Dear readers,

The week in media and entertainment brought sharp turns and fresh debates. From YouTube’s Shorts gaining momentum on connected TVs, to the industry weighing in on reforms around TV ratings, to a shift in how brands design audience experiences, our top three stories this week capture the pulse of change.

Let’s dive in:

YouTube Shorts viewership on CTV doubles in India

YouTube says Shorts viewership on connected TVs in India has more than doubled year-on-year, with Shubha Pai, Head of Brand Solutions at Google India, highlighting how audiences are extending their short-form consumption beyond mobile.

Read more..

Why you should care: This marks a shift in living-room viewing habits, with implications for advertisers, creators, and media planners exploring the evolving role of short video on big screens.

Broadcasters and digital bodies weigh in on TV ratings reforms

Industry associations including IBDF and IAMAI are working on a final response to the Ministry of Information and Broadcasting’s proposed reforms to India’s TV ratings system.

Find out more..

Why you should care: The outcome could reshape measurement credibility, influence ad spends, and redefine how reach and impact are valued in a fragmented content landscape.

The Experience Revolution: Handing over the mic to your audience

Sameer Tobaccowala highlights how brand events are moving beyond scripted performances to participative formats, where audiences shape the narrative and engagement in real time.

Click here to read more..

Why you should care: This signals a new playbook for marketers—success depends less on perfect choreography and more on creating spaces where audiences feel involved, valued, and co-owners of the experience.

Stories you missed this week

Kotak Mahindra Group appoints dentsu X India as media partner

Sony LIV bets on originals, sports to drive 2025 growth

Meta expands Community Notes fact-checking with alerts for corrected posts

Dish TV begins phasing out set-top box subsidies amid diversification push

SC transfers all petitions challenging online gaming law to itself

That’s all from us this week.

What’s shaping your view of the media and entertainment world? Share your thoughts and tag @ETBrandEquity on LinkedIn.

See you next Friday,
-Team ETBrandEquity

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