The framework effectively shifts a significant part of user acquisition responsibility onto creators and production houses rather than relying solely on platform-led promotion
Brands are moving away from vanity metrics and increasingly betting on creators with audience trust, niche authority and strong category alignment, say experts
Regional content powerhouse STAGE, India’s leading dialect-based OTT platform, and Sri Adhikari Brothers (SAB), a legacy media institution with four decades of television excellence, have announced a landmark partnership to develop a massive slate of premium original series aimed at redefining hyper-local storytelling for Bharat.
From Snapchat-inspired Stories and TikTok-style Reels to Threads, Instants and Forum, Meta has repeatedly integrated competing social media formats into its ecosystem — turning several of them into major engagement and advertising drivers.
Here are some of the stakeholder submissions to the Ministry of Electronics and Information Technology (MeitY) on the March 2026 draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, that we could get our hands on.
Only 18.98% of viewers now watch IPL exclusively on television; 38.26% mainly consume IPL on TV while simultaneously engaging through OTT platforms
The newly released framework reveals the operational structure behind how creators, studios, aggregators, distributors, and rights holders will now work with the platform
Double Tap Films, the microdrama studio backed by Pratilipi, has entered into a strategic partnership with TikTok to distribute its original Indian content across key international markets. The collaboration marks the studio’s first major step into global content distribution and reflects the growing international appetite for Indian-language storytelling in short-form formats.
Uday Shankar, Vice-Chairperson of JioStar and a journalist-turned-entrepreneur, has warned that cricket boards are increasingly “pricing themselves out” of India, arguing — in an interview published in entertainment news outlet Variety — that spiralling sports rights valuations are becoming difficult to sustain even for large broadcasters.
A quiet restructuring is unfolding inside Meta’s AI-native ad ecosystem, say experts, as automation replaces manual controls