iWorld
Devotional category is important growth driver for Shemaroo Entertainment: Hiren Gada
MUMBAI: Shemaroo Entertainment has been betting big on devotional category with its recent show launch of Shemaroo Bhakti Studio. From launching devotional devices to various shows and apps in the last one year, this segment has definitely emerged as an important part of its overall business strategy. The content powerhouse has seen impressive growth in this category too.
Shemaroo Entertainment CEO Hiren Gada spoke to Indiantelevision.com on Shemaroo's growth, focus on devotional category and show availability on various platforms.
Will the new show be exclusive to your OTT platform?
I would not really call it a show. It is much larger than just a show. It is a platform for new talent, music and devotional content to get created and discovered. So, it will be available on all distribution platforms – DTH, digital and on Shemaroo Me, Shemaroo Bhakti. It will be available on YouTube too. Even the audio part will be available on all the major audio streaming platforms. The whole idea is that it is the platform which is important. Essentially, we want to put together, create this platform where talent and content can be created, promoted, discovered and the audience also can have easy access to this talent.
Which is the key demographic you are targeting through this show?
Devotion actually cuts across age. The idea will be that the younger audience is better served with this kind of content.
How has been the initial response to your recent devotional device?
The initial response has been very good. We just launched a third device into devotional space which is a smaller device Bhajanbani which has 221 songs and aartis of Ganesh because Ganpati festival is coming up. We just launched that a few days ago. It comes in Hindi and Marathi languages and is priced at Rs 2000 a month. Earlier products were priced at Rs 4500 and had more content and powerful speakers. Right now we are placing it in retail and different parts of the country, opening new distribution channels and tying up with more distribution outlets.
How important is devotional segment in your overall digital strategy?
It's a very important focus for us. In terms of scale, even today Bollywood has a large scale. This is one more important initiative for us. This, I hope, will expand the market in terms of connecting different kinds of consumers to the devotional category.
How do you expect devotional segment to contribute to your overall revenue?
We are in the process of putting our business plan together. Definitely, devotional will form an important part of our overall business mix. I would still say at this point that Bollywood definitely is a large contributor and the market won’t change in a hurry.
How has the category grown in the last one year?
I think we have experienced good growth particularly because we have been investing in content in a big way. We have been investing in production value. Shemaroo Bhakti Studio is an example of the kind of investment we are making in terms of creating a platform for talent, investing in the production values and marketing etc. As a result of all of that, we have seen very good growth on our platforms.
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.
