iWorld
Why Uday Sodhi launched Liv Kids
MUMBAI: First there was VootKids from the Viacom18 stable. And now Sony Pictures Networks India’s OTT service SonyLiv is tip-toeing into the kids entertainment space with the launch of its video on demand service Liv Kids.
The content on the section features popular nursery rhymes like Pop Goes the Weasel, Twinkle Twinkle Little Star, Humpty Dumpty, Wheels on the Bus, etc. The section currently boasts 100+ videos (shows and rhymes) in English and Hindi free of cost and plans to add substantial amount of content around kids in sometime. The idea is to add more regional languages later apart from interesting kids content from international producers over time.
“We studied the content consumption pattern of kids on various platforms like YouTube and in several international markets. The content that the kids use, time-spent and their loyalty towards that particular content which makes them come back to it again and again is great. It is higher than the consumption by our other normal users. The stickiness is very high. With the category offering an exciting range of nursery rhymes which are both fun and informative, we are confident that our younger audience will enjoy our latest addition to the fullest,” says SonyLiv EVP and head digital business Uday Sodhi.
Though the platform does not have sponsors as yet, it is confident that advertisers will get on board pretty soon. Currently, run of site (ROS) ads can be viewed on the kids section.
“The audience is very sensitive and the market is huge. With the penetration of internet in India getting higher, the kids segment is only set to grow. Once they get hooked, the content consumption will keep increasing. As far as advertisers are concerned, we do not want to put content or advertisements which do not fit completely in this space,” adds Sodhi.
The videos can be viewed on SonyLiv’s website and mobile application, as well as on its YouTube channel.
Being fast adopters of technology, kids are the first ones to become the digital consumers which often worry their parents. Digital streaming services like YouTube Kids and Voot, have come up with various parental control features so that they can keep an eye on what is searched by the child, timers to limit screen time and content restrictions.
Though, Liv does not offer any such options as of yet mainly due to its kids oriented content, it will develop such options if there is a need. “It is too early for us to say whether we will have such options or how many hours of content will we have. If there is feedback, which we think can be applied to our platform, we will,” asserts Sodhi.
As far as promotions are concerned, Sodhi opined that the conversations have already started and the OTT service will soon launch a complete marketing plan though he was chary of revealing any details.
“SonyLiv’s commitment to providing the best and most relevant user-centric entertainment content is the reason behind the launch of Liv Kids. We are very hopeful of this and will see how this turns out to be for us,” concluded Sodhi.
He surely isn’t kidding!
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
