iWorld
Qyuki and A. R. Rahman launch Jammin on YouTube
MUMBAI: YouTube is a global platform for independent media artists and many have achieved star status driving millions of views everyday. In India, Qyuki a leading creator focussed multi-platform media company today unveiled Jammin’, a unique digital collaboration between YouTube’s leading music creators and bollywood’s iconic composers including Grammy and Academy Award Winner A. R. Rahman, Salim-Sulaiman, Clinton Cerejo and Mithoon.
Jammin – presented by Airtel and Signature, will bring together YouTube’s top musical talent SANAM, Shraddha Sharma, Siddharth Slathia,Jonita Gandhi, Arjun Kanungo, Maati Baani, Sanah Moidutty, Raaga Trippin and Mumbai’s Finest collaborating with four of Bollywood’s most accomplished music composers to create ten original soundtracks and music videos.
The first music video is scheduled to release on 19th August, with a new original music video releasing every week thereafter, culminating into a mega live concert at the NSCI Dome in Mumbai on 11th November. All the music video’s will be curated on the Jammin’ channel on YouTube.
Speaking about Jammin’, Co-founder and MD of Qyuki, Samir Bangara, said, “Jammin’ represents Qyuki’s vision of empowering creators to challenge the status quo. We are super stoked to launch the first ever mega collaboration between the world of Bollywood and YouTube stars and are grateful for YouTube’s backing to make this one of the biggest musical properties to be launched in India”
Speaking at the launch of Jammin’, co-founder of Qyuki and India’s music maestro, A. R. Rahman said, “YouTube has created an amazing platform for artists to reach their audiences, and independent creators need the backing of a partner to bring discoverability and scale to their talent. Through Jammin’ I am glad Qyuki is being able to be that true partner to creators and bring them on a level playing field with mainstream music.”
Speaking about Jammin’, YouTube in India head of entertainment Satya Raghavan said, “There has never been a better time to be an Independent artist on YouTube. Some of these artists posted their first video from their bedrooms and today it’s really exciting to see Qyuki bring India’s most popular music composers to work together with these talented creators on a canvas as large as Jammin’. We hope this will inspire many more talented artists in the country to start their journey on YouTube and find success.”
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
