Confined in rental apartments, millennials decorate virtual homes | Technology – Blog – 10 minute

Out of a desperate desire to avoid the doom-and-gloom news reel for at least a few hours a day and with Covid-19 keeping me confined at home, I have become interiors-obsessed. There’s no more pleasant distraction than searching for the perfect rug to really pull a room together, debating variations of patterned wallpaper, or agonizing over exactly how many scatter cushions are too many scatter cushions.
An hour or two a day can easily be wiled away planning a whole-house refurbishment. The only problem is, like most young people, I don’t actually own a home that I can decorate. Instead, I’ve been sucked into the world of decorating apps, and their creators have been expecting people like me – permanently renting millennials, AKA “Generation Rent”.
The popularity of interior design apps is understandable. Although 80% of millennials would like to eventually own a home, homeownership rates among people under 35 in the US have fallen by 20% in the last decade. The economic uncertainties that we are facing today – with mounting student debts, the rise of the gig economy and a seemingly impending recession – make mortgages seem even more out of reach. Personalizing a house may have been a luxury that older generations enjoyed in real life, but for many young people tapping away at our phone screens may be as close as we can get.
This less-than-perfect reality has spurred a meteoric rise of apps to fulfill us digitally. Design Home is one of the most popular interior design apps, with over 75m downloads and at least 1 million daily users. Players are given daily “challenges” of decorating different rooms, with a vast range of furniture to choose from. Virtual cash and rewards are handed out daily, and can also be won based on a rating system.
Although the app is free, users can also purchase in-game currency to perk up lackluster rooms with more expensive items – and there’s certainly the temptation to do so. After all, players’ designs are directly pitted against each other, as users vote for their favorite designs of the day, with top designs receiving more highly prized rewards. Enter enough challenges, and you’ll receive the requisite amount of points to be able to decorate an entire house, a much-prized reward that can take weeks of playing steadily to acquire. There are scores of similar apps currently on the market, each racking up hundreds of thousands of users carefully crafting their own video-game-style homes.
“Now, more than ever before, people are spending more time at home ‘nesting’, and surroundings can make a difference in our happiness,” explains Design Home’s creator Chris McGill. “People may not be able to decorate and customize their own homes, but still wish to cultivate their creativity and express themselves through interior design.”
As social media have encouraged us to share pictures of perfectly color-coordinated rooms with total strangers, our homes are no longer a private space – they are frequently photographed and regularly fill up our feeds with #instagramworthy style. Interior design apps fill the gap between our increasingly high aesthetic aspirations and the reality of rentals.
“I think [interior design games] satisfy our need to see beautiful design and interact with it in a very personal way,” explains Alessandra Wood, a design historian and the vice-president of Modsy, an online interior design service that allows buyers to see digital renderings of their room before they make purchases. “Over the past few years, as home design has shifted into the spotlight thanks to Instagram and Pinterest, interior design games allow users to play and experiment with interior design – two things nearly impossible to achieve without time, effort and money in real life.”
It seems that home decorating apps have arisen at a culturally serendipitous time for their creators. Interior design for the masses has become mainstream at the very moment that homeownership has plummeted, and apps like Design Home have sprung up in its place. But Design Home also experiments with new models of marketing, raising interesting questions about how game play and consumerism could interact in future. Many of the items available in the game are also for sale in the real world, with users able to click through to connect to various websites to purchase items.
“Design Home is changing the way consumers connect, learn and engage with the interior design industry and how brands meaningfully reach consumers through creative gameplay,” explains McGill. “With any new product, it’s important to start with a thesis about an unmet consumer need. Interior design is already a creative passion for millions of people but may not be accessible in people’s daily lives. Creating Design Home was a way to connect players and makers; giving players access to styles and furniture from all over the world and exposing furniture makers to passionate customers.”
With large swaths of Design Home’s audience seemingly drawn to the app by the limitations of their own living situation, and with scant information currently available on the success of the model, it is unclear how much interior design apps manage to monetize this marketing scheme, or whether most of their income is made through small in-app purchases, with users upgrading their digital inventory rather than their real-life homes. But one thing seems sure: as the housing market continues to be inaccessible for young people, homeownership will become an ever more distant fantasy – perhaps one increasingly enacted on digital devices.
McGill is optimistic that the world of virtual decorating will continue to grow. He thinks in the future Design Home will be more than just a distracting game, but a means of blurring the already indistinct lines between fantasy and reality, as well as game playing and marketing.
“Design Home will continue to transform the interior design and gaming industries by connecting retailers and consumers in an empowering and innovative gaming playground, giving players deeper visibility into an array of home decor, including boutique brands with no retail presence,” he says. “Design Home brings a positive light to people’s lives, allowing them to relax, be creative and learn and then put the game away and apply those learnings to their real-life decorating skills. In light of the current situation, people are looking for this creative outlet more than ever.”

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Groww: This App Simplifies Investment For Millennials- Tempemail – Blog – 10 minute

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Groww is an online investment platform that is meant to help out millennials and first-time investors. The platform has a well thought out design powered by buddy-like UI and UX to understand millennials and guide them. They are now in plans to expand their investment portal to stocks and acquire more users in their already existing userbase from Tier-2 and 3 cities. 
Lalit Keshre, Co-founder and CEO of Groww, in an exclusive interview with Express Computer’s Radhika Udas highlights the uniqueness of this app and what has distinguished them.
Kindly brief us about Groww and what problem in the current financial process does it solve?
Groww is a technology and data science powered company that offers a seamless and transparent approach to investing via a web platform, Android app and iOS. Currently, Groww offers zero commission investing in direct mutual fund plans and we are soon launching stock investing. 
Taking into account the experiences of our friends and families as well as our own, with purchasing financial products in India, we felt the process to be too complex and opaque. There are close to 200 million people with investible income in India, while only 20 million actively invest. Delving deeper into the reasons, we found that while the intent to shift from traditional assets to financial assets was strong, there wasn’t a single platform that ticked all the right boxes.  Working at Flipkart, we had seen how tech and high customer centricity disrupted the e-commerce industry and felt this was lacking in the investing space. All this prompted us to create a platform that was easy, transparent, reliable and provided an unmatched user experience and this is how Groww was conceptualised. We aim to make investing simple, accessible and remove all friction points that come with offline route. 
What is the exclusiveness of your startup, that’s unique from other gigantic players in the market?
Our focus from the very beginning has been to provide a safe and easy to use platform for our users that reduces all pain points of the traditional investing method. Our platform is suited to both new and experienced users. Our key differentiation lies in the customer obsession that we bring in our product and the resources we offer our users that help them make a decision by themselves. 
What kind of technologies are you using at Groww? 
Tech is at the heart of everything we do at Groww. It helps us create different investor buckets and customize the user flow accordingly. So a first time user who isn’t KYC verified will have a different experience than someone who is a repeat investor or tracking his external funds at Groww. This level of segmentation and the creation of unique user journeys is achieved by superior machine learning models that Groww uses. ML and image processing are also employed during the onboarding and KYC process for document verifications etc to reduce any room for error and make the process instant. At present,  our tech stack includes React native, Springboot, Springcloud, and a micro-services based architecture that allows Groww to scale.
On the cybersecurity front, what is Grow’s security plan? 
Investing on Groww is completely safe. We have very stringent checks in place to ensure your data and money are safe during the entire investment journey. All personal information is stored using 256-bit encryption and we do regular vulnerability scans to leave no room for error. At no given point of time do we handle your money directly. Groww is an intermediary and all transactions, be it investing or redemption of investments are routed through BSE.   
Coming to the financial perspective, are you a bootstrapped venture? If not, kindly elucidate the nature and amount of funding raised.
Recent Funding Details: $21.4Mn Series B funding round from US-based VC firm Ribbit Capital along with existing investors Sequoia India and Y Combinator also participating in the round. Groww had earlier raised a total of $8.3mn funding from various investors, led by Sequoia India. Others include Y Combinator, Insignia Venture Partners, Mukesh Bansal, Ankit Nagori, Lightbridge Partners, Kairos.
What are your immediate and longterm milestones like?
This year we are planning to go multi-product, starting with stock investing. This is in line with our mission to become the most customer-focused company for investing services in India. 
Lastly, any word of advice for budding entrepreneurs?
“Looking at the current situation, some of the user behaviours would undergo a permanent change. This might be a good time to leverage the change and build for the new world”.

If you have an interesting article / experience / case study to share, please get in touch with us at [email protected]

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Why woke millennials are ignoring the environmental impact of online shopping- Tempemail – Blog – 10 minute

As high street retail continues to deplete and more people shop online, increasing to 19% of all retail sales in December 2019, a new report by retail marketing experts Gekko shows there’s increasing consumer concern about the environmental and societal impact of this transition and a marked difference in attitude depending on age.
The younger generation may tout their eco credentials but they are more easily lured into wasteful spending and shopping online with over half (53%) of 18-24 and 46% of 25-34 year olds admitting to being tempted into buying things they don’t need online, with just 19% of canny 55+ year olds saying the same.
More than five times as many 18-24 as 55+ year olds admitted to regularly buying goods online that they regret, so return them – 17% versus just 3%. And 45% of 18-24 and 42% of 25-34 year olds also admitted to being wasteful buying items they didn’t want and failing to return them, compared to only 17% of older consumers.
Surprisingly and despite the high profile of Extinction Rebellion and Greta Thunberg, younger shoppers make less conscious choices than some may think about the environmental impact of online shopping versus older consumers. In general, 73% of consumers are concerned about excess packaging associated with online purchase and deliveries and 74% are worried about the amount of single use plastic in packaging.
However, just over a third (38%) of 18-24 and 33% of 24-35 year olds are unconcerned about the use of excessive packaging. This compares to 19% of over 55 year olds. And despite it being such a huge national issue and talking point over the last year, 34% of 18-24 year olds and 31% of 24-35 year olds aren’t concerned about single use plastic, versus 19% of over 55 year olds.
Even the gig economy does not seem to be a problem for the generation arguably most likely to be more exploited by it, with 50% of 18 to 24 years olds unconcerned about online shopping increasing it versus 33% of 55+ year olds. And 44% of 18-24 year olds don’t fret about the impact on the High Street and local economy of online shopping, versus 23% of 55+ year olds.
According to Daniel Todaro, MD of Gekko: “Younger generations spend more time online and are therefore less inclined to resist that impulse buy. They are far more likely to buy things they regret, order more than one size, items they never intend to keep and send the goods back, but this convenience has an environmental impact.
“The future of the High Street is a vital societal component and offers a more ethical approach to shopping. If you can try before you buy there’s less transport, packaging and waste without the need to order multiple sizes or colours of the same item. The High Street sustains the heart of a community, no shops means no point heading to the High Street – there’s only so much coffee a community can afford or want to drink.”

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Home comforts: how The Sims let millennials live out a distant dream | Games – Blog – 10 minute

One of the first decisions you make in The Sims is which house to buy. The 200m-selling life simulation series, which turns 20 this week, gives every player 20,000 simoleons, the game’s virtual currency, and they can use it to purchase anything from a ready-made four-bedroom townhouse to an empty plot of land on which to construct a dream pad from scratch. In this world, renting literally isn’t an option.
For a generation of fans, that stands in stark contrast to real life. The Resolution Foundation, a housing thinktank, reported in 2018 that up to a third of millennials will rent for their whole lives, and the number of households privately renting in England rose by 121% in the 10 years after 1996, according to the most recent Labour Force Survey. With young people disproportionately more likely to rent than older generations, many have turned to The Sims to decorate a house that feels like their own.

“Renting means your aesthetics are limited to pieces you can easily take with you and not bigger things like fixtures on the walls, window styles and paint jobs,” says 29-year-old Hadley Howlane, who lives with their parents, a grandparent and a brother.
“We also didn’t want to do anything major in case the landlord raised any complaints,” they explain. Howlane has found an outlet in The Sims, where the dream house they’ve built is a modest two-bedroom place with a reasonably sized kitchen and room for some gym equipment. The modesty is touching, and somewhat sad – in real life, it’s nothing more than a pipe dream.
Rhiannon Williams, 23, has lived in four rented homes over the past five years, all shared. “If I didn’t have others – especially a landlord – sharing the decision making, I could try things out and change the space more often,” she explains. “The Sims is definitely a medium I use to build those fantasies, and it’s perfect for the flexibility aspect because it’s so easy to make changes. I can try out a new sofa in moments rather than having two months of emails with my landlord to get approval!”
Williams also craves stability, and a home where she can create long-term design plans. “I think my real-life housing situation has affected how I play The Sims,” she continues. “I love the ability to create places that are always there to go back to, and that I can design and change to my heart’s content.”
According to Roxy Wolosenko, a designer on the original game, that’s what the game’s creator, Will Wright, wanted to facilitate. “He was really interested in exploring how people felt in different kinds of spaces, and what makes people feel comfortable,” she says. The inspiration for the game was the architect and theorist Christopher Alexander, whose 1977 book A Pattern Language sought to teach people the fundaments of home design in an accessible way.
For two decades The Sims has offered the joy of design, without the risk of angering a housemate or, worse, a landlord. The game presents a utopian world of home ownership, where everybody starts out with the same opportunities and can progress from a single-bedroom apartment to a vast palatial mansion as long as they put in the effort. It’s no wonder fans have drawn considerable comfort from building homes that truly feel theirs – even if it is just a fantasy.

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Marketing to millennials and Generation Z: things are changing- Tempemail – Blog – 10 minute

Understanding millennials has long been viewed as the be all and end all of tapping in youth markets, globally. After all, they account for a major portion of the world’s spending power at a projected £1.66+ trillion, in 2020.
As a clearly defined segment, they’ve also ushered in an entirely new way of thinking about how to share information, rent spaces and get around – and are fondly dubbed the ‘Uber and AirBnB generation’. In many ways, they have been pioneers, ushering in a new age of digital application that has forced companies to embrace innovative thinking, psychographic analysis and trend research. Millennials often guide online conversations and have significantly impacted societal norms, with increased liberalism and inclusivity.
The extensive research into creating millennial personas has offered marketers a clear sense of direction in terms of messaging and strategising new campaigns. While it’s unhelpful to paint an entire segment with one brush, there were aspects of millennial personas that were defined, fairly typically.
Millennial fact sheet

17+ million millennials in the UK

Spirited Entrepreneurs

Individualists

Socially Conscious

Optimistic Realists

Creative

Preoccupied with Technology

More likely to criticise themselves than Gen-Z or Boomers

Civic Minded

Biggest most Diverse Segment

Global Mindset

App-ophiles

Despite negative stereotypes that millennials were lazy, entitled, obsessed with avos and completely engulfed by their phones, they’ve become one of the most interesting and diverse segments on the marketing map, also ushering in a new era of mental and physical health and wellbeing, adopted, to an extent, by Generation Z.
Marketers thought they knew everything there was to know about this important segment with increasingly substantial buying power. But, as with any demographic, there wasn’t a one-size-fits-all truth, which meant sub-segmenting and experimentation. Worse, just as we started to get our heads around who was what and what was who, millennials grew up.
Today marketers must acknowledge their:

Changing interests
Career development
Evolving needs and interests
Increased buying power
Desire for access, not ownership

Millennials are changing and growing older, so we need to adapt our products, services and campaigns accordingly, if we are to compete in this segment, while a new generation starts to require equal attention.
Enter generation Z…
Generation Z (post-millennial youth, born between 1995 and 2015) is a whole new complex generation of Tik-Tok fanatics, embracing Fortnite and VSCO culture, who are generally unaware of a time when the internet didn’t exist. Millennials have nothing on Generation Z in terms of screen-time, and this dynamic and liberal group also tend to enjoy generating their own content. They buy into nostalgia marketing, in a way that’s somewhat paradoxical. After all, Gen Z weren’t old enough to fully experience 90s culture. And yet, they’ve brought it back in a big way – embracing everything from 90s fashion and music to idolising icons from that period.
Generation Z fact sheet

Authenticity as a Value

Obscure humour

Environmentalists

Content Producers & Consumers

Financially Focused

Entrepreneurial

Prefer Independence

Competitive

Technological

Cool products over cool experiences

Desire to Co-Create Culture

Respond to Edgy Campaigns

These are major content consumers, spending approximately three hours online a day, meaning they’re most likely to be listening to what your brand is saying o digital channels. Smartphone usage and access is also extremely high, with most of the world’s Gen Z population owning a personal cellular device, even in developing countries. So, how do we make sure we’re reaching them in a relevant way, where they are?
Get ready to tap into the world’s largest combined market and to understand how the UK’s younger generations are paving the way for a new world of digital engagement.
Marketing to millennials and Gen-Z webinar
Meltwater is partnering with Bumble’s former vice president of international marketing, Louise Alexandra Troen, to bring you an informative and interactive webinar on marketing to millennials and Gen Z. Join them on Friday, 31 January from 11 am to 12 pm (GMT) by saving your seat here. You’ll have the opportunity to take part in an interactive question and answer session with Louise and can also access the webinar after the event.
Wesley Mathew, head of marketing UKI and India, Meltwater

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Four Seasons Condoms campaign wants Australian millennials to have more sex- Tempemail – Blog – 10 minute

Four Seasons Condoms wants millennials in Australia to start having safe and healthy sex again with the introduction of an in-pack education kit.
According to the condoms brand, there is a “millennial sex recession” as statistics reveal that young adults are having 50% less sex than their parents’ generation.
It wants to change this through a campaign called “Generation Intervention” and created by CHE Proximity. The campaign introduces the Generation Intervention Pack, a limited-edition educational kit designed to equip parents to be surrogate-sex therapists and encourage their adult children to have sex.
The pack was created in collaboration with sexologist Jacqueline Hellyer and contains 52 Ice Breaker cards for parents to have a conversation with their adult children, with the aim of helping them to navigate the world of modern dating and the understand the mental benefits.
There is also “The Talk 2.0” for parents to check-in on the wellbeing on their adult children and discuss the social and emotional issues that may be affecting their libido. Once ‘The Talk 2.0’ takes place, parents are encouraged to hand over the pack and its contents so they can be used by their adult children.
Each pack contains three sizes of condoms from the Four Seasons Naked range, lubricant, female pleasure gel and a vibrating toy.
Four Seasons Condoms also engaged parents of influencers to help their famous influencer children to explain how “Generation Intervention” could be done.
Working with YouTube and Twitch star Oren Hipwell, comedian and celebrated podcaster Tom Armstrong, and The Daily Talk Show, parents were filmed in real-time intervening and questioning their children on their sexual behaviour.
The three films will live on influencer sites and on the Four Seasons Condoms social pages.
“Young people are facing more barriers to sex than ever before. Increased social media is depriving them of real human connection and usage can contribute to feelings of loneliness, anxiety and depression,” said Michael Porter, the sales and marketing director at Four Seasons Condoms.
“With almost a quarter of young people in Australia facing mental health challenges we wanted to make sure that we created a moment this year where parents could sense check how their children are doing.”
“Low libido can be an indicator of a wider problem and there’s no one better equipped to have this conversation than parents. Although they may not know it, they are the experts.”

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TNB plays with VR this Chinese New Year to appeal to reluctant millennials- Tempemail – Blog – 10 minute

Malaysian electricity company, TNB has revealed its latest Chinese New Year (CNY) ad, focusing on bringing families together even when they can’t be there physically.
The film, titled ‘Reality Not Virtual’ and directed by Quek Shio Chuan of Reservoir World, sees millennial Bryan receiving a care package from his mother as he is not sure about going home for CNY.
More and more, millennials are seen to not want to make the trip home for CNY, but this ad shows, in a quirky, humerous high tech way, how that could be possible, even if you can’t be there in person.
The ad begins with Bryan sitting at his work desk, taking a call from his mother. Unsure of whether or not he can make it home for the holidays, she has sent him a special package, a VR headset. He places the tech on his head and is quickly met by his Ma. As he is so busy, she has brought home to him in the form of virtual reality.
Throughout the ad, Bryan heads on a journey home through an emotional VR simulation that is simultaneously humourous as he navigates within the real-world. While virtually greeting family members and taking in traditions, he makes his way through his office, shaking hands with colleagues, talking to mops, eating paper and causing a ruckus throughout the office.
Ultimately Bryan sees that he misses his family and wishes to come home for the festivities with his loved ones. The ad’s tagline “Celebrations are best experienced in real life”, perpetuates the strong family values that the season brings.
Kevin Le, executive creative director of Reprise said, “We wanted to reiterate how technology, while increasingly prevalent in our lives, cannot replace tradition. Youth today don’t favour spending time with family during festive occasions as they deem it boring or a tedious journey back home.
“When coming up with the idea, we thought, what if we could bring CNY to them? That’s how the VR simulation came about. Through this medium, we were able to bridge and collide these two worlds to take the viewer through a humourous journey together.”
Sutapa Bhattacharya, general manager – Corporate Strategic Communications at TNB added: “TNB is a strong proponent of family values, and these festive occasions are an important part of maintaining family bonds. This is our third CNY film with Reprise, and we are always looking at ways to keep the brand relatable to remain in step with the times. The team has managed to hit all the right notes in both the virtual and real worlds of Bryan, and effectively convey the positive essence of our brand.”
The ad is scheduled to air across TNB’s social media channels, with content across Facebook, Instagram, Twitter, YouTube and free-to-air TV networks.
In addition, the integrated campaign features a 360-video contest where users have to include their answers in the comments section which ties into TNB’s Energy Efficiency initiative. Viewers will discover Bryan’s VR world and will be asked to spot things they can do to conserve energy this CNY.

Check out the latest holiday ads here, and keep an eye on Tempemail’s ongoing Chinese New Year coverage.

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Quibi is partnering with the BBC on international news show for millennials – gpgmail


The BBC and Quibi are partnering to make a new daily international news show for millennials.

The two companies said that the new programming, which will be featured as part of Quibi’s “Daily Essentials” programming, will be filmed in the Beeb’s central London headquarters five days a week and each segment will be five minutes long.

The show aims to catch viewers up with all the news from around the world in five minutes, according to the two companies.

“Since the BBC began life as a start-up in 1922 we have been focused on two things: innovating to reach our audiences in new ways; and providing trustworthy news and entertainment of the highest quality,” said BBC Global News chief executive, Jim Egan in a statement. “Technology is changing constantly, as is the world at large and we’re delighted to be working with an innovative new player like Quibi to bring young audiences a daily made-for-mobile global news update of the highest quality from our unparalleled network of international correspondents and experts.”

The BBC also has news programming distributed on Snap and Facebook’s Instagram. So the company seems to be covering its bases to ensure it doesn’t miss out on the potential next big thing in media platforms.

“BBC News is one of the most respected news brands around the globe, and in particular for millennials in America today,” said Jeffrey Katzenberg, founder and chairman of the board of Quibi. “We’re proud to partner with them to create a daily international news report for Quibi.”

The deal with the BBC follows a July announcement that Quibi had also hooked up with NBC News for programming. As we reported at the time, that deal includes a six-minute morning and evening news show for Quibi’s service.

NBC News also runs a Snapchat news show called Stay Tuned that reaches millions, and recently launched its own digital streaming news network, NBC News Now, delivered through its NBC app.

The mobile-only streaming service is set for an April 2020 launch, and has already announced a big slate of programming from top-tier filmmakers and actors.

Some of the highlights include commitments from filmmakers Sam Raimi, Guillermo del Toro and Antoine Fuqua and producer Jason Blum to create series for the service, plus a show called “Inspired By” with Justin Timberlake.

As we’ve reported, subscribers to Quibi can also expect a show about Snapchat’s founding, an action-thriller starring Liam Hemsworth, a murder mystery comedy from SNL’s Lorne Michaels, a beauty docuseries from Tyra Banks, a Steven Spielberg horror show, a comedy from Thomas Lennon, a car-stunt series with Idris Elba and more.


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