iWorld
SonyLIV goes big to retain buzz around Scam 1992
KOLKATA: Amongst the homegrown OTT players, SonyLIV was late to enter the original content space. After its recent rebranding, the OTT platform has made a splash, especially with the launch of Scam 1992: The Harshad Mehta story. Following its success, the platform is leaving no stone unturned to retain the buzz around the show.
On Saturday, SonyLIV published a four-page advertorial in The Times of India. The separate sheet of the feature contains interviews with actors, the production house, the director, and a review of the show along with the promotion of other original content on the platform. It further included original headlines from newspapers around the scam and photographs of Sucheta Dalal, Harshad Mehta and his lawyers.
The content was exclusively created and served as a teaser for the audiences to watch the show on SonyLiv.
While it is not the first time when an OTT player is promoting a new show, but it is one of the rare occasions, when any OTT player has taken the content route in the print media to promote a show.
Use images of news papers attached
The 10-part series began streaming on SonyLIV, from 9 October. It is one of the highest-rated shows on IMDB in India (9.6) and has bagged a place among the top 50 television shows globally. With phenomenal ratings and record-breaking performance, the show has made it to the list of the top five OTT shows for the last week of October, according to a streaming tracker by Ormax Media. Scam 1992: The Harshad Mehta Story was the second on the list with 6.6 million views.
The show has received a remarkable response from audiences for gripping performances from Pratik Gandhi and Shreya Dhanwanthary, stellar direction by Hansal Mehta, and an exceptional script written by Sumit Purohit, Saurav Dey, Vaibhav Vishal and Karan Vyas.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
