MAM
MTV launches translucent credit card with Citibank
MTV Citibank Card has been awarded the Gold award for best Youth Program at the Mastercard Asia/Pacific annual meeting 2002.
The co brand program, says MTV, was chosen for this award from among credit card issuing banks in the Asia Pacific region. The two have now teamed up to launch the first ever translucent credit card in India. The scheme also gives an opportunity for prospective card members to fly free to Malaysia or dine with MTV veejays. Unlike traditional credit cards, which have an opaque base, the plastic card is translucent and embodies the values of clarity and transparency cherished by the today’s youth, says an official release.
Citibank and MTV have also teamed up to launch a pioneering contest in association with the Malaysian Tourism Board called the ‘Fly to Malaysia or Dine with MTV VJs Contest’. Prospectives, applying for a MTV Citibank Card, between March and April 2002, stand a chance to win a free four day trip to Malaysia or dine with VJs Nafisa Joseph and Nikhil Chinappa by participating in a slogan contest besides winning a host of free gifts.
The MTV Citibank Feature Partner program has over 250 popularly frequented places offering exclusive round the year discounts. Cardholders get preferential entry to MTV events and shows, periodic discounts on various youth merchandise and the opportunity to participate in a variety of contests and promotions.
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.
