iWorld
Anthem for Lok Sabha 2014 launched by ADR
NEW DELHI: ‘Wo Waqt Kabhi Jise Aana Tha’(the event that was to happen is now here) is the new anthem of the Association for Democratic Reforms, an NGO working to raise critical issues involved in the Lok Sabha elections. The video has been placed on the NGOs website.
The song, composed and sung by Harpreet, talks about the state of affairs in the nation even after six and a half decades of independence. The video elaborates on how criminalization of politics and the nexus between money, crime and muscle power has affected the governance and delivery of even the bare minimum services and amenities to the citizens of the country.
The video has been directed by Gaurav Raturi, founder of Filmbooth, best known for the International Filmbooth Festival Spoofmania organized in Delhi. The lyrics have been penned by Deepak Dhamija, founder of Shoelace Productions and an IIM- Calcutta alumni.
At a time when around 800 million people will go out to vote in the coming 45 days, the website www.myneta.info will help the electorate to make an informed choice in deciding the future of the nation.
ADR founder trustee Prof Jagdeep Chhokar said, “In the coming elections a fairly large number of young voters will go out to vote for the first time. The song aims at making people realize the power their vote carries. A song has the ability to not only stay on the lips of the people, but it also stays in the mind. Social media has an immense role to play in this election.”
ADR head Anil Verma added, “Music is the food of the soul. The soulful rendering of the ADR Anthem by Harpreet and his team has touched not only our emotional chords but awakens our sensibilities to be a responsible citizen and vote to usher in a change for better governance. Mera Vote Mera Desh!”
Anthem video director Gaurav Raturi said, “Music and visuals go beyond words and slogans. What better story one can get to tell the people of India than to tell the people of India to vote responsibly. We all have tried our best to match the brilliant lyrics and soulful singing by Harpreet. Let’s see how the voters of India find it. All excited to be part of this anthem.”
Harpreet said, “While working on the song, I grew not only as a musician but also as a citizen of the nation. To be a part of ADR’s anthem song was a journey in itself. I never felt I was working on a song, but it was like an act to serve the nation in the real sense.”
Lyricist Deepak Dhamija said, “It is time for people to know that if any revolution has to come, it will come through the ink on the fingers of the people after voting. The political class has ignored the real issues and demands of the people of the nation. It is high time we all come forward to make an informed choice and vote for the right candidate. ADR is doing a great job, and the creative people must come forward to support the cause for which the team of ADR is fighting.”
The ADR anthem song has also been shared by Facebook India as part of ADR-Facebook collaboration for the campaign to create a culture of informed choice.
iWorld
Paramount revamps app with short videos to boost mobile viewer engagement
Streaming giant borrows from TikTok playbook to drive daily usage on phones
LOS ANGELES: Paramount Skydance is giving its streaming strategy a mobile-first twist, rolling out a redesigned version of its Paramount+ app that leans heavily on short-form video to capture viewer attention, according to a Reuters report.
The updated app, currently available to iPhone users via Apple, features scrollable clips such as sports highlights, news snippets, UFC moments and trailers. The idea is simple but effective: get users to open the app multiple times a day, much like they do with TikTok or Instagram.
By encouraging repeat visits, Paramount is betting it can deepen engagement and unlock new features such as real-time statistics during live events and interactive viewing elements. The approach reflects a broader industry shift, where streaming platforms are borrowing cues from social media to stay relevant in an increasingly crowded market.
The stakes are high. In the first quarter of 2026, Paramount accounted for just 2 percent of global app-based streaming, trailing rivals such as Netflix, HBO Max and Peacock, according to data cited by Reuters. Even a potential combination with Warner Bros Discovery would only place it fourth in the streaming rankings.
Meanwhile, YouTube, owned by Google, continues to dominate the mobile video space, boasting user numbers far ahead of Paramount+. This gap has pushed traditional studios to rethink how audiences discover and consume content.
Industry insiders suggest Paramount could go further by experimenting with micro dramas or tapping digital creators to draw in younger viewers. Rivals are already moving in that direction. Netflix is investing in video podcasts featuring names like Pete Davidson, Michael Irvin and Brian Williams, while Amazon has teamed up with Jimmy Donaldson for a reality series.
There are also hints of potential collaboration with TikTok, given shared links to Larry Ellison of Oracle, though both companies have said no formal agreement exists.
The revamp is part of a wider overhaul of Paramount’s streaming operations, including both Paramount+ and Pluto TV, as the company looks to sharpen its competitive edge.
In a market where attention spans are shrinking, Paramount’s latest move signals a clear pivot. If viewers will not come to long-form content, the strategy suggests, then perhaps the content must first meet them in short bursts.
