MAM
Weekend Unwind with: Locomotive Global Media business affairs head Kanupriya A Iyer
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 Locomotive Global Media’s business affairs head and senior producer Kanupriya A. Iyer.
As head of business affairs and senior producer, Kanupriya works closely with co-founder and principal Sunder Aaron to lead Locomotive Global Media’s film division as well as oversee all business operations. Iyer is responsible for driving the company’s growth through all aspects of content development and production required to scale up the company’s position and meet its objective to become the leading content production company in India.
With an experience of 12 years in the Indian entertainment industry, both as a management executive and producer, Kanupriya combines her sharp business acumen with a belief that the world can be changed, one film at a time. Her in-depth expertise in content and business development makes Kanupriya a key asset for Locomotive Global Media.
So, without further ado, here it goes…
Your mantra for life
Very little is needed to make a happy life; everything else is a bonus.
A book you are currently reading / plan to read
I am rereading “Caste” by Isabel Wilkerson.
Your fitness mantra, especially during the pandemic
I believe yoga is best for both body and mind.
Your comfort food
Anything warm and vegetarian served in a bowl.
When the chips are down, a quote or philosophy that keeps you going.
It won’t matter in five years.
Your guilty pleasure
Big tub of popcorn and a cheesy Bollywood film.
When was the last time you tried something new?
I tried artificial nails yesterday 🙂
A life lesson you learnt the hard way
Every story has multiple perspectives; yours is one of them.
What gets you excited about life?
I acknowledge my privilege to be able to make choices every day that shape my future.
What’s on top of your bucket list?
Northern lights in all their glory.
If you could give one piece of advice to your younger self, what would it be?
Don’t waste time impressing people; just have fun.
One thing you would most like to change about the world
Living life like a checklist with complete disregard to nature.
An activity that keeps you motivated or charged during tough times
I love reading and playing video games.
What lifts your spirits when life gets you down?
Cooking a multi-course meal for the family.
Your go-to stress buster
Binge watching tele-shopping ads.
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.
