iWorld
QYOU Media India and Bollywood Hungama unite forces
Mumbai: Having recognized the importance of offering diverse and engaging content to its viewers, QYOU Media India, in an endeavor to further strengthen its presence in the Connected TV space, announces that it has entered a partnership with Bollywood Hungama to launch a new Connected TV channel in Q4 of 2023 called BH Live TV Powered by QYOU Media. The new channel marks the addition of Bollywood content to QYOU Media India’s multi-genre FAST channels content library. Combining the power of both companies in the world of social media with the long-standing status of Bollywood Hungama as the world’s most widely visited Bollywood portal, the channel will feature all news and gossip surrounding the world of Bollywood and the Indian entertainment business.
BH Live TV Powered by QYOU Media will be exclusively available on the Q Play+ app along with leading Connected TV platforms including Samsung TV Plus, Amazon Fire TV, Xiaomi, TCL, One Plus, and other Connected TV (CTV) brands. The addition of this new channel strengthens the network’s growing list of channels in the emerging FAST (Free Ad Supported TV) channel ecosystem, marking a significant milestone for QYOU Media India, as it bolsters its commitment to delivering top-quality, entertaining content to its diverse and ever-growing audience base.
The driving impetus for the partnership is the explosive growth of the global CTV (Smart TV) industry which has also begun to expand its impact in India in recent years. The India CTV (Smart TV) market has tripled in size in the last 18 months with homes using CTV expected to grow to 60 million by 2025. While still relatively nascent in India in terms of television ad spend, the CTV industry globally is now responsible for generating $25.9 billion in ad revenue in 2023 according to Group M’s midyear forecast. With the introduction across CTV platforms of AI-driven recommendation engines, Automatic Content Recognition (ACR), and overall data-fueled TV performance, the CTV industry is expected to dominate television viewership and ad revenue growth going forward. In the last year, over 90% of all televisions sold in the country of India were Smart TVs.
Speaking on the launch of BH Live TV Powered by QYOU Media, QYOU Media India COO Krishna Menon said, “In an era where Connected TV is becoming an integral part of entertainment, we at QYOU Media India, continue to recognize the importance of innovation in the FAST category. We aim to curate channels that cater to the varied interests of our audiences, and the collaboration with Bollywood Hungama is a fantastic addition to our portfolio. With this new channel, we aim to further solidify our position in the CTV space and continue providing unparalleled entertainment experiences.”
Hungama Digital Entertainment CEO Siddhartha Roy remarked on the partnership, “This partnership of Bollywood Hungama and QYOU Media is poised to introduce an exciting new dimension of entertainment for viewers. In today’s landscape, where Connected TV is a vital part of the experience, we recognize the need for innovation in the FAST category. Our goal is to curate channels that cater to our viewers’ diverse interests, and this collaboration is a significant addition to our content offerings. We look forward to strengthening our presence in this arena and providing our audience with exceptional content tailored to their preferences.”
With this latest addition, QYOU Media India strengthens its position as a leading player in the Connected TV space, offering viewers a diverse range of premium content across multiple genres.
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.
