iWorld
ShemarooMe splits the screen, not the attention
MUMBAI: Looks like binge-watchers can finally give their thumbs a rest. ShemarooMe has rolled out an industry-first Split UI, a smart new feature that puts personalisation front and centre, cutting through the OTT clutter to deliver exactly what viewers want, without the endless scroll.
With India’s OTT world bursting at the seams, users often find themselves lost in a maze of options. Split UI changes that by letting viewers begin their journey with their favourite genre. The app’s entire interface, navigation, and content suggestions then adapt to that choice, creating a smoother, more focused entertainment experience.
Since its launch across Android and Ios, over 76 per cent of ShemarooMe users have already switched to the new interface, a sign that audiences are ready for cleaner, smarter streaming.
“OTT fatigue is real. Users don’t want to scroll endlessly, they want to watch,” said Shemaroo Entertainment Ltd. COO – digital Business Saurabh Srivastava. “With Split UI, we’ve made choice effortless and content discovery truly personal. The response so far shows it’s hitting the right note.”
ShemarooMe is the first platform in India to introduce such deep interface-level segmentation, going beyond simple recommendation algorithms to redefine how audiences interact with OTT.
The feature will soon expand to Android TV and other connected platforms, because when it comes to streaming, ShemarooMe clearly believes less browsing, more watching is the real showstopper.
iWorld
Instagram rolls out Valentine’s Day features for posts and chats
Limited-edition fonts, stickers and chat themes add a playful romantic touch
MUMBAI: As Valentine’s Day nears, Instagram and its companion app Edits are sprinkling a little extra romance across timelines, Stories and chats. The platforms have unveiled a limited set of creative features designed to make posts, reels and messages feel more heartfelt, more playful and a touch more dramatic.
From themed fonts and animated text to love-soaked sticker frames, the updates aim to help users turn everyday moments into something more expressive. Whether it is a romantic snapshot, a galentine’s shout-out or a cheeky DM, the tools are built to add colour, personality and a festive glow.
On Instagram, users can experiment with new fonts and text effects for Stories and Reels, wrap photos in Valentine’s-themed frames and tag loved ones with custom mention stickers. Even the comments section is joining the fun, with certain phrases unlocking hidden themes and animations. Notes are getting a seasonal twist too, with hint text and secret phrases designed to keep conversations light and interactive. Meanwhile, chats can switch to a Valentine’s theme in both dark and light modes, giving DMs a cosy, love-letter feel.
Over on Edits, creators get a few extra tricks. The app now offers themed fonts, romantic sound effects such as harp music and heartbeat tones, and dramatic speed controls that can push reels up to 100 times faster for comic or cinematic flair.
The Valentine’s features on Instagram will be available from 12 to 16 February, while the creative additions on Edits are here to stay. Together, the updates turn the season of love into a small digital festival, where a simple post can feel like a card, a chat like a note passed across the room, and a reel like a miniature love story.
