iWorld
SonyLIV on-boards Saugata Mukherjee; strengthens its focus on Hindi original content
MUMBAI: Sony Pictures Networks India have on-boarded Saugata Mukherjee as Head – Original Content, Digital Business. In his new role, Saugata will be spearheading the Hindi original content initiatives for SonyLIV and expand the footprint of the platform. Prior to this, Saugata was working with Hotstar as Head of Development and Creative | Editor – Hotstar Specials.
With a career spanning over 15 years, Mukherjee has held key leadership positions across broadcast and digital, creating and curating new content. He was associated with Star TV since 2013 as Vice President, Head of Commissioning where he acquired, incubated and produced new shows for the network. He was eventually elevated as Editor – Content Studio, where he was responsible for content acquisitions, development and strategy. He moved to Hotstar in 2018 where he was leading the content strategy and production for the platform.
At SonyLIV, his role will be crucial in curating and scaling up the original content library. Mukherjee also holds experience in publishing, having worked in editorial roles at HarperCollins, NIIT, A. M. Health Company, Rupa & Company besides Pan Macmillan India in the start of his career.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
