GECs
Sony sets the Adedge to put small brands on India’s biggest TV stage
MUMBAI: Who says prime-time dreams are only for big spenders? Sony Pictures Networks India (SPNI) is handing small and mid-sized businesses the remote control to the country’s most-watched shows. In partnership with Accenture, the network has launched Sony Adedge Centre of Excellence (CoE), a new-age advertising platform designed to lower the barriers of price and scale for growth-hungry Indian brands.
From Kaun Banega Crorepati and Indian Idol to CID and Taarak Mehta Ka Ooltah Chashmah, Adedge lets SMBs step into TV’s most coveted slots, but with the agility, measurability, and flexibility of digital campaigns. The idea? To democratise advertising so India’s smaller players can rub shoulders with the big guns.
AdEdge combines SPNI’s storytelling heft with Accenture’s AI-driven targeting, analytics, and media strategy expertise, helping brands design campaigns that are both mass-reaching and outcome-driven. Think of it as giving emerging advertisers the muscle of TV and the brains of data, all without breaking the bank.
“We’re not just opening the doors of TV to SMBs, we’re reimagining how growing brands can leverage India’s most powerful media assets at the right scale, with the right tools, and at the right price,” said SPNI MD & CEO Gaurav Banerjee calling SMBs the next big frontier for Indian advertising.
Accenture’s Berjesh Chawla echoed the sentiment: “By placing the power of data-driven advertising into the hands of SMBs, we are unlocking full-funnel, cross-platform opportunities that are accessible, flexible, and profitable for emerging businesses.”
With a consultative model, flexible buying options, and post-campaign measurement baked in, Adedge is setting the stage for smaller advertisers to shine big. After all, in a country where cricket scores, reality show drama, and family sitcoms rule living rooms, it’s only fair that SMBs now get a piece of the spotlight.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
