Event Coverage
Brands will increasingly aim to own content
CANNES: Going by the opening day of MIPTV, one would be excused for thinking that the big advertising issue of today is whether TiVo (and technologies of its ilk) represent the end of the 30-second spot as we know it.
The two sessions Advertiser-Funded Programming: Get Your Brand on TV! and Branded Programming Clinic: The Producers Meet The Brands and The Broadcasters looked at the issue from all sides and the conclusion: Branded entertainment is a burgeoning space but is still very much a work in progress.
Interestingly, the perspective of two advertisers on different sides of the fence as it were (who spoke in two different sessions) were diametrically opposite on the subject of funded programming. Chris Monaco, director entertainment marketing of liquor giant Allied Domecq, said the kind of restrictions placed on alcohol advertising (a big issue in India as well) perforce meant that his company was increasingly looking to own content across the whole value chain, including distribution.
Monaco, was however, quite clear that there had to be very clear objectives laid down in how to go about it. What Monaco strongly advised against was the rush by many companies to get onto the latest hit without a clear action plan or clarity in terms of what the whole effort was meant to achieve for the brand.
Allied Domecq, according to Monaco, entered into funded programming only if it was in from concept to delivery and results were based on clear parameters – Did it meet our goals out of the gate? Stressing the point, Monaco said his programming roadmap was laid right up to 2007 and, therefore, was no question of ever pitching to fund the latest hit show.
For Nandini Gulati, manager, Integrated Marketing Communication, EEME – Coca-Cola UK, however, speaking at the Branded Programming Clinic, the way to go was through content association rather than ownership of content.
Gulati raised a valid point that had been rather submerged in the earlier session which had an all-American panel (as opposed to an all-English panel for her session), that the very real danger of branded programming was that the increasingly sophisticated viewer would get turned off by increasing branding activity, which could make everyone a loser.
In all fairness though, that was the thread that was running through both the sessions that it would be foolhardy to enter a branding activity if there was no fit between the storyboard and the brand.
Some points that came through:
Reality and lifestyle shows generally lent themselves to branding better than scripted shows.
Branding on scripted shows, if done well, offers a much greater payback because of long shelf life
Brands will increasingly aim to own content
Big ideas need to work across platforms
And the future? According to Channel 4 International – UK deputy managing director John Nolan, The best is yet to come.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
