ITV

Category: Over The Top Services

  • Revenue model of ZEE5-Airtel deal is cost per subscriber, duration viewed: Tarun Katial

    Revenue model of ZEE5-Airtel deal is cost per subscriber, duration viewed: Tarun Katial

    MUMBAI: The OTT players in India seem to have found telecom partnerships fruitful. Recently, ZEE Entertainment Enterprises Ltd (ZEEL) struck a three year deal with Airtel. Under the deal, the partners will do a co-branded promotion while the revenue model will be based on cost per subscriber and duration viewed.

    “There is select premium content from ZEE5 library that will be available for Airtel consumers exclusively in addition to being available on the ZEE5 platform,” ZEE5 India CEO Tarun Katial says. Though this deal is unique, ZEE5 is open to striking deals with other telecom operators also.

    “Revenue model is based on cost per subscriber and duration viewed for both in the three buckets. In the first bucket, it’s for cost per subscriber and there’s a minimum guarantee, in the second bucket it’s about volume deal for a subscription for a high-end Airtel consumer and the third model is about upscaling ZEE5 subscription packages,” he adds.

    Katial thinks this co-branding promotion across platforms will enable to create an understanding of content among consumers of ZEE5 as well Airtel. “It’s also a really good opportunity to be able to do both consumer insight as well as big data and create a recommendation for Airtel TV consumers of ZEE5 premium content,” he says. The partners will leverage each other’s social media assets also.

    Under the partnership, other than ZEE5 premium content, video content produced by ZEEL, including TV shows and movies will be available exclusively on Airtel’s digital properties like Airtel TV. Since ZEE5 already streams content produced by ZEEL along with its originals some of the selected curated content may be available on ZEE5 first while some will be concurrently available on both platforms but “deeper premium library” will be available only on its own OTT platform.

    Recently ZEEL snipped its deal with Reliance Jio pulling off all its available content on Jio TV. Though this kind of incident happens due to the failure of negotiation of cost, both the companies remained tight-lipped about the problem.

    However, the deal can boost Airtel also which has had its dominance in the telecom industry threatened after Jio’s entry. Reliance is already in a better position as it holds stakes in production companies like Eros International, Balaji Telefilms and Roy Kapur Films.

    As ZEE5 is a late entrant in the market, it is still far behind other domestic players like Hotstar, Voot and Eros Now. Moreover, international rivals like Netflix and Amazon are also eying the same OTT market. Hence, the deal is very critical for ZEE5 to reach more consumers across the country as well as to increase the visibility of existing shows on the platform. The industry being in a nascent stage does not have any clear winner till now, hence, leaving enough scope for each of the players.

  • ZEEL enters into content partnership with Airtel

    ZEEL enters into content partnership with Airtel

    MUMBAI: Days after Bharti Airtel (Airtel) decided to cut ties with Reliance Jio, it has entered into a content partnership with ZEE Entertainment Enterprises Ltd (ZEEL). The two companies will work closely to curate innovative and highly compelling digital video content solutions for customers across the country.

    Under the partnership, video content produced by ZEEL, including TV shows, original series and movies will be available exclusively on Airtel’s digital properties like Airtel TV, in addition to ZEE’s home-grown digital venture ZEE5. Moreover, the ZEE5 app will be bundled into the Airtel TV app, allowing customers to get its content for free.  

    The companies will also drive joint development and marketing of innovative content solutions for the Indian market and collaborate in areas such as digital advertising. There will be a strong focus on curating regional content also keeping in mind ZEEL’s strong regional portfolio.

    “Our endeavour is to build a world-class content ecosystem by partnering all players and enable a differentiated digital entertainment experience for our customers. In Airtel TV, we have built a solid digital platform to curate top content from India and across the world and offer it to customers at one place. We are extremely pleased to announce this exclusive partnership with ZEE and look forward to collaborating with them to unlock the potential of their vast content catalogue,” Bharti Airtel MD and CEO Gopal Vittal said.

    Recently, ZEE severed its content tie-up with Jio. The former removed all its content from Mukesh Ambani-led Reliance Jio, including 35 live TV channels and more than 2 lakh hours of video-on-demand content. According to reports, it happened due to the failure to arrive at an agreement on price.  

    However, the deal can boost Airtel also which is gradually losing its hold in the telecom industry after Jio’s entry. Reliance is already in a better position as it holds stakes in production companies like Eros International, Balaji Telefilms and Roy Kapur Films.

    “As a media & entertainment powerhouse, keeping our consumers at the epicenter of our approach, we aim to be present across every platform which they wish to access and our alliance with Airtel as their lead content partner, is a firm and positive step in this direction. We look forward to this partnership, which will enable us to entertain the customers of Airtel through our thoughtfully curated content offering, leveraging our expertise in content and data. In line with our larger aim for ZEE5, to be a number one entertainment OTT player in the country, this alliance further compliments the access to our content for the overall digital consumers,” ZEEL MD and CEO Punit Goenka commented.

  • 70-80% of ALTBalaji traffic from telco tie-ups: Sunil Lulla

    70-80% of ALTBalaji traffic from telco tie-ups: Sunil Lulla

    MUMBAI: Balaji Telefilms recently posted Q1 result where the TV business revenue remained flat while the digital venture ALTBalaji showed impressive result by acquiring 2.1 million new paid users excluding Reliance Jio platform users. For OTT platforms in India, telco deals have become important and ALTBalaji is not an exception. Balaji Telefilms Ltd group CEO Sunil Lulla said in an earnings call that about 70-80 per cent of traffic comes from telcos while the ARPU from the sector stands around Rs 15 per month. The company started telco deals last November with Vodafone following up with Jio and Airtel.

    “In terms of value it will be between 60 per cent and 70 per cent because the ARPU that we are getting through the non-telco, that is the direct downloads, is about Rs 25 a month and the ARPU we are getting from the telco business around Rs 15 a month,” Lulla commented. However, he denied revealing the churn rate on telcos.

    Along with good subscription growth, ALTBalaji’s revenue also picked pace reaching Rs 5.8 crore in Q1. The revenue without the impact of IND-AS 115 stood at Rs 7.1 crore. Currently, the platform has 21 original shows excluding kids content and comedy clips. Though the initial focus of the platform has been on creating Hindi dramas, the platform will add a Bhojpuri show to its regional content mix. To increase its appeal to Tamil audience, a market which has potential, it felt the need to create a reasonable library in the language. But until reaching the target of 30 shows, the team is not going to fully focus on Tamil library.

    “Right now Tamil, Telugu, and Malayalam continue to be dubbed. Our real question is to get Tamil content onto our platform. We need to probably have a full fledged Tamil focus for which we will be able to create bandwidth only by October, November and December this year, which means the show will appear next financial year,” ALTBalaji CEO Nachiket Pantvaidya commented. “Bengali viewing audience or Marathi viewing audience can understand Hindi so we need to create that library of 10 to 15 shows and then enter the South market originally. Meanwhile, we do continue to have a dubbed presence in these markets,” he added.

    In an astute move ,Ekta Kapoor led production house this year retained the IP of the show Dil Hi To Hain  reversing the industry norm. While the broadcasting right is with Sony, it can stream the show on ALTBalaji also. Regarding whether Sony pays less than competition, Lulla disagreed. He added further that each show has its own price rather than a standard half an hour rate card depending on the production quality and star cast. Explaining the detail, he reaffirmed there has been no loss of revenue because of this digital right.

    While the TV production revenue remained flat across the last two quarters, three new show launches across broadcasters has been cited as the prime reason. For the very first time, the production house launched three shows in one month gaining the highest share post the IPL launch phase. “We have to incur costs in the beginning phase. This will definitely get dephased,” Lulla said confidently. Along with acquiring consumers for the digital platform and create a stable movie business, the company wants to ensure that the television business continues to ace the pack. It also hopes revenue will go up in the next quarters.

    “Our focus obviously is on a good value pricing and which is why the television business is very important to us as much as the OTT business is strong on investment because we are in different cycles. The OTT business is in early stage growth and it will see galloping stage growth and maturity is really far away, so we would have got many, many years ahead of it,” Lulla said later.

  • Urban-rural internet experience gap needs bridging: Gaurav Malik

    Urban-rural internet experience gap needs bridging: Gaurav Malik

    MUMBAI: The digital savvy generation not only yearns for good content but also a seamless viewing experience. A few seconds of latency or buffering can push the user to switch to other platforms.  Thus media companies, especially OTT platforms, are integrating with content delivery networks (CDN), content management systems and cloud platforms increasingly to improve efficiency. Though CDN is not strictly limited to video transmission, Limelight Networks country director Gaurav Malik thinks the demand for CDN in India is primarily driven by video proliferation.

    Consumers have endless option for online video content. Starting with international players like Amazon, Netflix to local players like ZEE5, SonyLiv, Hotstar, Voot and YouTube also can’t be forgotten. Hence longer loading time can lead to higher churn rate, smaller base along with decreasing ROI and loss of consumer confidence.

    For Limelight Networks, the global player in digital content delivery with 19 offices across the Americas, EMEA and Asia Pacific, the Indian market definitely holds a special position. Malik thinks not only Limelight but also the entire CDN market is being benefitted by rising OTT Consumption. Moreover, CDN’s role becomes more prominent when it comes to OTT consumption in rural areas.

    Though the demand for online video content has rapidly grown in rural areas, infrastructure in the areas still now lacks proper development. While the rural audience predominantly uses feature phones, that also under dissimilar network conditions, sometimes OTT platforms cannot offer the video formats supported by those devices. Moreover, the geographical distance of a device from the data centre can also cause video lag.

    “CDN players store every media file across their data centre as well as globally-distributed proxy servers. They then transmit this media file in the most ideal format after detecting the user’s device configuration. This is also done through a proxy server that is closest to the user, thereby preventing delays in transmission,” Malik comments explaining the importance of CDN players for seamless content delivery across the country.

    While talking about rural internet consumption, he highlights another important point that the internet experience for urban and rural users differ vastly, resulting in an urban-rural digital divide. “This gap needs to be bridged,” he said.

    “As such, the simultaneous growth of OTT platforms and CDNs have enabled the Indian online content market to expand massively during a short period of time, surmounting these challenges and enabling an optimal consumer experience,” he said.

    Consumer dissatisfaction can lead to more crucial problems like piracy along with increasing churn rate. Addressing common issues like poor video quality and lag, the problem can be countered to some extent. This aspect makes the role of CDNs more significant in the issue of curbing piracy by offering simplified video sharing and streaming video delivery.

    As the CDN market is growing, more players are also seizing opportunities. Akamai is one of the main competitors of Limelight in the video content delivery vertical and website acceleration vertical while the former entered the market early. On the front of cloud origin storage, Amazon’s S3 is the prime competitor of the company.

    Over last few years, India’s technological scenario has got better and better but cybersecurity still now remains one of the major areas of concern. While the tactics, techniques, and procedures (TTPs) of cyber attackers are becoming more advanced as they are beginning to leverage sophisticated technologies, an average user in India is often not even familiar with the most basic cyber attacks.

    “We believe that information regarding cyber attacks, including the simplest of attacks, must be proactively shared to help each other in countering this prevailing cyber threat. There is also a ubiquitous need for a more concerted effort, including infrastructure building by the larger ecosystem to ensure greater digital security of users. From a technological perspective, the geographical distances between servers and users are also an area of opportunity,” he commented on the issue.

  • ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

    ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

    MUMBAI: ZEE5, India’s largest and most comprehensive digitalentertainment platform for language content, today launchedLockdown– a path-breaking concept in collaboration with renowned rapper and composerBadshah. The show marks Badshah’s debut as a producer under his banner Afterhours, co-produced by One Digital Entertainment, for ZEE5.

    Watch the trailer here: 

    Premiering 17th August,Lockdown launches with two episodes followed by an episode every week featuring two artists – aBollywood sensation and a digital superstar.Over a 10-episode series, the show will featureBadshah – Jonita Gandhi; Kailash Kher- Raja Kumari;Harrdy Sandhu – Neha Bhasin; Raftaar-Thaikkudam Bridge; Monali Thakur – Mickey Singh; Benny Dayal- Bryden &Parth; Shirley Setia – Sachin & Jigaramongst others.

    Each duoislocked together in one location for 24 hoursto recreate two songs, record them and shoot music videos. Lockdownhas been shotacross scenic locations in India and promises a rendezvous with your favourite musicians – one that has never been seen before.

    Manish Aggarwal, Business Head, ZEE5 India said, “After creating engaging original content in terms of films and shows, music was a natural progression for us. We couldn’t think of anybody better to partner in this endeavor than the hugely popular musician Badshah.Lockdownis our maiden foray into music and will be unlike anything the Indian audiences have seen.The show promises to keep audiences hooked to the amazing tunes created by some of the most talented artists.The format of the show is a winner, andwe are sure the viewers will enjoy it like our past offerings.”

    Badshah, who turns producer with the show said, “Lockdown is a project that is very close to my heart since it’s the first offering from my production house Afterhours. The format is quite unique and fun because we have got several well-known artists to collaborate with each other and some of them had never even met before! But all of them have been quite enthusiastic and the result that has erupted out of the oneness of these Bollywood and Digital sensations is something that the audience is going to love. To be aired on ZEE5, the show is sure to be a hand’s down winner for the music aficionados.”

    Gurpreet Singh, Co-Founder, One Digital Entertainment said, “Observing the current stage of music evolution and craze, Lockdown’s format will definitely stick well with enthusiasts from almost all genres. We are honoured to be a part of Badshah and ZEE5’s vision that is sure to start a new refreshing trend in the music and entertainment industry.”
     

    With over 3500 films, 500+ TV shows, 4000+ music videos, 35+ theatre plays and 90+ LIVE TV Channels across 12 languages, ZEE5 truly presents a blend of unrivalled content offering for its viewers across the nation and worldwide. With ZEE5, the global content of Zindagi as a brand, which was widely appreciated across the country, has also been brought back for its loyal viewers.

  • India’s ranking falls in latest Netflix ISP speed index

    India’s ranking falls in latest Netflix ISP speed index

    MUMBAI: In Netflix’s July Internet Service Providers (ISP) Speed Index Data, India’s ranking has fallen four spots to 53. The streaming giant releases a monthly update on which ISPs provide the best primetime Netflix streaming experience.

    This month’s index saw biggest jump from South Korea’s LG U+. Its monthly average speed has reached to 3.23 Mbps, up from 2.86 Mbps in June. Spain’s Telefonica-Movistar reached an average monthly speed of 3.26 Mbps up from 2.93 Mbps last month and Taiwan Broadband saw an average monthly speed of 3.70 Mbps up from 3.40 Mbps last month.

    On the other hand, Biznet in Indonesia experienced a speed decrease of 0.30 Mbps, bringing its monthly average down to 2.99 Mbps from 3.29 Mbps and Malaysia’s Telekom Malaysia Berhad saw speed slowing to a 3.24 Mbps monthly average from 3.46 Mbps in the losses category.

    Country wise category saw the Philippines rising five spots to 49th, Malaysia dropping six spots to 27th and India falling four spots to 53rd

  • MX Player’s content play for OTT platform launch

    MX Player’s content play for OTT platform launch

    MUMBAI: In the last two years, India’s media and entertainment industry has witnessed the emergence of several over-the-top (OTT) players. With an ambition to gain a foothold in the burgeoning OTT space, Times Internet  recently acquired a majority stake in Seoul-based MX Player. While the company is yet to reveal the exact launch timelines, the last quarter of this year is likely to mark the entry of another big-ticket aspirant. With a team of 150 employees, the platform is prepping up for its grand launch with at least five to six premium shows.

    Like many other OTT platforms, MX Player also intends to tap into the millennial audience, the age group of 18-35. Despite the mushrooming of digital platforms, young India is hungry for more content, making the play easier for new entrants.

    MX Player content head Gautam Talwar thinks the need for content has not been satiated by the current television offerings.

    “We are understanding their specific need states and making sure that the programming is aligned to satisfying those need states via our original programming and curated licensing strategy,” he said in an interaction with Indiantelevision.com.

    Talwar claims that the local video platform has approximately 65 million daily active users and 175 million monthly active users who are spread across the country. They want to cater to those consumers specifically with 50000 hours to 100000 hours of premium curated licensed content along with the originals.

    However, the content head says they want to mainly focus on originals. He is optimistic about showcasing 20-25 original shows for the year 2018 – 2019, slating five to six shows for the launch. The content will not be limited to fiction only.

    For offering premium content, the streamer is working with noted faces from both the film and television industry.

    “We have directors like Shashanka Ghosh( Veere Di Wedding), Shashant Shah (Chalo Dilli/ Dasvidaniya) Samar Sheikh (Girl in the city/ Bobby Jasoos), Siddharth.P.Malhotra (We are family/ Hichki), Gautham Menon (Ondraga Films) in the fiction space along with working with writers like Habib Faisal (Do Dooni Chaar/ Ishaqzaade) and Abbas Tyrewala (Maqbool and Jaane Tu Ya Jaane Na) to develop some key shows for us. We are also making sure that we leverage our internal group strength by having WWM (Filmfare/Femina) produce a show that has all the top regional celebrities on one of our key show. Similarly, we are working with the best of the non – fiction teams in the industry with new formats and thinking that we believe will appeal to this new generation of consumers,” he said.

    To enrich its library, they are looking at leveraging both their house production team and talent from within the industry. Apart from riding on the back of the Times Studio, they are also working with producers and production houses from outside the industry.

    Victor Tango, music director Shameer Tandon, Sunshine Productions are already working with the team and talks are on with a whole bunch of external producers who have put out good content across mediums. The platform will leave no stone unturned for providing customers with a seamless experience, with Talwar highlighting that MX player will be “investing more than industry averages on the product, tech as well as content”.

    To stand out in the crowded Indian OTT landscape, content differentiation and deep pockets for effective marketing of the product is essential. While customer acquisition will not be a challenge for MX Player, but to build a loyal fan base the content will have to be extremely compelling.

    “Our differentiation is at multiple levels. At a product level, we have acquired probably the best product in the market since it has been the top 10 apps on the play store for a very long period of time along with having a massive consumer base already. Along with that we believe our focus of Original premium content and curated licensed content would differentiate us and finally our business model which is AVOD would help with consumers who won’t have any barriers to sampling and consuming our content at will,” Talwar commented.

    Interestingly, the platform will focus on South Indian market with Tamil, Telugu content from the get go. They have a bunch of premium curated web series, which have been licensed as well as originals specific for the target audience. Moreover, the streamer has some big originals, due for a year end release, in its pipeline for the Indian market.

    It is certain that the Times group will use all its might to promote the brand well, with OOH playing a key role in the media mix. With the launch of MX Player, not only will consumers have more content options, the industry too will be benefitted. On the other hand existing players, especially, international streaming giants Netflix and Amazon will see some potential competition.

  • ZEE5 presents “Lal Bahadur Shastri’s death – An unfinished story” India’s biggest cover-up

    ZEE5 presents “Lal Bahadur Shastri’s death – An unfinished story” India’s biggest cover-up

    MUMBAI: ZEE5, India’s largest and most comprehensive digital entertainment platform for language contentannounce the launch of “Lal Bahadur Shastri’s Death – An Unfinished Story”, ZEE5’s first docudrama. It shows you what exactly took place after the Tashkent declaration was signed. The infamous truth of how our 2ndPrime Minister Lal Bahadur Shastri died and how the last chapter to his life till remains an unsolved mystery. 

    The docudrama throws lights on some elements such as the possible meeting with Netaji Subhas Chandra Bose, involvement of an external agency or that he was poisoned by someone from his own delegation. Promising to expose some uncomfortable truths on the mysterious death of the former Prime Minister Lal Bahadur Shastri in Tashkent, the docudrama premieres on 15th August. 

    ZEE5’s docudrama will see Shastriji’s son Sunil Shastri and his grandsonSidharth Nath Singh take us through what happened that fateful night. Kuldeep Nayyar- a veteran Indian journalist and ex-High Commissioner of India to United Kingdom also shares his view of how he suspects the involvement of TN Kaul, then foreign secretary in Shastri’s death. 

    Sunil Shastri, Shastriji’s son commented, “The first thing my grandmother said after looking at my father’s body was, “It’s surprising that a country’s Prime Minister is dead and nobody raised a question on it??  There is still a big question mark, on how Shastri died. When my father called from Tashkent, my family informed him that people here were very upset with his decision of signing the treaty. However, he had full faith that when he comes back and explains, everybody will be very happy; but as fate had it, they never let him reach or speak to anyone!

    Cook Jan Mohammed was the prime suspect in my father’s death. He is believed to be the one who poisoned him. Strangely, he was hired just after the Tashkent declaration and was also the cook to Ambassador TN Kaul, further fuelling our suspicions. His meeting with Subhas Chandra Bose fuels more rumours as to what had exactly happened. 52 years after his death, the family lives in a hope that we will someday know the truth.”

    Sidharth Nath Singh, Shastriji’s grandson says,“The fateful day when we get a call, my mother told me that the telephone operator started crying saying that Shastriji is no more. When his body came to India, it had cut marks all over and his face had blue marks. It was a clear indication of poison – till date there we do not have a death certificate, nor there was any post-mortem done.

    Is it a coincidence that, Shastriji who was a heart patient – wasn’t staying at the pre-decided place? The room he is put up in, has no buzzer- oddly his house help and his doctor’s room was very far! It’s almost like an unbelievable story, the Prime Minister of a country goes to sign a very important treaty and never comes back- all these things build up suspicion. The family and in fact India also wants that the last page in Shastri’s life doesn’t remain a BIG COVER UP!”

  • What’s New on HOOQ

    What’s New on HOOQ

    HOOQ, Southeast Asia’s largest video on demand service reveals its content line up for the next three months (August – October). Get ready for an exciting three months filled with fresh blockbusters, classic comedies and same-day as U.S. Telecast series.

    Fresh out of the cinemas are epic blockbusters such as Avengers: Infinity War, Ant-Man and The Wasp and even Solo: A Star Wars Story. Also relive nostalgia with the hits from the past such as I Am Sam and Entourage and even the full series of the comedy classic, The Fresh Prince of Bel-Air. Kids favourites such as Max Steel, Barbie Dreamtopia and Thomas & Friends also make their debut.

    In addition to these, get your inner superheroes prepared for the new seasons of The Flash and Supergirl same day as the US Telecast.

    Find the full list and corresponding air dates in the attached PDF. Let us know if you need anything further for your features.

    Have fun watching and get HOOQ’d!

  • Laliga lands on facebook in indian subcontinent

    Laliga lands on facebook in indian subcontinent

    MUMBAI: In a first-of-a-kind agreement, LaLiga and Facebook today announced that the platform will become the official home for all LaLiga Santander matches in the Indian subcontinent.

    The three-season deal commences with the 2018/19 campaign kicking off on Aug. 17. All 380 first division matches of Spain’s topflight football league will be available for free to people on Facebook in eight countries: Afghanistan, Bangladesh, Bhutan, India, Nepal, Maldives, Sri Lanka and Pakistan.

    The move marks a new dawn in sports broadcasting, bringing LaLiga and its clubs closer to fans than ever before. The Facebook community in the eight countries will be able to watch LaLiga Santander coverage on a live and on- demand basis via multiple devices. Every match will be available on the official LaLiga Facebook Page as well as individual club Pages.

    Fans will be closer to the action than ever before, with the opportunity to watch matches on the go and engage directly with the broadcast. For major matches, viewers in the region will be treated to interactive studio coverage hosted by one of the subcontinent’s faces of football, Joe Morrison.

    Analysis will be provided by a pool of experts including former Real Madrid defender and four time LaLiga champion Michel Salgado, as well as former Barcelona and Atletico Madrid midfielder Luis Garcia.

    In addition to the live matches, shoulder programming, including a full range of weekly preview shows and highlights, will be offered.

    LaLiga features the world’s best players and the world’s best clubs. The league prides itself in being at the forefront of broadcast innovation, delivering many hours of sporting spectacle to millions of viewers every matchday. Now with Facebook, LaLiga has broken new ground, signing its first broadcast agreement ever with a social media platform.

    LaLiga President Javier Tebas hailed the agreement: “We are thrilled to team up with Facebook to bring the millions of LaLiga fans in the Indian subcontinent even closer to the action. LaLiga sets the standard for football in the world and we are delighted that more people than ever before will have the opportunity to watch our matches live and for free through Facebook in the region.”

    Peter Hutton, Facebook Head of Global Live Sports Programming added “As home to the two most-followed sports clubs on Facebook and some of the world’s most iconic footballers, LaLiga has a huge global presence on our platform. Its popularity is notably visible in the Indian subcontinent, so we’re delighted to be able to serve the community of fans there with free, live LaLiga matches for the next three seasons. We see this as a great opportunity to not only bring people together around world-class football, but also help LaLiga reach new audiences and grow its visibility in a key development market.”