Welcome to your weekly dose of insights from the dynamic world of media and entertainment. In this edition, we delve into whether Indian cinema's recent strong performance signifies a lasting comeback, explore how brands are effectively engaging Gen Z through authentic outdoor campaigns, examine ZEEL's innovative hybrid content strategy to boost viewer engagement, and look at Flipkart's new advertising model designed to ease ad spending risks for sellers.

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Is Indian cinema's resurgence a blockbuster or a cameo?

Indian cinema is experiencing a significant revival, moving past the uncertainties of the pandemic to achieve robust box office results. This resurgence is largely attributed to compelling content and the irreplaceable communal experience of watching films in theatres, with the industry possibly approaching pre-pandemic consumption levels.

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Why you should care: For stakeholders across the media and entertainment spectrum from filmmakers and distributors to exhibitors and investors this signals a healthy recovery and substantial growth potential. It suggests a renewed audience appetite for cinematic releases and offers crucial insights into the evolving landscape of film consumption.

Marketing to Gen Z in the wild: Why authenticity works better outdoors

This article examines how brands are successfully connecting with Gen Z audiences through authentic outdoor advertising. It suggests that traditional marketing tactics are less effective with this demographic, who value genuine engagement and experiences, particularly in out-of-home settings.

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Why you should care: This is vital for marketers and advertisers keen to reach a discerning Gen Z audience. It underscores the importance of authenticity and innovative outdoor strategies that resonate with a generation known for its digital fluency but also its appreciation for real-world interactions.

Hybrid content model: ZEEL blends cinema with GEC for enhanced viewer stickiness

ZEEL has strategically adopted a hybrid content model, rebranding to 'Z' and launching innovative hybrid channels like Zee Power and Zee Bangla Sonar. This approach merges cinematic content with General Entertainment Channels (GEC) programming to significantly enhance viewer engagement and improve profitability.

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Why you should care: This is a vital blueprint for broadcasters and content creators, showing how to adapt to changing consumer demands, diversify content, and boost ad revenue in today's competitive media landscape.

Flipkart takes the risk out of ad spending for sellers with new ‘Pay Later’ model

Flipkart has introduced an "Advertise Now, Pay Later" (ANPL) model, which aims to alleviate the financial burden on sellers by allowing them to run ad campaigns without upfront costs. This system uses predictive algorithms, charging sellers only when their advertisements lead to incremental sales, thereby democratising advertising and fostering long-term brand value.

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Why you should care: This innovation is highly significant for the digital advertising and e-commerce sectors within media and entertainment. By shifting the advertising risk from sellers to the platform and focusing on performance-based payments, the ANPL model could revolutionise how advertising evolves across digital platforms.

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Pitch Perfect: Startup-themed content takes centre stage on TV and OTT

Streaming platforms shift from dark thrillers to family-friendly stories to woo small-town India

Popularity of re-releases shows that audiences want old school films

IPL valuation jumps nearly 13% to $18.5 billion on strong media deals, fan growth

Apple reportedly bids $150M for annual F1 streaming rights in US

And that's a wrap on this week's tour of the media and entertainment landscape. We trust these insights sparked new ideas and offered valuable takeaways.

We'd love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective.

Don't miss our next edition for more essential updates shaping the industry.

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-Team ETBrandEquity

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