MAM
Media Partners Asia for one-city test bed CAS rollout
MUMBAI: Even as the government issued a notification on the basic tier in a post-conditional access systems (CAS) environment, media research and publishing company Media Partners Asia (MPA) today released an independent research report on the introduction of CAS in India.
The report provides an in-depth analysis of the current ground realities that will dictate CAS rollout and its impact on India’s media and entertainment economy.
The key conclusions of the report are as follows:
*Successful CAS implementation could boost the entertainment economy long term
*Economic and logistical realities make CAS implementation a non-starter
*Mandatory CAS implementation will adversely impact consumer demand and weaken the fundamentals of India’s entertainment economy
*A test-bed CAS rollout in one city and a simultaneous push for alternative subscription-based television platforms will provide greater insurance for consumers, operators and broadcasters.
“Our research shows that CAS implementation, in its currently proposed form, will not achieve the government of India’s stated aims of driving affordability and choice for consumers and building an addressable cable TV industry,” MPA executive director Vivek Couto says.
“As a result, we recommend that the government of India should intervene to pursue its vision of a consumer-friendly addressable cable TV industry. This would involve focusing on a test-bed rollout of CAS in one city and a simultaneous push for alternative subscription-based TV platforms. Such an approach would protect consumer interests and contain damage to India’s media and entertainment economy.”
Also read the detailed report:
MPA Research Paper 8 dated 8 May 2003 – Sunrise or Sundown – the impact of CAS on India’s media and entertainment economy – a strategic analsysis
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
