GECs
Zee gets hyperactive on mobile interaction
MUMBAI: Along with its fresh initiatives in branding and content, Zee Network is betting big on the wireless segment also. The network has aggressive plans to explore the technology to drive interactive viewership.
Zee is bringing rich media content like mobile videos, imageries and polytones to upgrade the standards of its mobility-based interaction with the viewers. The network provides wireless interactive services for a host of shows through the shortcode 7575.
“We are taking a holistic approach to address mobility-based interactivity with our viewers which provide value addition to both the sides,” says Zee Network VP business technology Ishwar Jha.
Zee is also planning to launch a mobile-based interactive service to address public grievances. “People will be able SMS their complaints through 7575 and the network will present it,” says Jha.
Zee is bringing its global viewers also into the the ambit of interactive programming. The network has tied up with wireless applications and content gateway services provider Air2Web in the UK and FCC in the UAE for this purpose. It is presently in search of an associate in the USA.
“We want to get interactive through mobility internationally since Zee has its footprints available across the globe,” says Jha.
Zee recently used Air2Web to enable their viewers in the UK to use their cell phone to vote for their favorite actor, actress, or film, for the recently-held Zee Cine Awards.
Sony’s mobile interactivity, through the short code 2525, gained a lot of mileage from the Indian Idol contest. Out of the 3 million votes generated by the final episode, 1.2 million came in on SMS from viewers’ mobiles. Star, with its short code 7827, has been active in the mobile interactivity front since the last three years. Sumantra Dutta, the former head of Radio City, heads its wireless business development division.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
