iWorld
Creators on VMate show how rural India is fighting Coronavirus
MUMBAI: India is practically under a house arrest by the deadly global pandemic Covid-19 or coronavirus. In the prevailing 21-day lockdown announced by Prime Minister Narendra Modi-led central government, there is increased reliance on television channels, news websites and newspapers for any information. However, the lockdown has confined the scope of media to a great extent, compelled by restricted movement of journalists and cancellation of events. And this is the situation in metros and other urban areas, which have better literacy, enhanced media and FM stations. But have you wondered how the battle against the pandemic is being fought in rural India?
Videos shared by users on trending short video app VMate, which is also referred to as ‘Rural India’s TikTok’, have showcased how the rural parts of the country are dealing with the unprecedented crisis that has gripped the whole world. Videos shared by creators on the short video app have shown how authorities are leaving no stone unturned and excluding no means of communication to reach out to millions in villages and remote areas.
Link – https://www.youtube.com/watch?v=jBZR0b6G9VQ&feature=youtu.be
Those of us who grew up in areas beyond metros, loudspeakers on bicycles or autorickshaws, announcing the latest movie release in cinema theatres was a usual sight. And VMate videos have revealed that this same mode is being used by government authorities to disseminate information related to the pandemic/lockdown in villages across India. In one of the videos shared by Jitesh Kumar, a user from Ballia in Uttar Pradesh, government officials can be seen announcing the Dos and Don’ts related to the virus on a bicycle. The video also features avid listeners who keenly listen to information such as why they should not venture out of their homes.
Another video, posted by Max Khan from Samastipur in Bihar shows announcements being made from an autorickshaw, telling people that there is still time to take action to reduce the impact of the Covid-19 virus. Similarly, Prince Lal Gabru’s video from Jehanabad shows a police jeep informing people about the lockdown and asking them to stay inside their homes. The announcement further says that only essential commodity shops are allowed to remain functional.
VMate user Deepak has also shared a video of Faridabad police jeep, wherein the cops can be seen warning people against venturing out of homes without valid reasons. SungHo Jamali, another short video creator, has posted a video of similar announcement being made in a regional dialect and people being asked to refrain from even meeting relatives during the lockdown period.
The videos shared by users of the platform, who hail from smaller towns and villages, has displayed how rural India is battling the crisis, which has virtually brought the biggest economies in the world to their knees. While most social media platforms are flooded with trending hashtags and monologue videos, apps like VMate, which is among the 10 most downloaded social media apps globally, has shown the real battle being fought at ground zero.
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
