iWorld
JioStar–Nielsen study reveals breakthrough cross-screen reach in live sports
MUMBAI: In a landmark moment for the advertising industry, JioStar, in partnership with Nielsen, has unveiled a first-of-its-kind cross-screen measurement studyanalysing how audiences engaged with Tata IPL 2025 across linear TV, connected TV and mobile. The groundbreaking insights promise to reshape the way advertisers plan, measure and invest in live sports.
The study, conducted across five major brands spanning carbonated beverages, consumer durables, automotive, fintech and FMCG, captures a wide spectrum of consumer behaviour, from impulse-led purchases to high-consideration categories. This diversity ensures that the findings are broadly representative and relevant to advertisers across sectors.
Using Nielsen digital trackers, Barc television data and Nielsen’s proprietary deduplication methodology, the study creates a true single-view of audiences across platforms, a long-awaited milestone in India’s evolving media landscape.
The results are striking. Audience overlap across linear TV, CTV and mobile stood at less than five per cent, confirming that each screen adds uniquely to total campaign reach. The findings show that brands advertising across both JioStar’s television and digital platforms can gain significant incremental visibility without duplication or wastage.
The study also reveals that unified cross-screen media plans delivered 20 to 40 per cent incremental reach across categories and budgets. In doing so, it demonstrates how fragmented, siloed planning can now be replaced with a holistic, data-driven framework that benefits advertisers, broadcasters and digital platforms alike.
Calling the research “a game changer,” JioStar chief revenue officer – sports Anup Govindan, noted that it offers the first scientific proof of how brands can drive incremental reach in live sports by combining scale with precision. He described the initiative as a blueprint for the next era of advertising, powered by robust data and advanced measurement.
Nielsen chief product officer Akhil Parekh, added that the collaboration sets new global benchmarks by offering unprecedented clarity on cross-platform reach. He said the findings will help brands plan more effectively, optimise investments and drive stronger business outcomes across television and digital.
The insights further show that advanced digital targeting can reduce duplication even more sharply, at times bringing overlap down to around one per cent: evidence of how intelligent media planning can enhance efficiency.
Overall, the study encourages advertisers to embrace unified planning by demonstrating that when television’s unmatched scale is paired with digital’s precision, brands can achieve stronger impact, greater efficiency and more effective return on investment.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
