iWorld
Mzaalo launches AVOD platform
New Delhi: Mzaalo, a blockchain-based video streaming application today announced the launch of its AVOD platform. The gamified video ecosystem is designed to reward consumers for viewing content on the platform. Mzaalo's system is secured by blockchain, trusted infrastructure for content and brands to own engagement and commerce for their users.
The AVOD platform offers consumers 50,000+ hours of premium content from over 25 content partners. The content library features a mix of Bollywood and regional movies, original series, music videos, linear television programing and more that will be available in Hindi and nine other Indian regional languages.
The wide-ranging content catalogue will attract users who can enjoy an immersive experience in which they can earn for watching content, interacting with the community, inviting friends as well as sharing, liking, and commenting on social media platforms. The process of watching content and being incentivized in the form of blockchain-based rewards adds to Mzaalo's credibility in building engagement, loyalty and driving growth.
The earned reward coins are stored in the users' digital wallets and can be spent on premium experiences, physical merchandise, partner products and services, digital goods, games, and charitable giving. Mzaalo plans to on-board established brand partners spanning across range of categories such as health & fitness, fashion, accessories, electronics, travel, wellness, and much more.
Mzalo COO Vikram Tanna said, "Technology is increasingly becoming the centre of every human interaction. Also, brands today are adopting to innovate and engage with users by creating bespoke, experiences without disrupting the entertainment journey. Mzaalo’s consumer-centric ecosystem is the first to reward consumers for their time and attention. Moreover, our engagement algorithm is designed for advertisers to build valuable user–brand experiences based on data transparency and privacy.”
Mzaalo has conducted consumer research across the country to understand user sentiments towards sharing personal data on various platforms and the process of selecting winners and rewarding customers. Understanding the requirement of user privacy and data protection, Mzaalo created an ecosystem that addresses consumers' needs by providing a rewarding entertainment experience in a trusted environment.
Mzaalo shall adopt a secured Decentralized Ledger Technology (DLT) to establish a trusted entertainment ecosystem where participants derive value from their contribution to the network. Additionally, users will be empowered to take control of their digital identity and shall be gratified for valuable behavior such as providing engagement on the platform through recommendations and for bringing peers onto it.
iWorld
JioHotstar and OpenAI partner to bring ChatGPT-powered personalised content to 500m Indian viewers
Fireside chat at AI Impact Summit 2026 highlights AI-driven content discovery and personalised storytelling
DELHI: At the AI Impact Summit 2026, a defining conversation unfolded between Uday Shankar, vice-chairman, JioStar, and Sam Altman, ceo and co-founder, OpenAI, spotlighting how AI is transforming creation, distribution and consumption of content.
The discussion coincided with Jiostar’s landmark announcement: a partnership between JioHotstar and OpenAI that will embed ChatGPT-powered conversational search and discovery into the platform. The move aims to deliver seamless, multilingual, deeply personalised experiences for India’s 500 million-plus viewers, fundamentally redefining how content is discovered and consumed.
“There’s a lot of noise about content overload. We see a different reality. In a country as diverse as India, there isn’t enough content that truly reflects its cultural and regional nuance. That’s the opportunity,” said Shankar. “Across content, commerce and consumer experience, this partnership lets us rethink the ecosystem. Technology now allows storytelling to move from static and broad to dynamic and deeply personalised, aligned to the unique tastes of every consumer. The future isn’t more content. It’s more relevant content.”
Altman added perspective on India’s AI momentum: “What feels different here is the energy. There is a clear sense of going all in on AI, not just as individual companies, but as a country. Safety has to be taken seriously. Ensuring that benefits are widely distributed has to be taken seriously. But above all, the focus is on creating real value for companies and for people through the services we build. That is the balance driving this moment.”
The partnership signals a shared commitment to responsibly scale AI-powered experiences that deliver tangible business value while making a meaningful impact on consumers. By combining India-specific content nuance with OpenAI’s generative intelligence, Jiostar is betting on a future where discovery, engagement and relevance replace sheer volume—setting the stage for a new era in personalised entertainment.
