iWorld
‘Made for TV, as seen on YouTube’ at Asia TV Awards
NEW DELHI: The 18th Asian Television Awards (ATA) will work with YouTube in organising a seminar titled “Made-for-TV, As Seen on YouTube”.
The seminar will be held on 5 December at the Grand Copthorne Waterfront Hotel, Singapore, as part of the annual ATA showcase, organised by Television Asia Plus, a publication of Contineo Media.
“Made-for-TV, As Seen on YouTube”, one of the premium tracks for the Showcase, will feature representatives from the Asia Pacific YouTube team. Currently confirmed is YouTube APAC director of partnership and operations Gautam Anand, who will present a keynote and engage in panel-style discussions in the presence of conference attendees. Also presenting will be YouTube APAC manager of content partnerships Wiwi Goh.
“With more people going online every day, including here in Asia, digital media is increasingly crucial for content creators. With a platform like YouTube, creators can find new ways of distributing their content to new audiences and build up fan communities around the world,” says Gautam Anand.
The seminar will address how YouTube can empower content producers and content rights owners/ broadcasters to not only build audiences, but monetise both legacy and new content. Included in the seminar are case studies and panel discussions, with practical tips on how best to reach audiences via YouTube. Attendees will also be acquainted with YouTube’s Content ID tools that can help track, block and even monetise content, allowing one to best structure content creation strategies on the online platform.
The “Made-for-TV, As Seen on YouTube” seminar is part of the ATA Showcase, a full-day conference of seven tracks opened to all trade members and aspiring media professionals. At the Showcase, each year’s award nominees; regional directors, producers and creative talents, will come together and engage in an intimate theatre-style dialogue. These industry professionals will share their experiences in content production, technical expertise, as well as post production. Attendees can choose from six other Showcase tracks – “Scripted Programming”, “Formats/ Reality”, “Sports Programming”, “Factual/ Documentary”, “Children/ Preschool” and “Technical & Creative”; which will collectively introduce a wide variety of nominated ATA projects that cover the entire broadcast spectrum from production, to performance, to post-production. Some of the speakers from the 2012 ATA Showcase included representatives from Beach House Pictures, The Moving Visuals Co., Most Wanted Pictures, The Group Entertainment, Ochre Pictures, Southern Star Entertainment, Media-Stable, Fuji Television Network, Inc., FOX International Channels, Turner Broadcasting System Asia-Pacific, YouTube, and Viki.
“The ATA Showcase is our attempt to give producers and content creators a voice to articulate their experiences in producing their nominated works. We are confident that attendees will benefit tremendously from the rich experiences of these industry professionals,” said Contineo Media CEO Raymond Wong. “In addition, our collaboration with YouTube is a testament to our commitment to not only empower content creators, but also to arm them with knowledge and expertise to take their content from existing broadcast platforms to new and emerging digital ones that are truly the next drivers of industry growth.”
Registration for the full-day ATA Showcase has already started.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
