GECs
B’cast Bill: Film censor board chief seeks clarifications
NEW DELHI: Indian film censor board chief and veteran actress Sharmila Tagore today exhorted the government to remove overlaps in the functioning of censor board and a proposed broadcast regulator.
She also called for “transparency” while forming the proposed Broadcast Regulatory Authority of India (Brai).
“There has to be some sort of uniformity at some level… and identify where there are some overlaps,” Tagore, chairperson of the Central Board for Film Certification (CBFC), was quoted by the Press Trust of India as saying.
She, along with some other government officials and industry representatives were participating in a day-long seminar on the draft ‘Broadcasting Services Regulation Bill – 2006’, which was organized by industry chamber Assocham.
Tagore’s apprehensions stems from the fact that the censor board and the proposed Brai might end up doing similar works like certifying content for television channels.
In the absence of a regulatory body, the government has mandated that only `U’ (or for unrestricted viewing) censor certified films promos, music videos and songs should be aired on TV music channels.
Information and broadcasting secretary S K Arora assured the industry gathering that the government was open to suggestions and comments on the proposed Brai and the Bill.
“The government is open to suggestions and can incorporate fresh ideas and issues we may have omitted (earlier in a draft that was readied for the Cabinet),” he said.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
