iWorld
Hoichoi’s first independent property Tangra Blues debuts on the platform
KOLKATA: Bengali OTT platform Hoichoi’s first independent property, Tangra Blues, premiered on the platform on Saturday a month after its theatrical release while simultaneously being available in multiplexes.
Directed by National Award-winning director Supriyo Sen, along with National Award-winning cinematographer Ranjan Palit, and music director Nabarun Ghosh, the film is an underdog story of a band that refuses to die and rewrite its destiny through music.
Ahead of its World Premiere on Hoichoi, Tangra Blues had opened to an overwhelming response and rave reviews in theatres a month back on 15 April. The film is inspired by the lives and struggles of Sanjay Mandol & group, Kolkata’s most popular waste band group, who went on to become a runner-up in a popular talent reality show in the country.
The film stars renowned actors Parambrata Chatterjee and Madhumita along with Saimul Alam, Oishani Dey, and Atmadeep Ghosh among others.
Hoichoi revenue & strategy VP Soumya Mukherjee said, “With our huge bank of World Premiere movies and Original Shows, we are prepared to provide entertainment to our user base even at a time like this. Tangra Blues being our first independent property, we are excited for our users across the globe to enjoy it from the safety and comfort of their homes. At Hoichoi, we endeavour to bring great content and latest releases on our service for our users to experience.”
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.
