News Broadcasting
NewsX gets into long-term partnership with Outbrain Engage suite of products
MUMBAI: Outbrain, the discovery and native advertising feed for the open web, announced that it has signed an exclusive long-term partnership with News X, one of India’s top English language Publishers. The partnership will allow News X to fully leverage the Outbrain Engage platform by maximising insights and analytics that will help surface the best recommendations across both organic and sponsored content.
As part of the platform offering, News X will draw on Outbrain’s proprietary technologies and tools, allowing it to marry editorial curation with personalisation, increase audience engagement and growth, and enhance its digital strategy by connecting content to revenue.
Outbrain head of India Sandeep Balani quoted, “We are delighted to launch this partnership with News X,” said Sandeep Balani. “Our focus is to equip publishers with the tools to drive monetisation by enhancing the user experience, trust and loyalty, especially against the backdrop of a saturated digital environment. Attention is increasingly difficult to secure, but content personalised for its online audience driven by Outbrain’s proprietary insights and analytics will enable News X to gain meaningful engagements.”
“Digital content consumption is on the rise in India and we are excited to tap into Outbrain’s offerings to better understand and engage our growing base of digital users through powerful and strategically placed native experiences,” said ITV Network CEO Varun Kohli. He added, “In the fast-paced world of content marketing, content distribution has become fundamental to our strategy, and we are confident that Outbrain will help us take our digital capabilities to the next level.”
“India has seen exponential growth in its online audience, primarily driven by mobile phones and tablet adoption,” said Outbrain director of business development India Anand Makhija. “This shift in the digital media landscape has opened up a huge opportunity for publishers and advertisers alike but has also fundamentally changed how they reach and communicate with their audiences. Outbrain’s premium native solution is perfectly positioned to help both publishers and advertisers further accelerate year on year growth, and solidify their excellence in native and programmatic.”
News Broadcasting
News18 India launches Command Centre war explainer with Arya
New show shifts from debates to decoding global conflicts and impacts
MUMBAI: News18 India has rolled out a new war-focused programme, Command Centre, featuring Gaurav Arya, as it looks to offer viewers a sharper, more grounded take on global conflicts amid rising tensions in West Asia.
Positioned as an “insider war room”, the show moves away from conventional panel debates and instead focuses on explaining military developments, decoding strategy and connecting global events to their everyday impact, from fuel prices to economic shifts.
The format leans heavily on visuals and data. The studio has been designed like a command hub, complete with large LED war maps, real-time graphics and an alert system to track developments as they unfold.
At the centre of it all is Arya, who brings his military background to simplify complex war strategies for viewers. His signature line, “Seedhi baat samjhiye”, anchors the show’s promise of clarity over noise.
News18 India managing editor Jyoti Kamal said, “Command Centre, featuring Major Gaurav Arya is designed to deliver accurate insights and a clear perspective on how evolving conflicts impact everyday life, from household budgets to national security. With expert voices analysing every development in real time, the show goes beyond headlines to decode what’s happening now, what it means, and what could come next.”
Echoing the intent, Gaurav Arya added, “In times of war, confusion is the biggest threat. With News18 India’s Command Centre, we are bringing viewers inside the war room, decoding strategies, tracking every escalation, and explaining, in the simplest terms, what it means for India and for every household. Seedhi baat samjhiye, this is where you understand not just what is happening, but what happens next.”
The weekday show will air in the afternoon slot and will also feature Gaurav Shukla, adding to its editorial depth.
With its mix of analysis, visuals and a clear focus on impact, the show reflects a broader shift in news consumption. Viewers are no longer just watching events unfold, they are looking to understand what those events mean for them.
