iWorld
FIFA+ selects Magnifi for AI-powered football highlights
MUMBAI: Football’s global governing body FIFA has partnered with AI technology firm Magnifi to transform how fans experience match highlights and key moments across its digital platform FIFA+.
The collaboration will leverage Magnifi’s artificial intelligence capabilities to deliver real-time highlights, crucial match moments and personalised player clips to football supporters worldwide.
The technology will be deployed across more than 600 matches in the first year, processing approximately 1,200 hours of content. The partnership aligns with FIFA’s Global Game 2023-2027 strategy, which emphasises digital innovation and enhanced fan engagement.
FIFA’s digital platforms demonstrated their significant reach during the 2022 World Cup in Qatar, generating over 5 billion engagements. The organisation, which governs football across 211 member countries, continues to seek new ways to connect supporters with the sport.
Magnifi executives described the partnership as “transformative” for football content delivery, promising faster, more immersive experiences for fans worldwide.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
