GECs
I&B bans AXN for ‘objectionable’ content
NEW DELHI: The government has banned, with immediate effect, the telecast of Sony Entertainment’s action chanel AXN for two months for showing “obscene programmes”.
The information and broadcasting ministry today issued directions for blocking signals of the channel into India up to 15 March.
Sources told Indiantelevision.com that the ministry had taken objection to the channel repeatedly telecasting such programmes such as World’s Sexiest Commercials that “are against good taste or decency and are likely to adversely affect public morality”.
The government has been issuing warnings from time to time to various channels to desist from telecasting “obscene programmes” and software not suitable for women and children.
The Cable Television Networks (Regulation) Act 1995 clearly stipulates that the government has the right to block or take action against channels which violate the broadcasting and advertising codes of the country.
Multi-system operators (MSOs) like Hathway Cable & Datacom have blacked out AXN. Incablenet is in the process of switching off the channel, a senior executive in the company 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.
