GECs
Viacom acquires Awesomeness TV
MUMBAI: Viacom is acquiring Awesomeness TV Holdings, a media company and digital-first destination for original programming which will go live under Viacom Digital Studios (VDS) and play an important role in Viacom’s premium content production ecosystem, drive additional growth at VDS, and strengthen digital and social relationships in youth culture.
Viacom already has strong audience connections with kids via Nickelodeon and young adults via MTV. While VDS has been growing briskly – more than tripling digital streams since 2016 and doubling YouTube subscribers over the past year, as total social views and watch time soared by 112 and 104 per cent, respectively. Awesomeness’ dedicated sales force, branded content studio, and existing relationships with brands such as Hollister, Gatorade and Invisalign will further drive VDS’ growth and profitability.
VDS president and chief business officer of Awesomeness Kelly Day said, “Awesomeness has done an incredible job building their brand into a digital media powerhouse for todays most sought-after and hard-to-reach youth audiences. The team brings strong digital expertise, deep connections with top talent and influencers, and a robust branded content studio and creative agency that will accelerate the growth and scale of VDS.”
With distribution deals with major SVOD players and its own Emmy-winning, youth-focused studios that have produced 200 hours of long-form television and feature film content, Awesomeness’ proven content development and production abilities are good fit for Viacom, which has moved deliberately to ramp up its capabilities in this area recently: consolidating several operations across the Americas into Viacom International Studios to service global markets; moving to a studio model under which Nickelodeon, MTV and other brands will licence and produce shows based on intellectual property for third-party platforms; and building paramount pictures’ paramount television production arm from scratch into a $400-million-and-growing annual business.
GECs
&TV brings Women’s Day shine to Lucknow mall
Shilpa Shinde joins “Selfie Lo. Shine Karo. Star Ban Jaao!” activation on 8 March.
MUMBAI: This Women’s Day, &TV is handing women the mirror and the spotlight because sometimes the best reflection is the one that finally says “star”. &TV is taking its celebration of strong, confident women off-screen with a lively on-ground initiative at a prominent mall in Lucknow on 7–8 March 2026. The activation, titled “Selfie Lo. Shine Karo. Star Ban Jaao!”, invites women to click empowering selfies at a specially designed mirror installation framed with a symbolic crown and bold messages such as Women & Confident, Women & Boss, Women & Independent, and Women & Carefree. The crown carries the core emotion, “She is her own hero. Her own cheerleader. Her own power.”
Adding star power to the event, beloved actress Shilpa Shinde (popularly known as Angoori Bhabi from Bhabiji Ghar Par Hain! 2.0) will attend on 8 March, interacting with participants. Select women will get the chance to meet her, and one lucky winner will be featured in an upcoming episode on &TV turning a simple selfie into a real on-screen star moment.
The initiative is rooted in the belief that women often celebrate others but rarely pause to acknowledge themselves. By creating a joyful space for self-recognition and confidence, &TV is extending its on-air narratives of empowered women into real life.
Shilpa Shinde said, “I truly believe confidence begins with how we see ourselves. I am very happy that &TV is creating a platform where women are not just celebrated but also given a chance to be seen and recognised.”
&TV chief channel officer and Zee5, business head for hindi Kaveri Das added, “At &TV, we don’t just tell stories of strong women, we actively create platforms for them. This Women’s Day initiative is our way of moving beyond celebration and enabling real visibility.”
In a world quick to spotlight others, &TV is flipping the script reminding every woman that the most powerful story she can star in is her own, one confident selfie at a time.
