IBDF opposes multiple measurement bodies | E-com firms back govt. for crackdown on fake reviews | Netflix to launch in-house ad-tech platform by 2025

The should be just one agency for TV Ratings: IBDF opposes multiple measurement bodies

The Indian Broadcasting and Digital Foundation (IBDF) opposes the idea of any new TV audience measurement firms and advocates for the current BARC(Broadcast Audience Research Council) system to suffice. IBDF raised concerns during a TRAI (Telecom Regulatory Authority of India) open house meeting on the National Broadcast Policy, warning of potential issues with additional companies.

According to IBDF secret general Siddharth Jain (IBDF), TRAI's involvement in content regulation and then content measurement oversteps its boundaries.

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“Strongman monopoly promoting illegal hoarding, sub-standard installations”: Vikram Bhalla of Vivify Asia

In a continuous effort to campaign against illegal hoardings mushrooming all over the country, Storyboard18 had a freewheeling conversation with Vikram Bhalla, Founder and Director, Vivify Asia. The ad man discussed how illegal hoardings pose a serious threat to commuters and pedestrians and some of the best global practices India can adopt to curb such menaces. He also highlighted how sub-standard DOOH installations can further put lives at risk.

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E-com firms back govt. for crackdown on fake reviews

Representatives of Flipkart, Amazon, Google, and Meta have backed the government’s proposal to make it mandatory for e-commerce companies to comply with quality norms for consumer reviews. At a meeting on Wednesday, the representatives of major e-commerce players and tech giants including Flipkart, Amazon, Google, and Meta endorsed a proposal that called for making compliance with standards on “online consumer reviews”, released in 2022, compulsory.

The developments came to pass during a stakeholder consultation organised by the Department of Consumer Affairs in New Delhi on the protection of consumer interest from online fake reviews. Chaired by consumer affairs secretary Nidhi Khare, the meeting was also attended by representatives of industry bodies, consumer organisations, law experts, and activists.

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Netflix to launch in-house ad-tech platform by 2025-end

At Netflix's second Upfront presentation to advertisers, the message was clear: When you advertise with Netflix, you can reach the most engaged audience in the world.

Amy Reinhard, Netflix’s President of Advertising, walked advertisers through the continued growth and momentum of Netflix’s ad-supported plan, which now has 40 million global monthly active users — up from 5 million a year ago. Over 40% of all signups in the ads countries now come from the ads plan.

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When a taboo topic is given the shape of an art, then it becomes acceptable: FCB India’s Anusheela Saha

It was in the year 1970 when Durex first got into advertising globally. Fast forward to 2010, they were acquired by Reckitt Benckiser, and since then, most of the advertising campaigns from the brand have been known to highlight sexual wellness and a healthy sex life.

On May 13, Durex launched a campaign on Durex Lubes, #ExplorersWanted, where human anatomy was used as a bodyscape. As Anusheela Saha , national creative director and head of design, FCB Group India , explained, “A lot of Durex consumers did not know what Lubes were. Hence, the market penetration of Lubes has always been very minimal. Lubes are a product for a specific need, but we just wanted to explore Lubes in a new way, maybe as a tool for foreplay or as a tool to spice it up for couples’ sex life.”

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