MAM
Tata Sky celebrates its 15 years jingalala journey in latest campaign
Mumbai: Content distribution and pay-TV platform Tata Sky is celebrating its 15 years’ journey with a new campaign that highlights its deep-rooted relationship with its subscribers.
The campaign #15YearsConstant highlights has been conceptualised in collaboration with Chimp&z Inc. It poignantly captures the continual bond Tata Sky shares with its subscribers. The video encapsulates the ever-changing life of a family, with a window-seat ticket to observe how they grew and outgrew the initial roots and took shape of an all-new abode, centring on the emotion, that despite the transitions, the one thing that has stood the test of time and has lived the journey of change with Indian families is Tata Sky.
Tata Sky, chief communications officer, Anurag Kumar said, “Through this campaign we wanted to portray that the world has evolved and so has Tata Sky, but the bond that we share with our subscribers has remained strong and steadfast. Our sincere appreciation and profound thanks to all that made this journey memorable and gratifying.”
Chimp&z, CEO and c0-founder, Angad Singh Manchanda said, “The narrative takes us on a poetic journey of growing up, with Tata Sky depicted as a subtle yet influential part of viewers’ lives. The video is a wonderful amalgamation of visual storytelling and lyrical artistry, which will make our audience reminisce their days of yore. Kudos to the entire team at Griffin Pictures and Chimp&z Inc, for bringing this concept alive.”
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
