iWorld
Tata Sky launches new, improved offer on Tata Sky Binge+ Android STB
MUMBAI: Tata Sky announced a new and improved offer on India’s next-generation Android set-top box Tata Sky Binge+, aimed at providing customers an upgraded and immersive content-viewing experience.
Introduced at a subsidised rate of Rs 3,999, the new offer will enable subscribers to watch both linear channels (broadcast via satellite) and OTT content (via internet) from popular apps on their TV screen using a single remote.
Tata Sky chief commercial & content officer Pallavi Puri said: “Entertainment consumption is evolving rapidly. As content becomes multi-platform, we are constantly pushing the envelope to expand our expertise so that we can take content to our viewers through whichever touchpoint they are most attuned to. Bringing the strengths of traditional DTH with next-generation features and the world of OTT content together, the fully integrated Tata Sky Binge+ device delivers an enriched viewing experience, with the highest image quality and a consistent end-user experience on their TV screens.”
Additionally, Tata Sky Binge+ enables viewers to play any show, movie, music, game on their laptop, tablet or mobile phone and watch it directly on their TV with its in-built Chromecast feature. Empowered by first in-class technology, Tata Sky Binge+ also includes Google Assistant that makes discovering content easy, using the voice search feature thereby allowing access to plethora of games and apps available on Google Play store. It is compatible with all types of TVs including 4K, HD LED, LCD, or plasma technology as it supports HDMI output and can also be connected to older TV sets over audio and video cable.
Priced at Rs 3999/-, Tata Sky Binge+ provides the benefit of six months OTT content that the user can watch on their STBs including 7 days missed shows and access to 3 months Amazon Prime subscription at no additional cost.
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.
