iWorld
ZEE5 forays into Punjabi content with all-new lineup
Mumbai: ZEE5 has launched an all-new Punjabi content slate under the ‘Rajj Ke Vekho’ initiative, in order to strengthen its footprint in Punjab and neighbouring areas in Northern India. The video streaming platform’s new content slate will address the demand of over three crore Punjabi native speakers in India, it said.
The new offering consists of Punjabi films, web series, originals and shows including straight-from-the-theatre titles from Zee Studios including “Puaada”, “Qismat 2”, “Jinne Jamme Saare Nikamme”, and “Fufad Ji”, starring popular Pollywood actors Ammy Virk, Sonam Bajwa, Sargun Mehta, Binnu Dhillon, and Gurnam Bhullar.
ZEE5 India, chief business officer, Manish Kalra said the ‘Rajj Ke Vekho’ initiative is an attempt to bridge the gap between the TV watching audience and OTT users, bringing everybody onto a common platform. “Punjab, today, boasts of over 70 per cent internet penetration, a telecom infrastructure density that ranks third in the country, with one of the highest GDPs and per capita incomes in India. Despite this, the content offerings in the local Punjabi language are not as diverse as a crucial market like Punjab deserves. While intent among the audience is high, the availability of options is low, which is precisely what ZEE5 is here to address with the initiative,” he added.
iWorld
TAM Sports expands monitoring to live streaming on CTV and mobile
New cross-platform framework tracks brand visibility across broadcast and streaming feeds
MUMBAI: TAM Sports, the sports intelligence arm of TAM Media Research, is widening its monitoring net. The company has expanded its advertising tracking to include live streaming across connected TV (CTV) and mobile platforms alongside traditional linear live broadcasts, sharpening its ability to measure brand presence in the fast-evolving sports media landscape.
The move comes as sports viewership increasingly splinters across multiple screens and streaming environments, pushing advertisers, sponsors and rights holders to seek credible data on how their brands perform across platforms.
For more than 15 years, TAM Sports has provided independent monitoring of sponsorship exposure for federations, leagues, teams, sponsors and agencies. By adding live streaming feeds on CTV and mobile to its analytics stack, the firm now enables stakeholders to track advertising occurrences and brand appearances across streaming environments as well as conventional television coverage.
LV Krishnan, chief executive officer, TAM Media Research, said media consumption around sports has transformed rapidly, and measurement systems must keep pace.
“Media consumption around sports has evolved rapidly, and measurement frameworks must evolve with it,” Krishnan said. “For more than a decade and a half, TAM Sports has continuously adapted to industry needs by providing credible, independent insights across platforms. This commitment is why federations, agencies and sponsors continue to rely on us as a trusted partner.”
Anshu Yardi, head, TAM Sports, said the increasingly fragmented video ecosystem has made unified analytics essential for stakeholders trying to assess the true impact of sponsorship investments.
“In today’s fragmented video environment, sponsors, agencies and franchisees need a clear understanding of how their brand communication performs across screens,” Yardi said. “TAM Sports brings together cross-platform monitoring and analytics that help stakeholders track brand visibility, benchmark competitive presence and demonstrate measurable ROI from sports partnerships.”
The platform evaluates brand exposure across several dimensions. These include advertising occurrences during live coverage, in-content brand integrations, stadium branding visibility, audio mentions, editorial logo placements in print, and presence across digital and social media. Clients can also combine the data with brand-lift studies to assess the depth and prominence of sponsorship exposure.
By consolidating these monitoring and analytics capabilities within a single platform, TAM Sports aims to give rights holders and sponsors a clearer view of how their investments perform across broadcast, streaming, digital and on-ground environments.
The company says the expanded system allows stakeholders to gauge competitive share of voice and sponsorship visibility across the broader sports media ecosystem.
In a world where fans switch effortlessly between television, phones and connected screens, the message from TAM Sports is blunt: follow the audience everywhere—or risk losing sight of the brand game altogether.
