape.
Cineflicks’ entry reflects the continued expansion of India’s digital entertainment ecosystem, where innovation is increasingly being driven by how content is experienced, not just what is offered.
As the platform moves closer to launch, the real test will be whether it can translate its community-first pitch into a compelling, everyday habit for viewers.
eNews
Nitin Gulati moves on from Inshorts after 10-year stint, reflects on newsroom journey
Former managing editor credits growth in CTR, AI-led workflows and team expansion during tenure
NOIDA: Nitin Gulati has stepped away from Inshorts after a 10-year association, marking the end of a long editorial stint that saw him rise to the position of managing editor.
Gulati, who joined Inshorts in 2015 as a senior sub-editor, started by summarising news into 60-word formats. Over the years, he was promoted through several roles including news editor, associate editor and eventually managing editor.
In his final role from May 2023 to September 2025, he led a 40-plus member editorial team and worked on improving headline strategy, push notification systems and content workflows. He said these efforts helped improve click-through rates by 20–25 per cent and increased content output by around 25 per cent.
He also introduced AI-based automation in newsroom workflows and worked on cluster-based push notification strategies aimed at improving engagement and personalisation.
Before joining Inshorts, Gulati worked at Zee Media Corporation Ltd as a trainee production executive, and later at TV18 Broadcast Ltd as a desk editor. He also briefly worked as a news trainee and sub editor in earlier newsroom roles.
Separately, Gulati also reflected on upgrading from his long-used iPhone 6S, which he said had been with him since his early days at Inshorts, to a new phone.
He described both the job change and phone upgrade as markers of a new phase after a decade at the organisation.
