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Aamir Khan's online approach and the Vatican's endeavor in social media platforms

Actor Aamir Khan innovates with TVOD launch for 'Sitaare Zameen Par,' bucking traditional OTT trends. The Vatican adaptively leverages social media for religious outreach, commissioning 'digital messengers.' Ajit Varghese rejoins Madison Media as Group CEO, suggesting a strategic pivot,...

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Digital tactic shifts spotlight on Aamir Khan, social media campaign expands reach at Vatican
Digital tactic shifts spotlight on Aamir Khan, social media campaign expands reach at Vatican

Aamir Khan's online approach and the Vatican's endeavor in social media platforms

In a groundbreaking move, Bollywood superstar Aamir Khan is revolutionising film distribution by releasing his latest film, Sitaare Zameen Par, exclusively on YouTube's Transactional Video on Demand (TVOD) service starting August 1, 2025.

This strategic shift aims to democratise cinema access, targeting the large portion of the population that does not watch films in theatres and may not subscribe to OTT platforms due to cost or access constraints. Khan's model, dubbed "Janta ka Theatre," offers an affordable and accessible digital pay-per-view experience, reminiscent of earlier home video days.

Key motivations for this strategy include greater reach, financial control, anti-piracy focus, and accessibility. YouTube's vast user base in India, estimated at 491 million monthly active users, far exceeds those of traditional OTT platforms, particularly in smaller towns and rural areas. Pay-per-view rentals offer potentially steadier and better-controlled revenue streams compared to one-time OTT licensing deals.

Moreover, the team actively removes illegal uploads to protect revenues, and the model enables audiences without easy theatre access or subscription services to view the film affordably.

Following the launch of Sitaare Zameen Par, Khan has moved his other productions from subscription OTT platforms to YouTube rental exclusively, reinforcing his commitment to this distribution paradigm.

Meanwhile, in the world of media, Madison Media has appointed Ajit Varghese as Partner and Group CEO Media, OOH. Varghese brings a wealth of experience to the role and is expected to drive growth and innovation in the company.

Elsewhere, the Media and Integrated Broadcasting (MIB) has blocked 43 OTT platforms for content violations. The Vatican is also embracing a digital mission through social media, while the newsletter, a source of industry updates and analysis, can be subscribed to via the website or the app. The app, designed for a community of 2M+ industry professionals, allows users to save their favourite articles and is aimed at providing industry insights and analysis.

In other news, Prabhat Choudhary, known as the quiet architect of India's 'Human Brands', continues to make waves in the industry. Warner Bros will get the studio business after its split, while Discover will house news and sports brands.

Stay informed about these developments and more by subscribing to our newsletter, available on our website and various social media platforms like Telegram, Facebook, and can be shared via a link. You can also download the app to receive real-time updates and save your favourite articles.

  1. Aamir Khan's decision to exclusively release his latest film, Sitaare Zameen Par, on YouTube's Transactional Video on Demand (TVOD) service marks a significant shift in the entertainment industry, employing a strategy called "Janta ka Theatre" to democratize cinema access and overcome cost and access constraints.
  2. Following the success of Sitaare Zameen Par, Khan has moved additional productions from OTT subscription platforms to YouTube rental exclusively, signifying a commitment to this distribution paradigm akin to earlier home video days.
  3. Elsewhere in the media landscape, Madison Media has appointed Ajit Varghese as Partner and Group CEO Media, OOH, expecting him to drive growth and innovation within the company.
  4. Meanwhile, the Media and Integrated Broadcasting (MIB) has blocked 43 OTT platforms for content violations, while the newsletter, offering industry updates and analysis, can be subscribed to on the website or app designed for a community of 2M+ industry professionals.
  5. In other developments, industry professionals can look forward to Warner Bros acquiring the studio business after its split and Discover housing news and sports brands, while staying up-to-date on these changes by subscribing to various social media platforms like Telegram, Facebook, or downloading the app for real-time updates and article savings.

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