GECs
UTStarcom re-launches IPTV system mVision as RollingStream
MUMBAI: UTStarcom, the US-based firm offering IP-based, end-to-end networking and telecommunications solutions has resorted to a re-branding exercise for its 15-month old IPTV system mVision. The system has been re-named as RollingStream.
“We believe the rebranding of our field-proven IPTV solution to RollingStream better articulates the function of UTStarcom’s IPTV product family to enable service providers to offer their subscribers a variety of streaming applications over a single platform,” says UTStarcom VP, worldwide vice president Brian Caskey. “The name RollingStream speaks to what differentiates our technology, the ability to efficiently parcel content segments to servers at the edge of the network and then deliver the segments sequentially to users on demand; so that their experience rivals watching a DVD.”
RollingStream is a distributed end-to-end solution that is designed to enable telecommunications operators and broadband service providers to deliver broadcast-quality television and on-demand entertainment programming over IP networks. The solution’s scalability, reliability, and bandwidth efficiency allow it to support new services, including broadcast TV, Network Personal Video Recorder (n-PVR), Video on Demand (VoD), and Near Video on Demand (NVoD), over existing network infrastructures. These services may give service providers opportunities to increase revenues, offer new services, and improve customer satisfaction and retention, states an official release.
RollingStream partitions each program into segments that are cached on network edge servers based on viewing demand patterns and operator-specified policies. This mechanism allows service providers to store the beginning segments of feature-length programs directly at the network edge, close to the subscriber, and dynamically deliver the remaining segments once viewing starts. Compared to IPTV solutions that store all content either at the core, which results in network congestion, or in multiple complete iterations at the edge, which requires huge amounts of storage, UTStarcom’s approach simplifies and expedites content delivery, reduces storage requirements, and minimizes network congestion, the release adds.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
