Category: Ficci Frames

  • FICCI Frames: Bridging the gap between story-tellers & industry veterans

    MUMBAI: An initiative started in 2015, to bridge the gap between the media and entertainment industry experts and the storytellers, Frame Your Idea (FYI) is back once again for its third edition. It will be taking place simultaneously with FICCI FRAMES 2017, from 21 March to 23 March 2017 at  Renaissance Powai, Mumbai.

    At the aforementioned event, anyone with a content idea, story or screenplay for a film / TV / digital web series / show / animation / documentary can register, turn up and pitch it within 10 minutes, to the right people in the business. If one has finished content that may be under post-production or seeking distribution, that can be pitched too.

    The 2017 edition of FYI is also empowered by the Screenwriters Association, Mumbai.

    Previous credits to this event are quite a few as well. Anurag Kashyap’s next (unannounced) is a script written by journalist turned writer Nihit Bhave which Phantom Films found at FYI 2015. Rakyesh Omprakash Mehra’s ROMP and Disney India found scripts at FYI 2015. Eros Trinity pictures found writers to hire for its writers’ room at FYI 2016.

    Read detailed story here

    “Frame Your Idea is a unique platform that interfaces young talent and bright idea with producers, broadcasters and content buyers on an unprecedented scale. I would urge all the  creators, illustrators, writers and storytellers to come and pitch your next big idea at Frame Your Idea at FICCI FRAMES 2017,” said FICCI AVGC Forum, co-chairman, Munjal Shroff.

    FYI 2016 witnessed the attendance of over 70 production houses, studios, broadcasters, content commissioners. Over 300 participants pitched in the categories of film, tv, nished content, digital, animation and documentary. Over 3000 meetings took place over the course of three days, between content creators and content idea owners.

    Here are the categories of content at FYI 2017 that one can pitch for:

    – Film TV
    – Digital/web series
    – Animation
    – Documentary
    – Finished Content

    FYI lists commissioners / broadcasters / producers on its webpage and calls for entries (cci-frames.com/fyi). Applicants who register, provide their producer preference list and get allotted meetings by an automated system on a first-come-first served basis.

    On the day of the event, participants are handed a schedule sheet for their meetings based on which they meet the producers for 10 minutes each; that they have opted for during registration.

     

  • Digitisation vital for transparent governance, says Prasad

    Digitisation vital for transparent governance, says Prasad

    NEW DELHI: Electronics & information technology minister Ravi Shankar Prasad feels “Digital governance is good governance, digital governance is transparent governance and digital governance is honest governance.”

    Speaking at a Special Session at FICCI’s 89th Annual General Meeting, he said with a population more than 1.25 billion, India has 1.04 billion mobile phone users, of which 350 million are smart phone users with 500 billion internet users.

    Backed up by initiatives like Make in India, Digital India and Startup India, the nation is at the cusp of a big transformation.

    With government emphasizing on electronics manufacturing sector, India has established 40 mobile phone manufacturing centres in the last one year and with conducive policy initiatives and framework India aims to become global manufacturing hub.

    Prasad also gave examples of how citizens from remote parts of India are utilising the digital tools as epicentre of socio-economic development.

  • Digitisation vital for transparent governance, says Prasad

    Digitisation vital for transparent governance, says Prasad

    NEW DELHI: Electronics & information technology minister Ravi Shankar Prasad feels “Digital governance is good governance, digital governance is transparent governance and digital governance is honest governance.”

    Speaking at a Special Session at FICCI’s 89th Annual General Meeting, he said with a population more than 1.25 billion, India has 1.04 billion mobile phone users, of which 350 million are smart phone users with 500 billion internet users.

    Backed up by initiatives like Make in India, Digital India and Startup India, the nation is at the cusp of a big transformation.

    With government emphasizing on electronics manufacturing sector, India has established 40 mobile phone manufacturing centres in the last one year and with conducive policy initiatives and framework India aims to become global manufacturing hub.

    Prasad also gave examples of how citizens from remote parts of India are utilising the digital tools as epicentre of socio-economic development.

  • FICCI keen on IPR awareness & enforcement to encourage innovation

    FICCI keen on IPR awareness & enforcement to encourage innovation

    NEW DELHI: Department of Industrial Policy & Promotion joint secretary Rajiv Aggarwal has said India’s IP framework was in the midst of a paradigm shift following the announcement of the National IPR Policy.

    Chairing a session on India’s IPR Policy: A Roadmap to Robust IP Ecosystem in India in a meet organized by FICCI, he said while the Department was spearheading the overall policy, specific recommendations listed in the policy were being taken up for action by concerned ministries and departments.

    He elaborated on the initiatives undertaken by DIPP and the Cell for IPR Promotion and Commercialisation (CIPAM) set up by the Government to implement the seven objectives which formed the basis of the National IPR Policy, besides bringing forth the industry’s role in ensuring the effective roll-out of these initiatives.

    FICCI, in its drive to spur growth in the Indian industry, specially manufacturing, organised in association with the International Chamber of Commerce (ICC) India, the International Conference on ‘IP: Key Enabler to Growth & Innovation’ here.

    FICCI IPR Committee chairman Narendra Sabharwal who is the former convener of Think Tank on IPR Policy and former deputy director-gneral in World Intellectual Property Organisation (WIPO) said that FICCI had a particular interest in supporting and encouraging innovation for the benefit of industry and economic growth. Consequently, FICCI was working with all stakeholders towards creating awareness about IP, its adequate enforcement, besides ensuring the effective implementation of India’s National IPR Policy recommendations.

    He said India’s IP policy gives IP the prominence it deserves as it is for the first time that IP has been brought into the mainstream of the growth process. He underlined the need to raise awareness amongst businesses on how to use IP as a tool to raise competitiveness and foster growth. While the IP policy provides the overall direction, the rest of the economic and social policies need to be tweaked to bring them in sync with the IP policy.

    Sabharwal enumerated the objectives of the IP policy as promotion and awareness of IP issue, generation of IP, legal and legislative framework, administration and management, commercialisation of IP, enforcement and adjudication and creation of human capital.

    He recommended that all industries and businesses should undertake a baseline IP survey to assess where we are and how do we move forward. He also suggested that there was need for a study on the economic contribution of IP such as a copyright-related industries survey on contribution of GDP.

    ICC Commission on Intellectual Property chairman David J Koris underlined the need of creating an ecosystem that nurtured and promoted intellectual property to fulfill its potential as a tool to spur innovation and creativity, and economic growth.

    Through its awareness-raising and advocacy initiatives, the Commission on Intellectual Property promotes the positive role of the IP system, gives guidance on how the system can be made more efficient and cost effective, helps policy makers adapt the system to new challenges, and promotes the use of IP as a business tool. It also actively contributes on issues arising from the areas of interface between intellectual property and other areas, such as the digital environment and the Internet, the environment, health, development, and competition policy.

    Koris said that for meaningful support to countries in the markets where they operate, the key imperatives were: uniform belief in the rule of law, good regulations and laws and focus on infrastructure.

    He said IP is a key driving force for growth in many companies and economies today, as the different types of intangible assets of a business are becoming increasingly important and valuable in relation to its tangible assets. The IP Commission produces publications and organizes events to support the ICC network of business organizations and chambers of commerce in their efforts to help companies use the IP system to increase their competitiveness.

    ICC India president Prashant Modi highlighted the important role of intellectual property in promoting innovation and technology diffusion, and the way technologies were disseminated in different sectors and countries globally. He observed that IP was a dynamic and constantly evolving field, which was closely tied to technological, economic, political and social changes, and the vital role that intellectual property rights (IPRs) – copyrights, patents, trademarks and similar rights upon which the lion’s share of creative and innovative products and services relied – had in helping the economies of developed and developing countries all over the world grow.

    Dr. K. S. Kardam, senior joint controller of patents and designs at Indian Patent Office, observed that, in the recent years, India was paying increasing attention to facilitate the ease of doing business in the country. With the significance of IPR as a foremost enabler now being increasingly recognized, the government was making efforts to address the concerns that the industry had in conducting business in India, and to work with the industry and other stakeholders to identify solutions towards further enhancing India’s business landscape.

    ICC India vice president Subhrakant Panda said protection of IP rights had become more important than ever following the new economic reforms initiatives introduced by the government. Innovation, he said, was the cornerstone of economic development and emphasised that India had a robust IP regime and a strong judicial system for recourse for settlement of disputes.

    The delegates at the conference deliberated on important developments in intellectual property like India’s recently announced National IPR Policy and the subsequent initiatives undertaken by the government e.g. setting up the Cell for IPR Promotion and Commercialisation (CIPAM) to oversee the implement the policy recommendations, besides bringing froth Industry’s views and perspective on these initiatives.

    Discussions also focussed on other IP-specific issues including constraints that India was facing on account of Counterfeiting and Piracy and the sustained actions needed among the stakeholders to effectively combat this global threat; the concerns of industry in areas such as CRI Guidelines, TRAI Regulations for broadcasting sector, issues with regard to SEP & FRAND terms – among other.

    One of the conference sessions was dedicated to a comparative outlook of India’s IP ecosystem vis-a-vis other jurisdictions, where the panelists undertook an assessment of where India stood on IP matters in comparison to the global standards and practices, whether India could incorporate certain relevant international IP best practices and where the country should be positioning to figure in the emerging global IP framework.

    The Conference brought together a number of leading policy makers, professionals, government officials and IP expert from India and from across the globe. A number of members of the International Chamber of Commerce (ICC) attending the ICC IP Commission meeting in India also participated in the conference, both as speakers and delegates.

  • FICCI keen on IPR awareness & enforcement to encourage innovation

    FICCI keen on IPR awareness & enforcement to encourage innovation

    NEW DELHI: Department of Industrial Policy & Promotion joint secretary Rajiv Aggarwal has said India’s IP framework was in the midst of a paradigm shift following the announcement of the National IPR Policy.

    Chairing a session on India’s IPR Policy: A Roadmap to Robust IP Ecosystem in India in a meet organized by FICCI, he said while the Department was spearheading the overall policy, specific recommendations listed in the policy were being taken up for action by concerned ministries and departments.

    He elaborated on the initiatives undertaken by DIPP and the Cell for IPR Promotion and Commercialisation (CIPAM) set up by the Government to implement the seven objectives which formed the basis of the National IPR Policy, besides bringing forth the industry’s role in ensuring the effective roll-out of these initiatives.

    FICCI, in its drive to spur growth in the Indian industry, specially manufacturing, organised in association with the International Chamber of Commerce (ICC) India, the International Conference on ‘IP: Key Enabler to Growth & Innovation’ here.

    FICCI IPR Committee chairman Narendra Sabharwal who is the former convener of Think Tank on IPR Policy and former deputy director-gneral in World Intellectual Property Organisation (WIPO) said that FICCI had a particular interest in supporting and encouraging innovation for the benefit of industry and economic growth. Consequently, FICCI was working with all stakeholders towards creating awareness about IP, its adequate enforcement, besides ensuring the effective implementation of India’s National IPR Policy recommendations.

    He said India’s IP policy gives IP the prominence it deserves as it is for the first time that IP has been brought into the mainstream of the growth process. He underlined the need to raise awareness amongst businesses on how to use IP as a tool to raise competitiveness and foster growth. While the IP policy provides the overall direction, the rest of the economic and social policies need to be tweaked to bring them in sync with the IP policy.

    Sabharwal enumerated the objectives of the IP policy as promotion and awareness of IP issue, generation of IP, legal and legislative framework, administration and management, commercialisation of IP, enforcement and adjudication and creation of human capital.

    He recommended that all industries and businesses should undertake a baseline IP survey to assess where we are and how do we move forward. He also suggested that there was need for a study on the economic contribution of IP such as a copyright-related industries survey on contribution of GDP.

    ICC Commission on Intellectual Property chairman David J Koris underlined the need of creating an ecosystem that nurtured and promoted intellectual property to fulfill its potential as a tool to spur innovation and creativity, and economic growth.

    Through its awareness-raising and advocacy initiatives, the Commission on Intellectual Property promotes the positive role of the IP system, gives guidance on how the system can be made more efficient and cost effective, helps policy makers adapt the system to new challenges, and promotes the use of IP as a business tool. It also actively contributes on issues arising from the areas of interface between intellectual property and other areas, such as the digital environment and the Internet, the environment, health, development, and competition policy.

    Koris said that for meaningful support to countries in the markets where they operate, the key imperatives were: uniform belief in the rule of law, good regulations and laws and focus on infrastructure.

    He said IP is a key driving force for growth in many companies and economies today, as the different types of intangible assets of a business are becoming increasingly important and valuable in relation to its tangible assets. The IP Commission produces publications and organizes events to support the ICC network of business organizations and chambers of commerce in their efforts to help companies use the IP system to increase their competitiveness.

    ICC India president Prashant Modi highlighted the important role of intellectual property in promoting innovation and technology diffusion, and the way technologies were disseminated in different sectors and countries globally. He observed that IP was a dynamic and constantly evolving field, which was closely tied to technological, economic, political and social changes, and the vital role that intellectual property rights (IPRs) – copyrights, patents, trademarks and similar rights upon which the lion’s share of creative and innovative products and services relied – had in helping the economies of developed and developing countries all over the world grow.

    Dr. K. S. Kardam, senior joint controller of patents and designs at Indian Patent Office, observed that, in the recent years, India was paying increasing attention to facilitate the ease of doing business in the country. With the significance of IPR as a foremost enabler now being increasingly recognized, the government was making efforts to address the concerns that the industry had in conducting business in India, and to work with the industry and other stakeholders to identify solutions towards further enhancing India’s business landscape.

    ICC India vice president Subhrakant Panda said protection of IP rights had become more important than ever following the new economic reforms initiatives introduced by the government. Innovation, he said, was the cornerstone of economic development and emphasised that India had a robust IP regime and a strong judicial system for recourse for settlement of disputes.

    The delegates at the conference deliberated on important developments in intellectual property like India’s recently announced National IPR Policy and the subsequent initiatives undertaken by the government e.g. setting up the Cell for IPR Promotion and Commercialisation (CIPAM) to oversee the implement the policy recommendations, besides bringing froth Industry’s views and perspective on these initiatives.

    Discussions also focussed on other IP-specific issues including constraints that India was facing on account of Counterfeiting and Piracy and the sustained actions needed among the stakeholders to effectively combat this global threat; the concerns of industry in areas such as CRI Guidelines, TRAI Regulations for broadcasting sector, issues with regard to SEP & FRAND terms – among other.

    One of the conference sessions was dedicated to a comparative outlook of India’s IP ecosystem vis-a-vis other jurisdictions, where the panelists undertook an assessment of where India stood on IP matters in comparison to the global standards and practices, whether India could incorporate certain relevant international IP best practices and where the country should be positioning to figure in the emerging global IP framework.

    The Conference brought together a number of leading policy makers, professionals, government officials and IP expert from India and from across the globe. A number of members of the International Chamber of Commerce (ICC) attending the ICC IP Commission meeting in India also participated in the conference, both as speakers and delegates.

  • Government & private initiatives required to achieve ambitious goal of Digital India

    Government & private initiatives required to achieve ambitious goal of Digital India

    MUMBAI: According to Akamai’s 2015 Asia Pacific Survey, India had the lowest average broadband speeds of 2.5 Mbps. As 3G speeds increase and 4G adoption is still nascent; the quality of internet access and affordability in terms of data tariffs and on 3G/4G enabled devices continue to remain a challenge to deliver consumer value. On the regulatory side, there have been a lot of discussions on net neutrality and licensing of OTT services. These will have a significant impact on how digital media evolves in the future.

    Sony Pictures Networks India Pvt Ltd. head – marketing & analytics, digital business Abhishek Joshi strongly believes that content is where you stream it and the government has the a say in it. “The OTT industry has graduated from the innovators stage to the early adopters stage within the innovation diffusion curve, based on distinguished product strategies by players in the market. However to cross the chasm to gain the majority market, policy makers will have to play a very big role. Infrastructure and regulatory policies are going to be the biggest differentiators for industry growth for the next 18 months.”

    While on the other hand, Ping Networks co-founder Rajeshree Naik is of the opinion that the government should not play any role in an individual’sprivacy. “That is a grey area. The government should rather focus on the infrastructure, companies coming up, partnerships, investments, etc rather than on content. Infrastructure does not bother pay because I know it is going to get better soon. The thing that scares me are the two terms related to digital i.e. no censorship and payment methods. Though, the beauty of digital is having no regulations, collective responsibility is to be taken ensuring that the government stays away.”

    Supporting Joshi on government interference was VOOT head, marketing and partnerships Akash Banerji. “Short form of content is not the solution. “These are early days for OTT in India. Players are either following the AVOD or SVOD model today. Both are profitable but for now what concerns me about the SVOD model is that why should a consumer pay for subscription when he is already paying a lot for mobile data. “

    Banerji adds, “There also is limitation of vast content on platforms. 80-90 percent of content is with the top players and a minuscule number of hours of great quality content is curated. For a new entrant for eg VOOT, it is difficult to drive money immediately after it rolled out.”

    Whereas Joshi thinks that even the consumers are not inclined to pay. “There is no inclination to pay. They will pay for content that has some value for them. They want quality content, expect HD, streamless service, etc.”

    Hungama.com COO Siddharth Roy opined that transactions have worked. “There is massive copyright infringement. The government needs to have a robust and strong IPR. Branded entertainment is the driver of this entire eco-system. Branded IP makes money.”

    “Value comes from the content and the way it is consumed. The business needs a lot of clarity. Government and all the players should work together to come to a concrete conclusion. In the end, crows is the king,” asserts Banerji.

    Naik believes that videos and original content will co-exist and that content will keep evolving.

    With global players like Netflix and Amazon Prime in India, the players present in the panel are looking forward to the global entrants. “If Netflix is a success in India, the creators will have more chance to put their content on the digital platforms. It is investing plenty on producing original content here and will be a good example. Viewers will love to pay for quality content that can entertain them.”

    Joshi is also excited with the entry of this global player and India and thinks that it is only going to be good for the business.

    Sharing his thoughts on the future of India’s burgeoning digital market, Technicolor’s country head for India Biren Ghose, in his valedictory remarks, said, “Content is assuming new life in the emerging digital economy. Technology enables innovations in imagery that could hitherto neither be produced nor consumed. FICCI and LA India Film Council need to be complimented on encouraging the conversation for the Indian agenda in this space.”

    Panelists at FICCI Knowledge Series 2016 for the Regulatory and Infrastructural Challenges for Digital Media, concluded that a combination of government and private initiatives would need to be rolled out to achieve the ambitious goal of a truly Digital India.

  • Government & private initiatives required to achieve ambitious goal of Digital India

    Government & private initiatives required to achieve ambitious goal of Digital India

    MUMBAI: According to Akamai’s 2015 Asia Pacific Survey, India had the lowest average broadband speeds of 2.5 Mbps. As 3G speeds increase and 4G adoption is still nascent; the quality of internet access and affordability in terms of data tariffs and on 3G/4G enabled devices continue to remain a challenge to deliver consumer value. On the regulatory side, there have been a lot of discussions on net neutrality and licensing of OTT services. These will have a significant impact on how digital media evolves in the future.

    Sony Pictures Networks India Pvt Ltd. head – marketing & analytics, digital business Abhishek Joshi strongly believes that content is where you stream it and the government has the a say in it. “The OTT industry has graduated from the innovators stage to the early adopters stage within the innovation diffusion curve, based on distinguished product strategies by players in the market. However to cross the chasm to gain the majority market, policy makers will have to play a very big role. Infrastructure and regulatory policies are going to be the biggest differentiators for industry growth for the next 18 months.”

    While on the other hand, Ping Networks co-founder Rajeshree Naik is of the opinion that the government should not play any role in an individual’sprivacy. “That is a grey area. The government should rather focus on the infrastructure, companies coming up, partnerships, investments, etc rather than on content. Infrastructure does not bother pay because I know it is going to get better soon. The thing that scares me are the two terms related to digital i.e. no censorship and payment methods. Though, the beauty of digital is having no regulations, collective responsibility is to be taken ensuring that the government stays away.”

    Supporting Joshi on government interference was VOOT head, marketing and partnerships Akash Banerji. “Short form of content is not the solution. “These are early days for OTT in India. Players are either following the AVOD or SVOD model today. Both are profitable but for now what concerns me about the SVOD model is that why should a consumer pay for subscription when he is already paying a lot for mobile data. “

    Banerji adds, “There also is limitation of vast content on platforms. 80-90 percent of content is with the top players and a minuscule number of hours of great quality content is curated. For a new entrant for eg VOOT, it is difficult to drive money immediately after it rolled out.”

    Whereas Joshi thinks that even the consumers are not inclined to pay. “There is no inclination to pay. They will pay for content that has some value for them. They want quality content, expect HD, streamless service, etc.”

    Hungama.com COO Siddharth Roy opined that transactions have worked. “There is massive copyright infringement. The government needs to have a robust and strong IPR. Branded entertainment is the driver of this entire eco-system. Branded IP makes money.”

    “Value comes from the content and the way it is consumed. The business needs a lot of clarity. Government and all the players should work together to come to a concrete conclusion. In the end, crows is the king,” asserts Banerji.

    Naik believes that videos and original content will co-exist and that content will keep evolving.

    With global players like Netflix and Amazon Prime in India, the players present in the panel are looking forward to the global entrants. “If Netflix is a success in India, the creators will have more chance to put their content on the digital platforms. It is investing plenty on producing original content here and will be a good example. Viewers will love to pay for quality content that can entertain them.”

    Joshi is also excited with the entry of this global player and India and thinks that it is only going to be good for the business.

    Sharing his thoughts on the future of India’s burgeoning digital market, Technicolor’s country head for India Biren Ghose, in his valedictory remarks, said, “Content is assuming new life in the emerging digital economy. Technology enables innovations in imagery that could hitherto neither be produced nor consumed. FICCI and LA India Film Council need to be complimented on encouraging the conversation for the Indian agenda in this space.”

    Panelists at FICCI Knowledge Series 2016 for the Regulatory and Infrastructural Challenges for Digital Media, concluded that a combination of government and private initiatives would need to be rolled out to achieve the ambitious goal of a truly Digital India.

  • Can OTT players leverage market opportunities & rationalize rising content costs?

    Can OTT players leverage market opportunities & rationalize rising content costs?

    MUMBAI: In a bid to grab eyeballs, spending on digital advertising is on the increase, but this increase also comes with challenges, if KPMG is to be believed.

    KPMG director Girish Menon said that digital advertisement is likely to cross Rs 25,500 crore in 2020, but digital ads do not come without challenges with major concerns being inability to track mobile activity, ad fraud, ad blocking and measurement.

    Making a presentation at an event organised by FICCI here yesterday, Fast Track India: Bolstering Growth in the Digital Content, Menon added, “OTT video is likely to become the holy grail in digital media. The advent of OTT services and on-the-go content, aided with competitive tariffs and falling average retail price of smartphones, has helped to drive video consumption in India.”

    According to him, approximately 40 per cent of mobile data traffic is being driven by video and audio consumption.

    The Indian market is highly price sensitive and broadcast services are well accepted, making the growth and profitability of OTT video players an uphill task. As digital media consumption grows in the country, content owners and delivery platforms need to reflect on innovative ways of monetizing digital content. OTT players need to leverage market opportunities while rationalizing rising costs of acquiring or producing digital content.

    “Profitability still continues to be a major challenge coupled with infrastructure and affordability of data tariffs and payments models. It is imperative for the OTT players to address these concerns through innovative means to achieve the medium’s full potential,” added Menon.

    Discussing future trends to grow this market, through effective monetization of content, while delivering consumer value, in addition to evaluating various payment models at FICCI Knowledge Series 2016 were Film Producer Vishesh Bhatt, DittoTV business head Archana Anand, Arre co-founder and CEO AJay Chacko and Eros Digital COO Karan Bedi.

    Sparking the discussion was Bhatt who observed how this conversation flagged off last year with everyone talking about content that has come to a point where it’s annoying. He is of the opinion that serious content makers fuelling the various platforms have to first understand the ecosystem. “In my opinion, even the platforms have not taken initiatives to educate the content makers. The ecosystem currently is extremely poor. The content makers have to understand the economics first or open my own platform to air content and then make money out of it.”

    Various content monetization options are being explored with the rapid adoption of digital platforms. Ad remains the major source of advertising. Short format made-for-digital content is being leveraged for immediate monetization opportunity. Existing content is being repackaged and delivered across digital platforms owned and 3rd party (YouTube, Mobile Apps, etc.). Existing content infrastructure is being leveraged to create purpose built content (interactive shows, online polls, etc.).

    The focus has now shifted to original/exclusive content for digital media, to drive subscription revenues

    Enlightening the audience further, Chacko pointed out how the content consumption medium has evolved from print to broadcast and now to digital. While there is 70 per cent investment in content creation for digital, the showdown does not stop there. “Investing more on content is the rule.”

    Citing the example of Pokemon Go, Bedi asserted how the game is earning roughly 1.6 million per day which is just 10 per cent of what they can make if monetised properly. “The cost of data, infrastructure, etc, remains an issue for us. We are definitely not there yet with the subscription model, but it’s not far.”

    Anand though strongly surmises that platforms need to set their strategies right. “You have to establish with masses first to get subscribers. We followed the consumer behaviour trend on mobile and made it affordable for them. Like anyone else, we never told them to download our app, rather gave them the option to give a miss call to download it. To solve bandwidth constraints, we tied up with Telcos and payment wallets and the usage has been phenomenal.”

    dittoTV has a clear road map set wherein it has first focused on getting eyeballs to its platform. Anand also opined that the platform does not have to necessarily follow a linear model in future.

    But how will the value change make money? Answering that, Bedi said that the three levers- revenue generation, content creation and marketing acquisitions. “Netflix does not invest on marketing acquisitions. In the end, it depends on the platform to decide what model it wants to follow and it has to make it work right.”

    “SVOD also allows multiple things to be done. There is an inherent ability to share piece of profit with partners by tying up with various partners”, added Anand.

    With various global players like Netflix, Amazon Prime Video, etc, entering India, the players will have to focus on producing original quality content to drive viewers. But is it beneficial to the creators here to put their content on the different platforms. Bhatt strongly affirmed that the West has made its content makers worth. It’s no more only about money but about environment.

  • Can OTT players leverage market opportunities & rationalize rising content costs?

    Can OTT players leverage market opportunities & rationalize rising content costs?

    MUMBAI: In a bid to grab eyeballs, spending on digital advertising is on the increase, but this increase also comes with challenges, if KPMG is to be believed.

    KPMG director Girish Menon said that digital advertisement is likely to cross Rs 25,500 crore in 2020, but digital ads do not come without challenges with major concerns being inability to track mobile activity, ad fraud, ad blocking and measurement.

    Making a presentation at an event organised by FICCI here yesterday, Fast Track India: Bolstering Growth in the Digital Content, Menon added, “OTT video is likely to become the holy grail in digital media. The advent of OTT services and on-the-go content, aided with competitive tariffs and falling average retail price of smartphones, has helped to drive video consumption in India.”

    According to him, approximately 40 per cent of mobile data traffic is being driven by video and audio consumption.

    The Indian market is highly price sensitive and broadcast services are well accepted, making the growth and profitability of OTT video players an uphill task. As digital media consumption grows in the country, content owners and delivery platforms need to reflect on innovative ways of monetizing digital content. OTT players need to leverage market opportunities while rationalizing rising costs of acquiring or producing digital content.

    “Profitability still continues to be a major challenge coupled with infrastructure and affordability of data tariffs and payments models. It is imperative for the OTT players to address these concerns through innovative means to achieve the medium’s full potential,” added Menon.

    Discussing future trends to grow this market, through effective monetization of content, while delivering consumer value, in addition to evaluating various payment models at FICCI Knowledge Series 2016 were Film Producer Vishesh Bhatt, DittoTV business head Archana Anand, Arre co-founder and CEO AJay Chacko and Eros Digital COO Karan Bedi.

    Sparking the discussion was Bhatt who observed how this conversation flagged off last year with everyone talking about content that has come to a point where it’s annoying. He is of the opinion that serious content makers fuelling the various platforms have to first understand the ecosystem. “In my opinion, even the platforms have not taken initiatives to educate the content makers. The ecosystem currently is extremely poor. The content makers have to understand the economics first or open my own platform to air content and then make money out of it.”

    Various content monetization options are being explored with the rapid adoption of digital platforms. Ad remains the major source of advertising. Short format made-for-digital content is being leveraged for immediate monetization opportunity. Existing content is being repackaged and delivered across digital platforms owned and 3rd party (YouTube, Mobile Apps, etc.). Existing content infrastructure is being leveraged to create purpose built content (interactive shows, online polls, etc.).

    The focus has now shifted to original/exclusive content for digital media, to drive subscription revenues

    Enlightening the audience further, Chacko pointed out how the content consumption medium has evolved from print to broadcast and now to digital. While there is 70 per cent investment in content creation for digital, the showdown does not stop there. “Investing more on content is the rule.”

    Citing the example of Pokemon Go, Bedi asserted how the game is earning roughly 1.6 million per day which is just 10 per cent of what they can make if monetised properly. “The cost of data, infrastructure, etc, remains an issue for us. We are definitely not there yet with the subscription model, but it’s not far.”

    Anand though strongly surmises that platforms need to set their strategies right. “You have to establish with masses first to get subscribers. We followed the consumer behaviour trend on mobile and made it affordable for them. Like anyone else, we never told them to download our app, rather gave them the option to give a miss call to download it. To solve bandwidth constraints, we tied up with Telcos and payment wallets and the usage has been phenomenal.”

    dittoTV has a clear road map set wherein it has first focused on getting eyeballs to its platform. Anand also opined that the platform does not have to necessarily follow a linear model in future.

    But how will the value change make money? Answering that, Bedi said that the three levers- revenue generation, content creation and marketing acquisitions. “Netflix does not invest on marketing acquisitions. In the end, it depends on the platform to decide what model it wants to follow and it has to make it work right.”

    “SVOD also allows multiple things to be done. There is an inherent ability to share piece of profit with partners by tying up with various partners”, added Anand.

    With various global players like Netflix, Amazon Prime Video, etc, entering India, the players will have to focus on producing original quality content to drive viewers. But is it beneficial to the creators here to put their content on the different platforms. Bhatt strongly affirmed that the West has made its content makers worth. It’s no more only about money but about environment.

  • Online pirates beware, Copyright Force on way

    Online pirates beware, Copyright Force on way

    MUMBAI: Red alert for online pirates of TV content and movies. Copyright Force is on its way.

    In a move to fight online piracy, major broadcasters, studios and the recently set-up Telangana  Intellectual Property Crime Unit (TIPCU) are joining hands with Motion Pictures Association of America (MPA)’s Indian chapter for strengthening and effective implementation of regulations.  
    Tentatively named Copyright Force, the industry alliance’s main aim is to set an agenda on Intellectual Property Rights (IPR) policy and engage with the government.

    “When you talk about Digital India, the government will have to put out a strong message on curbing online piracy. There are just not enough teeth in existing laws to tackle online piracy. Hence, the industry is exploring an industry alliance to sensitise the government and judiciary of the issue,” Viacom18 general counsel Sujeet Jain explained to indiantelevision.com.

    Confirming the move Uday Singh, Managing Director-India, MPA, however, clarified the move was a positive one but needed more deliberations.

    The alliance is looking at getting broadcasting companies, studios and other industry organisations like MPA under one roof.

    “There are many organizations with larger objectives. The Copyright Force’s (or its formal version) sole purpose would be to push copyright issues,” Jain added.
    According to industry sources, initial exploratory meetings on the issue were attended by the likes of Viacom18, Star India, Walt Disney, Zee, Turner, Sony Pictures Networks, Sun TV Network, Eros International, Reliance and TIPCU.

    Earlier, speaking on the issue of Digital Content Economy and Robust Enforcement Model at an event organised by FICCI here today, Jain said, “You cannot fight online crime with offline measures. Online enforcement has to happen.”

    According to him, the Copyright Act and IT Act have to be updated so the issue of online piracy is addressed directly and helps the judiciary to properly interpret relevant laws to pass judgements on cases relating to online piracy.

    In recent time, the issue of piracy has gained currency in India with mostly film-makers taking John Doe orders in an effort to safeguard against online leaks of films before formal theatrical releases.

    However, the content industry feels such cases don’t properly address the growing menace of online piracy.

    But taking a leaf out of the UK’s PIPCU (Police Intellectual Property Crime Unit), run by City of London Police, the Telangana government has set up country’s first anti-piracy unit called Telangana Intellectual Property Crime Unit (TIPCU).

    The reason for TIPCU formation was effective lobbying by the Telugu Film Chamber of Commerce with the state government on behalf of the local film industry that is reported to have suffered losses in excess of Rs 361 crore because of online piracy.

    Telugu Film Chamber of Commerce honorary chairman, governing council, anti video piracy cell, Rajkumar Akella said, “As we have been witnessing in recent days, the problem of online piracy is most urgent. The greatest threat now has become the pre-movie release leakages. Without real time interventions from the government and the industry, it will go out of control.”

    According to him, TIPCU, an initiative brought to life by the Telangana government, the Telugu film industry and MPA India, was a very significant step. “The unit will be making optimum use of technology besides policy enforcement and outreach,” Akella added.

    MPA regional director, online content protection, Oliver Walsh said, “The Indian film and TV industry supports 1.8 million jobs which are at risk because of rising online content theft. The future of legitimate content delivery platforms depends on effective enforcement measures supported by Indian State governments.”

    Pointing out that TIPCU was a great example of a dedicated law enforcement unit to tackle organized online film piracy, Walsh said such an approach will go a long way in significantly reducing online infringement of films and television content. 

    Jain also pointed out that there is a need to develop dedicated digital courts in the country where the issue of online piracy is addressed exclusively.