MAM
Irdeto’s Control on the Go Enables Secure Onboard Entertainment in Planes, Trains, Coaches and Cruise Ships
MUMBAI: The proliferation of mobile devices with high quality video capabilities has fueled the rapid adoption of OTT services. At the same time, offering an onboard transportation OTT experience with premium content, where internet connectivity is non-existent or limited, remains challenging. To address this challenge, Irdeto has launched Irdeto Control on the Go which enables transport operators to offer a secure onboard video entertainment service even without internet connectivity.
The solution is designed for the small footprint of planes, trains, coaches and cruise ships, many of which support Bring Your Own Device (BYOD), and provides the security required to deliver premium, high-quality content to both consumers’ favorite devices and built-in displays, without piracy concerns.
To enable the best OTT experience in these internet-limited environments, Irdeto Control on the Go protects content using industry-standard DRMs on a variety of devices. It meets stringent security requirements for premium content such as new release movies and allows consumers to watch content on their own devices without having to download apps prior to the journey.
“Consumers rely on these dynamic entertainment services to access content anywhere, any time and on any device,” said Andrew Bunten, SVP of Content Protection at Irdeto. “Providing a secure, premium onboard video entertainment service in long-distance transport vehicles without internet connectivity is a great differentiator for plane, train, coach and cruise ship operators. Irdeto Control on the Go delivers the convenience and flexibility consumers desire, while ensuring robust media protection demanded by content owners to securely deliver premium content.”
Control on the Go is highly scalable, capable of issuing any number of licenses requested and managing millions of videos. It enables transport operators to offer an extensive library of content to a large population with ease, protecting video end-to-end without the need to transfer keys. The solution is pre-integrated with most packagers and encoders on the market, as well as many encryption and playback solutions. It also has a set of APIs that allows easy integration and fast deployment with additional third-party systems.
Irdeto Control on the Go is part of Irdeto Rights. A key solution in the Irdeto 360 Security portfolio, Irdeto Rights is a proven multi-DRM and policy management solution offering an efficient way to deliver and secure content on all consumer devices. It supports all leading commercial DRMs, as well as the common encryption standards of MPEG DASH, and unique security technologies optimized to work at peak levels of demand.
MAM
Publicis Groupe India launches data-led influencer platform ‘Influential’
A new platform, a seasoned hire and an ambitious plan to bring discipline to India’s booming but chaotic creator economy.
MUMBAI: Influencer marketing in India is big, messy and, for most brands, maddeningly hard to measure. Publicis Groupe India has decided it has had enough of that and is moving to fix it.
The advertising giant has launched Influential, its global creator marketing solution, in India, pairing the rollout with the appointment of Diwaker Chandani as managing partner for Influential India. The brief is blunt: drag influencer marketing out of the spray-and-pray era and into one defined by data, accountability and results that actually show up on a balance sheet.
A fragmented market ripe for disruption
India’s influencer ecosystem has scale in abundance. What it lacks is maturity. Measurement standards are inconsistent, creator databases are riddled with duplication, and brands remain dangerously hooked on organic reach, a strategy that flatters vanity metrics while delivering uncertain commercial returns. Chandani, who brings nearly two decades of experience across digital platforms and media, puts it plainly. “The ecosystem has scale, but not maturity,” he says. “By combining data-led audience intelligence with creator ecosystems and media amplification, we aim to build a model that delivers measurable and repeatable outcomes.”
It is a diagnosis that Publicis Groupe is staking serious infrastructure on. Influential is anchored in the group’s Connected Identity system, which maps consumer profiles to enable more precise audience targeting and creator selection. Layered on top are the Captiv8 platform and Influential’s global creator network, giving brands the tools to plan, activate and measure campaigns across the full funnel, from awareness down to commerce, rather than treating each influencer post as a standalone act of faith.
The hire
Chandani is not an unfamiliar face in the industry. He has held senior roles at Meta, Zee Entertainment and the Network18 Group, working across creator partnerships and content-led media strategies. His mandate at Influential India is to integrate data, creators, media and commerce into a unified framework and to build the team and client roster to scale it.
Anupriya Acharya, chief executive of Publicis Groupe South Asia, frames the launch as a response to a market that has grown faster than its own infrastructure. “The channel has reached scale, but lacks a unified, data-led foundation,” she says. “With Influential, we are moving from a creator-first approach to a cohort-first, identity-led model powered by Connected Identity.” The integration of creators, media and commerce, she adds, will enable more precise and scalable outcomes for brands.
Why now
The timing is deliberate. Influencer marketing in India is expanding rapidly, fuelled by cheap data, a vast and young social-media audience, and brands increasingly willing to redirect budgets away from traditional media. But growth without governance has created a market where consistent returns remain elusive and accountability is largely aspirational. Publicis Groupe is betting that the industry’s next phase belongs not to whoever has the biggest roster of creators, but to whoever can prove, with hard numbers, that those creators are actually shifting product.
The old model of picking a popular face, posting a reel and hoping for the best is running out of road. Influential is Publicis Groupe India’s wager that the future belongs to the spreadsheet as much as the selfie.
