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Representational image via Unsplash

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Gaurav Munjal, the CEO of Unacademy recently shared what he feels were the reasons behind edtech company Biju’s’ downfall. Byju's was once the world's leading edtech unicorn and India's most valuable startup. Until its dramatic fall. 

Munjal, who is the co-founder of edtech firm Unacademy said said, “Byju failed because he didn’t listen to anyone. He put himself on a pedestal and stopped listening. Don’t do that. Never do that.”

Munjal shared some of his learnings on X, positioning Byju’s as an example of what could have been done differently. “Don’t listen to everyone but have people who can give you blunt feedback,” he said. 

Sharing his learnings before arriving on Byju’s, the CEO emphasised on the importance of understanding the business’s unit economics on day one itself. He shared that it’s the best thing one can do. 

<blockquote class="twitter-tweet">Byju failed because he didn’t listen to anyone. He put himself on a pedestal and stopped listening. Don’t do that. Never do that. Don’t listen to everyone but have people who can give you blunt feedback.&mdash; Gaurav Munjal (@gauravmunjal) <a href="https://twitter.com/gauravmunjal/status/1806402278427127821?ref_src=twsrc%5Etfw">June 27, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Munjal also shed light on the current investor landscape. "Some Investors are assets, some are liabilities. Trick is to figure out the ones who are assets and listen to them,” he said. 

He elaborated saying that not all investors provide equal value beyond their financial contributions. It is important for a founder to have the ability to take into account the advice given by beneficial investors. This can be the deciding factor of a startup’s success or failure, he said. 

There have been mutiple exits at Byju's over the past few months, from employees, to the CEO and other prominent board members. Additionally, founder Byju Raveendran too recently lost his billionaire status, as it was revealed that his net-worth plummeted from a staggering Rs. 17545 crore to Zero.

'Byju Raveendran put himself on a pedestal and stopped listening': Unacademy CEO Gaurav Munjal

The Podcast Pulse, a comprehensive report on podcast consumption in India developed by UNPAC Research (OPC) Pvt. Ltd. with the support of Ideabrew Studios, offers unprecedented insights into the evolving landscape of podcasting in India.

Despite the gradual adoption of podcasts into daily media consumption routines, a lack of comprehensive data on consumption patterns has hindered its recognition as a powerful platform for connecting with consumers.

India has surged to become the third-largest market for podcast listeners globally, yet only 12 percent of Indians are currently engaged, leaving a vast untapped audience waiting to be explored. The Podcast Pulse addresses this gap by offering actionable insights into consumer preferences, content choices, favored hosts, and preferred platforms.

The methodology behind The Podcast Pulse involved a meticulous blend of quantitative and qualitative research techniques. Engaging 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow, Indore, Patna, and Jaipur, the report gauged awareness and listenership statistics. Additionally, detailed interviews with 1,800 active listeners provided invaluable insights into their behavior and preferences.

Key findings from the report include:

•       82 percent of respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts.

•       78 percent of consumers discovered podcasts less than a year ago, indicating a recent surge in interest.

•       Authenticity and vulnerability in podcast conversations are highly valued by listeners, fostering a deeper connection with hosts and content.

The report also explores consumption patterns, including weekday vs. weekend trends, preferred episode lengths, and the rise of regional language content. Regional podcasts are identified as a driving force in shaping the industry's future, offering audiences a more relatable and culturally resonant listening experience.

Furthermore, The Podcast Pulse profiles the Aware listener – detailing gender, occupation, age, and level of education – and conducts a deep dive into genre dynamics and explores the nuances between audio and video podcasts.  It charts the four stages of podcast enthusiasts’ journey, from their curious Exploration and Discovery phase to Advocacy as they actively promote and champion their favorite podcasts.

Sheetal Choksi, Director, UNPAC Research says, "We believe The Podcast Pulse is a game-changer, providing insights into India’s podcast consumption and offering a roadmap for creators and platforms to navigate the evolving preferences of Indian audiences, empowering industry professionals and stakeholders to unlock its full potential. As a podcaster myself, I experienced firsthand the challenges in accessing comprehensive data about our audience. Beyond some basic data, no one was able to answer questions like who was listening to podcasts, when, why certain genres did well, etc. This realization was the genesis of The Podcast Pulse – an earnest attempt to fill the void and provide actionable insights for the entire industry."

Aditya Kuber, CEO, Ideabrew Studios says, “At Ideabrew Studios, we are passionate about fostering innovation in audio storytelling. The Podcast Pulse not only showcases the immense potential of podcasts in India but also underscores the importance of diverse and authentic narratives in shaping the future of audio entertainment. This report will be a definitive look into podcast consumption data for advertising agencies, brands and everyone looking to meaningfully engage with a large audience.”



India third-largest market for podcast listeners globally; yet only 12 percent Indians currently engaged

GOZOOP HAWK, and online reputation management and customer support agency under the GOZOOP Group, has bagged the listening and digital response management duties for Amazon miniTV, a leading free entertainment service in India.


As part of the mandate, GOZOOP HAWK’s key responsibilities will include handling digital customer support, monitoring online brand chatter, amplifying positive stories, measuring sentiments, providing timely resolutions and deriving actionable business insights for the brand by understanding and tracking valuable web conversations to delight customers. 


Amazon miniTV offers a large library of popular web series, movies, reality shows, dubbed international content, in multiple genres like comedy, romance, slice of life, thriller and more.


Commenting on the partnership Aruna Daryanani, director and business head, Amazon miniTV said, “ORM is an important component of brand building and reputation management. With the right strategy, ideation and creative thinking we can further strengthen our brand presence. We are excited to partner with GOZOOP HAWK and look forward to their expertise to continue to raise the bar on customer experience.”


Commenting on the win, Premkumar Iyer, president, GOZOOP HAWK said, “HAWK has always demonstrated capability of delivering some of the most unconventional listening and online customer support solutions. This habit to push boundaries coupled with Amazon miniTV's disruptive approach towards the dynamic OTT space makes the relationship click. We have already done some stellar work e.g. during Amazon miniTV’s recent launch of dubbed K-dramas, we turned the whole response management strategy to Korean language generating shift in outreach. We look forward to doing more such unconventional work for them in times to come.”


GOZOOP HAWK bags listening and digital customer support mandate for Amazon miniTV

The marketing team within media giant Cox Media Group (CMG) claims it has the capability to listen to ambient conversations of consumers through embedded microphones in smartphones, smart TVs, and other devices to gather data and use it to target ads, according to a review of CMG marketing materials by 404 Media and details from a pitch given to an outside marketing professional. Called “Active Listening,” CMG claims the capability can identify potential customers “based on casual conversations in real time.”

The news signals that what a huge swath of the public has believed for years—that smartphones are listening to people in order to deliver ads—may finally be a reality in certain situations. Until now, there was no evidence that such a capability actually existed, but its myth permeated due to how sophisticated other ad tracking methods have become.

It is not immediately clear if the capability CMG is advertising and claims works is being used on devices in the market today, but the company notes it is “a marketing technique fit for the future. Available today.” 404 Media also found a representative of the company on LinkedIn explicitly asking interested parties to contact them about the product. One marketing professional pitched by CMG on the tech said a CMG representative explained the prices of the service to them.

“What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations? No, it's not a Black Mirror episode—it's Voice Data, and CMG has the capabilities to use it to your business advantage,” CMG’s website reads.

The part of CMG advertising the capability is CMG Local Solutions. CMG itself is owned by Apollo Global Management and Cox Enterprises, which includes the ISP Cox Communications. CMG operates a wide array of local news television and radio stations.

With Active Listening, CMG claims to be able to “target your advertising to the EXACT people you are looking for.” The goal is to target potential clients or customers based on what they say in “their day to day conversations,” the website adds. Specifically, those could include:

Clients can “claim” a territory where they want to use CMG’s services, which are available in a 10 or 20 mile radius, the website says. After setup, “Active Listening begins and is analyzed via AI to detect pertinent conversations via smartphones, smart tvs and other devices,” the website adds. CMG also claims it installs a tracking pixel on its client’s website to monitor the return on investment (ROI).

With an audience created, CMG then delivers adverts to these people through streaming TV, streaming audio, display ads, YouTube, and Google and Bing search, the website says.

“The result? Unprecedented understanding of consumer behavior, so we can deliver personalized ads that make your target audience think: wow, they must be a mind reader,” another section of CMG’s website reads.

Claims about this capability raises obvious and immediate legal concerns; intercepting communications without proper consent can violate wiretapping laws. CMG’s website addresses this with a section that starts “We know what you are thinking…”

“Is this legal? YES- it is totally legal for phones and devices to listen to you. That's because consumers usually give consent when accepting terms and conditions of software updates or app downloads,” the website says.

Beyond CMG’s website, very little information is available about the capability, including how exactly the data is gathered, be that via a software development kit (SDK) bundled into apps, or via collection at another point. For its part, Apple does alert iPhone users when an app is accessing the device’s microphone with a small icon in the UI.

The marketing professional pitched by CMG told 404 Media that after a call with the company, they disabled microphone access on much of their own technology: “I immediately removed all my Amazon Echo devices and locked down microphone permissions on things like my phone as receiving confirmation they are doing things like this have confirmed my worst fears and I, for one, will not take part in it,” they said.

CMG says “the ROI is already impressive” and is actively soliciting potential customers, though. On LinkedIn, Chris Marxmiller, a senior sales consultant at CMG, invites people in his bio to “Ask me about our NEW product - ACTIVE LISTENING.” Marxmiller did not respond to a request for comment which asked for more information on the Active Listening product.

CMG lists a number of other companies as its partners and publishers. These include Amazon, Microsoft, and Google. Microsoft declined to comment. Google told 404 Media in a statement that “For years, Android has prevented apps from collecting audio  when they're not being actively used, and whenever an app activates a device’s microphone, there is a prominent icon displayed in the status bar.” Google did not answer 404 Media’s question in its statement.

Amazon said in a statement that “the advertising product being described would not be possible with Echo devices. We do not share voice recordings with third parties.”

CMG said in a statement that “CMG Local Solutions markets a wide range of advertising tools. Like other advertising companies, some of those tools include third-party vendor products powered by data sets sourced from users by various social media and other applications then packaged and resold to data servicers. Advertising data based on voice and other data is collected by these platforms and devices under the terms and conditions provided by those apps and accepted by their users, and can then be sold to third-party companies and converted into anonymized information for advertisers. This anonymized data then is resold by numerous advertising companies.”

“CMG businesses do not listen to any conversations or have access to anything beyond a third-party aggregated, anonymized and fully encrypted data set that can be used for ad placement. We regret any confusion and we are committed to ensuring our marketing is clear and transparent,” the statement added.

Cox Media Group claims to have capability to listen to ambient conversations of consumers for targeted ads

On June 1, 1945, Fritz Sennheiser, a German inventor and entrepreneur, founded the audio equipment manufacturing company that bears his name and went on to become a global brand. Today, Sennheiser has three business units: Pro Audio, Business Communication and Neumann.Berlin. 


In a conversation with Storyboard18, Andreas Sennheiser, the company’s chief executive officer, said, “The first thing is you have to hit a ‘need’. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo. So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again.”


Edited excerpts:


Tell us more about Sennheiser’s India story.


We started bringing good audio to India in 2007. At the time, it was really hard to understand where the general public was with audio consumption. We found out that listening to music via headphones wasn’t a known principle. 


So, over the last 16 years, I think we've done quite well in developing the taste of enjoying music on the consumer side. For two years, we focused on the pro business only, along with business communication, and then our Neumann products also.


Particularly, in the last one-and-a-half years after the pandemic, we've seen very strong growth. On the live part, everyone wants to enjoy music, festivals, weddings and all kinds of corporate events. But on the business communication side, government, corporate and also higher education facilities are gearing up significantly for hybrid meetings, for remote lectures and also for a digital government.


Where do you see India in Sennheiser's growth map?


In the last two years, India has had one of the highest growth levels, with more than 50 percent annual growth.


As far as the general business globally is concerned, we could supply all our customers with products even during the pandemic. So, we were never really out of products.


From a product lens, what’s the focus? 


We have several focuses. There’s a general common focus that more and more of the technology that we’re using—it is highly advanced—is hidden behind very simple user interfaces. 


So, we want to make it as simple as possible, come up with seamless integration, plug and play with our installed business like ceiling microphones… This is so that an integrator, a consultant or the end user really doesn’t need to deal a lot with technology but actually can focus on the experience.



Many global CEOs are surprised by the way Indian consumers have evolved over the last few years. From a price-conscious market, we now are a value-conscious market. So, what are your observations and what is unique about Indian consumers?


Well, you just gave the right keywords. 


It has evolved from a price sensitive market of buying at the lowest possible level to now buying the highest possible value. So, with that, we are in an excellent position because we love competition. We love the direct comparison of our products with competitive products because usually this is when we win.


That's why value-based buying decisions are very much in our favour, because we provide superior audio quality. 


Globally, what are the trends in the audio space and do you see the adoption of those trends in India anytime soon? 


One of the big trends is that high–quality audio is being more and more appreciated. This is particularly when it comes to immersive audio and spatial audio. In the studios, we have more and more Atmos installations with our Neumann speakers. Also, on the playback side, we see a lot of venues now having full arrays of speakers for an immersive experience.


So, the whole appreciation for good audio has significantly increased over the last few years. At the same time, there’s also a strong trend of simplification of workflows. So, we try to focus on making the lives of our end users as simple as possible, particularly because there's also cost pressure on production, music production, news gathering etc. We want to give them the gear that they can operate with the least possible amount of people. 


What is the brand perception of Sennheiser? 


Sennheiser has a brand reputation of being extremely reliable, creating remarkable audio experience and being a highly innovative brand. 


The topmost factor is always reliability. In a meeting room, you don’t want to spend 20 minutes getting the system to work. An artist in front of 50,000 people, the only thing he or she can hold is a microphone, and that should not fail.


In terms of marketing, what are the big plans for India and what are the investments like? 

Our main investment is in people and education. So, it's people on our end and education on the customer side.

We see that the more there are highly talented technicians, audio engineers and people who know the difference between an okay system and a great system.

During the pandemic, we produced 200 tutorial videos: how to use our microphones, how to set up gear in general, and how to build a studio. A lot of things to just help the audio community do a better job.


In India, startups have been weaving a very different story in the last few years. As a family-owned company and one of the oldest startups in the audio space, do tell us what it takes to make a successful business and your advice for startups here. 

The first thing is you have to hit a ‘need’. This is not only true in a startup, but also when a company like ours gets older. Now, we’re closer to the 80th year of our existence. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo.

So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again. 

There are a bunch of profitable startups in the audio space here in India. What impresses you about them and are there any lessons that you can pick from them? 

When startups have a platform economy in mind and then scale that up, they can very quickly cover a very broad demand, be it with fintech platforms or be it any other integration.


That is an approach that I find highly attractive because it's not product and gear oriented, but really platform oriented. And this is also a strategy that we're adopting more and more. We are not just selling gear to our customers, but we actually provide the control platform with it to make it as easy as possible. 


That has been a strategy for a couple of years—to have a lot of allies in the industry in order to allow a seamless integration for the end user. So, the platform is really the main focus. And, what we're selling in terms of gear is just an endpoint to the whole platform.

Has the target audience of Sennheiser evolved over time? 

Yes and no. Our target audience grows with us.

While there was an entry target audience a decade back that has now matured in age and in income, they are now being lifted to the next level.

I had a chance to meet with music composer duo Salim-Sulaiman. We had a chat about technology particularly, and they stressed upon how they started with simple gear and then moved to higher-grade gear.

Andreas Sennheiser: We have to keep listening to the customer and have a creative dissatisfaction with the status quo

Gen Z consumers are 50 percent more likely to take their friends' recommendation over an influencer or a celebrity when making a purchase decision, revealed a study from Yuvaa – the Indian Gen Z-driven youth media, impact, and research organization.

An Economic Times report states that the findings are based on a report titled 'Not All Gen Z'. The findings are based on responses from over 900 Gen Z participants, spanning over 20 cities across tier I, II, and III cities and towns of the country. Gen Z represents people born between 1997 and 2012 who show distinctive behavior in their lifestyle and shopping habits. At over two billion, Gen Z forms roughly 25 percent of the global population. It makes up for over 35 percent of India's population, according to Yuvaa.

Their estimated spending power is in excess of €235 billion, according to BCG. 

Influencers provide brand visibility

Karthik Srinivasan, a communications strategy consultant, believes that we trust the references and recommendations of the people we trust the most within our family or friends circle. However, influencers have a different role to play.

"They have come to usurp the role of mainstream media and advertising to a large extent and have become predictable sources of visibility more than influence. In other words, influencers (along with mainstream media and advertising) are sources of introducing products or services, use-cases, and giving them visibility, but they may not necessarily persuade people to make the purchase. That's where friends and family (known peers, colleagues too) would come into play," he explains.

Srinivasan tells Storyboard18 that influencers are merely shilling a product for a fee and have long stopped pretending to be actual users of a product to offer use-based/experience-based content/information.

"Even if they claim to offer personal experience-based recommendations, if viewers/followers see the disclaimer about paid content, they'd automatically discount that factor and take that recommendation with a pinch of salt," he adds.

Yuvaa's report findings also highlight a few key aspects of a Gen Z consumer who is not only willing to support brands that support social causes but also cares about sustainability. Around 63 percent of Gen Z shoppers surveyed said they prefer brands that support social causes. 

71 percent of Gen Z prioritize brands that are environment-friendly, and 77 percent consider price when buying something, even if it's not sustainable. Gen Zs are split equally between feminist and non-feminist brands, but 60 percent of women prefer them.

<a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Read more: Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a>

E-com platforms chasing Gen Z

These trends are being closely followed and implemented in product and marketing strategies by e-commerce platforms in India. Storyboard18 reported that there has been intense competition between online retailers to woo the next generation of shoppers, with e-commerce platforms Amazon and Myntra actively investing in the Gen Z cohort.

Flipkart-backed fashion portal Myntra, for instance, announced the launch of FWD, an in-platform experience offering additional brands and styles curated for Gen-Z shoppers.

The move comes days after rival Amazon Fashion introduced the ‘Next Gen Store,’ catering to the unique needs of Gen Z shoppers, who seek to experiment with fashion and have varying preferences in terms of styles, sizes, brands, and fitting.

While Nykaa Fashion has not yet launched a dedicated platform for Gen Z shoppers, it has been onboarding brands that target this cohort. Recently, it added MIXT, which offers streetwear-inspired modern apparel options such as bodysuits, corsets, jumpsuits, jackets, cardigans, and footwear. It brought in Cider, a US-based label, expanding its global offerings to Indian consumers.

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans.

Unlike previous generations, which were heavily influenced by Bollywood and sports celebrities, Gen Z shoppers are more picky about who they follow. Social media influencers have emerged as a significant force in shaping their purchase decisions.

However, there is a catch. This group only follows influencers or celebrities who ‘walk the talk’ and are more trustworthy.

Value for sustainability, inclusivity

Bindiya Bhatt, senior director of category management at Myntra told Storyboard18 that for Gen Z, inclusivity, authenticity, and unconventionalism take centre stage as well.

"By embracing these values and catering to their specific needs, businesses can create more meaningful and impactful experiences that resonate with this important and influential demographic," she said.

Technopak Advisors' Ankur Bisen had a deeper insight, saying Gen Z shoppers are community-driven and seek better products rather than stay loyal to brands.

"...they are definitely seeking better products than brands and they are also looking at the consumption of fashion through communities. For example, there are communities towards gaming, nature, and even limited edition products. The spin-off from this trend could be the 'sneaker culture' in India and the craze to buy limited edition sneakers that are being sold online. These are some micro trends that one needs to notice," he said.

Influencers’ influence waning? GenZ listen to friends over social media influencers

Why PepsiCo India’s Lay's launched gourmet chips

Storyboard18 x Momo Media: Let's Talk - Masculinity in Advertising

“We will have another incremental billion dollars in the next three years for the home-grown billion dollar brand Thums Ups,” says Arnab Roy, vice president and head of marketing, Coca-Cola India and Southwest Asia to Storyboard18’s Shibani Gharat. He also talks about the brand’s new advertising campaign #HarHaathToofan.

<iframe title="Coca Cola's Arnab Roy On Thums Up New Campaign 'Har Haath Toofan' | Storyboard 18 | CNBC-TV18" src="https://www.youtube.com/embed/fXe4to9HL4Q" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Coca-Cola's Arnab Roy on Thums Up’s new ad campaign #HarHaathToofan

GE's Linda Boff on what it takes to reinvent a 130-yr old brand

When trailers drop for the next Mirzapur season they’d come with an age classification rating. So will all other ads of all online content. Online curated content platforms must now incorporate age classification in all promotions and publicity material. The Ministry of Information and Broadcasting (MIB) has issued a fresh advisory, for platforms in the space, directing players to refer to the Code of Ethics (IT Rules 2021) for online curated content, for guidance on the same.

“Publishers must prominently display the classification rating in advertisements and promotional content across various media platforms for responsible content dissemination,” said an excerpt from the advisory.

As per the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, online curated content means any curated catalogue of audio-visual content, other than news and current affairs content, which is owned by, licensed to or contracted to be transmitted by a publisher of online curated content, and made available on demand, including but not limited through subscription, over the internet or computer networks, and includes films, audio visual programmes, documentaries, television programmes, serials, podcasts and other such content.

Watch here. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/9G_ip9uayt8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Explained: Why OTT content is under scanner

Over The Top (OTT) platforms have been given 15 days or two weeks’ time to contemplate the information & broadcasting ministry’s proposal of forming a committee or an additional “layer“ that would review scripts before a show or series is commissioned or goes under production.

OpenAI is testing a new search engine, SearchGPT, with real-time summarised information from the web with links to relevant sources. It uses generative artificial intelligence to produce results.

Touted as the direct competition to Google, the AI search engine is powered by the GPT-4 model family. It is currently in its prototype testing phase and is limited to 10,000 test users at launch.

In a blog, OpenAI said that while this prototype is temporary, it plans to integrate the best of these features directly into ChatGPT in the future. 

"Getting answers on the web can take a lot of effort, often requiring multiple attempts to get relevant results. We believe that by enhancing the conversational capabilities of our models with real-time information from the web, finding what you’re looking for can be faster and easier," it read.

"SearchGPT will quickly and directly respond to your questions with up-to-date information from the web while giving you clear links to relevant sources," it added.

OpenAI is working with third-party partners and using direct content feeds to build its search results. 

It is also launching a way for publishers to manage how they appear in SearchGPT, so publishers have more choices.

"We are committed to a thriving ecosystem of publishers and creators. We hope to help users discover publisher sites and experiences, while bringing more choice to search. For decades, search has been a foundational way for publishers and creators to reach users. Now, we’re using AI to enhance this experience by highlighting high-quality content in a conversational interface with multiple opportunities for users to engage," said OpenAI.

Robert Thomson, Chief Executive, News Corp, said, "For the heavens to be in equilibrium, the relationship between technology and content must be symbiotic and provenance must be protected.”

Soon after the National Basketball Association (NBA) announced 11-year media rights deals with the Walt Disney Company, NBCUniversal and Amazon Prime Video which includes streaming and broadcast distribution starting with the 2025-26 season, it stirred up conflicts with Warner Bros. Discovery (WBD). 

Read more: <a href="https://www.storyboard18.com/digital/amazon-prime-video-inks-11-year-global-media-deal-with-nba-37905.htm">Amazon Prime Video inks 11-year global media deal with NBA</a>

The league, apparently, has rejected WBD's bid to match Prime Video’s $1.8 billion per year offer. 

While announcing the deal, the NBA said that WBD's offer "did not match the terms of Amazon Prime Video's offer."

“The digital opportunities with Amazon align perfectly with the global interest in the NBA. And Prime Video’s massive subscriber base will dramatically expand our ability to reach our fans in new and innovative ways,” added NBA Commissioner Adam Silver.

Result of this, WBD reportedly is threatening to sue the league. It has to be noted if it loses the legal battle, it could damage WBD's reputation in any future media rights talks with other leagues.

WBD's TNT Sports now has released a statement on NBA media rights. According to it, WBD matched Amazon’s offer as is its right under an existing contract and do not believe the NBA can reject it.

TNT Sports is a division of WBD and is considered a global leader in the delivery of premium sports content.

It said, “We think they have grossly misinterpreted our contractual rights with respect to the 2025-26 season and beyond, and we will take appropriate action. We look forward, however, to another great season of the NBA on TNT and Max including our iconic Inside the NBA.”

According to the new draft of the Broadcasting Services (Regulation) Bill that the government shared with stakeholders, social media influencers, creators, or podcasters who upload content specific to the news genre and current affairs could be classified as 'Digital news broadcasters'.

As reported earlier, on July 9, the Ministry of Information and Broadcasting (MIB) added new provisions to the Bill. One of which said that the OTT and digital news broadcasters have been exempted from criminal penalties for failure to notify the government upon surpassing the statutory threshold. Additionally, the definition of OTT broadcasting service has also been revised, which now includes social media creators.

Read more: <a href="https://www.storyboard18.com/how-it-works/advertising-codes-for-linear-on-demand-broadcasters-to-vary-under-new-draft-broadcasting-services-bill-36998.htm">Advertising codes for linear, on-demand broadcasters to vary under new draft Broadcasting Services Bill</a>


The Bill was first released for public consultation in November 2023 and aims to unify all broadcaster regulations into a single law. However, broadcasters and streaming services have been raising various concerns in meetings with the Ministry.

The Ministry has also requested feedback and comments by July 31 on the latest version of the Bill. Concerns have also been raised around the purview of the music streaming services, and AI-generated content.

In its recent meeting with the streaming service providers and broadcasters on July 9, MIB discussed the Bill's purview concerning social media news content and other concerns raised by the stakeholders in the past.

The Ministry shared with the stakeholders that it has added a new provision that grants the central government power to direct any internet service provider or social media company to take appropriate action for implementation of the Bill. Additionally, the Ministry is reviewing the existing program and advertising codes, as there is a suggestion to have different program and advertising codes for both linear broadcasters and on-demand broadcasting.

Read more: <a href="https://www.storyboard18.com/how-it-works/mib-meets-stakeholders-on-regulating-ugc-on-social-media-under-broadcast-services-bill-36873.htm">MIB meets stakeholders on regulating UGC on social media under broadcast services bill</a>

The latest version is the second draft of the Bill is said to replace the Cable Television Networks Act, 1995.

The last meeting saw representations from broadcasters including Netflix and Hotstar, streaming platforms like Spotify, social media companies with the likes of Google and Meta, and industry associations including FICCI, NBA, and IAMAI.

"Don't miss out! You have only 5 minutes left to enroll at the current price. The course price will rise to Rs 50,000 after that, so act now!". 

Have you also come across such advertisements? Are you someone who acted promptly and purchased the course?

The internet is inundated with innumerable below-average courses on the stock market and investments that target gullible investors by charging exorbitant fees. 

Last month, the market regulator, Securities and Exchange Board of India (SEBI) cracked down on unregulated financial influencers who might be giving misleading investment advice. However, Sebi allowed people to educate others about investing, as long as they're not giving specific advice or promising guaranteed returns.

Storyboard18 checked the background of some of the finfluencers (someone who shares money management advice on social media platforms like YouTube, Instagram, Facebook, and others) who are not Sebi-registered but are selling "certified paid courses" on trading. Most of them have changed their intro to 'educationist', and 'digital creator ' and have disabled the comment section.


Pratyush Kumar, whose Instagram handle name is Stock Burner, has put a disclaimer in posts that read, "All information on this page is for educational purposes only. We are not Sebi registered. We only try to provide important information. We do not want to invest/trade based on our posts. You must consult your financial advisor. We will not be responsible for any of your profit/loss". Several other similar accounts have started adding disclaimers. 

Kavitha Menon, a Sebi-registered investment advisor, appreciated the market regulator's decision but said protecting the retail investors is a long way off.

Menon said,"They have only made one important change and left the other one open. Education is a subjective and open-ended term leaving to being manipulated at a whim. I have always maintained that any educator must be qualified by education and experience. We don't hire teachers in our schools without basic training and qualifications, so why allow anybody and everybody to run courses on investing".

Do online courses add value?

Storyboard18 spoke to some of the retail investors who purchased courses from financial influencers such as Akshat Srivastava (2.13 million YouTube followers), CA Rachana Phadke Ranade (4.97 YouTube followers), and Sharan Hedge (3.1 million YouTube followers). The responses were subjective- both critical and laudative. 

An individual, who wishes to remain anonymous, purchased a personal finance course by The 1% Club, co-founded by Sharan Hegde. The individual said, "I paid between Rs 7,000 to Rs 8,000 fee, and the course offered guest lectures of certified people. It was a good beginner course perhaps I had higher expectations".

Digital marketer Harshit Agarwal enrolled in one of the courses by YouTuber Akshat Shrivastava in June 2022. Agarwal said, "Before joining Akshat Shrivastava's course, I was randomly investing in stocks and mutual funds. I did not know how to build a portfolio. However, after I purchased Srivastava's course, I learned about investing in stocks that otherwise I would never have done on my own. I also learned about investing in different sectors, as well as, on international stocks such as Alphabet, Apple Inc, Meta, etc". Agarwal said he purchased the course for Rs 23,000 and had one year of access to it. He claimed that he booked 135% of profit in around 18 months by investing in Meta and 117% of profits in nine months by investing in HDFC MC.

Notably, Srivastava is not a Registered Investment Advisor (RIA). Last year, in a post on X, he mentioned that becoming an RIA was a "hyper complicated process and required massive compliances". 

Some of the individuals have taken the ed-tech platform routes to become financial coaches. A working professional showed Storyboard18 how to become a trainer on the American learning platform Udemy. Shockingly, the platform never checks the educational records of the educators.

An official from Udemy responded to Storyboard18's query on signing into the platform as a coach. Scott Rogers, Senior Vice President, Instructor & Content Strategy at Udemy said, "Although signing up is designed to be simple and accessible because we want to encourage knowledge sharing, only the most insightful and well-prepared content stands out".

In case of inappropriate content, Rogers added, "If an instructor violates any of Udemy’s policies, their account will receive strikes and immediate action will be taken. These actions can range from mild measures, such as warning emails, to severe consequences, such as blocking or removing their course or account".


Problem for regulated educators


Raghav Gupta, co-founder at The 1% Club told Storyboard18 that they onboard experts after doing a background check, like inspection of content, taking reviews of former students, and conducting multiple rounds of interviews. Gupta acknowledged the need to regulate the online courses on trading and investment. However, the issue arises when an uncertified individual creates a substandard course on investment and absolves himself of any responsibility in case of financial loss to his student, he added.

SEBI Registered Research Analyst Sumit Shrma said, "There should be some eligibility requirement for selecting a teacher to teach a particular subject. Online platforms should disclose the qualification of the educator and potential conflict of interest".

Nevertheless, Shrma added the rising interest in the stock market and the mass followership of influencers are likely to overshadow regulated entities. He said, "The market share of finfluencers selling courses will eventually increase and regulated courses will struggle to match numbers as they are bound by compliances".

However, Menon suggests, "SEBI in conjunction with National Institute of Securities Markets (NISM) should offer a mandatory training program for anybody who wants to run a course on investing," the investment advisor added that "Institutions who are into training should only hire such qualified professionals".

Shrma added, "The best solution to prevent people from financial course-related traps is to restrict and regulate the advertising and marketing of such courses. The crackdown is required on social media and internet platforms where these sorts of courses are being provided".

(Note: We have updated the story by adding a quote from Scott Rogers, Senior Vice President, Instructor & Content Strategy at Udemy)

Amazon Prime Video and the National Basketball Association (NBA) have announced an 11-year media rights agreement set to commence with the 2025-26 NBA season. Prime Video will present exclusive global coverage of 66 regular-season NBA games, including an opening week doubleheader, a new Black Friday NBA game, and all games from the Knockout Rounds of the Emirates NBA Cup, including the in-season tournament’s Semifinals and Finals.

Prime Video also acquired rights to exclusive coverage of every game of the postseason SoFi NBA Play-In Tournament, first and second-round playoff games, and Conference Finals in six of the 11 years of the deal. Prime Video will distribute its package of games in the U.S. and internationally, with an expanded package of games in select territories, including Mexico, Brazil, France, Italy, Spain, Germany, the United Kingdom and Ireland. This expanded package includes a minimum of 20 additional primetime regular season games each year, a Conference Finals series each year, and the NBA Finals in six of the 11 years.

As part of the agreement, Prime Video Channels will also be the strategic partner and third-party global channels store destination for NBA League Pass, the NBA’s subscription service for streaming live and on-demand games, in the U.S. and internationally.

“The digital opportunities with Amazon align perfectly with the global interest in the NBA. And Prime Video’s massive subscriber base will dramatically expand our ability to reach our fans in new and innovative ways,” said NBA Commissioner Adam Silver.

“NBA and WNBA basketball will serve as yet another cornerstone of the robust sports business our Prime Video team has built in just the last six years,” said Mike Hopkins, Head of Prime Video and Amazon MGM Studios.  

“When combined with our original films and shows; partner streaming services; licensed content; and rent or buy titles – our sports offering is a major driver of Prime Video’s evolution into a genuine one-stop shop for everything our customers want in video,” he added.

Jay Marine, Global Head of Sports, Prime Video said, “Over the past few years, we have worked hard to bring the very best of sports to Prime Video and to continue to innovate on the viewing experience. We’re thrilled to now add the NBA to our growing sports lineup, including the NFL, UEFA Champions League, NASCAR, NHL, WNBA, NWSL, Wimbledon, and more."

Prime Video’s regular season NBA coverage will tip off at the start of the 2025-26 season with an opening week doubleheader, and will include Friday night games, select Saturday afternoon games, and Thursday night doubleheaders, which will begin in January 2026 after the conclusion of Prime Video’s Thursday Night Football schedule. Prime Video will present live NBA pregame, postgame and halftime shows as part of its coverage, with additional details around talent and production to be announced at a later date.  

It will also stream half of all NBA Summer League games, as well as a package of WNBA and NBA G League regular-season and postseason games.

The international live game package rights extend worldwide, with the exception of Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands, with rights in Canada beginning in the 2026-27 NBA season.

Amazon Prime Video inks 11-year global media deal with NBA

Having grown in double digits in FY24, Modenik Lifestyle is on the path to grow in the mid-teens this year and plans to double the growth in the next three to four years. This revenue growth will be driven by leveraging its two major brands— Enamor and Dixcy across various channels, expanding the geographic footprint, and capitalising on India's economic growth. 

Apart from brick-and-mortar stores and e-commerce presence, interestingly, for Modenik Lifestyle, quick-commerce has become a significant channel for growth.

In an interesting conversation, Shekhar Tewari, CEO of Modenik Lifestyle, talks about how the company continues to target both metro-centric sophisticated audiences and buyers in the hinterlands.

Last month, Modenik Lifestyle- backed by Advent International, also announced the appointment of L.V. Vaidyanathan, former Chief Executive and Managing Director at P&G India, as its Executive Chairman effective July. 

Tewari highlights how the company is set for accelerated growth after Vaidyanathan’s appointment.

Read more: <a href="https://www.storyboard18.com/brand-makers/pgs-l-v-vaidyanathan-joins-modenik-as-executive-chairman-32847.htm">P&G's L.V. Vaidyanathan joins Modenik as executive chairman</a>

The innerwear maker’s portfolio includes five brands: Dixcy Scott Originals, Dixcy Scott Maximus, Josh by Dixcy Scott, Slimz and Enamor. In the country, it competes with Page Industries, the exclusive licensee of Jockey International Inc.

Edited excerpts:

How do you intend to grow in the current fiscal?

As a company, we grew double digits in FY24 and grew higher than the top quartile of the competition. By the end of this fiscal, we expect mid-teens growth for Dixcy and much higher growth for Enamor. The revenue ratio between Enamor and Dixcy is 30:70, respectively.

Overall, the company aims to double its revenue growth in the next three to four years. 

What gives the confidence?

The men's and women's wear markets in India are substantial, but precise figures are unavailable due to the lack of syndicated studies. The men's wear market is highly branded, with five or six major national brands earning revenues between Rs 1,000 and 4,000 crores, dominating the unbranded segment.

In contrast, the women's wear market is similar in size but predominantly unbranded. Few large national brands exist, yet the branded segment is growing faster due to rising brand awareness and financial independence among women. Our company holds a significant share in both markets, though specific figures are not available.

We aim to capitalise on the trend of women becoming more fashion-conscious and financially independent, driving growth in the branded women's wear market over the next 8-10 years. We are confident these strategies will achieve substantial growth in both men's and women's wear markets. 

Overall, Dixcy's established strong presence in smaller towns and Enamor's entry into largely unbranded markets position both brands well to capitalise on the growth opportunities in Bharat.

How receptive is Bharat to your brands?

Both Dixcy and Enamor are experiencing significant growth in Bharat, which includes smaller towns and rural areas in India. Dixcy, with sub-brands like Dixcy Slimz targeting various niches such as the economy women's segment, is already widely distributed in tier-two and three towns, maintaining a presence in tier-one cities as well. The growth in these smaller towns is driven by increasing media consumption through television, OTT platforms, and digital channels, which create demand even in areas without a physical presence. This demand is further supported by online orders from these regions.

Enamor, positioned as a mid-premium to premium brand in women's lingerie, has also seen notable growth in Bharat. Over the past five to six years, the increasing penetration of mobile and digital media in smaller towns has exposed consumers to similar media as in urban areas, leading to a surge in demand. Although high distribution costs pose a challenge to establishing a physical presence, the rise of online shopping allows Enamor to reach PIN codes without physical stores.

Additionally, the growth of e-commerce has significantly expanded market reach, allowing both brands to serve customers in areas where they lack physical stores. 

As P&G's L.V. Vaidyanathan joins Modenik, how is the company set for accelerated growth?

The company's long-term vision remains steadfast, emphasising continuity and stability. LV brings with him extensive experience from his 28-year tenure at P&G, renowned for his leadership in sales and business turnaround strategies. His addition promises significant value to our team, enhancing our capabilities and guiding us towards future success.

How have you strategised the growth plan for this year?

Our growth will be driven by strategically leveraging the brands across various channels, expanding the geographic footprint, and capitalising on India's economic growth. By focusing on these areas, we aim to achieve mid-teens growth and solidify our market position.

Our strategy includes tailoring communication to diverse markets and leveraging strengths to build a stronger presence. By focusing on areas where we already have a strong presence, we will use our learnings to expand into new regions and optimise our distribution networks.

Talking about communication, shed some light on your marketing strategy…

The advertising budget for this fiscal has gone up by around 25-30 percent over the last year. Our marketing strategy has evolved to prioritise consumer-centric approaches, adapting to shifts in consumer behavior and market dynamics.

Each brand's ad budget allocation reflects its target audience and market positioning. For Dixcy, we prioritise mass media, such as television and out-of-home advertising, to reach a broad audience. Despite the higher costs, digital advertising has grown with 20-25 percent of Dixcy's budget now allocated to digital media to enhance reach, especially in saturated markets like Uttar Pradesh.

For Enamor, a mid-premium to premium brand targeting a metro-centric and sophisticated audience, our focus is primarily on digital media. Almost all of Enamor's advertising is digital or out-of-home, with about 70-80 percent of the budget allocated to digital media. This approach leverages celebrity endorsements and targets high-traffic areas crucial for apparel and fashion brands.

What importance do marquee properties hold for your brands?

For Dixcy, marquee properties are crucial, targeting males aged 18 to 45 in SEC B and below segments, with a strong focus in Andhra Pradesh. We leverage blockbuster movies like 'Pushpa' for extensive visibility and engagement. Cricket, particularly through events like IPL and the T20 World Cup, also plays a significant role, supported by brand ambassadors Yashasvi Jaiswal and Mohammed Siraj. Meanwhile, Enamor enhances digital engagement and explores innovative digital properties.

How has the retail presence of the brands been growing? Heard quick-commerce has also become a significant channel?

Levi's innerwear sells through a strong presence on e-commerce, 350 exclusive brand outlets (EBOs) and multi-brand outlets (MBOs).

Dixcy is already well-distributed in tier-two and tier-three towns, with a well-established presence in tier-one cities. Its growth will come from expanding across various geographies.

Enamor spans four main channels: department stores, EBOs, online platforms, and MBOs, including small mom-and-pop stores and we see significant opportunities across all these channels. There are more than 70 EBOs for Enamor, and we should cross 100 this year.

One of our most successful recent initiatives is leveraging quick commerce. Initially focused on groceries and FMCG products, quick commerce is now expanding into new categories, including lingerie. Our early results on quick commerce platforms have been phenomenal, and we anticipate substantial growth from this channel. With the convenience of shopping and return policies, online sales are expected to continue growing.

In terms of sales, please share the revenue breakup between the offline and online channels?

Dixcy predominantly operates as an omnichannel business, with approximately 98 percent of sales from multi-brand outlets (MBOs) and online platforms, excluding department stores and exclusive brand stores. In contrast, Enamor's e-commerce segment constitutes a substantial 25 percent to 30 percent of our total business and is rapidly growing compared to offline channels.

Our increased investments in online channels are pivotal, given their rapid evolution. We prioritise leveraging technology and data-driven insights to enhance supply chain efficiency, utilising AI and predictive modeling for optimised inventory management across the network of 300 warehouses and beyond.

Also, while we explore AI/ML applications, their integration into our operations is still in early stages.

Read more:<a href="https://www.storyboard18.com/how-it-works/positive-budgetary-measures-to-push-brands-increase-advertising-spends-by-least-15-percent-to-tap-rural-demand-in-h2-37732.htm#google_vignette"> Positive budgetary measures for rural to increase advertising spends by 15 percent in H2</a>

How optimistic are you of rural revival? 

The recent period has presented significant challenges, particularly in the post-COVID environment, impacting FMCG sectors which have endured several challenging quarters. However, recent data shows signs of a turnaround. Factors such as a favourable monsoon, supportive budgetary measures, and increased liquidity are starting to alleviate stress, particularly in essential categories like basic consumer goods. Consumer behaviour, as noted by Alan Greenspan, often mirrors broader economic conditions, including in categories like men's underwear. Despite pressures such as down-trading and reduced consumption, optimistic signals of recovery are emerging, bolstered by stable inflation and supportive economic policies. Over the next three to four months, we anticipate a gradual demand revival, particularly in rural areas, buoyed by these positive developments.

The Union government defended the formation of a fact-checking unit (FCU) before the Bombay High Court on July 24, arguing that the right to receive factually correct information and the right not to be misled were just as vital as the right to free speech and expression under Article 19(1)(a), as per reports.

Stand-up comedian Kunal Kamra, the Editors Guild of India, and the Association of Indian Magazines have challenged the constitutionality of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2023, which allow an FCU of the Union government to identify "fake, false, or misleading" online content "related to the business of the Central Government" and demand its removal, the report further stated.

Justice A.S. Chandurkar, the tie-breaker judge, is hearing arguments in the case after a Division Bench of the High Court issued a divided ruling on January 31, 2024.

Solicitor-General Tushar Mehta of the Union government stated that the FCU will protect people against incorrect information.

"This strategy is the least restrictive method for combating fake, incorrect, and misleading information. Private companies and individuals have fact-checking teams, and the government is equally justified in giving correct information to the public. In many cases, the government serves as both arbiter and beneficiary, such as in property disputes. However, in this case, I do not act as an adjudicator. "My (government's) role is simply to identify and highlight instances of falsehood or misinformation," he explained.

Solicitor-General Tushar Mehta of the Union government stated that the FCU will protect people against incorrect information.

The petitioners finished their argument.







Union govt defends formation of fact-checking unit before Bombay High Court

Rediffusion has announced the launch of Konjo, a specialist agency that will provide strategic thinking and brand support to new-age startups. The agency will be based in Mumbai, Bangalore and Delhi and will be overseen by Carol Goyal, Group Director. 

A full-time CEO for the agency has been identified and will join in October from his current assignment overseas.

Rediffusion in its 51 years of existence has been the birthplace of many famous brands like Maruti Suzuki, Airtel, Tata Sky, Colors TV, Lakme, Garden Varelli, Kaya Clinics, SBI Yono, Kingfisher Airlines and many more. Even brands like Pepsi, Canon, Casio, KFC and Revlon, were first launched in India by Rediffusion.

“Rediffusion was set up in 1973 by Diwan Arun Nanda, Ajit Balakrishnan and Mohd Khan as an Indian agency that would work with the growing tribe of local entrepreneurs and visionaries. That tradition has continued over the past five decades at the agency and we are proud to have been the birthplace of some of India’s most famous brands”, says Rediffusion Chairman, Dr. Sandeep Goyal. 

“Konjo will be a small but smart integrated communications agency that will work with startups in different stages of their brand journey,” he said.

Adds Carol Goyal, “Konjo was then the story of Dr. Goyal’s own entrepreneurial venture, Dentsu, which he launched, nurtured, and grew over nearly a decade. We are going to bring the same value systems, work culture, and strategic goodness to the clients of Konjo.”

Konjo will work on a remuneration system where it will participate in the equity value of its client brands. It will also examine possible investments in some of its client brands through direct equity.

“We have already signed up two clients and another two should sign up by next month when we will formally announce them”, concludes Carol Goyal.

Rediffusion launches specialist agency for start-ups - KONJO

Britain's Informa has reached a deal to buy Cannes Lions Festival owner Ascential for $1.6 billion, adding the flagship ad industry conference to its portfolio of events. Informa already has a number of its own experience-led, festival brands such as the Monaco Yacht Show, London Tech Week, and the Black Hat cyber security festival.

Informa said it would expand both events and accelerate growth, helped by its data platform and understanding of both the marketing and fintech sectors, according to a Reuters report.

It is said that Informa wants to extend money 20/20 into the Middle East and Africa, due to the region’s rapid growth and significant investment in financial technology, particularly around payments. This includes the Kingdom of Saudi Arabia, where Informa has established a joint venture partnership Tahaluf. 

Stephen A. Carter, Chief Executive, Informa, said that both companies delivered double-digit growth in the first half of this year and were confident about their prospects. "Powerful brands serving specialist markets are doing extremely well. e're not buying this business for cost reduction, we're buying this business for growth," he said.

Ascential reportedly employs around 700 people. The company's CEO, Philip Thomas said, “Informa is a highly respected business, famed for its expertise in B2B events, strong, ethical culture and commitment to innovation. This offer will not only deliver substantial value for our shareholders but also, together with Informa’s international footprint and extensive capabilities in data and analytics, will unlock further growth opportunities for our brands and our people.”

Cannes Lion owner Ascential agrees to sell to Informa for $1.5 billion

An MOU has been signed between Digital India Bhashini Division (DIBD) and New Media Wing (Ministry of Information and Broadcasting) to foster collaboration across language translation services.

Bhashini is government’s AI-powered language translation platform.

The collaboration would ensure translation into 12 languages and services would include text-to-text, text-to-speech, speech-to-text, audio localisation, live video/audio translation, and subtitling.

The New Media Wing's A.I.-driven communication hub will provide DIBD with datasets in text, audio, and video formats. The datasets will be utilised by DIBD to enhance the accuracy, efficiency, and quality of its translation services. 

Additionally, DIBD will train AI models with these datasets to meet Ministry of I&B and Media Units' needs.

The collaboration also aims to develop advanced language translation and transliteration technologies, introducing innovative features and functionalities to existing systems. Further, both DIBD and NMW will establish rigorous quality assurance processes to identify and correct errors and inconsistencies throughout the translation process.

This strategic partnership is a step towards improving language translation services and ensuring high-quality communication in multiple languages across various media platforms.

Bhashini also translated Finance Minister Nirmala Sitharaman’s Union Budget 2024 speech into Hindi in real-time on June 23.


Explained: Why OTT content is under scanner

Over The Top (OTT) platforms have been given 15 days or two weeks’ time to contemplate the information & broadcasting ministry’s proposal of forming a committee or an additional “layer“ that would review scripts before a show or series is commissioned or goes under production.

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