iWorld
SonyLIV and PayPal announce a strategic partnership enabling a secure and frictionless payment experience for subscribers
MUMBAI: SonyLIV, India’s first premium video on demand (VOD) platform has partnered with PayPal, the global leader in digital payments to offer a convenient and safe payment experience for millions of SonyLIV users across the country. SonyLIV users can now pay via PayPal enabling them to discover quality content through a premium accelerated checkout experience.
PayPal will enable users to subscribe to SonyLIV’s premium content library spanning English shows, select originals, live sports, news and much more. In addition to the globally acclaimed drama series Power Season Finale, which recently went live on SonyLIV, other top-rated English titles like The Good Doctor, Power, Counterpart, A Discovery of Witches, LA’s Finest and Riviera season 1 and 2 form a part of the content repository.
Post its foray in the South market, the platform also announced the Tamil version of its popular show from the Sony Pictures Networks India stable ‘Crime Patrol’ with popular actor Ganesh Venkataraman. Toplined by originals like Bhajana Batch in Telugu and Gullak, Heartbreak Hotel, Holycross and 16 in Hindi, SonyLIV aims to bring customized offerings to its local audiences. With a slew of announcements slated to follow, a promising content line-up is sure to keep subscribers hooked on to SonyLIV.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
