MAM
Rural marketing agencies form industry association
MUMBAI: The Rural Network comprising major rural marketing agencies like Anugrah Madison, Sampark Marketing and Advertising Solutions, MART and Rural Relations along with other players like O&M Outreach, Linterland, Impact Communications (Delhi), Rural Light (Kolkatta), RC&M (Delhi), India Agriline (Delhi) and Kripa Outdoor (Chennai) have come together to form the Rural Marketing Agencies Association of India (RMAAI).
According to industry sources, the new outfit will be officially launched in Mumbai on 30 March, when the other office bearers will also be announced.
RMAAI has been formed to protect and promote the interests of those who are helping in promoting rural marketing in India.
With the finance minister stressing on rural thrust in this year’s budget, RMAAI sure comes at an opportune time.
Digital
OpenAI drops Sora AI video tool, ends planned $1 billion Disney deal
Pivot to coding and AGI leaves media giant rethinking AI tie-up plans
CALIFORNIA: In a move that has sent ripples through both Hollywood and Silicon Valley, OpenAI has pulled the plug on its much-hyped AI video tool Sora, abruptly ending what was shaping up to be a landmark partnership with The Walt Disney Company.
According to media reports, the decision came with little warning. Teams from both sides had been working on a Sora-linked project when the shutdown was communicated, catching even those close to the collaboration off guard.
The fallout is significant. The move effectively scraps a proposed $1 billion, three-year agreement that would have seen Disney invest in OpenAI while opening up access to its vast library of characters for AI-generated short-form video content. The deal, however, had not been finalised and no funds had changed hands.
Sora, unveiled in early 2024, had dazzled the industry with its ability to generate cinematic-quality video from simple text prompts, triggering a wave of competing launches from AI players across the United States and China. Its sudden exit marks a sharp turn in OpenAI’s strategy.
The company is now redirecting its focus towards more commercially scalable areas such as coding tools, enterprise solutions and the long-term pursuit of artificial general intelligence. Internally, resources required to run the video model are understood to have weighed on other priorities, accelerating the decision.
Leadership roles are also evolving to match the shift. Sam Altman continues to steer the broader vision, while Fidji Simo’s remit has been realigned towards deploying AGI capabilities as part of a wider push to consolidate offerings into a unified platform.
For Disney, the setback is more strategic than financial. The company is said to be evaluating alternative ways to collaborate with OpenAI, even as it recalibrates its approach to generative AI in storytelling.
For the wider industry, the episode is a reminder that in the fast-moving world of artificial intelligence, even the most dazzling innovations can have a surprisingly short shelf life.
