iWorld
BBC admits struggling to compete with Netflix, Amazon
MUMBAI: Even a broadcaster and ancient brand like the BCC cannot escape the threat of the new digital transformation and change in audience habit. In its second annual report, the British broadcaster admitted that it is facing a crisis as the viewing habits of younger audiences change.
The kids of today find on-demand content more appealing. 82 per cent of children in the UK prefer YouTube for on-demand content, 50 per cent log into Netflix and only 29 per cent use BBC iPlayer. The report says children spend more time each week online than watching TV.
“At the same time, maintaining the reach and time that audiences spend with our output is equally difficult, when they have so many other choices at their disposal,” BBC said in the report.
The report estimates 16 to 24 year-olds spend more time with Netflix in a week than with all of BBC TV including the BBC iPlayer.
Against this context, BBC wants to keep its commitment to the highest production and editorial standards. It will sustain investment in new and original British output, made all over the UK. “We will take creative risks and keep the right balance between new series and returning favourites,” BBC said.
“Major new entrants such as Amazon and Netflix have meant that the global media market is increasingly dominated by a small number of US-based media giants with extraordinary creative and financial firepower,” BBC fears.
BBC’s urgent challenge is to develop new ways to grow its income to keep pace with rich competitors like Amazon, Netflix whose money supply seems to have no end.
Also Read:
Netflix announces new Indian original film ‘Lust Stories’
BBC launches news in Indian languages, ties up with Eenadu and India News
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
