iWorld
Viu and Star Suvarna launches McDowell’s no1 Soda No.1 Yaari with Shivanna
MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No1 Soda by Diageo India and the global Video-on-Demand OTT service by Vuclip and PCCW – Viu, are now bringing alive such friendships of well-known personalities from real to reel life in a brand-new talk show called No. 1 Yaari with Shivanna in collaboration with Mindshare & Group M. The series will be hosted by superstar Shivrajkumar, who is known to be a true friend in the entertainment industry. The show will be simulcast on Viu & Star Suvarna starting 25th February, 2018, every Sunday 8.00-9.00PM
The show brings together for the first time as guests, Sandalwood stars and their real-life BFFs who will share their behind-the-door secrets, friendship defining moments & play interesting games with Shivrajkumar, while the fans will be treated to some never seen before videos and the audience, get to ask their favorite stars questions to know them better.
“No. 1 Yaari is a first of its kind entertaining show curated for the viewers that will help celebrate the spirit of brotherhood and friendship. I value friendship since it has been one strong support pillar in my personal journey. As much as the stars are public figures, they have a side that is still private and under wraps and my job will be to help them open-up. I would love them to share how their friendships have shaped them as individuals as well as have the fans privy to some unrevealed fun and friendly moments from their lives,” Actor & Anchor of the No.1 Yaari Show, Shivrajkumar said.
Commenting the new show Diageo India, Executive Vice President & Portfolio Head, Marketing, Amarpreet Singh said, “Curating a show that is all about Yaari by joining hands with people who matter, was always on our agenda. With McDowell’s No. 1 soda No.1 Yaari with Shivanna we are excited to co-produce a show that brings you closer to such stories of brotherhood between renowned artists which is something audiences would look up to. Also, with this we look to take a step forward in creating more engaging content to connect and engage with the millennials of today!”
Elaborating on the show, Viu India, Head of Monetization & Distribution, Sameer Gogate said, “With an endeavor to show premium content, we at Viu are extensively establishing content franchises that will appeal to the millennials nationwide. The franchise ‘No. 1 Yaari’ is one such exciting addition to our original content library that brings fans in touch with the personal life of popular celebrities. After Success of the show in Telegu we are glad to extend our long-standing partnership with Group M as we expand our content library with yet another engaging show hosted by an Iconic superstar of the Kanada film industry”
“It’s a great moment of delight for us to have Shivanna as the host for the very emotional and feel good show. It is a treat to see him with stars getting connected to one another and give the audience glorious joyous time on Sundays at 8pm” –Spokesperson, Star Suvarna.
Mindshare South Asia, Chief Innovation Officer, Mac Machaiah Commented- “After the grand success that it enjoyed on its previous runs, this time, No. 1 Yaari will celebrate the timeless friendships built between stars in the Kannada entertainment industry. Mindshare is pleased and proud to have been able to co-produce it, and deliver such enriching, branded content to Indian viewers. Shedding light on the often unknown bonds built behind the scenes, it celebrates the wonderful spirit of brotherhood and friendship. This is yet another stepping stone on Mindshare’s journey of creating unique shows and programs for viewers in the country, spanning a variety of novel areas and subjects, by utilising machine learning, creativity, adaptive marketing, and more.”
iWorld
Instagram to curb reach of repost-heavy accounts in new update
Original content to get priority as reposts lose visibility on Explore and feeds.
MUMBAI: Copy, paste, repeat? Instagram is ready to hit unfollow on that strategy. The platform is tightening its grip on repost-heavy accounts, signalling a clear shift towards rewarding originality over aggregation. As part of the update, Instagram will stop recommending content from accounts that primarily repost others’ work across key discovery surfaces, including feeds and the Explore tab. The change expands existing restrictions that were earlier limited to Reels, now covering photos and carousel posts as well. While reposted content will still be visible to an account’s existing followers, its chances of reaching new audiences through recommendations are set to shrink significantly.
At the heart of the move is a push to clean up clutter. Instagram is targeting aggregator accounts that recycle content without adding meaningful value, aiming to reduce duplication and elevate the visibility of original creators.
The platform has also clarified what qualifies as “original”. Content created directly by users whether photos, videos or substantially edited material will continue to be prioritised. Even when using existing formats or templates, posts that bring in fresh humour, commentary or creative edits will still make the cut.
What will not pass muster are low-effort tweaks. Adding watermarks, making minor speed changes or reposting screenshots even with credit will not be considered original and will not be eligible for broader distribution.
Importantly, the update will not affect what users see from accounts they already follow. But for creators relying heavily on reposts, visibility beyond their existing audience could take a noticeable hit.
In a platform driven by discovery, that shift matters. Instagram’s message is simple, if you want to be seen, start creating not just curating.
