MAM
Bluebox and Vistara Celebrate one year of “Vistara World”
Dunfermline, UK: Bluebox Aviation Systems and Vistara, the Indian joint-venture between Tata Sons and Singapore Airlines, are marking the 1st anniversary of the launch of Vistara World by going app-free. Vistara World is the airline’s free wireless streaming in-flight entertainment (IFE) service which streams content from the Bluebox Wow portable wireless IFE platform to passenger devices.
Since launching last year, Vistara World has been progressively rolled out to Vistara’s entire fleet of 31 aircraft, including Airbus A320 and the recently inducted Boeing 737-800NG aircraft.
As well as enabling passengers to stream IFE via the Vistara World app, Bluebox and Vistara will now provide passengers with an app-free solution. From 1 September 2019, passengers are able to watch Vistara’s DRM-protected content from their personal device browser*, without downloading the app. Previously only DRM-less content could be viewed without the app.
Vistara’s evolving content library includes a flight moving map, movies, TV shows and music in varying genres. In addition, one of the most popular elements of Vistara World is the membership enrolment page for “Club Vistara”, the airline’s loyalty programme – not surprising for an airline enjoying enormous popularity among its passengers.
“At Vistara we continue to invest in enhancing our service offerings to stay ahead of the curve. In the last year we have flown over 5 million customers who have consumed a variety of engaging content on ‘Vistara World’ and enjoyed the Vistara experience even more. The Bluebox platform’s convenience, robust capabilities and flexibility will now take this experience a notch higher,” said Mr. Sanjiv Kapoor, Chief Commercial Officer, Vistara.
“As well as providing secure, revenue-generating, feature-rich, and cost-effective wireless IFE platforms, we aim to make these as friction-less as possible for both our airline customers and their passengers,” said David Brown, Business Development Director, Bluebox. “With device software now available to enable us to provide app-free DRM content, we are able to make it easier for passengers to access the platform. That, in turn, means more of the benefits to Vistara of deploying the system can be realised – both in terms of positive passenger experience and the ancillary revenue generated by the system.”
Bluebox Wow provides wireless content streamed to passenger devices in any aircraft cabin, including a wide range of film, TV, audio, games and other digital content. With a remarkably low cost of ownership, Bluebox Wow is a discrete, portable, lunchbox-sized unit stowed securely in overhead bins.
* Technical requirements app-free DRM content viewing:
- Smartphones: iOS 11.2+ with Safari and Android v5+ with Chrome v75+
- Laptops: Chrome V69+ and Safari V11
MAM
Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
