Tech Update: Digitising Entertainment

Tech Update: Digitising Entertainment

Traditional methods of promoting a movie are giving way to newer avenues where film makers not just want to reach out to the masses but also make a positive impact. The power of mobile cannot be ignored in a scenario where people are consuming content on the go. Increased adoption of smartphone in the country along with higher penetration of mobile internet is prompting production houses to fight the marketing battle on the last frontier – web and social media platforms.

UC Browser, the number 1 mobile browser in India with over 55% market share (as per StatCounter), is helping brands reach out to its diverse and vast user base – boosting a campaign’s reach and engagement with the youth.

UC Browser boasts of 80 mn monthly active users in India alone and offers multiple avenues to integrate and digitize content on a mobile platform. With its increased focus on “Digitizing Entertainment”, UCWeb recently tied up with India’s leading Entertainment television channel – Colors TV to promote 4 of its marquee shows – Jhalak Dikhhla Jaa, 24, Big Boss and Comedy Nights Live – allowing the channel to customize, curate and present diverse content to users who access internet on the move.

The Alibaba Group company also charted a new success story through its tie-up with Fox Star Studios, India, Dharma Productions and Sony Music India to promote Ranbir Kapoor and Anushka Sharma starrer Diwali release, Ae Dil Hai Mushkil. In a fortnight-long campaign – UCWeb got first rights to ‘The Breakup Song’, and launched special section of unseen and exclusive footage from the movie, video bytes from the stars, movie trivia and special posters as pop up screen and banners on its platform, UC Browser & UC News.

Not just that, the launch of New UC Browser marks increased customisation options along with integration of UC News within the browser. UC Browser has been updated keeping in mind user preference for hyper-personalized and engaging content at every touchpoint.


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