iWorld
Viu brings best of korean shows to india
MUMBAI: Viu, the premium video-on-demand service by Vuclip and PCCW today has launched popular Korean dramas for their viewers in India. After successfully rolling out Korean TV Shows in other Asian markets, Viu has now expanded its Korean content library to the young digital consumer in India. Viu continues to be a trendsetter in offering digital entertainment that popularizes the global phenomenon of Hallyu among the Indian millennials.
Shows available on the service include hits like ‘Come Back Alive’, ‘Heirs’, ‘My Love From Another Star’, ‘Descendants of the Sun’, ‘Sweet Stranger and M’, ‘Doctors’, ‘Poet Warrior Youth’. The plan is to launch 20 more shows by March 2018. The entire library can be accessed at https://www.viu.com/ott/in/korean-en/korean_dramas.
Speaking on the launch, Viu India, Country Head – Vishal Maheshwari said, “We have witnessed a very healthy uptake by young viewers, aged 18 to 24 years, who are watching Korean TV shows with English subtitles. The youth of India today are looking for world class TV shows. Korean TV shows deliver on all aspects from story to production which makes it such a success. The trend of watching Korean content is picking up rapidly across the country.“
Viu has approximately 4,000 hours of the latest Korean drama and variety shows telecast from SBS, KBS, MBC and CJ E&M for all regions. All of this content can be accessed at https://www.viu.com or by downloading the Android app from Google Play or the iOS app from the Apple App Store.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
