Dear Readers,

It's the first day of August, and we're kicking off the month with a look at some fascinating developments across media and entertainment. Today's stories touch on a bold new experiment in film distribution from Aamir Khan, a major shift in how the Vatican is embracing modern technology, and a significant leadership change at one of India's top media agencies.

Let’s see what we have today

Aamir Khan's 'Sitaare Zameen Par' and the big bet on TVOD

Aamir Khan's latest film, Sitaare Zameen Par, is set to release on YouTube using a Transactional Video on Demand (TVOD) model, allowing audiences to pay a one-time fee to watch the film. This move challenges the traditional subscription-based OTT model and aims to bring back the ‘pay-per-view’ culture for movies.

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Why you should care: This is a significant experiment by a major star that could redefine the release strategy for big-budget films. If successful, it could create a new revenue stream for producers and offer consumers more flexible viewing options, potentially shaking up the entire digital media landscape.

Vatican embraces social media digital missionaries

The Catholic Church is actively using social media for evangelisation, bringing together hundreds of Catholic influencers, or ‘digital missionaries,’ for a summit. Pope Leo XIV encouraged these influencers to create meaningful content and spread the faith to a ‘hyperconnected’ society, marking a new, modern approach to communication from the Vatican.

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Why you should care: This signals a major shift in how traditional institutions are adapting to the digital age. It demonstrates the growing power of social media influencers beyond entertainment and commerce, highlighting their role in shaping cultural and religious conversations.

Madison Media appoints Ajit Varghese as partner and Group CEO Media, OOH

Ajit Varghese has been appointed as a partner and Group CEO of Madison Media & OOH, marking his return to the agency. With over 30 years of experience, Varghese is tasked with leading the company into its next phase, focusing on innovation and delivering business outcomes for clients in the evolving media landscape.

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Why you should care: This appointment is a key industry move that could signal a new direction for one of India's largest media agencies. Given Varghese’s extensive experience, his leadership will be closely watched by industry professionals for new strategies and market trends.

More from this week

Ajit Varghese steps down as JioStar's revenue head, Mahesh Shetty takes over

MIB blocks 43 OTT platforms for content violations

DTH companies may get licence fee relief amid subscriber decline

Warner Bros to get studio business after split, Discover to house news, sports brands

Prabhat Choudhary: The quiet architect of India’s 'Human Brands'

That concludes this edition of our Media & Entertainment weekly. We hope you found our deep dive into Aamir Khan's digital gamble, the Vatican's new media strategy, and other key industry movements both informative and inspiring.

What M&E trends are you watching? We'd love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective.

Until next Friday, stay curious and creative.
Team ETBrandEquity

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