iWorld
Viu & Nicotex Partner to Launch Adventure Series ‘I Can You Can’
MUMBAI: Viu announced the launch of its first adventure reality show ‘I Can You Can’ in partnership with Nicotex. The show is produced by BBC, India. With the introduction of this new style of journey-based content, Viu continues to offer fresh and compelling content in a variety of genres.
The six-episode series is set to go live Sunday 17 December 2017 at 7:00 pm IST and will be telecast every Sunday. It will be available on Viu and will be televised as a simulcast on National Geographic. Hosted by actor, model, and athlete Milind Soman, the series will showcase a journey of six people, including three who want to quit smoking and three who have already succeeded in quitting. The interesting part of the journey is the interaction between the smokers and the ones who have quit and their efforts to not just conquer the Everest Base Camp, but also their own “personal Everests”.
Commenting on the launch of the show and partnership with Nicotex, head monetisation & distribution – Viu India Sameer Gogate said, “At Viu, we endeavor to showcase premium content that is fresh, contemporary and relevant to millennials. ‘I Can You Can by Nicotex’ is an example of this. I believe that Viu’s young audience will find this offering engaging and inspiring.”
Elaborating on the show, Cipla Health, the company behind Nicotex, CEO Anantha Nayak said, “The sole purpose of Nicotex has been to make a smoke-free India. In our journey to inspire health, ‘I Can You Can’ is a one-of-a-kind show and integration opportunity for the brand. We believe this format of message delivery will help spread our message to the consumers in a highly engaging manner.”
The ‘I Can You Can’ project was tied in together with Viu & BBC for brand Nicotex by agency m/SIX. Expressing his thoughts on this, Mindshare content head Devendra Deshpande said, “With this collaboration between Nicotex and our partners, we are optimistic about making a difference to the lives of those who wish to make a lifestyle change for the better. We have been involved right from the initial stages of understanding the brand, to concept creation and finding the right channel partners. Content plays an important part of the brand’s strategy and by teaming up with Nicotex, I am sure” I Can You Can” will be a successful series.”
BBC Worldwide India creative and business head Soniya Kulkarni commented, “I Can You Can” is BBC Worldwide’s new, unique and challenging show. We filmed in 2 countries and across cultures while attempting one the world’s toughest climbs. The series talks about kicking the addiction to smoking but is told in an engaging way, that does not preach or condescend. With the active and constant support from our partners MindShare and Viu, we think we’ve achieved our own Everest – an international level of look and storytelling which remains our aim across all our productions.’’
Viu has developed over 3,000 hours of compelling original content across Asia, giving impetus to the budding local talent, while reaching out to millennials with relatable digital content that they have come to love. In the past year Viu has created a number of engaging shows across genres such as SPOTLIGHT, Gehraiyaan, Social, PillA, Pelli Gola, No.1 Yaari and Social. Viu has more than 23 million users across region delivering over 150 million video views with an average watch time per user per month of 35 hours.
iWorld
Govt pushes live events sector to Rs 196 billion by 2028
LEDC roadmap targets 15–20 million jobs and global hub status by 2030
MUMBAI: India’s live events story is getting louder and this time, it’s policy turning up the volume. The fourth meeting of the Live Events Development Cell (LEDC), chaired by Chanchal Kumar, was held on 30 April 2026 at Vigyan Bhavan, bringing together representatives from nine Central Ministries, six States and 12 industry stakeholders to chart the sector’s next phase of growth. The numbers already tell a compelling story. India’s organised live events industry was valued at Rs 145 billion in 2025 and is projected to grow at 10 per cent to Rs 196 billion by 2028 making it one of the fastest-expanding segments within the media and entertainment ecosystem.
Set up in July 2025 by the Ministry of Information and Broadcasting, the LEDC is tasked with turning that momentum into a structured growth engine. Its long-term ambition is ambitious, position India as a global live events hub by 2030 while generating an additional 15–20 million jobs.
At the meeting, officials emphasised the sector’s multiplier effect spanning tourism, employment and allied industries while underlining the need for coordinated execution. A key update was the rollout of a single-window clearance system for live event permissions via the India Cine Hub portal, aimed at simplifying approvals and improving transparency.
States have been urged to adopt the system, alongside implementing the “Model Executive Order for Streamlining Licensing and Permissions for Live Events in India, 2026” by 31 May 2026. The framework seeks to standardise what has long been a fragmented and time-consuming regulatory process.
Beyond permissions, the discussion also turned to infrastructure and talent. A draft concept for greenfield venue development was tabled, alongside plans to build a skilled workforce. The Indian Institute of Mass Communication, in collaboration with industry bodies MESC and EEMA, is set to introduce certificate courses tailored to the live events sector.
Chanchal Kumar stressed that alignment across stakeholders is already in place, with the next challenge being execution at scale. The government, he noted, remains committed to creating a facilitative and transparent ecosystem for organisers.
For an industry once seen as fragmented and event-driven, the message is clear, India’s live events business is no longer just about the show, it’s about building an entire stage for growth.
