ITV

Category: Over The Top Services

  • The dramatic rise of K-dramas

    The dramatic rise of K-dramas

    MUMBAI: Since March 2020, at least six Korean drama titles have featured on Netflix India’s Top 10 Trending list. According to a recent Netflix report, the viewing for K-dramas on Netflix in India "increased more than 370 per cent in 2020 over 2019.” So, for those of us unversed with the hype around K-dramas or even speculating whether “K-drama” is a namesake for yet another saas-bahu soap opera from Ekta Kapoor’s drama factory, maybe it’s time to dive into a bowl of ramen noodles and settle back to watch one.

    With no fresh content on television for some months, thanks to the lockdown, and with a whole lot of extra time on their hands, many viewers traded the TV screen for their cell phone or tablet screens, looking for some relief from the barrage of Covid-related news. This upsurge in usage of on-demand OTT platforms during the pandemic led to an increased demand for variety content, language barrier notwithstanding. K-dramas with their feel-good storylines and safe-for-family-viewing content made for the perfect lockdown recipe when most of us were locked in with our extended families. Riding on this wave, K-dramas have had their biggest breakthrough moment in India during the ongoing pandemic, as more people found the time and inclination to explore different kinds of content.

    While K-pop, as well as Korean dramas, have been a prominent part of pop culture among India’s GenZ and millennials for the last few years, it's only in the last one year that it's gone truly mainstream. Along with other cultural exports from the country like K-beauty (skincare products) and Korean food, they form a part of the Korean cultural wave, called ‘Hallyu’. So what is it that makes these dramas so binge-worthy and addictive?

    Well, for starters, there is the detailing in the scriptwriting, with a focus on strong storylines having positive undertones. Although some of them can have pretty predictable outcomes, it is the conversational dialogues and natural treatment that makes all the difference. The characters are relatable, not larger-than-life with vulnerabilities one can empathise with. There is usually an underdog character one cannot help rooting for. Also, don’t get deceived by the damsel-in-distress looks of the lead women characters in the show, they may look frail but most of them are independent, fiery  women who hold their own and do not hesitate to speak their mind or stand their ground when confronted. This understated emphasis on female empowerment goes a long way in making these soaps popular with their women audiences, while also making a statement for gender-equality in a positive, non-dramatic manner.

    And of course, not to mention the swoon-worthy, porcelain-complexioned, picture-perfect looking actors clad in the trendiest outfits. Many of the actors from popular Korean fictional shows, including Crash Landing on You, It’s Okay to Not be Okay, Kingdom, Itaewon Class, Guardian: The Lonely and Great God etc like Son Ye-jin, Hyun Bin, Kim Soo-hyun, Seo Ye-ji, Jung Hae In, Park Joo-hyun to name a few, have become household names amongst Indian fans who swear by their Korean screen idols. The immersive plots range from adorable rom-coms to edge-of-the-seat suspense, from heart-warming, soul-satiating family dramas to intense psychological thrillers, covering a whole gamut of profound experiences- one that caters to every taste. The dramas also give us a peek into Korean culture, food and lifestyle. For instance, Crash landing On You, which deals with cross-border romance between a South Korean business tycoon and a North Korean soldier offered a heartwarming insight into the hitherto forbidden land of North Korea and the people living there.

    Since Netflix first started showing Korean dramas in 2016, it has brought them to an international audience. Other OTT platforms too have caught on to this trend and many more like Disney+, HBO Max, and Apple+ are all expected to join the K-drama bandwagon. One only needs to glance at the number of Hindi dubbed versions of K-dramas on an Indian homegrown platform like MX Player to understand the size and scope of Korean content in India and its growing popularity. Hit Korean releases from 2016 like Melting Me Softly to What in the World Happened?, 1% of Something and many more have been dubbed in Hindi to cater to the increasing audience demand for Korean fare.

    ‘Hallyu’ or the Korean Wave is the term used to describe the spread of Korean entertainment and culture in other parts of the world. Die-hard fans of K-series pursue a range of experience, consuming Korean food like kimchi, fashion and music, even learning Korean to better understand their favourite shows; some even going to the extent of travelling to Korea for first-hand experiences of the culture and place.

    The Oscar-winning 2019 Korean movie Parasite can also be credited for this new-found interest in Korean fare. It was the first film not in English to take home the top prize in the academy’s 92-year history. The film’s director Bong Joon-ho while accepting his Best Picture Oscar, spoke about “overcoming the one-inch-tall barrier of subtitles” in order to be introduced to more amazing content. It holds true now more than ever before, going by the resounding worldwide endorsement and success of Korean dramas. Indians sure have broken down the “one-inch barrier” and embraced K-dramas for times to come.

  • 63rd Grammy Awards to stream in India exclusively on SonyLIV

    63rd Grammy Awards to stream in India exclusively on SonyLIV

    KOLKATA: From grooving to their foot-tapping tracks to finding respite in those soothing melodies or gazing at their mind-blowing music videos, musicians have kept us entertained round the year. And now, it’s time to celebrate their work and honour them at one of the most prestigious music award ceremonies ever. 

    Music industry’s biggest night, the 63rd Grammy Awards presented by The Recording Academy will stream on Monday, 15 March 5:30 am IST, exclusively on SonyLIV. Signifying the epitome in music, the award ceremony will be hosted by comedian Trevor Noah. SonyLIV’s transmission of the 63rd Annual Grammy  Awards is co-presented by Black & White.

    The annual presentation ceremony will not only showcase the world’s most prominent artists competing in various categories but will also feature captivating performances by spectacular names across pop, classical, jazz, rap, R&B, and rock music genres. Grammy’s top nominees include Beyoncé (nine), Dua Lipa (six), Roddy Ricch (six), Taylor Swift (six), Brittany Howard (five), John Beasley (four), Justin Bieber (four), Phoebe Bridgers (four), DaBaby (four), Billie Eilish (four), David Frost (four), and Megan Thee Stallion (four).

    While we just can’t wait to know who all will take the Grammy home, but the biggest and brightest names like Black Pumas, Cardi B, Brandi Carlile, DaBaby, Doja Cat, Mickey Guyton, Haim, Brittany Howard, Miranda Lambert, Lil Baby, Chris Martin, John Mayer and Post Malone will be taking the centre stage at the celebrated awards night.

    Sony Pictures Networks India digital programming and new initiatives head Amogh Dusad said: “Grammys are the most renowned and coveted awards within the music industry.  We’re sure that music aficionados in India will be excited as SonyLIV exclusively streams the award night in India.”

    Taking India to the international awards are Neha Mahajan and Anoushka Shankar. Mahajan has been credited for the song Mi Sangre, which is one of the tracks of Ricky Martin's album, Pausa, that has been nominated in the Best Latin Pop or Urban Album category. Whereas sitar player Anoushka Shankar's album Love Letters has been nominated in the Best Global Music Album category. For the album Love Letters, singer Shilpa Rao has collaborated with Anoushka.

    Below is the list of nominations under the much-anticipated category – Record of the Year and Song of the Year.

  • Mitron TV appoints Bhawin Jagad as product design director

    Mitron TV appoints Bhawin Jagad as product design director

    KOLKATA: Indian short-format video app Mitron has roped in Bhawin Jagad as director – product design. He brings with him more than a decade of experience in technical leadership and product design.

    In his new role, Jagad will lead the development of new product designs whilst working on improving existing designs. He will also oversee the implementation of product design policies and will evaluate the feasibility of new design ideas. He joins Mitron’s senior leadership team and will work closely with vice-president of product Rumit Anand.

    Prior to his role at Mitron, Jagad served as director of product design at InVideo, an online video creator, where he was responsible for creating and successfully launching two versions of the online video editor. A self-taught UI and UX designer, Bhawin has experience across multiple sectors such as fintech, e-commerce, social media, digital and influencer marketing amongst others. He has previously worked with leading companies such as IFANow, The Glitch, and Stylabs, and served renowned brands like Google India, Lakme, Yamaha, Nutella, Fererro Rocher along with several Bollywood production houses.

     “I am delighted to welcome Bhawin to the Mitron family,” said Anand. “Bhawin brings with him a wealth of experience and has built some solid product solutions in his previous roles. His appointment reinforces Mitron’s mission of providing a world-class product. I’m looking forward to watching the team push the boundaries in the short video domain with innovations.”

    Jagad added, “I have joined a progressive company at a very exciting time. Mitron is a success story and has carved a niche for itself in the social media ecosystem. I am thrilled to be part of this journey and look forward to building high-quality usable product interfaces for users.”

  • NCPCR asks Netflix to stop streaming Bombay Begums for inappropriate depiction of children

    NCPCR asks Netflix to stop streaming Bombay Begums for inappropriate depiction of children

    KOLKATA: The National Commission for Protection of Child Rights (NCPCR) has issued a notice to OTT platform Netflix to stop streaming Bombay Begums. It has also asked the streamer to furnish a detailed action report within 24 hours, failing which it will be constrained to initiate appropriate legal action.

    According to the notice, the commission has received complaints from two Twitter handles regarding the Netflix original. The objections have been raised in regards to a scene where a 13-year-old girl is seen snorting cocaine at a party, as well as another plot point dealing with school girls sending nude selfies to members of the opposite sex.

    NCPCR stated that the series with this type of content will pollute young minds and may result in abuse and exploitation of children at the hands of perpetrators and offenders.

    The commission further mentioned that it does not allow representing, portraying, glorifying children in India in such manner on any platform including streaming services.

    "Netflix should take extra precaution while streaming any content in respect of the children or for the children and shall also refrain themselves from getting into such things," the commission said in the notice.

    Bombay Begums, written and directed by Alankrita Shrivastava, started streaming on 8 March which revolves around five women whose lives are interconnected.

    Lately, the content on OTT platforms have come under severe scrutiny. Netflix’s arch rival Amazon Prime Video issued an apology for its series Tandav in the wake of widespread furore over the depiction of Hindu deities. The government has also notified new rules to better monitor and regulate the content on new age entertainment platforms consisting of a three-tier redressal mechanism. Although the Centre has emphasised it is a “soft-touch regulation”, many experts have criticized the guidelines, saying they give the government overriding power to step in.

  • Netflix tests ‘Mobile+’ plan in India priced at Rs 299 a month

    Netflix tests ‘Mobile+’ plan in India priced at Rs 299 a month

    KOLKATA: Over the last two years, streaming giant Netflix has been experimenting with its pricing model as well as marketing strategy in India. After seeing massive success of its first mobile only plan, the company is testing “Mobile+” plan at Rs 299 per month.

    “We launched the mobile plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice Mobile+ brings. We’ll only roll it out long-term if they do,” a Netflix spokesperson told Indiantelevision.com.

    The Rs 299 plan lets users stream content in HD quality on one screen at a time, be it mobile, tablet, or desktop/laptop.

    India was the first country where the streaming service launched its mobile only plan at Rs 199 per month in July 2019. The existing mobile plan supports streaming in SD only on a single mobile device at a time. Notably, Netflix members in India watch more on their mobiles than subscribers anywhere else in the world. Post the launch, the streamer stated the ambitious low-priced mobile plan saw better uptake than the initial testing suggested.

    All markets or households don’t have wired broadband connection yet but most of them have a good smartphone and high-speed mobile data. Hence, the new plan, if launched, will give more options to consumers. However, if consumers don’t find value in it, Netflix will not roll it out more widely.

    Netflix recently unveiled its impressive 2021 line up of 40 plus originals. “Everyone has different taste, different preferences, different moods and they watch Netflix on different devices. Whether you are watching alone or with your family, whether you have 20 minutes or two hours, we work hard to make sure Netflix always has something great for you. This is exactly why we create so many stories across genres, languages, formats for you to choose. This year we are ready to take our next big leap to entertain India,” Netflix India vice president content Monika Shergill said.

  • Voot Select hits one mn subscribers within first year of its launch

    Voot Select hits one mn subscribers within first year of its launch

    KOLKATA: Launched with the brand promise of ‘made for stories’ that are differentiated and compelling, Viacom18’s premium SVoD offering Voot Select has hit the landmark milestone of one million active direct paying subscribers in less than a year of its debut. The newest kid on the block has in a short period of time emerged as a formidable game changer by creating disruptive and innovative viewing experiences through fresh stories and category defining initiatives.

    Digital first strategies like 24 hours before television windowing of network content, high decibel immersive experiences, international content and multi award winning originals have all been growth drivers for the platform. Adding to the content diversity, Voot Select will also be the new home to Showtime content in India and the exclusive destination for upcoming Paramount+ shows in the country. The diverse repertoire of international content will include much awaited titles such as Dexter (Limited Series), Ray Donavan Feature-Length Film,  The First Lady from Showtime, and Frasier (Reboot) and Why Women Kill S2 from Paramount+ amongst others, expected to premiere on the platform in India.

    Despite being launched at the cusp of the global health crisis, Voot Select has delivered a phenomenal first year. In an industry first innovation, the brand took their digital-first strategy a step ahead on the back of originals, before TV content and multi genre international offerings. With content available 24 hours before TV, access to 24 Hours Live channel of Bigg Boss and producing pandemic-based fiction thriller series ‘The Gone Game’ – the first series in the category to be shot during the lockdown, Voot Select drove high engagement throughout the year. The award-winning line up of originals like the breakthrough series Asur that emerged amongst the top three shows of 2020, Illegal, Raikar Case, Marzi, and Crackdown amongst others added to the diverse content experience of viewers on the platform.

    With strengthened tech partnerships and more than 40 per cent of watch time on smart TVs, the platform has attracted a cohort of premium customers, providing them with an enhanced viewing experience.

    Viacom18 Digital Ventures chief operating officer Gourav Rakshit said, “We launched Voot Select to engage and entertain audiences in India, with the most compelling stories from across the world. Despite being a recent entrant in the crowded subscription industry, we're thrilled to have made a mark, being the fastest to a million subscribers and delighting audiences on the back of our unique and innovative approach.  Now that we have gotten a better sense of what they loved (and some of the stuff they didn't), we're excited to bring an even bigger and better entertainment extravaganza to their screens in 2021."

    Voot Select, Viacom18 international business head Ferzad Palia added, “It has been a phenomenal year for Voot Select. We have, ahead of our estimates, made the fastest run to a million active paying direct to consumer subscribers in the category in less than a year of launch. Our success story through the year has been scripted on the back of a digital first strategy that keeps consumers at its core as well as a multi genre slate of originals and international content experiences. With our upcoming slate of content and partnerships, we aim to build our leadership position as we continue to entertain our members. We have had a fantastic start to this journey and will continue to invest in quality content and enhanced product experience driving Select towards new echelons of growth.”

    The platform has accelerated its growth with an enhanced viewing experience and continues to be an industry disruptor. With a stellar growth trajectory and offerings such Bigg Boss being available on the platform before TV, launch of premium content and originals like The Gone Game, Asur, Raikar Case, and the robust multi-genre international slate, the platform is all set to further accelerate its growth with an enhanced viewing experience for its users.

  • Zee5’s ‘ATM’ promises content anytime, anywhere in one’s language of choice

    Zee5’s ‘ATM’ promises content anytime, anywhere in one’s language of choice

    KOLKATA: Zee5 has unveiled its latest integrated marketing campaign – ATM, acronym for ‘Any Time Manoranjan’, to further strengthen the OTT platform’s connection with audiences across the country by offering TV shows, movies, news, and much more for free to its AvoD consumers.

    Targeted primarily at the TV viewing audiences across tier-2 cities, Zee5’s ATM will offer viewers the opportunity to consume entertainment anytime, anywhere, and in the language of their choice. Starring popular celebrities Shraddha Arya and Tejashri Pradhan, the campaign will be launched in various languages – Hindi, Marathi, Tamil, Telugu, Kannada and Bangla.

    Zee5 India chief business officer Manish Kalra said, “As India and Bharat’s multilingual storyteller, we have entertained millions of Indians with our diverse gamut of content offerings for the past three years. Through the ATM campaign, we aim to acquire new users and encourage TV watchers to download the Zee5 app for an unmatched experience, using a powerful combination of platform convenience and compelling content. We chose this proposition because the word “ATM” connotes instant accessibility; and we want users to think of Zee5 like an ATM that gives you access to entertainment anytime, a.k.a. ‘Any Time Manoranjan’. Through our ability to deliver multilingual purposeful content across various devices, ecosystems, and operating systems, we want to target the gap between the TV watching audience and OTT users by introducing them to a world of real, relevant, and resonant Indian stories on our platform.”

    Zee5 has planned a high-frequency TV campaign across multiple Zee network channels, leveraging prime time spots as well as some new launches like Indian Pro Music League to get maximum reach. The campaign will also be rolled out across owned social media platforms and will drive conversations through influencer marketing to further amplify the proposition. Deepening inroads into Bharat, the platform will target tier-2 and tier-3 towns with clutter-breaking creatives in high-footfall areas and run campaigns across top radio stations in key markets. To highlight the campaign, Zee5 will add ATM messaging in all the featuring banners for tentpole shows to build further recall.

    Zee5 has successfully struck a chord with many Indians within the country; last December, the platform clocked in 65.9 million MAUS and 5.4 million DAUS. Its repertoire of content includes Indian and global movies, catch-up content, and live TV, shows, news, music, live events, and much more. With a rich library of over 120+ original shows, the OTT service offers content in 12 Indian languages and since its inception, it has had 85+ regional launches: 55+ web series, five short films, and 25+ movies in Tamil, Telugu, Marathi, Kannada, and Bengali across genres. Additionally, the platform offers content in – Hindi, English, Punjabi, Bhojpuri, Gujarati, and Odia.

  • Disney+ Hotstar onboards 10 sponsors for IPL 2021

    Disney+ Hotstar onboards 10 sponsors for IPL 2021

    KOLKATA: Disney+ Hotstar is gearing up for Vivo IPL 2021 and has already signed 10 sponsors for this year's tournament. Last year’s title sponsor, Dream11, has returned as the co-presenting sponsor this time, while Upstox and Vimal Elaichi are the ‘co-powered by’ sponsors. Phone Pe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro have come on board as associate sponsors. 

    “IPL is a prime sporting property that provides advertisers an opportunity for real-time consumer engagement on Disney+ Hotstar. Going by the response from the market, IPL 2021 promises to be an even more significant opportunity for brands. All key features such as Super 4s, Super 6s, Fall Of Wickets, Milestones, and Super Savers have sold out within a short period, and we see early closures across categories,” Star & Disney India ad sales president Nitin Bawankule said.

    “With a host of innovative advertising formats, targeting on connected TVs, and custom branded content solutions, brands have the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports,” he added.

    IPL 14 will be streamed on Disney+ Hotstar in five languages – English, Hindi, Telugu, Kannada, and Tamil and will be exclusively available to subscribers of Disney+ Hotstar VIP (Rs 399 for 12 months) and Disney+ Hotstar Premium (Rs 1499 for 12 months).

    The last season of the IPL was a blockbuster event for the network after resumption of live sports in post-Covid times. Top global disney executives have also emphasised the league’s contribution to Disney+ Hotstar's success. In the tournament’s thirteenth edition, the platform innovated around user experience and interactivity in the absence of live audiences.

  • Disney+ surpasses 100 million subscribers

    Disney+ surpasses 100 million subscribers

    KOLKATA: In the last one year, the direct-to-consumer (d2c) segment has been prioritised by The Walt Disney Company more than ever before, and it has yielded results for the media giant. Its d2c streaming platform Disney+ has surpassed 100 million subscribers, Disney CEO Bob Chapek stated during its annual meeting of shareholders.

    “The enormous success of Disney+, which has now surpassed 100 million subscribers, has inspired us to be even more ambitious, and to significantly increase our investment in the development of high-quality content,” Chapek said.

    Disney+ was launched in November 2019 and has reached the impressive 100-million mark in 16 months. He also noted that the incredible success of the streaming platform in its first year prompted them to accelerate their pivot to d2c first business model. In fact, at the peak of the pandemic, the company reorganised its media and entertainment businesses –  separating content creation from distribution – to boost d2c growth strategy.

    Further, Chapek has revealed that the mouse house has set a target of 100+ new titles per year, and this includes Disney Animation, Disney Live-Action, Marvel, Star Wars, and National Geographic. While the d2c business is the company’s top priority, the robust pipeline of content will continue to fuel its growth, he added.

    Disney+ launched the general entertainment brand Star on 23 February in Australia, New Zealand, Canada and Western Europe. As Chapek shared, the response has been overwhelmingly positive in all the markets. Moreover, the company will drop an exclusive Star+ service in Latin America this summer, as well as Disney+ including Star in other European markets.

    Disney+ Hotstar has also seen rapid growth in India. While India is expected to remain a major growth driver for overall Disney+, the rebranded Disney+ Hotstar is projected to end 2021 with more than 50 million subscribers, a recent Media Partners Asia (MPA) report stated.

    Chapek had expressed his confidence at a recent conference that Hotstar would scale from 30 million to 100 million paid subs by 2024, pointing out to the investment in programming that the company is making.

  • Gift of the jab: MX Player rolls out vaccine program for employees & their families

    Gift of the jab: MX Player rolls out vaccine program for employees & their families

    KOLKATA: As India prepares to enter the third phase of the Covid2019 vaccination drive, MX Player has announced the MX Covid19 Vaccine Program and has taken the responsibility of inoculating its employees and up to four dependents of their family.

    The program will be implemented in line with government regulations, following the same protocols as being advised by the Centre from time to time. With registrations set to be announced soon, this employee-first initiative safeguards the well-being of not only the employees but also their loved ones.

    MX Player CEO Karan Bedi said, “We have always been a people first organisation and as we continue to navigate through the pandemic and its implications – the priority for us remains to be the safety and well-being of our people. As a young and responsible organisation, we have abided by all government guidelines and continue to consider advice from experts on how to best deal with this situation. This initiative is a means to provide our employees with as much support as possible, putting their health first, as well as aiding the government’s efforts to combat and contain the pandemic.”

    Employees have proved to be the core of every organisation’s business strategy and MX Player is driven by a positive workplace culture that focuses on the overall well-being of its employees. Through this drive, the brand is further strengthening its commitment towards its employees.