Quantum Brief – Page 73

Explained: How Disney’s most famous characters have been affected by copyright law

Since 1928, Disney has come up with various versions of the cartoon character, and for each version, its copyright law will expire after 95 years. (Representative Image: Evan Fitzer via Unsplash)

Storyboard18 looks into the history of Mickey Mouse and other personalities that will witness its copyright expiring and being readily available in the public domain.

Tinder releases 2024’s first brand film for India – You Up

Crafted through the eyes of a young woman, the brand film's narrative highlights the diverse dating adventures she encounters when using the Tinder app and explores who and how she likes to date.

Young 18-25 year old singles, who make up more than half of Tinder globally, nowadays are ditching the pressure of rushing to a “happily ever after” and are Not Attached To Outcomes (aka N.A.T.O), a dating trend revealed by Tinder’s Year in Swipe 2023.

IAS announces first attention product to unify media quality and eye-tracking

Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score. (Image source: official website)

IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.

Indian publishers seek legal recourse against content misuse in free-for-all AI world

Existing laws that can address this issue include competition laws, contract laws, intellectual property laws, consumer protection laws, data protection laws, and media regulations. (Representative Image: Igor Omilaev via Unsplash)

As Indian news publishers take a cue from NYT action against Big Tech, experts see safeguards in copyright laws, IT regulations, and consumer protection laws.

Tata AIG releases ‘Expect the Expected’ featuring Ranbir Kapoor and Rohit Shetty

It’s a full funnel campaign, created and executed by Martech network, Wondrlab.

This campaign is based on the brand’s ability to deliver on its promises in their entirety.

Job scams in adland continue: Havas India calls for caution

Havas issues a statement on social media stating, “Our hiring processes adhere strictly to authorized channels, and we advise the public to exercise due diligence.” (Representative Image: Sander Sammy via Unsplash)

Scammers posing as HR representatives from Havas India are extending job offers via emails, social media and WhatsApp for money.

Vi and Team Vitality enter into esports partnership in India

This partnership will create opportunities for budding esports talent from across the country to have access to professional players, master classes, meet & greets with esports talent and many other opportunities. (Images sourced via Vi and Team Vitality websites)

The partnership encompasses many aspects such as brand sponsorship, content partnerships, gaming events and unique experiences at a never-seen-before scale.

Hero Motocorp launches #LiveTheLegend campaign for its bike brand Karizma XMR

L&K Saatchi & Saatchi and its digital arm, Saatchi & Saatchi Propagate, also created the buzz campaign. The buzz campaign featured Roshan and Rannvijay Singha, the two names who had been closely associated with the brand in its glory days. (Still from the ad)

The launch film honours the bike’s illustrious history and is an ode to the iconicity of the brand which captured the imagination of an entire generation.

BARC boosts TV meter count to 59,000

TRAI had floated a pre-consultation paper on 21st September 2023, to highlight the issues which are required to be considered for the formulation of ‘National Broadcasting Policy’.

Utilizing Bar-O-meters to collect crucial TV viewership data, BARC is consistently adding new meters on a monthly basis to meet its goal