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MTV Japan’s mobile show laced with ads
MUMBAI: This is an initiative that seeks to give Japanese advertisers a firm foothold on the mobile platform.
Tomorrow 7 October MTV Japan will launch a new, free programme with advertisements on the mobile service EZ Channel for KDDI.
KDDI is one of Jpaan’s largest mobile service operators. The programme, MTV Hayadashi, is a first of its kind initiative for the Japanese wireless industry. It will link MTV’s innovative mobile content with popular programming on TV and Web site in an advertiser-sponsored environment.
MTV Hayadashi will be delivered to mobiles via a three-minute stream featuring clips of the latest music videos presented by MTV VJs. The programme will feature five-second ads produced for clients by MTV Japan. These will be seen two to three times within the programme.
KDDI users will receive the programme free of charge each Sunday in a 24-hour window through EZ Channel. It will also be available to any mobile user on MTV Japan’s free mobile site, happy MTV, the following Monday through Friday. The new programme will be linked to the broadcaster’s weekday youth culture show M size, which features a segment called Hayadashi, along with related content available on www.mtvjapan.com.
MTV Japan president and CEO Yu Sasamoto added, “This strategic alliance with KDDI is an important milestone in providing high quality MTV-branded content across multiple platforms to connect with Japanese youth in all aspects of their lives.
MTV Hayadashi is a concept that provides a dynamic cross platform sponsorship opportunity for clients, while extending MTV’s award winning creativity to other brand owners.” The other mobile services that the broadcaster offers includes MTV Sounds. The mobile site includes ringtones associated with the broadcaster’s shows and events.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
