ITV

Category: Over The Top Services

  • Mitron App introduces categories for video content

    Mitron App introduces categories for video content

    Indian short-format video app Mitron has become the first in the space to introduce categories. As a result, Mitron is providing a bespoke service that matches categories based on the talent of content creators to specific interests of viewers. On the app users can see content organised in affinity-based categories, enabling them to discover content of their interest with one click. Content creators, based on their skillsets, will be able to create an engaged community of followers. Categories thus enable users to enjoy greater control over the content they view, whilst also providing a fillip to content distribution, by ensuring that the right content is discovered by the right audience. The app downloads have crossed 35 million on the Android play store.

    To begin with, user-generated videos have been mapped against 15 categories such as entertainment, food, funny, sports, travel and nature, education, motivation, devotion, dance, lifestyle, music, health and fitness and pets, amongst others. This will offer an experience that is unlike the typical user experience on short video apps, where users do not necessarily discover videos that have a perfect match with their interests and content creators do not always get the exposure they deserve among the audience that appreciate such content. Mitron app will keep adding more categories for skillsets; enabling more Indian talent to find their following. Going forward Mitron plans to build strong and vibrant micro-communities around categories and give each category a life of its own; content creators and distributors finding an audience that is relevant to them and is invested in them.

    Read more stories on user-generated content

    “With this launch, there’s finally a home for new local independent voices to build, share and inspire audiences in the farthest corners of the nation. This is going to transform how short video content is organised and discovered. Our aim has been to promote and give our content creators an opportunity to showcase their skills to a Bharat audience that is interested in their content. One click is all that it will take to make the match happen. We will grow every category on Mitron into a community of passionate content creators and their followers. The possibilities here are endless, based on the talent of creators and the interest of users. This will be a game changer in the space,” Mitron TV founder Shivank Agarwal said.

  • Netflix streamlines content team, Bela Bajaria to lead global TV

    Netflix streamlines content team, Bela Bajaria to lead global TV

    KOLKATA: Netflix has elevated Bela Bajaria as vice president global TV in order to streamline its content team. Cindy Holland, original content vice president quits as a part of the major shakeup at the organization. Holland has served for nearly two decades at the streaming giant.

    Bajaria joined Netflix in 2016 and she was given the mandate of unscripted programming and international content. Over the years, international content has been put at the heart of Netflix’s overall content strategy as the platform’s growth in the domestic market has become saturated.

    While several executives have led the different segment of Netflix’s TV programming, the film division was streamlined in the past. “Since becoming co-CEO, I’ve wanted to simplify the way our content teams operate,” Netflix co-CEO Ted Sarandos explained.

    "These kinds of changes are never easy, and I am enormously grateful to Cindy Holland for everything she has done over the last 18 years at Netflix — first licensing DVDs and then as the driving force behind our first eight years of English original series. Cindy’s been a great champion of creators and the power that comes from seeing more perspectives reflected on-screen — launching enduring dramas like Orange is the New Black, Stranger Things, and The Crown. Most important of all she’s been a fabulous colleague. We wish her all the best for the future,” Sarandos commented on Holland’s departure.

    According to reports, Bajaria was courted by NBCUniversal to oversee all entertainment programming across its several divisions. Now, she will oversee all original programming, scripted and non-scripted in both the English and non-English languages at Netflix. 

  • India to reach 66 million SVoD users in 2025, report says

    India to reach 66 million SVoD users in 2025, report says

    KOLKATA: The rapid surge of OTT consumption in India is not anymore limited to free usage. A recent report has underlined that the subscription-based model is holding a potential future. India will reach 66 million paid subscribers in 2025, analyst firm Digital TV Research estimates.

    While the Indian market is estimated to triple its subscriber base in 2019, the entire APAC region will also see a substantial increase. The region will have 467 million SVoD subscriptions by 2025, up from 267 million in 2019.

    China will remain the largest contributor at 2025 too with 279 million subscribers. Japan will add 18 million subscribers to reach 40 million. Among other markets, South Korea will exceed 25 million and Australia will surpass the 18 million mark slightly.

    “Although China dominates the region, there will be plenty of growth elsewhere. Netflix will have 44.4 million subscribers by 2025; closely followed by Disney+ [including Hotstar] with 43.6 million,” Digital TV Research principal analyst Simon Murray said.

    This is not the only report which is indicating a huge subscriber growth in the next decade. To capture the opportunity, all the international players are ramping up their investment in premium content while local players are also rising to prominence on the back of consumer insights.

  • Airtel partners with VOOT to bring more premium content

    Airtel partners with VOOT to bring more premium content

    KOLKATA: Airtel today announced a partnership with VOOT to bring more premium digital content on to its Airtel Xstream platform. Under the partnership, it will allow users to get access to premium VOOT content across multiple screens.

    The rich portfolio of VOOT includes movies, originals, new episodes of their shows from Colors, MTV India and other Viacom-18 owned TV channels. This includes shows like Splitsvilla, MTV Roadies, Naagin, Kaisi Yeh Yaariaan, Choti Sarrdaarni, Bahu Begum, Bepannah in Hindi, the upcoming season of Bigg Boss as well as many regional language shows.

    Airtel Xstream users can also enjoy a host of English shows like Feet Up with Stars, Work it Up with Sophie, BFF’s with Vogue, VH1 Inside Access with Miss Malini, Urban Wanderers and Trend Setters amongst others. The content from VOOT comes in seven languages – English, Hindi, Tamil, Gujarati, Kannada, Bengali & Marathi.

    India, which has the world’s second-highest number of internet users is seeing a massive surge in demand for video content as smartphone penetration deepens. With this partnership, Airtel Xstream has added to its premium content library of over 10,000 movies & shows and hundreds of LIVE TV channels.

    Bharti Airtel content business and partnership head Nupur Chaturvedi said, “We are on a mission to deliver best-in-class digital entertainment experience to our users and make Airtel Xstream app the go-to destination for India’s entertainment needs. We are thrilled to partner with VOOT and bring their premium video content to our users.”

    Viacom18 digital ventures COO Gourav Rakshit said, “We at VOOT have been keeping the country’s spirits high during these challenging times through various partnerships to bring meaningful and entertaining content for our viewers. Given the exponential demand for content, our collaboration with Airtel Xstream will help us reach and deliver our content experience to a larger audience base. We are elated to partner with a like-minded brand that resonates with our ideologies and is sure to help us make content viewing an enriching and engaging experience for all our viewers.”

  • Viacom18’s Sonia Huria to join Amazon Prime Video as communications head for India

    Viacom18’s Sonia Huria to join Amazon Prime Video as communications head for India

    KOLKATA:Viacom18 corporate marketing, communications and sustainability head Sonia Huria has ended her 12-years long stint with the organisation. She will join Amazon Prime Video to lead all its communication efforts for India operations. 

    Huria will be a part of the global communications team – leading PR and Communications for Amazon Prime Video in India. She will be reporting to Amazon Prime Video PR Asia Pacific and Canada PR head Tobias Tringali who is based in Seattle. 

    Ramping up Amazon Prime Video’s communication outreach, Huria will bring in her extensive experience of the entertainment industry and corporate communication. She will be directly responsible for driving the PR narrative for Amazon Prime Video while also leading communication and reputation management across the media spectrum.

    With over 18 years of experience in the entertainment and the consumer space, she led brand and corporate communications for Viacom18 across all its five lines of business – broadcast entertainment, filmed entertainment, digital entertainment, experiential entertainment and consumer products – as well as led one of the industry’s most decorated internal communication functions. 

    Huria began her journey with Viacom18 in 2008, as part of the team that launched Hindi GEC – COLORS which became the no.1 channel in the category within a span of nine months from launch. Auguring the role of sustainability, Sonia has successfully created a model of multi-partner funded behaviour change communication content at Viacom18. First with the TV series Navrangi Re! which focused on sanitation in peri-urban India to more recently with MTV Nishedh. In addition to managing internal and external communication, Sonia also leads trade marketing and digital media for the organisation – ensuring streamlined messaging across touchpoints.

    As an industry thought leader, Huria serves as managing committee member at The Advertising Club. Under her leadership, Viacom18 has won several prestigious awards at PRWeek Asia Awards, South Asia Sabre Awards and Indian PR and Corporate Communications Awards (IPRCCA). She has been featured on Impact Magazine’s Top 50 Women Leaders in Advertising, Media and Marketing for four  years in a row.

  • Hotstar + Disney VIP kickstarts IPL campaign, releases new spots

    Hotstar + Disney VIP kickstarts IPL campaign, releases new spots

    NEW DELHI- People across the country are waiting to watch the first game between Mumbai Indians and Chennai Super Kings on their television sets or digital screens. Star India is the official broadcaster for IPL across television and digital screens. While Star Sports will telecast the live-action from Dubai on to the television sets across the world, Disney + Hotstar VIP will be streaming the same on the millions of mobile devices. The broadcaster is leaving no stone unturned to promote the tournament.

    The streaming platform Hotstar + Disney VIP has launched a digital campaign #KoiYaarNahiFar to create excitement about IPL 13 that is all set to begin from September 19. The campaign delves into the thought that this year people will not be able to watch the matches with their friends due to Covid2019. However, they can still be together and have all the fun. Disney + Hotstar VIP is allowing the fans to create their own groups where they can watch the matches together while chatting to each other like they used to do it till last year.

    Each ad film shows a fan in different situations. In the first ad, a person is dressed up as a superhero and is excited to meet his friends to watch the IPL match together but is stopped by his partner, who is also dressed in a superhero costume avatar, and tells him its better to watch at home as the outside world is not safe due to the Coronavirus.

    In another video, a young boy is watching an IPL match with the family members, but the continuous disturbances and noises at home make it an unpleasant experience for him. He misses watching the match with his friends.

    Brands are already making a beeline to join the festivities at IPL as it offers huge viewership, high recall, and good engagement with its target audience. Star has claimed that it has already sold 75 per cent of its inventory and brands across categories have expressed interest in the tournament.

    It is expected that the viewership of the tournament on both television and mobile screens will go up.

  • Disney+Hotstar to create digital in-stadia experience for IPL viewers

    Disney+Hotstar to create digital in-stadia experience for IPL viewers

    KOLKATA: India and Indian Premier League (IPL) fans are all gung-ho as preparations are on for the country's biggest sporting spectacle. The latest edition of the Indian Premier League is set to bring with it  a new ray of optimism and cheer for millions across the country who have been homebound courtesy Covid2019. While social distancing norms have disrupted the way live sports are enjoyed, Disney+ Hotstar VIP has innovated to bring home an in-stadium experience that is unparalleled in the world of sports – fans can join a virtual community that will allow them to enjoy the matches with their friends and fellow cricket lovers real-time, whilst sharing selfies and videos.

    Upping the ante from the previous tournaments, this year Disney+ Hotstar VIP has added new features to the interactive Watch’N Play social feed that allows a nationwide virtual community of cricket lovers to share excitement and support while watching the matches live on the platform. Replicating the exhilarating roar of the stadium, fans will be able to determine the mood of the nation using an interactive emoji stream.

    In a global first, cricket lovers will be able to join in the action by expressing themselves using ‘Hotshots’ selfies or a new video feature ‘Duets’ that lets fans create customized videos showcasing their rendition of famous shots and reactions of their favorite Dream11 IPL Heroes; the best of which will be broadcast on Star Sports.

    The Walt Disney Company APAC president & Star and Disney India chairman Uday Shankar said: “Over the past few years, IPL has become the most loved sporting tournament in the country. After several months of the lockdown, we believe that this tournament can be a catalyst in ushering in new optimism and smiles in India, with millions of fans cheering together from all parts of the country. Our use of technology in presenting this immersive experience will not only set a global benchmark but also redefine the way we watch and enjoy sports in the coming years.”

    The Dream11 IPL 2020 will only be accessible to new and existing subscribers of Disney+ Hotstar VIP and Disney+ Hotstar Premium. Notably, Starting 19 September, all live matches will be exclusively available to new and existing subscribers of Disney+ Hotstar VIP and Disney+ Hotstar Premium.

    Additionally in an attempt to make it easier for people to subscribe, Disney+ Hotstar VIP has tied up with leading telecom companies in India – Jio and Airtel. Both partners will offer exciting prepaid recharge plans bundled with a 12-months subscription to Disney+ Hotstar VIP along with the convenience of buying these across either millions of Jio and Airtel retail stores using cash in or digital payments.

  • Leading OTT players agree to universal self-regulation code

    Leading OTT players agree to universal self-regulation code

    KOLKATA: The Internet and Mobile Association of India (IAMAI) has unveiled the Universal Self-Regulation Code for OCCPs (“Code”). The code has been adopted by 15 leading Online Curated Content Providers in India. The present set of signatories include Zee5, Viacom 18, Disney+Hotstar, Amazon Prime Video, Netflix, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Flickstree.

    The goal of this industry-wide effort is to empower consumers with information and tools to assist them in making informed choice with regard to viewing decisions for them and their families, while at the same time, nurturing creativity and providing creators the freedom to tell the finest stories. By aiming to do what is best for both consumers and creators as guiding principles, the Code intends for India to be one of the most dynamic and fastest-growing entertainment industries in the world.

    To give consumers more choice and control, the Universal Self-Regulation Code includes a framework for age classification and content descriptions for titles as well as access control tools. The code also introduces a clear, transparent and structured grievance redressal and escalation mechanism for reporting non-compliance with the prescribed guidelines. As a part of this mechanism, each OCCP will set-up a consumer complaint department and/or an internal committee as well as advisory panel which will deal with complaints, appeals and escalations. The advisory panel will constitute a minimum of three members, including an independent external advisor and two senior executives of the respective OCCP. 

    IAMAI digital entertainment committee chairman Tarun Katial said, “The Universal Self-Regulation Code for OCCPs is built around a shared belief that consumer empowerment and creative excellence are key to the long-term success of the Indian entertainment industry. With the framework for age classification, content descriptions and parental controls in combination with a grievance redressal system, we’ve made it easier for consumers to make the right viewing decisions for themselves and their families.” 

    “The combination of empowering consumers and enabling creative excellence will help Online Curated Content Providers be at the forefront of taking the best stories from India to the world and bringing the finest stories from around the world to Indian consumers. Most of the major streaming services have adopted the Code and we look forward to others joining.” he added.

    The code is effective from 15 August and allows OCCPs to comply with all the guidelines in a timebound manner. Each signatory to the code has agreed to appoint an external advisor as part of the grievance redressal mechanism within 60 days from today.

  • How Amazon Prime Video is winning in the Indian market

    How Amazon Prime Video is winning in the Indian market

    KOLKATA: It is not easy to gain a spot in the ever-expanding streaming map of India. All major international players have set their eyes on the Indian market but Amazon Prime Video has started the innings with a good score. The streaming service has seen good adoption and traction in India on the back of its deep library within three years of its launch. Amazon global CEO Jeff Bezos said earlier this year that they have decided to double down the investment here.

    In the second part of APOS 2020, Amazon Prime Video India director and country general manager Gaurav Gandhi and  Amazon Prime Video India content director and head Vijay Subramaniam spoke about its secret to success. 

    The Prime members who also subscribe to the video service of the e-commerce giant renew their membership at a higher rate and engage more, as Gandhi said. Earlier, Amazon boss Bezos also stated that Prime Video is performing better in India than anywhere else in the world.

    As Gandhi mentioned, even during the crisis period of the last four-five months, it has kept its content flow normal yet. One of its most popular show Mirzapur’s second season is also coming on the platform very soon.

    “We are excited about the success of the Prime Video in India. Its adoption is very broad which is making India one of the fastest-growing markets of this service. Everything we look at Amazon is customer backward, just as the case in Prime video. We just look at what customers want and work backward from that,” Gandhi shared one of the main reasons for the success. 

    Gandhi attributed the depth of its content library with movies, direct-to-digital releases, premium original content, stand-up comedy as another reason for the success. According to him, Prime Video stands as a truly local service with content in nine languages and user interface in three languages. He also noted that the service focuses highly on experience. Rather than only focusing on access, it also tries to make the process of joining and viewing easier with a seamless experience, on any kind of device and all payment options.

    “When we set up the Indian originals team led by Aparna Purohit little over four years ago, we were very clear from the get-go that we have to understand the nuances that are lacking in the kind of stories that customers want to watch and enjoy. Then one truth emerged that high quality cinematically envisioned shows were much sought after,” Subramaniam said. He went on to add that customers were also seeking authentic storytelling. Authenticity, quality of the story, the importance of time, experiments with content have helped the service to build a rich roster of content.

    Adding to Subramaniam’s viewpoint, Gandhi said that the variety of content on the back shows like Mirzapur, Inside Edge, Bandish Bandits, Patal Lok gives consumers a different experience not only to Indian users but audience outside the country as well. “One of five customers who watch our Indian originals outside from India,” Gandhi highlighted. According to him, what continues to hold the OTT platform in a good state is its belief in carefully curated content.

    Prime Video has always maintained a good library of films, even in local languages. During the first phase of the lockdown, the international streaming giant announced the premiere of seven Indian films across languages with circumstantial changes.

    “It was an obvious decision from the beginning that we want to ensure that we provide the latest and greatest films along with a meaningful catalogue. What was important though, it was windowing. We realised that customers of these films, not only they wnt the films but to be able to access them early. We probably pioneered the switching of windows. We disrupted the traditional methodology of theatrical satellite and finally all other windows going from theatrical straight to digital before satellite happened, that was a big meaningful shift for our customers,” Subramaniam said.

    Along with other originals and direct-to-digital releases, Prime Video has been able to keep consumers engaged during the pandemic. It has seen very strong growth in the number of content viewed by customers, a number of customers joining and enjoying the service.

  • Streaming successfully, the ViacomCBS way

    Streaming successfully, the ViacomCBS way

    MUMBAI: A couple of weeks ago, ViacomCBS CEO Bob Bakish announced a new international streaming service – replacing CBS All Access –  which would be launched in the first phase  in Australia, Latin America and  the Nordics in 2021. It would be the second streaming service under the Viacom-CBS umbrella, the first being the free streamer Pluto TV, which it acquired in 2019 for $340 million.

    Speaking at APOS yesterday ViacomCBS Networks International (VCNI) president & CEO David Lynn said that “Asia is a significant territory, the markets there are extremely advanced in OTT and streaming. However, we have not decided on the markets. What differentiates us is the free play we have through Pluto and the paid one through the super streamer we are planning. Having two products allows us the flexibility to decide what plays out where. Indonesia is an advertising- based market whereas Japan is subscriber-oriented. What we know is that the partnerships we have had with mobile in those regions are going to be important, particularly around 5G, and we can work with the operators to market that service.”

    He additionally sees opportunities in Asia for Noggin, the preschool kids services which have been launched internationally on Amazon and Apple channels.

    Lynn revealed that in India, ”Viacom-CBS has a very material successful business in Viacom18 that has been built out over more than a decade. That business-like several other businesses has had the impact of Covid2019, but we are beginning to move past that. We are seeing our production ramp-up again, we are seeing viewership follow the new production and we are seeing the ad markets recovering.”

    He further explained that the strategy for India is similar to the international streaming strategy.  “We have a very successful leading free streaming service in Voot. Then we have a premium paid premium service called Voot Select, which has got off to a significant start,” he said. “The core business is very strong, the move into streaming presents a huge opportunity and is off to a successful start, and not the least because of our partnership with Reliance and their ownership of Jio which is an incredible driver of streaming. “

    Clearly, even as different publications have been going to town writing for the past two years – and more aggressively recently – about the impending merger of Sony with Viacom18, Lynn did not once mention that any such talks were on.

    Lynn further expressed that the new global subscription OTT will have an output premiere deal with Showtime, CBS-All Access, content from Paramount Pictures, MTV, Nickelodeon and Comedy Central. “It is going to be a supersized streaming service,” he said. “With the massive content from Viacom-CBS. “

    Lynn revealed that the 30 countries that Viacom-CBS has operations in and the assets, and relationships, the local content will be leveraged to push the super- sized streaming service.  “We want to become a material player from the advertising, subscription and licensing perspectives and become a market leader in streaming internationally,” he stated.