iWorld
Amazon Prime Video brings the digital premiere of WAR
MUMBAI: This week, Amazon Prime Video presents an action-packed line-up with the latest Indian and International titles across genres. Witness the dual magic of superstars Hrithik Roshan and Tiger Shroff, as they bring their best stunts to the screen in this year’s biggest entertainer WAR. Prime members can now stream a selection of recently released Indian films from regional cinema such as romantic drama Gantumoote (Kanadda), romantic comedy Triple Seat (Marathi) and period drama Gumnaami (Bengali) shortly after their theatrical release. After the successful premiere of Telugu period drama-cum-action film Sye Raa Narasimha Reddy last week, the Amitabh Bachchan-Vijay Setupathi starrer is now available in Hindi dub, exclusively on Amazon Prime Video.
Additionally, customers can stream some of the latest international titles, including Hugh Grant starrer series A Very English Scandal and detective drama film The Report starring Adam Driver, Annette Bening and Jon Hamm in the lead.
HIGHLIGHTS
War
An Indian soldier is assigned a mission to eliminate his former mentor, who has gone rogue. Directed by Siddharth Anand, the film stars Bollywood superstars Hrithik Roshan as a former Indian soldier gone rogue, and Tiger Shroff, as his protégé assigned to kill his mentor.
Gantumoote (Kannada)
Set in the 90s, this film follows the life of Meera, a high school teenager and her first tryst with love and the story that ensues. unfolds is immensely gripping.
Triple Seat (Marathi)
A young, happy guy receives a call from an unknown woman who claims to be in danger. A new take on the classic love triangle, Triple Seat brings to you to the fore a light-hearted story about wireless love.
Gumnaami (Bengali)
Gumnaami is a film based on the Mukherjee Commission Hearings which happened from 1999 to 2005, where the three theories about Netaji Subhas Chandra Bose's death were discussed and debated.
A Very English Scandal
In this comedy-drama series, British Liberal Party leader Jeremy Thorpe is accused of conspiracy to murder his gay ex-lover and forced to stand trial in 1979. The film stars Hugh Grant, Ben Winshaw and Alex Jennings in the lead.
The Report
Idealistic Senate staffer Daniel J. Jones, tasked by his boss to lead an investigation into the CIA's post 9/11 Detention and Interrogation Program, uncovers shocking secrets. The movie stars Adam Driver, Annette Bening and Jon Hamm in the lead.
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
