Category: Over The Top Services

  • OTTs are regarded as one of the most important aspects that influence consumer behaviours: MMA Report

    OTTs are regarded as one of the most important aspects that influence consumer behaviours: MMA Report

    Mumbai: In India, OTTs are regarded as one of the most important aspects that influence consumer behaviors. In a recently published report, in collaboration with Warc, MMA Asia Pacific examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

    Findings from this study suggest that over a third (36 per cent) of Indian marketers will spend more than 60 per cent of their budgets on digital marketing, compared to 25 per cent of Apac marketers overall.

    19 per cent of Indian marketers are investing in AR/VR in efforts to promote marketing advancements, the report added.

    A majority of marketers are using data analytics and collection to drive improvements in their digital marketing. While 69 per cent marketers expect the metaverse to significantly impact the space, a budget of 36 per cent identified it as the biggest barrier to digital marketing growth in India.

    To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. But as complexity grows, marketers face increasingly difficult choices about where to allocate their investments, what objectives and tactics to choose, and what capabilities to develop in order to drive future growth.

  • YouTube’s Primetime Channels to bring more than 30 services in one single place

    YouTube’s Primetime Channels to bring more than 30 services in one single place

    Mumbai: Digital video social network YouTube has announced the launch of ‘Primetime Channels.’ Users will be able to sign up, browse, and watch TV shows, movies, and sports from streaming services such as Showtime, Starz, Paramount+, AMC+, ViX+ and more, all directly on YouTube.

    In a blog post, YouTube director of product management Erin Teague wrote that the digital video social network will roll out an early version of ‘Primetime Channels’ in the US. To sign up, users can head to the movies and TV hub, where they will see over 30 channels that they can buy directly through YouTube, with streaming services such as NBA League Pass and more coming soon.

    “‘Primetime Channels’ adds even more content that you just can’t miss to our collection of thousands of movies and shows available for rent or purchase, or for free with ads. Choosing between sci-fi or horror? Well, we got both options covered with the Paramount+ original Star Trek: Picard and Anne Rice’s Interview with the Vampire on AMC+. Are you itching to see Spider-Man: No Way Home for the hundredth time? We have that too, through Starz. Or maybe you’ve been meaning to catch up on a great drama. From 1883 on Paramount+ to The Chi on Showtime, you can enjoy it all right on YouTube,” wrote Teague.

    “We are excited to expand our partnership with YouTube to offer customers of Paramount+ another way to stream the content they love. This new feature gives us the opportunity to expand our presence on YouTube, broadening our reach and giving consumers even more choice when it comes to streaming the best in entertainment,” said Paramount Streaming chief strategy officer & business development officer Jeff Shultz.

    “Once users sign up, content from your ‘Primetime Channels’ will be reflected in the YouTube experience you know and love. For fans who like to go deeper into what they’re watching, ‘Primetime Channels’ will feature shows and movies with curated trailers, behind-the-scenes footage, and cast interviews. When searching for content from your purchases, you’ll be able to quickly identify and access them in the search results, alongside videos from your favourite creators. And YouTube recommendations will also include programmes from ‘Primetime Channels,’ delivering a personalised selection of content across YouTube that appeals to all your interests.

    “People already come to YouTube to watch trailers for highly anticipated movies or clips of scenes from their favourite TV episodes. Now you can continue watching directly on YouTube. And you will continue to have choice and control over your accounts with the ability to manage all of them in one place.

    “Whether it’s subscribing to Nerdist to find favourite clues after watching a Yellowjackets episode on Showtime or finding makeup tutorials from Trixie Mattel to recreate your favourite looks from Paramount+’s original series RuPaul’s Drag Race All Stars, you can now immerse yourself in all the content YouTube has to offer.”

    “We’ll continue working with our partners to bring even more content options to ‘Primetime Channels,’ build new unique features that only YouTube can deliver, and expand to our international users, so please let us know what you’d like to see next!”, wrote Teague.

     

  • Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Mumbai: After successfully launching and running the OTT platform of Balaji – ALT Balaji, Ekalavya Bhattacharya has joined the new age media and content company, Offbeet Media group to set up and lead the esports and web3 verticals for the group. With this move, FusedBulb, a creative-tech company started by Bhattacharya that offers web3 and blockchain strategy, would also be merging into Offbeet Media.

    He joins Offbeet Media after a stint at Alt Balaji as chief strategy officer & creative director. Prior to that, as MTV India digital head, he was also instrumental in charting the map for the digital and social growth for MTV India with many award winning campaigns and properties to his credit.

    “The gaming industry today, globally, is bigger than movie + sports combined. It’s growing rapidly across mobile, PC and console markets in India as well. Within gaming, esports is capturing the imagination of everyone in the media industry and is the most attractive route to connect with GenZ and millennials today. With streaming and game-casting audiences growing month-on-month, this is a super exciting space to be in! We want to set up India’s most definitive Esports Academy and be the leaders in the event space for competitive gaming!” he said.

    He will also be setting up the web3 vertical for the group. “Web3 is the natural progression for the evolution of the web. The opportunities in the Metaverse, decentralised eco-systems, NFTs and blockchain tech is endless. Right from consumer engagement, immersive experiences, efficiency in supply chains, Web3 is the way to go and we are excited to be the go-to guys for brands in this space,” he said.

    Offbeet Media Group founder & CEO Jaideep Singh said “At Offbeet we have been continuously evolving and expanding, entering into new streams of business lines in sync with our vision of being a New Age media and content company and we are super excited to have Bhattacharya joining us. He will bolster our business offering and overall capabilities in the digital footprint across all our rapidly growing business lines.”

  • FanClash becomes the official esports fantasy partner of Revenant Esports

    FanClash becomes the official esports fantasy partner of Revenant Esports

    Mumbai: Revenant Esports has signed a multiyear deal with popular esports fantasy platform FanClash as the official fantasy partner. Through this partnership, FanClash will engage with the massive fan following of the team and aims to create various fantasy engagement activities.

    This association will give gaming enthusiasts an opportunity to be actively involved with Revenant’s various gaming rosters as well as the tournaments they participate in.

    This deal is one of the many recent success stories of brands associating with Indian esports outfits who are benefiting from this massively growing gaming ecosystem and skyrocketing the revenue of this industry.

    Speaking about the partnership, Revenant Esports CEO Rohit Jagasia said, “FanClash is now an aspirational name in the world of esports and we are thrilled to have them associated with us as our fantasy gaming partner. Revenant Esports believes that the popularity of our esports roster and content creators will continue in the future.Our association is a step taken towards revolutionising esports fandom in the country.”

    Commenting on the association, FanClash marketing head Archana Sangaran added, “Esports as an industry has been gaining greater popularity and receiving traction on a national and worldwide scale. Valorant has also been gaining a great fan following from the esports community. Therefore, the company has been aggressively exploring opportunities for increasing fan engagement, along with creating excitement and anticipation. Our endeavour has always been to bring accessibility through compelling associations for gamers. We will be announcing many more developments in the upcoming months.”

  • Orangutan Gaming unveils ‘The Forest’

    Orangutan Gaming unveils ‘The Forest’

    Mumbai: Orangutan Gaming has introduced its very own training facility known as ‘The Forest.’ This training facility adores international standards of architecture and sheds light on the bright future of esports in India.

    ‘The Forest’ is South Asia’s finest esports training facility and is now open to the world. Right from the front door to the terrace, the facility explains how Orangutan has envisioned esports and the lives of the athletes and content creators making a career in this rapidly growing industry.

    Speaking about the new facility centre, Orangutan founder Yash Bhanushali said, “The future of esports has unlimited potential, and to achieve it to the fullest, you need a state-of-the-art training facility. The Forest is now getting decked up with more rosters and content creators to show that while we are here to take part, we work with the mission to take over. This is just the beginning for Orangutan and there is a lot more to come.”

    ‘The Forest’ is a 15,000 sq. ft., four-story training facility for Orang-utans’ competitive teams and content creators. It houses esports rooms for all the games, namely BGMI, FreeFire, and Valorant. The facility is content-friendly and also houses its content creators, who create some exclusive content for their supporters.

    Adding to it, Orangutan co-founder Jai Shah said, “To create what I possibly believe is South Asia’s finest esports training facility, there are a lot of intricacies involved. We have spent countless hours building every corner of this house, and it feels surreal to see this turn into a reality. The importance of a good training facility has been reflected in the motivation our athletes have shown, and now that we’ve set the bar, we only plan on setting the next bar higher.”

    The reveal video has been posted on the YouTube channel Orangutan TV and has garnered over 500K views in a week and has received appreciation and recognition for the work that they have done in their esports training facility. Along with the efforts that they have made to make esports in India compete closely with organisations internationally.

  • GUEST ARTICLE: Top trends shaping the gaming industry

    GUEST ARTICLE: Top trends shaping the gaming industry

    Mumbai: Today’s gamers are accustomed to exploring realism-based 3D environments and interacting with hundreds or thousands of other players in real-time, a far cry from the blocky, unsophisticated sprites that many of us played as children. The infrastructure set up by game creators to make this possible is based on some of the most cutting-edge technology, including super-fast 5G and cloud networking, as well as powerful processors.

    Some major trends in the gaming industry are: 

    1. Cloud gaming

    The majority of the major video game developers now offer their titles through cloud-based subscription services. As long as gamers have smart TVs and small streaming devices, they won’t need to keep purchasing and upgrading pricey, power-hungry hardware and keeping it in their homes. The cloud data centre serves as the hub for everything, and streaming video is the result that is delivered to households.

    Furthermore, the continued adoption of lightning-fast networks like 5G will lead to a time when more people than ever will be able to access this new method of game delivery. All things considered, even though it’s not a given that specialised home gaming systems will vanish from our lives, 2022 is a year when business leaders will increase their investments in their vision of a streaming, cloud-based future.

    2. Virtual reality

    Over the previous five years, VR gaming has rapidly grown in popularity. One of the most thrilling gaming experiences of the coming year is anticipated to be provided by VR. Consumer headsets are becoming more and more accessible because of the declining cost of hardware. Additionally, they benefit from being able to operate both alone and when linked to a gaming PC to take advantage of the latter’s specialised skills to offer even more realistic and visually sophisticated VR experiences. Cloud VR may become a reality soon, further shrinking the size of headsets.

    3. The metaverse

    Millions of gamers now assemble in virtual worlds to participate in every sort of entertainment, and this concept of in-game worlds expanding to include various forms of entertainment will surely have a significant impact on the gaming business and culture in 2022. The largest franchises and games will increasingly reinvent themselves as “platforms,” enabling a considerably wider variety of user experiences. Others will find space in these worlds to participate in networking, conversing, or other sorts of shared interaction.

    The benefit of retaining users on their platforms will be seen by game developers, who can do this by increasing their loyalty as subscribers or by turning them into a captive audience for advertisers of all stripes. 

    4. NFTs and blockchain

    In a rather contentious move, a number of major game developers announced plans to incorporate non-fungible tokens (NFTs) as a mechanism for players to win, earn, and trade exclusive in-game items. Some of these initiatives may start to materialise in 2022.

    Not all gamers are on board with the concept, especially because many believe that these tokens are a waste of energy. This is because the complex blockchain algorithms required to run them require a lot of processing power. However, it’s likely to become a reality because game publishers have stated that they believe the convergence of gaming and NFTs has a bright future and that they are willing to pay money to accomplish it.

    The proliferation of ‘play-to-earn’ games that give players cryptocurrency rewards for participating in regular play is another emerging trend.

    5. Esports

    Esports mostly refers to the evolution of video games to incorporate elements more frequently found in professional sports, such as live audiences, tournaments, leagues, sponsorships, and paid athletes. Esports will be included in a significant international multi-sport competition for the first time at the 2022 Asian Games, where they will make their official debut as a competition. Esports experienced a boom in popularity during the covid pandemic, as it did with many other forms of digital entertainment. In 2021, it earned over one billion dollars in revenue for the first time, primarily from media rights and sponsorship, and it is anticipated that it will reach nearly $2 billion in revenue by 2022.

    Furthermore, 73 million viewers watched the League of Legends World Championship final in 2021, a 60 per cent increase over 2020, and it is anticipated that this record will once again be broken in 2022. This proves that video games have indeed developed into spectator sports, and over the upcoming year, we should expect to see both an increase in the number of professional players and a rise in prize money.

    The author of this article is Glued founder Vikram Narula.

  • Prime Video to bring crime and mystery series ‘Cross’

    Prime Video to bring crime and mystery series ‘Cross’

    Mumbai: Amazon Studios has announced that it has ordered Cross for a series. From Paramount Television Studios and Skydance Television, Cross is being positioned as a complex, twisted, pulse-pounding thriller created by producer and writer Ben Watkins, based on the worldwide best-selling “Alex Cross” book series by James Patterson.

    “Alex Cross” is a detective and forensic psychologist, uniquely capable of digging into the psyches of killers and their victims in order to identify—and ultimately capture—the murderers. Aldis Hodge (Black Adam, City On A Hill, One Night In Miami...) will play the titular character and also serve as a producer on the series. Cross will premiere on Prime Video in more than 240 countries and territories worldwide.

    “Alex Cross” is brilliant, flawed, and full of contradictions. A doting father and family man, Cross is single-minded to the point of obsession when he hunts killers. He is desperate for love, but his wife’s murder has left him too damaged to receive it.

    “James Patterson is among the best at captivating audiences with his undeniably enthralling novels, and we are confident that with Ben Watkins’ artistic vision, Cross will do the same for our global customers. We are proud to work with James and Ben alongside Paramount Television, Skydance, and the extremely talented Aldis Hodge, who we know will do an exceptional job of bringing Alex Cross to life,” said Amazon Studios head of global television Vernon Sanders.

  • Filmmaker Neeraj Pandey to debut with cop drama ‘Khakee: The Bihar Chapter’ on Netflix

    Filmmaker Neeraj Pandey to debut with cop drama ‘Khakee: The Bihar Chapter’ on Netflix

    Mumbai: Inspired by the true story of how Bihar’s most dangerous criminal was caught, Khakee: The Bihar Chapter marks the first foray onto Netflix for iconic creator Neeraj Pandey. The crime series follows the epic tussle between two men on both sides of the law—one a feared gang lord and the other a fiercely upright Indian Police Service officer Amit Lodha.

    Neeraj Pandey, who helmed box office hits such as MS Dhoni: The Untold Story, Baby, Special 26, Naam Shabana, A Wednesday, and Aiyaary, is bringing his inimitable style to this story of anarchy and conflict that changed Bihar forever, said Netflix.

    The project is produced by Friday Storytellers and directed by Bhav Dhulia, starring Karan Tacker, Avinash Tiwary, Ashutosh Rana, Ravi Kishan, Anup Soni, Jatin Sarna, Nikita Dutta, Abhimanyu Singh, Aishwarya Sushmita, and Shraddha Das.

    Speaking about his collaboration with Netflix and his upcoming series, Pandey said: “As an admirer of the platform, which stands for such diversity in content and formats, I am elated to announce Friday storytellers’ partnership with Netflix for our upcoming series Khakee-The Bihar Chapter. This cop-and-crime thriller, set during the early 2000s in the heartland of Bihar, is a big story which we have been wanting to create and share for some time. And through the directorial lens of Bhav Dhulia and the production expertise of my partner Shital Bhatia, we have endeavoured to bring the flavour alive with the tonality and treatment. Shot in extremely trying circumstances in Jharkhand and Bihar across multiple covid waves, it boasts of a talented ensemble depicting strong characters, which we hope will resonate with the local and global Netflix audiences.”

    Netflix India’s VP of content Monika Shergill said, “We are excited to bring one of India’s best storytellers, Neeraj Pandey, to Netflix with his powerful crime drama series Khakee: The BiharChapter. Neeraj, a thrilling true story about the rise of a feared criminal and a determined cop, will transport audiences in India and around the world on an intense and unprecedented journey through Bihar.”

  • One Take Media Co. brings new K-drama ‘W- Two Worlds Apart’

    One Take Media Co. brings new K-drama ‘W- Two Worlds Apart’

    Mumbai: One Take Media Co., which has the most Korean dramas in India, has returned with a new weekly drama, W—Two Worlds Apart.

    W-Two Worlds Apart is about a couple in their early thirties who fall in love. They are from the same era but have different realities. A surgical resident is drawn into her father’s webtoon world of W and becomes entangled in a murder mystery.

    This is a well-crafted story with fantastic special effects and acting from Lee Jong Suk and Han Hyo-Joo. A perfect combination of great comedy, romance, suspense, action, and drama.

    This drama has been nominated for and won various awards in Korea. It has won an Excellence Award at the Seoul International Drama Awards and the Top Excellence Award in Acting in Miniseries at the APAN Star Awards. Stay tuned to this space for more updates on new K-dramas in India.

    One Take offers all popular Korean dramas with English subtitles in Hindi, Tamil, Telugu, Kannada, Bengali, and the original Korean language.

    One Take Media has just released its own OTT app, Playflix.

  • Pocket Aces onboards Parul Menghani as head of marcom & new initiatives

    Pocket Aces onboards Parul Menghani as head of marcom & new initiatives

    Mumbai:  Bolstering its leadership team, Pocket Aces, India’s leading digital entertainment company, has announced the appointment of Parul Menghani who takes charge as the head of marketing communications and new initiatives.

    A media veteran with over 18 years of experience across large global organizations and start-ups, Menghani brings with her a wealth of knowledge, experience and valuable industry relationships to further drive the vision of Pocket Aces to solidify its position as the leader in digital entertainment. Her career in a leadership role spans across organisations like ShareChat, Viacom18, Times Network, Disney, Reliance Broadcast Network Ltd (RBNL), Trell and Network18.

    In her new role, Menghani will be responsible for leading Pocket Aces’ overall brand building and communications. Additionally, she will be responsible for driving new initiatives such as the company’s innovations in content-to-commerce.

    Commenting on the appointment, Pocket Aces co-founder & CEO Aditi Shrivastava said, “Parul comes with a vast experience and network across the M&E sector. She shares our vision of being a culture creator, and our ambition of building cutting-edge products for audiences. We have always let our content speak for itself to grow our content brands, and you will now see some very exciting initiatives across offline and online from our umbrella brands at Pocket Aces. Getting Parul to focus on new initiatives is also a huge testament to our focus on innovation, to create new products for the strong communities we’ve built with our content.”

    “I am thrilled to embark on my new endeavour with Pocket Aces and honoured to be entrusted with a strategic charter. My quest for knowledge and learning has led me to take on diverse roles throughout my journey, as I have always looked for challenging yet exciting opportunities,” says Menghani. “Pocket Aces has delivered highly successful and relatable content across formats in this ever evolving content ecosystem, and I am looking forward to working with Aditi and the team on the new chapter of growth for the organisation.”