News Broadcasting
MTV looks to stay ahead of digital curve in India
MUMBAI: Even as the big media companies gather their forces for the upcoming battles for mind share in the new digital world, each are going about it in different ways. The aim is common to all of them though – multiplatform strategies of building an engaging universe of music, gaming, entertainment, news and interactivity for targeted audiences.
And, while India may not be where the major digital battles are fought any time in the near future, MTV for one is attempting to stay ahead of the curve and preparing for more change by introducing new mobile and online services for the ‘networked generation’.
For MTV Networks International senior vice president (digital media) Gideon Bierer, with opportunities unfolding, the country is approaching an inflexion point as regards the digital content delivery story. Bierer believes that new digital services will begin to be introduced in a significant way from next year on but it could take anywhere between three to five years for it to get serious penetration in India.
Queried about revenue streams, Bierer said that like in television subscriptions and advertising would form the main component and digital services also offered revenue opportunities through transactions.
For MTV, the aim is clearly to be the first mover in the digital space and helping it respond to changing tastes and compete with the internet and downloading could be channels like Flux, where the schedule is driven by the public. Flux, the multi-platform social-networking digital service originated by MTV Networks International in Japan last June, is launching in the UK & Ireland markets on 6 September. It is also being introduced in Italy around the same time.
Flux is positioned as a digital community and content integrated youth service that enables viewers to access short videos and music through their mobiles or computers, make recommendations to others and provide feedback. The channel will be aiming to attract the key 13 to 34-year-old demographic.
There is also the hybrid channel MTV Overdrive launched last April. Available through mtv.com, the initiative is aimed at entertaining viewers with both a linear viewing experience and video on demand capabilities in one web-based application. MTV Overdrive’s lineup features news, music, on tv and movies among the services it offers.
Now while all this sounds very nice, what a certain Rupert Murdoch would have to say about all this remains to be seen. For in the west where the digital skirmishes are already on in full swing, it is News Corp’s Myspace that is creating the most frenzy among the demographic that MTV has “owned” for nigh on 25 years. In India, only time will tell whether MTV is able to square up to the Star juggernaught, which has already declared aggressive intent in this domain.
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
