MAM
Lemma disrupts DOOH CMS with AI-powered free platform ‘Lemma Phi’
MUMBAI: The digital out-of-home (DOOH) advertising landscape is about to experience a shake-up as Lemma, a pioneer in omnichannel digital advertising, unveils ‘Lemma Phi’, an advanced, AI-powered free content management system (CMS). With this revolutionary platform, DOOH screen owners can ditch hefty CMS costs and reinvest those savings into growing their businesses while seamlessly connecting to global programmatic demand.
With AI at its core, Lemma Phi doesn’t just manage screens—it transforms them into smarter, revenue-generating assets. It automatically classifies OOH media based on location, audience demographics, and seasonal footfall variations, ensuring that advertisers find the perfect screen for their campaigns without breaking a sweat.
Packed with AI-driven tools, it takes the grunt work out of DOOH management, making operations simpler, smarter, and more efficient. Key features include:
1 AI-powered discovery tool: This automated matchmaking genius connects global brands with the most suitable DOOH inventory based on real-time data.
2 Auto categorisation of screens & creatives: Say goodbye to manual tagging—Lemma Phi automatically sorts screens by type (indoor, outdoor, transit, etc.), making onboarding seamless.
3 AI-powered floor rate recommendations: Stop guessing—Lemma Phi suggests optimal floor rates based on live market data, ensuring competitive pricing.
4 Energy-saving AI brightness control: The system adjusts screen brightness dynamically based on light conditions, cutting operational costs and championing sustainability.
“Why pay for something that should be readily available and easy to manage from anywhere?” questioned Lemma founder & CEO Gulab Patil. “With Lemma Phi, we are making access to powerful DOOH CMS technology free, enabling screen owners of all sizes to maximise inventory value and drive revenue growth.”
He added, “This mobile-first platform, combined with an expanded feature suite, is not just a CMS; it’s a catalyst for innovation and revenue generation in the DOOH ecosystem.”
Lemma Phi doesn’t just stop at AI-powered tools—it’s designed for effortless and scalable management:
1 User-friendly interface: Whether you’re a tech wizard or a total newbie, Lemma Phi makes content management intuitive and accessible.
2 Scalability & reliability: Handles networks of all sizes, from small indoor displays to massive 100-foot billboards.
3 Smart screen grouping & scheduling: Effortlessly organise screens and sync content with precision.
4 Remote control & monitoring: Adjust screen power, brightness, and content playback—from anywhere.
5 Real-time dashboard & alerts: Stay in control with live reports on screen status, content performance, and analytics.
Lemma Phi ensures that screen owners stay ahead of the game with cutting-edge automation, eliminating inefficiencies while boosting revenue potential. With AI doing the heavy lifting, screen operators can focus on expanding their networks and driving business growth.
So, if you’re in the DOOH business, stop paying for CMS and start growing your network with Lemma’s new brainchild.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
