iWorld
Lucinda Martinez joins Netflix as VP, multicultural marketing
Mumbai: Netflix has brought on board veteran marketing executive Lucinda Martinez as vice president of multicultural marketing. She is set to take on her new role later this month and will report to Netflix CMO Bozoma Saint John, reported Variety.
In this newly created position, Martinez will build a multicultural marketing team and lead Netflix’s targeted marketing efforts to the Latino, Black, Asian, LBGTQ, and faith audiences.
She is a strategic marketing and management professional with a strong record of contributions in sales, marketing, new business development, new product launches, promotions, and brand management, for both business-to-business and direct-to-consumer products & services.
Martinez previously served as executive vice president of HBO and HBO Max brand marketing for more than 20 years. She was responsible for developing a distinct, resonant and inclusive brand narrative for HBO and HBO Max. She also led the expansion of talent development and emerging artist programs across all WarnerMedia brands.
“We want our marketing to be just as entertaining and inclusive as our films and shows, and want to ignite conversations about our brand worldwide,” said Bozoma Saint John, as mentioned by Variety. “Lucinda is a leader in the space and under her direction, we will continue to sharpen the inclusion lens in our marketing and engage our audiences in authentic and culturally relevant ways.”
“When I received the call from Netflix with the opportunity of building from the ground up a global multicultural marketing team, it was a pivotal moment that I could not resist,” said Martinez about her new role. “I look forward to amplifying Netflix’s authentic storytelling and continue to elevate and celebrate diverse audiences worldwide.”
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
