MAM
Weekend Unwind’ with: BYJU’S senior director of Film Crew Bhupinder Pal Singh Raina
Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind — a series of informal chats that peek into the minds of corporate executives through a fun lens in an attempt to get to know the person behind the title a little better.
In this week’s session, we have BYJU’s senior director of film crew, Bhupinder Pal Singh Raina, opening up the windows to his thoughts.
Bangalore-based filmmaker, actor, and tutor Bhupinder leads the direction pod at BYJU’S and is involved in setting production processes and quality benchmarks when a new product is conceived. He also tutors teachers, actors, and directors in the art of using film as a medium to better educate.
Having graduated from an Australian university-affiliated film school in 2010, Bhupinder took up an acting course with The Actor’s Truth in Mumbai in 2018. He has been a part of a variety of audio-visuals, ranging from corporate to educational films to feature films like 777 Charlie, Sarvasva, and commercials with multiple brands.
So without further ado, here it goes…
- Your mantra for life
Don’t count the days. Make the day count.
- A book you are currently reading / plan to read
I am currently reading “Ride of a Lifetime,” a memoir by the ex-CEO of Disney, Bob Iger. I highly recommend it to anybody who’s in the creative business field.
- Your fitness mantra, especially during the pandemic
Theatre training and playing cricket twice a week kept me active and occupied throughout the pandemic.
- Your comfort food
I enjoy a variety of foods. I just feel blessed to find edible food when I need it.
- When the chips are down a quote/ philosophy that keeps you going
I firmly believe in the famous Hindi saying, “neki kar, dariya mein daal,” which loosely translates to doing everything with a good heart and expecting nothing in return.
- Your guilty pleasure
I’ve had a sweet tooth since forever, so much so that I am genuinely worried about my health now.
- When was the last time you tried something new?
I have recently learnt to swim, well, float to be honest, from a teammate at BYJU’S.
- A life lesson you learnt the hard way
Being nice is cool, being naive isn’t.
- What gets you excited about life?
The prospect of new experiences gets me excited. Like learning something new, meeting new people, hearing a good story and many more such things.
- What’s on top of your bucket list?
I am a simple-minded man who likes to live in the moment, so I haven’t really set any goals for the future.
- If you could give one piece of advice to your younger self, what would it be?
I wish I had learnt how finance and investment work early in my life, so I’d not have to worry about survival. I am convinced that one can truly start living only when your key motivation is not money.
- One thing you would most like to change about the world
Aahh… There are way too many things. I am glad I am able to contribute to one of those actively through my work at BYJU’S, by enabling better education for the next generation.
- An activity that keeps you motivated / charged during tough times
I wouldn’t know how to define “tough times.” I guess I’ll just give my best without really worrying about the circumstances or consequences. That has really helped keep things calm inside.
- What lifts your spirits when life gets you down?
Kindness Somehow, spotting even the smallest acts of kindness around me has always managed to refill my cup of positivity.
- Your go-to stress buster
My cricket sessions and an engaging movie or series do the job.
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.
