iWorld
Dish TV hits play button on creator-led OTT with Watcho Fliqs
MUMBAI: Dish TV India, the country’s first direct-to-home (DTH) trailblazer, is now gunning for a front-row seat in India’s creator economy. After kickstarting the conversation with Content India 2025 Summit earlier this year, the company has now pulled back the curtain on Watcho Fliqs —a content segment within its Watcho app that could give every professional creator their own OTT stage.
Unveiled at Waves 2025, Fliqs promises to be more than just another tile on the crowded streaming screen. It’s Dish TV’s answer to a shifting digital appetite—where creators want control, consumers want choice, and no one wants to pay Rs 499 a month to find out they’ve seen it all.
“With Fliqs, we are taking a big and bold leap towards redefining what an OTT service can be. This isn’t just another content launch—it’s a statement of intent,” said Dish TV India CEO & executive director Manoj Dobhal. “Fliqs represents a new generation of curated, exclusive digital storytelling that aligns with the evolving consumer demand for distinct, high-value content. While the industry has seen a proliferation of platforms, very few offer something truly differentiated. Fliqs fills that gap by bringing untold stories, original productions, and exclusive titles into a highly personalized, affordable ecosystem.
“It supports India’s growing community of independent storytellers by providing a premium platform to showcase their work, reach wider audiences, and unlock monetization opportunities—strengthening Dish TV’s commitment to digital-first creative entrepreneurship.”
Fliqs serves up award-winning originals, regional marvels, cult international titles, and short-format snacks—all in a tightly curated, multi-lingual menu. With rates starting from as low as Rs 9 per title and a buffet of free content to boot, the platform is wooing value hunters and taste seekers alike.
But it’s not just the catalogue doing the heavy lifting. A sleek UI, AI-powered recommendation engine, and multi-screen features offer users a hyper-personalised ride through a universe of fresh entertainment.
Watcho CTO & business head V.K. Gupta added: “Fliqs is our solution to evolving consumer demands for uniqueness, exclusivity, and control over their entertainment. It’s not just an add-on, but a transformational layer within Watcho, offering a smarter, more relevant experience. With Fliqs, Watcho strengthens its position in the OTT market, marking the start of a larger content evolution.”
Going forward, Watcho’s Fliqs will continue to scale up with exclusive dubbed English content, regional blockbusters, and classic gems you won’t find on rival platforms. The real twist? It puts India’s storytellers in the director’s seat—creatively and commercially.
As the digital content ecosystem matures, Dish TV seems determined to rewrite the playbook—from content carrier to creator catalyst.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
