iWorld
SonyLiv leverages Clevertap to gain greater understanding, segment, engage & track users
MUMBAI: Analytics and engagement technology provider CleverTap has announced that Sony Pictures Networks India Private Limited (SPN) has selected the company’s platform for real-time behavioral data and user insights for its SonyLIV video on demand (VOD) service. A pioneer of over-the-top (OTT), SPN will leverage CleverTap to gain greater understanding of their users while improving their ability to segment, engage and track them throughout the user lifecycle.
CleverTap, with offices in San Francisco, New York, LA, Mumbai and Bangalore, provides a comprehensive behavioral analytics and user engagement suite that enables brands to identify, target, measure and monetise users across mobile and web. SonyLIV provides multi-screen engagement to users on all devices.
CleverTap’s unique combination of analytics and engagement tools is achieving rapid adoption around the world for its ability to offer developers and marketers like SonyLIV a powerful solution for designing and implementing timely, personalized and impactful growth strategies. The platform’s capabilities for real-time analytics and segmentation along with multi-channel messaging, A/B testing and personalization support the application of data-based insights to drive stronger and more valuable long-term customer relationships.
“The proliferation of mobile and web apps in the digital world leads to confusion, and it’s getting increasingly difficult for developers to rise above the noise. A few years ago, just building an app was enough to capture user attention. Now it’s only the first step,” said CleverTap CEO Sunil Thomas. “Today, developers need in-depth understanding of their users along with relevant and actionable insights to even begin achieving their business objectives. In other words, the better you understand your customer, the better you can serve them.”
“Having analytics and engagement within the same platform is critical to our customer acquisition and retention strategy,” stated SonyLIV EVP and Head of Digital Business Uday Sodhi. “CleverTap’s advanced segmentation engine allows us to track, analyze and target the right customers in real-time and send timely, contextual messages using their powerful Live User Segments feature. The platform’s powerful campaign management tool has also enabled us to lift engagement, and its robust technology offers us complete confidence that CleverTap can scale with us as we achieve exponential user growth.”
CleverTap is able to support such massive use cases because of the technology innovations and engineering enhancements that go into the platform everyday. It’s scalable, secure architecture quickly processes millions of data points in a fraction of a second and gives businesses access to real-time user insights that help influence their app engagement strategy.
iWorld
Karnataka to ban social media for children under 16; Meta warns of risks
Meta urges parental oversight over blanket bans as debate on child online safety grows
KARNATAKA: Karnataka may bar children under 16 from accessing social media platforms, chief minister Siddaramaiah said on Friday while presenting the state budget. This marks the most definitive move yet by an Indian state to regulate young users online.
The proposal aims to limit the harmful effects of excessive mobile and social media use among children, the chief minister said, amid growing concerns about screen addiction and mental health.
If implemented, Karnataka would become the first state in India to formally move towards a ban on social media access for minors under 16. Other states, including Andhra Pradesh and Goa, have previously said they were examining similar measures.
The idea has been under discussion within the state government for months. Earlier this year, state minister for information technology and biotechnology Priyank Kharge, told the legislative assembly that the government was studying ways to ensure responsible use of artificial intelligence and social media by young users.
Health minister Dinesh Gundu Rao has also raised concerns about excessive screen exposure among children. Meanwhile, BJP MLA and former minister Suresh Kumar urged the government to treat the issue seriously, warning that unrestricted social media use could affect both education and family life.
Siddaramaiah had previously discussed the issue with university vice-chancellors as well, seeking their views on restricting mobile phone use among children under 16.
Karnataka’s proposal comes amid a widening global debate over children’s access to social media.
Countries such as Australia have introduced stricter limits on younger users, while governments in the United Kingdom and Finland have also been exploring regulatory safeguards.
In parts of Europe, including France and Spain, schools have imposed restrictions on smartphone use in classrooms to reduce distraction and improve student focus.
Policymakers worldwide are increasingly concerned about the impact of social media algorithms, digital addiction and online risks on minors.
India’s Economic Survey 2025–26 also flagged excessive smartphone use among young people, linking it to sleep disruption, anxiety, reduced attention spans and rising academic stress.
Experts say the dangers extend beyond simple screen addiction.
Cybersecurity specialists warn that children often share personal information online without understanding privacy implications. Social media platforms, gaming apps and messaging services routinely collect location data, behavioural patterns, voice samples and browsing habits, creating digital profiles that could later be misused for surveillance, identity theft or targeted manipulation.
Online grooming is another growing concern. Law enforcement agencies globally have warned that predators increasingly use social media, gaming chats and messaging platforms to gain the trust of minors before exploiting them.
Artificial intelligence is also complicating the landscape. AI-powered recommendation systems and chatbots can keep children engaged for long periods while collecting behavioural data. In some cases, experts say these systems may inadvertently expose young users to harmful content.
Technology companies, however, argue that outright bans may not be the most effective solution.
Responding to the proposal, Meta said governments should prioritise parental oversight rather than blanket restrictions.
A Meta spokesperson said the company shares the goal of creating safer online experiences for young users but believes parents should ultimately decide which apps their teenagers use.
“We want the same thing as lawmakers: safe, positive online experiences for young people and believe parents should decide which apps their teens use,” the spokesperson said.
The company warned that sweeping bans could push teenagers towards less regulated websites or workarounds that bypass existing safety protections.
“Governments considering bans should be careful not to push teens toward less safe, unregulated sites, or logged-out experiences that bypass important protections,” the spokesperson added, pointing to safeguards such as Instagram’s Teen Accounts.
Meta also argued that focusing on a handful of platforms may not address the broader issue, noting that teenagers typically use dozens of apps each week. Experts say blanket bans may prove difficult to enforce in practice. Young users could circumvent restrictions through virtual private networks, anonymous accounts or lesser-known platforms that operate outside major regulatory frameworks.
Because digital platforms also provide access to educational resources, coding communities and creative opportunities, policymakers are increasingly exploring a middle path. That approach combines age-based safeguards, stronger privacy protections, parental supervision and digital literacy programmes instead of outright bans.
