MAM
International media trade magazine World Screen shuts after 40 years
The veteran trade publication covering the international television business closes its doors, ending four decades of industry coverage
NEW YORK: World Screen, one of the longest-running trade publications in the international television business, has ceased publishing after 40 years, its president and publisher Ricardo Guise announced on Wednesday.
No buyer, no pivot, no second act. Just a full stop.
The New York-based title, which built its reputation chronicling the global business of programme sales and, latterly, the streaming revolution, published its final edition this week. In a farewell note, Guise offered thanks to advertisers, readers and partners but gave no explanation for the closure, citing only the conclusion of “publishing activities.”
The company will not wind down immediately. It will continue operating through a transition period to collect outstanding invoices and process refunds for prepaid long-term online campaigns, a sign that the closure was not entirely without complications.
World Screen had carved out a distinctive niche, covering the buying and selling of television content across borders at a time when the business grew from a cottage industry of tape-trading into a multi-billion-dollar global marketplace. It tracked every twist: the rise of the format business, the cable boom, the advent of on-demand platforms and the streaming wars that have since reshaped everything.
Forty years is a long run in trade media. That it ends with a quiet note from the publisher rather than a fanfare says much about the brutal economics now battering specialist publishing, even in an industry awash with content and cash.
“Thank you for being part of the World Screen story,” Guise wrote. For many in the international television business, it was rather the other way around.
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
