iWorld
Bigg Boss Malayalam Season 7 records biggest season opening ever on JioHotstar
MUMBAI: Bigg Boss Malayalam Season 7 has recorded a phenomenal opening on JioHotstar, setting the tone for a blockbuster season ahead. Hosted by the ever-charismatic Mohanlal, the launch weekend delivered high-octane drama, unmissable moments, and immersive interactive offerings that kept fans hooked. The season’s opening clocked an impressive 12.6 crore minutes of cumulative watch time—a remarkable 225 per cent surge over previous seasons.
JioHotstar has elevated the Bigg Boss Malayalam S7 experience with a suite of interactive features including live chats, polls, and exclusive behind-the-scenes access, creating a truly immersive experience for the viewers. With the 24×7 live feed and dedicated Fanzone, fans can stay connected and participate in every moment. Interactive gamification has driven unprecedented audience participation, boosting the show’s reach—a testament to its enduring popularity and the platform’s reach.
Commenting on the record-breaking start, JioStar head of cluster, entertainment (South) Krishnan Kutty said, “The opening success of the season is a clear indicator of how entertainment consumption is headed in India. The exponential growth of 210 per cent viewership compared to previous two seasons, underscores how audiences today seek deeper engagement, interactivity, and access beyond the main episode. The interactive features, especially Live Chat, have enriched the viewing experience, encouraging real-time participation and creating a vibrant community around the show doubling down on the reach/viewers compared to previous two years. We look forward to building on this momentum as the season progresses.”
Connected TV contributed nearly 30 per cent of Bigg Boss Malayalam S7 opening watchtime – a 154 per cent surge over the previous two seasons highlighting a shift in audience preference toward immersive, large-screen viewing experiences.
Bigg Boss Malayalam Season 7 is presented by MyG Digital; co-presented by Berger Paints and Healthy Grocer; co-powered by Sunrich Refined Sunflower Oil, and MYK Laticrete. Other sponsors include Regal Jewellers, Merino Laminates as Special Partners; Dazzler Etertna as Beauty Partner and Cera as Associate Sponsor.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
