GECs
APOS 2016: Shane Smith, Viceland and ageing down networks
BALI: “Don’t hire traditional TV people.” With those closing remarks during his keynote conversation at APOS 2016 with MPA executive director and co-founder Vivek Couto , Vice Media co-founder and CEO Shane Smith set the tone for what his company stands for.
Smith stated that the media today is changing. “The Baby boomers have run media for the past 40 years. Gen Y – which is companies like us – will run it for the next many years,” he stated with absolute confidence.
Like at a Mipcom a couple of years ago, Smith – dressed in shorts with a tattoo on his leg – reiterated that Vice hires interns and gives them money to produce content for his network which includes news, food, music and lifestyle channels. “Yes, you give them $10 million. Sometimes you win, sometimes you get a law suit as the intern runs away to Mexico,” he said with a wry smile.
Smith was clear that he will extend his brand to all screens and he will extend his networks to other territories with local partnerships. Earlier this year, his company launched Viceland in both Canada (with Rogers Cable) and US (in partnership with A+E Networks and Disney). Something which got sniggers from traditional TV execs that Vice was going the traditional way. But Smith has his point of view on this.
“Our extension to TV is helping ageing down the networks,” he stated. “We are bringing back the younger demographic to TV. We will produce anywhere there is a younger audience.”
His belief is that the younger audiences had no programming for them, which is what has helped Vice.com succeed. “Whether it is in China, India, Indonesia, we will move in there to serve our key demo,” he said.
“OTT and mobile are very important for us,” he added. “But so is delivery across television but with content which is of a quality that appeals to our audience.”
Viceland is a multinational television channel brand owned and programmed by Vice Media. Viceland’s programming consists primarily of lifestyle-oriented documentaries and reality series aimed towards millennials, directed in Vice’s trademark style of ‘character-driven documentaries’
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
