iWorld
Amazon Prime Video and MAMI launch ‘Maitri: Female First Collective’
Mumbai: Amazon Prime Video has partnered with Mumbai Academy of Moving Images (MAMI) to launch ‘Maitri: Female First Collective.’
The aim of the initiative is to build a community for women in media and entertainment where they can come together on a quarterly basis to discuss their experiences, challenges and successes and offer their perspective and advice on how to bring about a positive shift, said the statement.
The highlights of the sessions will be available on Amazon Prime Video India’s YouTube channel and MAMI’s YouTube channel and their respective social media platforms.
The first episode featuring 16 women who participated in the debut session went live on Friday. These women include Junglee Pictures and Times Studios Originals CEO Amrita Pandey; screenwriter and hairstylist Ayesha DeVitre Dhillon; screenwriter and author Bhavani Iyer; filmmaker Gayathri; filmmaker Jeeva; screenwriter Juhi Chaturvedi; filmmaker Kunjila Mascillamani; actor and TV host Mini Mathur; filmmaker Nupur Asthana; actor and producer Richa Chadha; filmmaker Rintu Thomas; actor and producer Shweta Tripathi Sharma; comedian, actor, writer, creator, and CE-HOE founder Sumukhi Suresh; filmmaker and author Tahira Kashyap Khurrana; Amazon Prime Video head of India Originals Aparna Purohit, and artistic director of MAMI Smriti Kiran – who curated the room and moderated the discussion.
“At Amazon, we believe that diversity, equity and inclusion, is not just needed, it is essential, and we are constantly trying to go beyond intention to institutionalize processes and mechanisms to create an ecosystem that mirrors true diversity,” said Prime Video’s Aparna Purohit. “Maitri means friendship or kinship, and the idea behind this initiative was to create a space for women to get together as friends, contemporaries and colleagues to collaborate, communicate and pave the way for others to follow. I believe that making an impactful change takes time, and can only happen when we begin to have a conversation regularly and repeatedly. I am glad that we have taken this small, yet significant step with the help of MAMI.”
“I have immense faith in collaboration, community building and shared experience,” said Maitri creator and curator Smriti Kiran. “It was invigorating to bring the first room for Maitri: Female First Collective together. The idea behind Maitri is togetherness. Very grateful to Aparna Purohit and Amazon Prime Video for seeing value in this vision and giving Maitri the support that it needs to soar.”
In June last year, Amazon Studios had released the inclusion policy and playbook, which is being gradually rolled out across the organisation.
eNews
Barc India, Nielsen launch Barc | Nielsen One Ads, a unified cross-media ad measurement tool
JioHotstar to deploy cross-screen measurement during T20 World Cup 2026
MUMBAI: Broadcast Audience Research Council India and Nielsen have joined forces to launch Barc | Nielsen One Ads, a cross-media measurement system designed to give advertisers a unified view of advertising performance across television and digital platforms.
The new framework combines Barc India’s linear television viewership data with digital audience measurement from Nielsen One Ads. The result is a single dataset that measures advertising reach and frequency across four screens: linear tv, connected tv, mobile and computer, while removing duplicated audiences across devices.
The move comes as India’s media landscape grows increasingly fragmented, with advertisers struggling to reconcile data from multiple platforms. The joint system aims to provide a single, deduplicated picture of campaign performance and audience reach.
“This marks a defining moment for cross-media ad measurement in India,” said Barc India chief executive Nakul Chopra. “Barc | Nielsen One Ads brings together television and digital screens in a unified system, enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”
Nielsen chief product officer Akhil Parekh, said the collaboration addresses a long-standing challenge for advertisers. “Brands have had to stitch together fragmented data to understand how campaigns perform. A single, deduplicated view across screens is something the industry has needed for years.”
The first deployment will take place on JioHotstar, which will use the system to measure advertising during the ICC Men’s T20 World Cup 2026 hosted by India and Sri Lanka. Barc India said the framework could expand to include more broadcasters and platforms if industry demand grows.
Among the system’s key features are unified four-screen reporting, advanced reach deduplication to eliminate duplicate viewers across devices, and detailed metrics including average frequency, gross rating points and demographic performance.
