17 May 2022 23:08

MediAvataar's News Desk

MediAvataar's News Desk

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Dedicating the channel #MaaiKeNaam – a rare-seen milestone set on 8 May

Taking a never-seen-before stance in the category, ZEE Biskope creates its alter ego ZEE Maaiskope dedicating it to the epitome of Indian ethos – the Mother!

Graced by Bhojpuri superstar Chintu Pandey along with his mother, ZEE Biskope unveiled its Mother's Day Initiative at a press meet on April 29

We all hold huge value for the bond we share with our Mother. The emotional association with them is not just strong but deep rooted. The love for Mother in the Bhojpuri region extends even to the ethos of its culture and rituals where worshiping the Mother Goddess Chhati Maaiya is of immense significance. Mother-son or Mother-daughter relationships have also been prominent themes in Bhojpuri movies. Like movies depict the world to us, it’s our mothers who show us the world making it more meaningful.

She is the one to cook for all but eat last at home. She is the one who does not even have a weekend off. She is the one who will fast and make delicacies for everyone to feast during a festival. She gives so much to us. However, have we ever reflected on what are we giving back to her? ZEE Biskope decided to give back to the epitome of Indian ethos… The Mother!

ZEE Biskope elevates this Mother’s Day to acknowledge and honour Mothers for their untiring contributions to our lives. The brand dedicates the day to the one who locks her dreams to fulfil ours, to the one who loves us unconditionally without expecting to be loved and to the one who grinds through the challenges of life with a smiling face only to ensure our well-being. The brand invites all to dedicate this Mother’s Day #MaaiKeNaam (in the name of Mother). The channel stems this initiative into three verticals: Channel #MaaiKeNaam, Maai Ke Din #MaaiKeNaam & Maai Ke Movie #MaaiKeNaam.

In a category first stance under the #MaaiKeNaam initiative, ZEE Biskope will mark an iconic milestone on Mother’s Day by dedicating the channel #MaaiKeNaam. It creates ZEE Maaiskope – a gesture to place Mother at a pedestal of love, reverence & gravitas. Mother’s Day is an occasion that goes beyond mere tokenism or trend-jacking. The brand intends to take an impactful route that strike the right chord of acknowledging the contributions of a Mother and thereby inspiring the viewers and other stakeholder groups to propagate this thought further.

Mothers are always on duty. Whatever be the occasion, she is always in the backdrop ensuring a fun time for her children & family. While we can’t compensate for the unconditional contributions that a mother extends to her children and family, we can at least appreciate her love and efforts by giving her a day off that she so well-deserves. ZEE Biskope invites viewers to dedicate Maai Ke Din #MaaiKeNaam. Viewers can share videos on how they plan to contribute to their mother’s responsibilities this Mother’s Day such that she can enjoy a day-off. The top 3 mother-son/ daughter duo will be invited to Mumbai for a gratifying experience where the mother becomes the focus for the day. She will get a grooming session, fine dining experience, feature on ZEE Biskope and also a tour of the city of dreams. While all this while it has been the mother gratifying her children, its now her children who can earn the gratification for their mothers by just a small gesture of giving her a day off.

If you think that’s it, you are mistaken. ZEE Biskope takes yet another category first initiative – Maai Ke Movie #MaaiKeNaam. All this while, the channel has been curating movie festival with its sharp consumer understanding. However, this time, the brand invites the viewers to curate a movie festival that their mothers can enjoy on Mother’s Day. The channel will share a list of mother-themed movies which the viewers can vote for as per their Mother’s choice. The top 3 voted movies will be set as the line-up for the Mother’s Day festival. It will be a content offering for the Mothers curated by their sons/daughters.

Samrat Ghosh, Chief Cluster Officer, East, ZEEL said, “ZEE Biskope, salutes the spirit of motherhood this Mother’s Day by changing the narrative around the occasion. We have all seen our mothers toiling away for the well-being of our families with a smile on their faces. ZEE Biskope sparks the thought of giving back to her in an impactful way. Evident from the success of the brand’s earlier initiatives, such efforts with an emotional appeal create a huge impression among the young audience uplifting the brand’s value and making it more approachable and ‘Apna’ to the viewers. This is yet another evidence of the brand’s thought leadership and dedication to live upto its promise of delivering initiatives that the category has never seen before. The category is sure to see more such initiatives from the brand’s kitty in the coming months.”

Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL said, “For a mother, the fact that her children contribute for her happiness and earns her a gratifying experience is much more rewarding than the material gratification. It’s the sense of acknowledgement that means a thousand words for her. At ZEE Biskope, we always strive to make our viewer’s life more rewarding through the lens of entertainment. #MaaiKeNaam initiative is a testimony to the brand’s commitment to provide its viewers with platforms where they can develop positive impact in their lives while enjoying their core cultural ethos. We wish all Mothers a very Happy Mother’s Day.”

ABP Majha is all set to celebrate the 10th anniversary of its flagship talk show – Majha Katta, by organizing a grand on-ground conclave ‘Majha Maha Katta’ on 30th April, 2022, at ITC Grand Central, Mumbai. ABP Majha is inviting 10 leading personalities from various walks of life to the conclave.

The goal of the talk show – Majha Katta is to provide viewers an offbeat interview detailing the life & events of renowned personalities from across India's political, social, and cultural spectrum. The show has been a resounding success and has gathered immense love and support from the viewers over the past decade. The show reached 15.6 million viewers in the financial year of 2019-20. Ever since its inception, the show has telecast more than 400 episodes.

During this full-day conclave, the 10 renowned personalities will be interviewed by the host Rajiv Khandekar and the editorial team of ABP Majha in the classic Katta format. The conclave will telecast on ABP Majha on 30th April, 2022 and throughout the day on 1st May, 2022. The show has a rich history of interviewing pathbreakers and achievers from all across the country. Previously, the show has interviewed the likes of Nobel laureate Abhijeet Banerjee, renowned singer Asha Bhosle, education reformist Sonam Wangchuk, renowned lifestyle coach Gaur Gopal Das and the acclaimed actor and director Aamir Khan.

Speaking on the 10th anniversary of the show, Avinash Pandey, CEO, ABP Network, said, “Majha Katta is an extremely unique offering where the viewers get to experience an in-depth look into the personality, ideas and daily life of the eminent persons being interviewed. This platform has enjoyed unprecedented popularity amongst the audiences in the last 10 years. It is a more direct and insightful format which makes the audiences connect at a deeper level with the guests. This year’s grand event is a celebration of the 10 glorious years of this programme and will bring together an exciting mix of personalities from the political, social, and entertainment sectors of Maharashtra. We are looking forward to hosting this event and carrying forward the legacy of Majha Katta into its second decade.”

Commenting on the immense popularity of the show, Rajiv Khandekar, Senior Vice President - News & Programming, ABP Majha, said “Our endeavour is to inform, educate, and entertain our viewers through our weekly flagship show ‘Majha Katta’ on ABP Majha. This unique show offers its viewers an insight into the life of an eminent personality who is in the news. Majha Katta has amassed a phenomenal level of popularity since its inception in the last ten years due to its unique format of putting forth straight and hard-hitting questions to the guests. The nature of this show is like being acquainted with just about anyone. Majha Katta is loved by its viewers because it brings them lots of happiness and positivity.”


Friday, 29 April 2022 00:00

Amazon Prime Video Bets Big on India

Announces its Biggest Content Slate of Series, Movies and Co-productions across Genres and Languages

Doubles down on content investments in India. To launch over 40 new titles across series and movies in Hindi, Tamil and Telugu in the next 2 years

Forays into original movies; announces new multi-year licensing deals and co-productions with major Indian film studios

Expands Prime Video’s Marketplace offering with the launch of Transactional Video-On-Demand (TVOD) Movie Rental Service in India. The TVOD Service will enable early rental access to latest Indian and International movies; and in-addition offer a rich catalogue of popular movies from around the world on a transactional (per-movie) basis. Prime Video’s customer footprint is set to expand further as the TVOD Rental Service will be available to all Prime members as well as anyone who is not yet a Prime member.

Unveiling its biggest slate to date in India, at its maiden Prime Video Presents India showcase event in Mumbai, Amazon Prime Video today announced over 40 new titles, in Hindi, Tamil and Telugu, across original series, original movies and co-productions that it plans to launch over the next 24 months.

Dialling up its strategy of bringing the best and latest movies to consumers across languages, Prime Video announced new multi-year licensing deals and co-productions with some of India’s biggest and most successful studios. Prime video also announced its foray into original movie production in India with films in Hindi and Telugu, to be released directly on the service.

The service recently completed half a decade of super-serving customers in India, and announced that it will more than doubling its investment in Prime Video India over the next 5 years.

The upcoming Amazon Originals will enthral customers by offering a wide gamut of genres, ranging from cutting-edge thrillers, high-octane action, engaging dramas to light-hearted comedies and heart-warming romances. The service is augmenting its original programming for young adult audiences, and also exploring genres like supernatural and horror for the first time in its India journey. Furthermore, Prime Video is enhancing the scope of its unscripted series catalogue to explore genres like biographies, true-crime and investigative docudramas.

Prime Video aims to be a home for talent. It is working with a wide set of diverse creators with unique, cinematic voices from across the country. Almost 70% of the new upcoming titles will feature new talent - both in front of and behind the camera.

After launching Prime Video Channels last year, in another significant step towards creating a video entertainment marketplace, Amazon today also launched Prime Video Store, its transactional video-on-demand (TVOD) movie rental service in India. Customers can now get early access to the latest Indian and international movies, including a rich catalogue of popular movies (award winners and franchises) from around the world on a transactional (per-movie) basis. Prime Video’s customer footprint is set to expand even further as the TVOD rental service will be available to all Prime members, as well as, anyone who isn’t a Prime member. Customers will get early rental access to movies across languages and the rental service can be accessed via the STORE tab on primevideo.com and the Prime Video app.

“In the last 5 years, we have built a strong slate of locally produced content across languages, super-serving the diverse entertainment needs of Indian customers. With increased access and distribution, we have helped these great stories travel far and wide in India, and around the world. We have played a key role in helping expand the linguistic palette of Indian customers, thereby, increasing the audience base for creators and talent. Prime Video India today sees viewership from 99% of the country’s pin-codes. India continues to be one of Prime Video’s fastest-growing & most engaged locale globally. We are humbled by the love we have received from our consumers and continue to be deeply committed to delighting our customers with great content, while also fuelling the creative economy,” said Gaurav Gandhi, country head, Amazon Prime Video India.

Speaking about the multi-pronged approach on expanding the movies segment in India, Gaurav added, “In tune with our vision to become the most-loved entertainment hub, we have steadily innovated in the way we offer movies to our consumers, from offering films in a post-theatrical early-window to direct-to-service premieres bringing the most anticipated movies to consumers’ living rooms and preferred devices. We are deeply committed to grow this segment further and are going bigger on our film licensing partnerships, expanding our co-production initiatives and are now excited to announce our foray into original movies. In addition to our investments in great content, we are super excited about the launch of our TVOD movie rental service, that will not just give even more expanded reach to these films but also give customers more choice in how they want to access and watch content.”

Elaborating on the expansive content slate announced today, Aparna Purohit, head of India originals, Amazon Prime Video said, “Our mission has been to tell compelling, authentic and rooted stories that not just connect with audiences in India but resonate with audiences across the world. We feel humbled that the characters of our shows and films have inspired new archetypes, blazed a new trail, and in fact, become a part of the cultural zeitgeist. As we move forward, we are excited to partner with some of the most prolific creators to bring forth powerful stories across different formats, genres and languages for our customers. We are confident that our upcoming slate of shows and films will transcend all barriers of language, nationality or formats.”

New York Festivals Advertising Awards Hosts Emerging Tech Panel in the Metaverse

NYF Video Explores International NY-Based Executive Jurors Experience as Foreign Nationals in NYC: Meta's Creative Shop Shares "A Shop in the Woods for Executive Jury Tech Panel

New York Festivals International Advertising Awards(r) launched "Immigrant Madison Avenue: You Never Make It Here, NYF's most recent video episode that shines a spotlight on the diverse creative talent at New York agencies and explores the up-to-the-minute state of the advertising industry.

This newly released episode takes the pulse of international creatives who are working in NYC in the advertising sphere as foreign nationals. The passionate and honest discussions showcase these world-class creatives who together explore both the advantages and disadvantages of working as an immigrant in New York's highly competitive advertising industry.

Panel members include host and 2022 Executive Jury President Fede Garcia, Global CCO of BCW; Bianca Falusi, CCO, Mother; Rafael Rizuto, CCO, BBH; Hemant Anant Jain, ECD, Argonaut; and Bianca Guimaraes, Partner & ECD, Mischief. Together they engage in a deep dive sharing their passion for advertising and how their diverse backgrounds drove them to achieve immense success in the city they love known as the advertising mecca. The engaging conversation brings to life how their hard-earned skills and well-honed craft continues to drive them and bring objectivity to their work while adapting to a new culture.


New York Festivals hosted an Emerging Tech Panel taking place in the virtual world of the metaverse. Three Future Now Executive Jury members who are on the cutting-edge of integrating technology, creativity, and business came together for a meeting of the minds about vanguard technology.

The members participated as avatars, meeting in Horizon World within Meta's Creative Shop's "A Shop in the Woods", using Meta's Quest 2 headset for an in-depth first of its kind fireside chat.

Panelists include Karen Maurice-O'Leary, Emerging Product and Platforms Lead, Creative Shop, Meta and Walter Geer, Chief Experience Design Officer, VMLY&R who explored emerging tech together with moderator and NYF Future Now Executive Jury President, David Justus, Executive Director of Technology and Business Development for AKQA.

The tech focused discussion in this VR world explored emerging technologies, what the metaverse means for the future of advertising, the new class of cultural producers and how creator-culture will impact business and brand. View the trailer for An Emerging Tech Talk In The Metaverse


The Future Now Executive Jury will judge the "new for 2022" Future Now categories launched to shine the spotlight on creative work that uses technology to provide an innovative approach that leads to a more engaged consumer experience.

Directed by Harsh Dedhia and produced by 11:11 productions, the series will premiere on 29th April on ZEE5 Global

The first season of Never Kiss Your Best Friend made us fall in love with the exhilarating chemistry between Tanie and Sumer, leaving us wanting for more. The wait is finally over, as the second season of ZEE5 Global’s popular series is returning with its lead actors, Nakuul Mehta and Anya Singh along with Karan Wahi and Sarah Jane Dias with yet another youthful take on love and messy adult relationships on the 29th of April.

Helmed by Harsh Dedhia and produced by 11:11 Productions, Never Kiss Your Best Friend Season 2, is a perfect way to take a break from tentpole titles, crime thrillers and dark comedies. In this season, Tanie essayed by Anya is moving ahead in her personal and professional life, as Karan Wahi’s character makes an entry into her life. But things go haywire as Sumer, played by Nakuul, also returns to complete some unfinished business.

Talking about the show, Nakuul said, “I totally relate to the show even though I am married and have a child. But to even have a marriage, you need to go through this process of dating and friendship. The show took me back to the time when I was dating my wife. All of us have experienced heartbreaks, jealousy, love, friendship and these are human emotions which I think would be lifeless if not experienced.”

He further said, “It’s a light slice of a lifetime kind of a show and I think, with the kind of world we are in today, we need some love and happiness. This show is like a pizza; It has a beautiful base from the first season, new characters, a new story, and new elements making the perfect topping for the base. Basically, it’s a show that will make us all feel relaxed and happy.”

The new season will also feature Sapna Pabbi, Javed Jaffrey, Niki Walia, and Deepti Bhatnagar in supporting roles.

Stay tuned to catch the premiere of Never Kiss Your Best Friend Season 2 will premiere on 29th April only on ZEE5 Global

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