MAM
ITV plans to increase mobile interactivity for dramas and soaps
LONDON: The mobile phone is fast emerging as an important tool to measure the impact of television programming. A newmediaage report says that ITV is planning to dramatically boost its use of mobile and looking to add mobile interactivity across its traditional programming such as dramas and soap operas.
The report adds that ITV is also considering centralising the supply of mobile infrastructure on one preferred supplier. The company wants to move beyond the use of SMS voting for entertainment shows such as Pop Idol to find ways of increasing viewer interaction with more traditional shows such as soap operas like Coronation Street.
ITV Interactive head of mobile and telephony Jane Crossley was quoted as saying that they would add ‘alerts’, ‘updates’, and ‘teasers’. Granada also plans to use mobile to build communities around popular programmes (dramas and soaps) because it would be easy to weave rich viewer relationships around output.
The company will also look to introduce mobile interactivity to the daytime schedule and has plans to run a week long trial in June.
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
