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  • How AI and other content tools have ruined the actual meaning of content marketing today

    How AI and other content tools have ruined the actual meaning of content marketing today

    Mumbai: Since the arrival of Chat-GPT, the B2B industry has entered a disordered state. The AI boom around content, especially in 2024, forced business owners to face challenging uncertainty with AI tools. With plenty of tools at their disposal and cost-cutting opportunities, many decision-makers moved on to a hasty AI adoption.

    This led to an intrinsic battle within companies, as the impact of AI adoption led to issues slightly predicted before—fading brand voice. Even today, many Founders confuse the implications of AI as a means to welcome and offer cost-cutting benefits. On the other hand, the need for authenticity has accelerated, and creative support has been necessitated. It’s easier to say that a love-hate dynamic exists among Founders, Entrepreneurs, Solopreneurs, and many Consultants.

    Triggers that scream AI content.

    In fact, AI-generated content has done more damage than benefit, as many buyers are now more informed than ever. Whenever they encounter a phrase that starts with elevate, revolutionize, evolve, or my favourite—” Imagine this, Picture This, Enhance, Elevate,…and multiple more,” the brows of customers are arched, and they instantly disconnect. This growing buyer scepticism is not just a concern; it’s a pressing issue that needs immediate attention.

    But is this struggle confined only within the walls of businesses? In this 3-minute read, we explore the effects of AI-generated content today.

    Impact of AI-Generated Content:

    Erosion of Authenticity: One of the core principles of content marketing is authenticity—creating genuine, valuable content that resonates with the audience. However, AI-generated content (at present) lacks the human touch that lays the foundation for deeper connections with clients. While AI can mimic human language, it struggles to replicate the nuanced understanding, empathy, and creativity that comes naturally to human writers. This results in content that feels generic, robotic, and impersonal, failing to engage audiences meaningfully.

    A study by the Content Marketing Institute found that 65 per cent of consumers can tell when content is AI-generated, and 57 per cent of those consumers are less likely to engage with it. This highlights a significant trust gap that AI has yet to bridge.

    Turning B2B into a Marketplace: If writers can create copies that sell Louis Vuitton, then AI-generated content can only sell the second copy. The unique value proposition and branding efforts that human writers bring are irreplaceable. While efficient, AI tools tend to humanize content, making it difficult for brands to stand out in a crowded marketplace. This reduction in uniqueness turns B2B platforms into mere marketplaces where distinct brand voices are drowned out by generic, algorithm-driven content.

    A survey by McKinsey & Company revealed that 58 per cent of B2B buyers believe that content quality has decreased since the widespread adoption of AI tools. Furthermore, 62 per cent of those buyers expressed frustration over repetitive and uninspired messaging that lacked the depth and personalization they seek.

    The Cost of Replacing Creativity: Is AI-generated content truly a solution to rising costs, or is it merely a convenient excuse to replace the creative minds within a company? If AI is indeed replacing human creativity, then it’s a clear sign that the company’s revenue graph could be more in the green, but at what cost?

    Replacing human creativity with AI might save money in the short term, but it sacrifices the depth and richness of human insight and innovation. Content created by humans is imbued with cultural context, emotional resonance, and the ability to tell a story that truly connects. AI, as advanced as it may be, still struggles to emulate these elements convincingly.

    Here’s a statistic to support this—” Gartner’s research indicates that companies that rely heavily on AI-generated content see a 33 per cent lower engagement rate than those that balance AI tools with human creativity. Additionally, businesses prioritising human-driven content experience a 20 per cent higher conversion rate, underscoring the importance of the human touch.”

    Final Words

    While AI and content tools can significantly enhance efficiency and scale content production, they should be seen as supplements rather than replacements for human creativity.

    The balance lies in leveraging AI to handle repetitive tasks and data analysis while allowing human writers and marketers to infuse content with authenticity, creativity, and emotional depth.

    Ultimately, content marketing should aim to build lasting relationships, not just churn out content. Authenticity, creativity, and the human touch will always be the pillars upholding the true meaning of content marketing. As we move forward, finding the right blend of AI and human creativity will be key to preserving the essence of content marketing in the digital age.

    The statistics and findings above are a stark reminder that while AI can be a powerful ally, the human element truly drives engagement, trust, and conversion. AI should augment our efforts, not replace the heart and soul of content marketing.

    This article has been authored by Startup Evangelist and Entrepreneur author Shruti Kaushik 

  • Warner Bros Discovery International launches WBD AIM

    Warner Bros Discovery International launches WBD AIM

    Mumbai: Warner Bros. Discovery (WBD) International has launched WBD AIM (audience insights and measurement), a first-party data platform that enables advertisers to target their campaigns with new levels of precision, across several markets throughout EMEA, APAC and LatAm spanning its most engaged assets including CNN, Max, discovery+ and Eurosport.

    WBD AIM will broaden WBD’s audience targeting capabilities with access to the vast library of its first-party datasets from across the WBD portfolio and touchpoints, ranging from registration and behaviour to intent and purchase.  

    This offering also allows advertisers to place contextual ad placements with relevance, leading to an optimisation of campaigns and ROI for advertisers; key when audiences are overloaded with information and their attention is selective.

    According to industry reports, enhanced targeting and contextual capabilities backed by deeper audience insights would improve CTV with 86 per cent of consumers saying that personalised experience increases their brand loyalty.

    Via WBD AIM, advertisers will be able to access a series of actionable audience segments and campaign insights built from key events or moments based on datasets spanning; WBD’s streaming service discovery+, CNN, Food Network UK, and across WBD sport entities on Max and discovery+ throughout EMEA, in a summer which has just witnessed the first Olympic Games in Europe for 12 years.  

    WBD AIM will expand across the company’s much-loved brands and franchises to bring datasets from gaming, theatrical, consumer products and experiences into a single addressable solution alongside premium sport and entertainment.  

    The AIM technology, originally built and launched by CNN International Commercial in 2015, has been optimised for CNN’s global clients over the last nine years and is a proven success for advertising partners ahead of this wider rollout across WBD. WBD AIM now launches internationally, and in the UK & Ireland brands including Adidas, British Airways and Lavazza are already utilising the platform to better tailor their campaigns this summer.

    WBD’s continued focus is to partner with leading technology providers to develop products and services that will enhance measurement capabilities, brand lift, incremental reach and new data sources from the WBD portfolio, all of which will be housed under WBD AIM and bought to market.

    Warner Bros. Discovery Global & UK&I, head of ad sales & brand partnerships, Mike Rich said, “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences.  

    “WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints, as has been seen through CNN International’s use of the AIM technologies to date. With Warner Bros. Discovery’s vast portfolio of brands, franchises and touchpoints, with everything from streaming to shopping, Wheeler Dealers to the Wizarding World and 90 Day Fiancé to the Olympic Games Paris 2024, we have a unique ability to gain deep understanding of audiences across the most diversified portfolio in the industry and bring this to brands and advertisers, whilst ensuring the best possible ad experience for our consumers.”

    CNN International Commercial SVP, digital revenue, strategy and operations Rob Bradley said, “AIM is a solution originally designed, developed and grown at CNN with demonstrated success over the last nine years. The launch of WBD AIM marks the next generation of a continually evolving platform that is now expanded across much of the WBD universe with added local expertise. It enables brands to access the unique data touch points we have across our unsurpassed portfolio. Through an enterprise-level global data infrastructure, it can power impactful targeting to match client objectives and KPIs locally, regionally, and globally with in-depth reporting that reveals powerful insights to drive real business decisions.”

  • TV and OTT stars are swapping the screen for your ears

    TV and OTT stars are swapping the screen for your ears

    Mumbai: Some of your favorite TV and OTT stars are shifting from the small screen to your earbuds, bringing their talent to the world of audio series. This change reflects a growing trend in the entertainment industry, as high-quality content and innovative storytelling attract top talent to platforms like Pocket FM.

    The audio series wave is giving television and OTT actors a new stage to showcase their acting skills in audio series promotions, also known as Pocket FM live-action. Alongside them, top writers and producers are also joining this movement, contributing their craft to the growing audio-entertainment sector.

    For example, Sumbul Touqeer, known for her powerful on-screen performances, made headlines with her appearance in the promo for “Devil Se Shaadi,” highlighting the trend of TV and OTT stars embracing audio entertainment.

    Similarly, Nishant Malkaani and Nyrraa M Banerjee, who have been well-known on the small screen, recently featured in the promo for the hit audio series “Insta Empire” on Pocket FM. Their involvement marks a new era where actors are not just seen but heard, bringing a different dimension to their craft.

    Aly Goni who starred in the blockbuster audio series “Secret Ameerzada” live action, shared with IANS, “The audio series platform is different from other forms of storytelling. It gives actors like me a chance to use our creativity to stimulate imagination in the audience’s minds. It is new and exciting, something different from what I’m used to. I couldn’t resist taking on this challenge,” he said.

    But the audio adventure isn’t limited to promo appearances. Pooja Gor, another small-screen favorite, recently stepped into the narrator’s role for a series of popular audio dramas including “Insta Millionaire,” “Devil Se Shaadi,” and “Ek Ladki Ko Dekha To,” all on Pocket FM. Her involvement further reiterates that audio storytelling is not just a passing trend but a vibrant new chapter in the world of entertainment.

    Pocket FM VP of brand marketing and communications Vineet Singh sums it up perfectly: “Audio storytelling is changing the game in the entertainment industry, and we’re happy to see television and OTT actors getting involved and inclined to this shift towards audio entertainment and actively promoting the same. At Pocket FM, we have associated with actors and influencers who have brought their talent to our platform and been part of multiple blockbuster shows.”

    As audiences across India and beyond tune into audio series, one thing is clear: the future of entertainment is no longer confined to the screen. With TV and OTT stars stepping behind the mic and also becoming the face of audio series, the world of storytelling is expanding in new directions. Whether you’re commuting, cooking, or just relaxing, these audio series are proving that sometimes, the best stories aren’t just watched—they’re heard.

  • Moneycontrol Mutual Fund Summit spotlights SIP’s influence in Bharat’s financial journey

    Moneycontrol Mutual Fund Summit spotlights SIP’s influence in Bharat’s financial journey

    Mumbai: Moneycontrol Mutual Fund Summit 2024 in Mumbai brought together a distinguished assembly of finance experts, industry leaders, and regulators.  This year’s theme, ‘How SIPs Are Empowering Bharat,’ emphasised the growing role of SIPs in driving financial inclusion across the nation. The summit featured insightful discussions, innovative ideas, and strategies to enhance investor experiences and promote financial empowerment.

    In his welcome note, Nalin Mehta, Managing Editor, Moneycontrol managing editor Nalin Mehta set the tone for the summit. He said, “At Moneycontrol, we strongly believe in empowering India’s growth story, the remarkable expansion of Indian markets, and the rise of a new breed of retail investors fuelling this transformation. The mutual fund industry plays a pivotal role in this shift. With SIP inflows tripling over the past three years, we must address how to manage this shift responsibly and sustainably, especially as more first-time investors emerge from smaller towns. This marks our third Mutual Fund Summit, and we’re proud to host top industry leaders—CEOs, fund managers, and key stakeholders—to engage in meaningful discussions and debates on the pressing questions of our time. We’re also excited to honour and award the industry’s biggest change-makers.”

    In his keynote address, Amarjeet Singh, Whole Time Member, SEBI, pointed out that fresh capital raising is a better reflection of the markets and reduces concerns related to asset price inflation. He added, “While we are witnessing a lot of money coming to the mutual fund space, we need more listings, more asset class, more fund raising by existing listed companies in the market so that the money which is coming in can be appropriately invested.

    “… fresh paper issuance is clearly a better reflection of fresh capital formation and raises less doubts about asset price inflation,” he added.

    Singh also elaborated on the importance of corporate governance within the mutual fund industry. “In order to sustain the current growth story, it is essential for mutual funds to uphold strong governance practices and maintain reputation for integrity and reliability. Good governance assumes greater significance given significant retail participation in mutual funds. They account for 28 percent of the industry AUM,” he said. Also, many of these retail participants are first-time investors. “Maintaining their trust in the markets is vital, as once lost, it is challenging to regain these investors’ confidence.”

    A panel discussion on meeting investor expectations featured industry stalwarts such as Radhika Gupta, MD and CEO, Edelweiss Asset Management; Kalpen Parekh, MD & CEO, DSP Mutual Fund; Ajit Dayal, Founder and Advisor, Quantum Advisors; and Swarup Mohanty, VC & CEO, Mirae Asset Investment Managers, India.

    Speaking on the challenges and opportunities that come with Micro SIPs, Radhika Gupta said that the reason AMCs do not promote micro-SIPs is due to the number of costs involved with a micro SIP. However, Gupta also pointed out that if investors are willing to spend Rs 100 a month on OTT, she is “excited” that they could just as easily allocate that money towards a micro SIP.

    A special highlight of the evening was an engaging chat with India’s first Chess Grandmaster, Viswanathan Anand. He remarked, “In chess, as in finance, success requires careful calculation and strategic risk-taking. Many players have successfully transitioned into the world of finance, applying the same analytical skills they honed on the board to manage their personal investments. The parallels between these fields are clear—both demand a deep understanding of the landscape, meticulous planning, and the courage to make decisive moves when the time is right.”

    Other speakers and panellists at the summit included Kailash Kulkarni, CEO, HSBC India Asset Management; Suresh Sadagopan, SEBI RIA, MD & Principal Officer, Ladder7 Wealth Planners; Misbah Baxamusa, CEO, NJ Wealth; Rajeev Thakkar, Chief Investment Officer, Director, PPFAS Mutual Fund; Roshi Jain, Senior Fund Manager, HDFC Asset Management; Dinesh Balachandran, Head of Equity, SBI Mutual Fund; Ashish Gupta, CIO, AXIS Mutual Fund; Sanjay Chawla, CIO – Equity, Baroda BNP Paribas Mutual Fund; Akhil Chaturvedi, Chief Business Officer, Motilal Oswal AMC and G Senthil, CFA, CAIA, Chief Business Development Officer, KFintech.

    The evening concluded with the Mutual Fund Distributor Awards ceremony, celebrating the sector’s achievements and recognizing outstanding contributions towards financial empowerment and inclusion across India.

    Winners of the Mutual Fund Distributor Awards 2024:

    Sr No Category Broker Name
    1 SIP Champion – North MALOO INVESTWISE PRIVATE LIMITED
    2 SIP Champion – South Future First Financials Pvt Ltd
    3 SIP Champion – East Finomatic Fintech Services Pvt Ltd
    4 SIP Champion – West Ambition Finserve Pvt Ltd
    5 Youth Investment Champion Prabeta Vision LLP
    6 Distributor of the Year Award Sapient Finserv Private Limited
    7 FinTech Impact Award AssetPlus 
    8 National Distributor Award Prudent Corporate Advisory Services Ltd
    9 B30 Champion Sukanta Bhattacharjee
    10 Digital Champion IntyGritty MoneyTree Private Limited
    11 Lifetime Achievement Award Goldstar Financial Services Private Limited
    12 Naari Shakti Award

    Manju Mastakar, Armstrong Capital & Financial Services Pvt. Ltd

     
    13

     

    Bank Accelerator Award

     

    HDFC BANK LTD
  • Mountain River Films partners with China Intercontinental Communication Centre

    Mountain River Films partners with China Intercontinental Communication Centre

    Mumbai: Mountain River Films (MRF), a trailblazer in international sales and distribution, has forged a partnership with the China Intercontinental Communication Centre (CICC), marking a historic moment for the Indian content industry. This alliance solidified after a year of meticulous negotiations, represents the first collaboration of its kind between CICC and any organisation from the SAARC region.

    The official signing ceremony took place on 23 August 2024, at the CICC headquarters in Beijing, China. This momentous event was graced by the presence of high-ranking Chinese officials and industry leaders, underscoring the significance of this alliance, along with Chandra K Jha, an expert and well-known name in international film distribution and CEO of Mountain River Films.

    This partnership marks a significant step for Mountain River Films in navigating international markets. At a time when the Indian content industry faces challenges, Mountain River Films aims to revive negotiations for Indian films and series in the Chinese market.

    India’s content industry is growing, with more high-quality productions gaining global attention. China, a key market for Indian films, has shown renewed interest, as seen in the successes of films like Dangal, Andhadhun, and Bajrangi Bhaijaan, which collectively earned billions at the Chinese box office.

    Recognising the importance of a smooth market, Mountain River Films is working to ensure Indian content succeeds in China. This agreement with CICC is intended to foster a collaborative relationship between the two countries.

    Mountain River Films’ approach positions the company within the global content industry. This deal could create new opportunities for Indian filmmakers in one of the world’s largest markets.

    As the Indian content industry grows, Mountain River Films remains focused on bringing Indian stories to a wider audience.

    China Intercontinental Communication Centre deputy director Cui Binzhen stated, “Signing of radio and television (TV) business between two sides, opening a new chapter in media exchange and film and TV cooperation. Today, China Intercontinental Communication Centre (CICC) signed a contract with India’s Mountain River Films, jointly building a bridge to enhance people-to-people communication between China and India. We will give full play to our respective strengths, select and broadcast the freshest, most appealing documentaries, films, dramas, animations, and other programs, introduce more excellent Indian films such as “3 Idiots”, “Dangal” and other Indian movies to the Chinese audience through ‘UPanda Cinema Programme ’, enabling more Chinese and Indian audiences to enhance understanding and deepen our friendships. We also look forward to working with Mountain River Films to co-produce films and dramas with both countries’ characteristics that resonate with our people’s emotions and to promote mutual reference and integration between the two sides.”

    Mountain River Films CEO Chandra K Jha stated, “As we know, India and China comprise nearly one-third of the world’s population, and we are the third largest voice in the world. China and India have set remarkable examples as global leaders in various domains. We are the largest producers, the biggest cinema markets, and significant content creators, making our collaboration unique and promising. Unfortunately, there has not been much content exchange between these two nations after COVID, but today’s signing agreement of cooperation will pave the way for more and more content exchange. I am hoping Chinese audiences can once again see beautiful movies from India, so this event is truly a historical moment and a proud moment for Mountain River Film as we are the only organization from SAARC that has entered a high level of cooperation with Intercontinental Communication Centre, which apex body in China to cooperate with major international media.”

  • Kuku FM launches Hindi audio series ‘Chacha Chaudhary: Returns’

    Kuku FM launches Hindi audio series ‘Chacha Chaudhary: Returns’

    Mumbai: Kuku FM, India’s audio entertainment platform has announced the launch of an exclusive new audio series, ‘Chacha Chaudhary: Returns,’ based on the beloved Indian comic book character in partnership with Pran’s Features LLP. This strategic collaboration brings to life 10 episodes, each weaving unique adventures that blend nostalgia with contemporary storytelling.

    Chacha Chaudhary, a wise old man from a quaint Indian village, defies the traditional ‘hero’ archetype with his sharp intellect and resourcefulness. His adventures underscore the timeless lesson of ‘brains over brawn’—an idea that remains profoundly relevant even today. This series is Kuku FM’s humble effort to celebrate Chacha’s legacy and the unique position he holds in Indian pop culture.

    Kuku FM VP of content Kunj Sanghvi said, “Another childhood favourite now comes alive in the audio format as our latest release! The imagination behind Chacha Chaudhary’s world lies in its ability to create a uniquely Indian universe that combines the mundane with the fantastic, the traditional with the modern, and the local with the global. This rich, multifaceted imaginary world has allowed generations to explore, dream, and learn – proving that intelligence and wit are timeless heroes in their own right.”

    For many, Chacha Chaudhary is more than just a character; he is a symbol of wit, intelligence, and the everyday heroism that resonated with readers across generations. This audio series aims to reintroduce the charm and wit of Chacha Chaudhary to both old fans and new listeners, capturing the essence of Pran’s timeless work. Each episode is infused with modern supernatural and mysterious elements, offering a fresh and immersive experience that aligns perfectly with trending content themes of our times.

    “My heartiest congratulations to the Kuku FM team for producing a great show based on one of our most popular IPs, Chacha Chaudhary,” said Pran’s Features LLP director Nikhil Pran. “The stories are packed with excitement and full of adventure, where Chacha Chaudhary uses his intelligence to solve problems when people are in trouble. I am sure everyone will enjoy listening to this thriller story based in supernatural settings. Looking forward to having more such series.”

    This one-of-a-kind collaboration is another feather in the cap of Kuku FM’s rapidly expanding footprint in the audio entertainment space following landmark content partnerships with the likes of Storytel, Jeffrey Archer, Rupa Publications, Harper Collins and more. This move strengthens Kuku FM’s multilingual and multi-genre content offerings, providing listeners access to global entertainers and further cementing its position as a leader in India’s booming audio market.

    “This partnership with Pran’s Features is a testament to our ongoing commitment to diversify and enrich our content library,” said Kuku FM co-founder and CEO Lal Chand Bisu. “India is all set to be a global content powerhouse, and it’s time for Indian stories to get the recognition they deserve.”

    ‘Chacha Chaudhary: Returns’ is now streaming on the Kuku FM app, and users can enjoy the first few episodes of this VIP audio series absolutely free.

  • Yas Island Abu Dhabi to host Diljit Dosanjh’s ‘Dil-Luminati Tour’ on 9 November

    Yas Island Abu Dhabi to host Diljit Dosanjh’s ‘Dil-Luminati Tour’ on 9 November

    Mumbai: Yas Island Abu Dhabi, the region’s leading leisure and entertainment destination, will welcome Punjabi music icon Diljit Dosanjh to Etihad Park on 9 November 2024, as part of the eagerly awaited Dil-Luminati Tour. Saregama and Ripple Effect Studios have partnered with the Department of Culture and Tourism – Abu Dhabi, and Miral, the leading creator of immersive destinations and experiences in Abu Dhabi to bring this eagerly anticipated concert to the UAE. The event is proudly presented by Emirates NBD.

    Diljit Dosanjh, a global music sensation who recently made history as the first Indian artist on ‘The Tonight Show with Jimmy Fallon’ and the first Punjabi artist at Coachella, is bringing his electrifying Dil-Luminati tour to the UAE this November. Following record-breaking shows in North America, and with upcoming performances in the UK in September, Europe in October and India in Oct-Dec, Diljit is set to captivate audiences with his unparalleled talent.

    Diljit Dosanjh on his upcoming show in UAE said, “I am beyond excited to bring the Dil-Luminati Tour to Abu Dhabi for the very first time. This is something I’ve been looking forward to, and I can’t wait to share the magic with my fans at Etihad Park. I’m ready for an unforgettable night of music and celebration because Punjabi UAE aa gaye oye!! I am incredibly humbled by the overwhelming love and support I’ve received from fans across the world. I promise to continue working hard to bring you the best music experience and create something truly special on stage.  I encourage you all to bring your energy and enthusiasm because Abu Dhabi, we’re going to make this night extraordinary!”

    Saregama India Ltd Sr vice president – films, events & A&R Siddharth Anand Kumar said, “We are beyond excited to bring Diljit Dosanjh’s Dil-Luminati Tour to Yas Island, Abu Dhabi, marking his debut performance in the city. Diljit is a global sensation and his ability to connect with audiences is incredible. At Saregama, we are committed to delivering world-class entertainment experiences, and this concert, just like the ones we’ve produced across North America, Australia and India is set to be a milestone event. We look forward to creating an immersive and spectacular experience for fans, in partnership with the Department of Culture and Tourism – Abu Dhabi and Miral.”

    Ripple Effect Studios founder & Diljit Dosanjh’s business manager Sonali said, “Working with Diljit on the Dil-Luminati Tour has been an extraordinary experience. His passion for his craft and his dedication to his fans are truly inspiring. Bringing this tour to Yas Island, Abu Dhabi, for the first time ever, is a momentous occasion, and we are excited to see how the energy of the UAE will resonate with Diljit’s electrifying performances. We’re committed to making this show an unforgettable experience for everyone involved.”

    Yas Island has a proven track record of hosting global superstars, from the Backstreet Boys and Guns N’ Roses to Amr Diab. This impressive legacy sets the stage for Diljit Dosanjh’s Dil-Luminati Tour, promising an unforgettable experience for fans as the latest addition to the venue’s star-studded lineup.

    Pre-registration is now live from www.platinumlist.net with the public pre-sale for registered users from Tuesday, 27 August 12 noon UAE time.

    Emirates NBD customers will have an exclusive early access pre-sale on Monday, 26 August from noon UAE time.

    The public general sale will commence on Wednesday, 28 August at 12 noon UAE time.

  • India’s OTT users at 547M paid subscriptions stuck at 100M by Ormax report

    India’s OTT users at 547M paid subscriptions stuck at 100M by Ormax report

    Mumbai: Media consulting firm Ormax Media has released the latest edition of India’s largest audience research to size the OTT universe in the country, titled The Ormax OTT Audience Report: 2024. Based on a sample size of 12,000 across urban and rural India, the research was conducted in June and July of 2024.

    Select findings of the report released by Ormax Media reveal that the Indian OTT audience universe is currently pegged at 547.3 Million (or 54.73 Crore) people. This translates to a penetration of 38.4 per cent. The 13.8 per cent growth in the universe vis-à-vis 2023 is entirely driven by the AVOD audience, which grew by 21 per cent, while the SVOD segment witnessed a degrowth of 2 per cent. The report defines an OTT audience who watched at least one online video (free or paid) in the last one month. The report breaks down this universe by gender, age, NCCS, pop strata, states, and cities.

    Speaking about the findings of the report, Ormax Media head of business development (streaming, TV & brands) Keerat Grewal said: “While the overall expansion rate of the OTT universe has stably been around the 13 per cent mark post-pandemic, this year’s report highlights the significant role of AVOD segment in expanding the universe. The growth is driven by AVOD audiences, with most new entrants into the category watching video content only on YouTube and social media. The stagnation in SVOD audience size also reflects the trend whereby free content is driving OTT growth in small towns and rural India”.  

    The report reveals that India has 99.6 Million active paid (B2C) OTT subscriptions, a number very similar to last year. The average number of platforms subscribed to per paying audience member decreased from 2.8 to 2.5 in 2024, highlighting the waning need among audiences to subscribe to too many platforms.

    This year’s report also elaborates on various devices used by the OTT audience in India to watch online video content. Smartphones have emerged as the most preferred device to watch online video content with 97 per cent of the Indian OTT audience using it, and a sizeable 81 per cent audience watching OTT content only on their smartphone. The connected TV audience base is estimated at 69.7 Million.

    Elaborating on the significance of the report, Grewal said: “This year’s report offers an in-depth look at the dynamic growth and future trajectory of the OTT landscape in India, that can help OTT platforms and agencies with growth strategy, acquisition and retention decisions, revenue planning and content strategy. We have also expanded the scope of this year’s report to provide insight into devices of consumption, which will help in defining distribution strategy. This report stands as a testament to Ormax Media’s ongoing commitment to providing insights that empower platforms, production companies, and agencies to enhance profitability through data and analytics.”

    The full report is available by subscription for streaming platforms, production companies, media agencies and other companies associated with the OTT category in India. 

  • Moneycontrol Mutual Fund Summit to explore ‘How SIPs Are Empowering Bharat’

    Moneycontrol Mutual Fund Summit to explore ‘How SIPs Are Empowering Bharat’

    Mumbai: Moneycontrol, India’s number one business and markets news platform, has announced the 2024 edition of ‘Moneycontrol Mutual Fund Summit’.  Scheduled to take place on 21 August 2024 in Mumbai, the summit will convene financial experts, industry leaders, and regulators to discuss the rapid growth of India’s mutual fund sector. This year’s theme, ‘How SIPs Are Empowering Bharat,’ highlights the growing impact of SIPs in driving financial inclusion across the nation. The summit will also host the Mutual Fund Distributor Awards to celebrate the sector’s achievements and encourage financial empowerment and inclusion across India.

    Amarjeet Singh, Whole Time Member, SEBI will deliver the keynote address, setting the stage with his perspective on regulatory frameworks and their role in shaping the future of mutual funds in India. Other prominent speakers include Viswanathan Anand, Indian Chess Grandmaster; Radhika Gupta, MD & CEO, Edelweiss Asset Management; Swarup Mohanty, VC& CEO, Mirae Asset Investment Managers, India; Kailash Kulkarni, CEO, HSBC India Asset Management; Nimesh Shah, Managing Director and Chief Executive Officer, ICICI Prudential Asset Management; Ajit Dayal, Founder and Advisor, Quantum Advisors; Lakshmi Iyer, CEO – Investment & Strategy, Kotak Alternate Asset Managers; Rajeev Thakkar, Chief Investment Officer and Director, PPFAS Mutual Fund; Roshi Jain, Senior Fund Manager, HDFC Asset Management; Dinesh Balachandran, Head of Equity, SBI Mutual Fund, Ashish Gupta, CIO, AXIS Mutual Fund, Suresh Sadagopan, SEBI RIA, MD & Principal Officer, Ladder7 Wealth Planners; Misbah Baxamusa, CEO, NJ Wealth; Sanjay Chawla, CIO – Equity, Baroda BNP Paribas Mutual Fund and Akhil Chaturvedi, Chief Business Officer, Motilal Oswal AMC.

    Speakers and panellists will discuss strategies for integrating new and first-time investors into the market, emphasising the importance of educating them about the risks and potential returns. Key topics will include setting realistic return expectations, navigating investors through volatile markets, and strengthening internal mechanisms to prevent fraud and make asset management companies more robust.

    Speaking about the upcoming summit, Puneet Singhvi, CEO – Digital and President – Corporate Strategy, Network18 said, “The Indian mutual fund industry is reaching new heights, and with this platform, we aim to both acknowledge and fuel that progress. As India’s leading finance news platform, Moneycontrol is bringing together the country’s top financial experts to explore the influence of SIPs and the opportunities and challenges they present. We believe this gathering of industry giants will be instrumental in shaping the future of the sector.”

    Avinash Kaul, CEO – Network18 (Broadcast) & Managing Director A+E Networks I TV18 added, “The growing Indian mutual fund industry holds immense potential, and to fully realise it, we need timely discussions and collaborations. At Network18, we are committed to driving the industry forward through meaningful conversations. The Moneycontrol Mutual Fund Summit is more than just a platform for knowledge sharing; it’s a catalyst for transformative dialogue, bringing together the brightest minds in finance to explore the future of mutual fund investments in India.”

  • Depictions of Forex Trading in Indian TV Shows: Fact vs. Fiction

    Depictions of Forex Trading in Indian TV Shows: Fact vs. Fiction

    The allure of forex trading has captivated many, and Indian TV shows have not been immune to this trend. These shows often dramatise the high-stakes world of currency exchange, weaving it into their storylines with varying degrees of accuracy. For those comparing platforms such as Vantage vs Exness, understanding how TV shows portray forex trading can help distinguish entertainment from reality. This article explores the depictions of forex trading in Indian TV shows and separates fact from fiction.

    The Glamour of Trading

    Television frequently glamorises forex trading, presenting it as a glamorous and lucrative venture. Characters are often shown making rapid trades and reaping massive profits, living extravagant lifestyles as a result. While forex trading does offer potential financial rewards, this portrayal is overly simplistic. In reality, successful trading requires extensive knowledge, strategic planning, and disciplined risk management. The notion of instant riches is more fiction than fact, as the forex market is highly volatile and unpredictable.

    The Reality of Risk

    TV shows tend to minimise the inherent risks associated with forex trading. Characters often appear to win more than they lose, giving the impression that trading is a mostly profitable endeavour. However, the reality is that forex trading carries significant risks, and even experienced traders face substantial losses. The dramatised success stories on TV can mislead viewers into underestimating the challenges and volatility of the forex market. It’s crucial for aspiring traders to understand that losses are a natural part of trading and that effective risk management is essential for long-term success.

    The Need for Expertise

    In many Indian TV shows, characters with little to no financial background are depicted excelling in forex trading with minimal effort. This portrayal overlooks the complexity and expertise required in real-world trading. Understanding market indicators, economic factors, and technical analysis are essential skills for any trader. Shows that trivialise these aspects do a disservice by suggesting that anyone can easily master forex trading without proper education and practice. In reality, platforms like Vantage and Exness provide extensive educational resources to help traders build their knowledge and skills.

    The Role of Technology

    Modern forex trading relies heavily on technology, with traders using sophisticated software and platforms to analyse data and execute trades. However, TV shows often portray trading as a predominantly manual process, with characters making trades over phone calls or in person. This depiction is outdated and ignores the technological advancements that have revolutionised the trading landscape. Real-life traders utilise advanced trading platforms like Vantage and Exness that offer real-time data, automated trading options, and analytical tools, making the process far more efficient and accessible.

    Conclusion

    Indian TV shows often present a skewed version of forex trading, emphasising glamour, quick profits, and minimal risk while downplaying the expertise and technology required. For viewers interested in forex trading, it is essential to distinguish between these dramatised portrayals and the real-world complexities of the market. Platforms like Vantage and Exness offer valuable resources to educate traders about the true nature of forex trading.

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