GECs
Packer has a thing for the Big B
If there is one person who seems to be smitten by the Big B’s charisma then it has to be Kerry Packer.
The Australian media tycoon, whose broadcasting company Channel Nine, has bagged the rights for the prime time slot between 7 pm to 10 pm on Doordarshan’s Metro (DD-2) channel is actively wooing Amitabh Bachchan. Rumours are that James Packer wants him to quit the tremendously popular game show on Star Plus Kaun Banega Crorepati (KBC) and move onto anchor the show Greed which it plans to introduce on the DD-2 channel for which Packer has the rights for prime time slots.
Amitabh Bachchan is said to have signed an agreement with Star TV which restricts him from anchoring any show with a similar format on any of the satellite channels. Star says that it has extended the contract with AB from 130 episodes to 450.
However, DD-2 is a terrestrial channel and Packer might be eager to exploit this loop hole if Star TV has not plugged it already. The show, Greed, is apparently a take off on the popular ABC show Who wants to be a millionaire on which KBC is based.
Kerry Packer has offered sops to AB such as showing an interest in picking up a stake in the beleaguered A B Corp, formerly known as ABCL or Amitabh Bachchan Corporation Limited.
Recently restructured, A B Corp has decided to restrict its scope of activities to producing and distributing movies after burning its hands in many other ventures like organising the Miss Universe contest.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
