iWorld
Yupp Video and Gaim join forces to launch Heartland+ OTT App
MUMBAI: Yupp Video Services has struck a new chord in the streaming world. The B2B arm of YuppTV has partnered with Get After It Media to launch Heartland+, a fresh OTT platform that takes the popular Heartland Network beyond television and straight into the digital spotlight.
The collaboration blends Yupp Video Services’ white label OTT expertise with Gaim’s feel good entertainment brands, including Heartland, Retro TV, The Family Channel, The Action Channel and Rev’n. The result is a streaming app designed to feel familiar yet future ready.
Heartland+ will serve up a rich mix of country music, family friendly programming and action packed content, all wrapped in the network’s unmistakable country soul. Backed by the latest streaming technology, the platform offers both subscription options and a diverse range of data driven advertising formats.
Set to roll out in the second quarter, the app promises smooth viewing across connected TVs, mobiles and the web. Viewers get flexibility and choice, while advertisers gain sharper targeting and smarter ad solutions at scale.
Yupp Video Services founder and CEO Uday Reddy, said the partnership brings together technology and tradition in a compelling way. He noted that Heartland+ combines advanced analytics for advertisers with seamless, multi device viewing for audiences.
Get After It Media co president and CEO Joel Wertman, added that data driven audience solutions are central to the company’s future. He said working with Yupp Video Services enables Gaim to deliver greater efficiency, reach and relevance for advertisers.
With Heartland+ ready to stream, country roots are meeting digital wings, and both viewers and advertisers stand to enjoy the ride.
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.
