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  • Video and Broadband Summit 2019 to discuss way forward with NTO & changing digital landscape

    Video and Broadband Summit 2019 to discuss way forward with NTO & changing digital landscape

    MUMBAI: How is the new tariff order (NTO) impacting the broadcast and video distribution landscape in India? How can broadcast networks effectively partner with LCOs and MSOs to successfully navigate the post-NTO environment? These are some of the key themes which will be discussed at the Video and Broadband Summit 2019.

    Running in its sixteenth year, the summit will be held in Mumbai on 11 December and will bring together stalwarts from television broadcasting, internet and distribution sectors under one roof to discuss and deliberate key issues facing the sector and recognise the accomplishments of key stakeholders.

    Over the last one-and-a-half-decades, VBS (earlier IDOS) has grown to become India's definitive Pay-TV and video distribution get together. However, this year’s summit is critical given that 2019 has witnessed some of the most fundamental changes in the pay TV and broadcast industry.

    While, on the one side TV networks, LCOs, MSOs and DTH players are still adjusting to the fundamental changes introduced by the NTO – described by many as the most significant reform in broadcast TV in decades – on the other, India has seen exponential growth of OTT players. Together, these changes will fundamentally alter how Indians consume entertainment in the years to come.

    If these changes were not enough in themselves, the telecom and internet distribution sectors are also undergoing fundamental changes. While, the entry of Reliance Jio Fibre has not proved to be the ultimate disruptor industry experts were expecting it to be, the recent Supreme Court ruling on the AGR (adjusted gross revenue) issue, asking telecom companies to pay Rs 92,000 crore has considerably dampened the industry sentiment and can negatively affect their ability to raise funds for broadband, network expansion and digital India.

    Not surprisingly, since the Supreme Court ruling, all major telecom operators in India, ranging from Airtel, Vodafone Idea and Reliance have announced mobile tariff charge hikes by as much as 20 per cent. Given that Airtel and Reliance are also deeply entrenched in providing broadband services, any tariff hike can impact broadband penetration as well.

    The delegate profile for this year’s VBS is a reflection of the concerns facing the industry. As many as 60 per cent of the participants in this year’s VBS will be LCOs, MSOs and distributors, while 15 per cent delegates will be coming from broadcast networks including Star India – also a summit partner. Significantly, 25 per cent of the delegates this year will come from telecom, broadband, technology and data platforms. Without doubt, apart from getting the industry perspective on various issues ailing the industry as well as future opportunities, the summit will also provide an excellent opportunity for networking between the various stakeholders in the media and entertainment industry.

    Some of the key sessions in the summit will be:

    • Free To Air: The roadmap ahead
    • NTO: The future roadmap; TRAI consultation paper and how will the amendments to the existing tariffs play out?
    • Transforming the sector to fuel growth: What are the key issues facing the sector? How can more transparency and discipline be injected into it?
    • The distribution challenge: How are distribution companies innovating to stay ahead of the curve? What measures are they adopting to counter relentless disruption?
    • Internet: The changing role in video distribution
    • Role of the LCO: How has the role of the LCO changed under the new regulatory framework and its significance going forward? 
    • The advertisers’ view: Advertisers’’ view on dynamic Pay-TV landscape and how AdEx is likely to fare going forward with more changes anticipated to the NTO.

    To discuss all these relevant issues, the summit has also lined up a distinguished panel of more than two dozen speakers. Among them are:

    The VBS summit is an initiative of Indiantelevision.com. Started in 2000 by media and television analyst Anil Wanvari, Indiantelevision.com is the first online information and interactive service focusing on the Indian television and media business. Indiantelevision.com organises close to a dozen events every year, among them are The Indian Telly Awards, Tele-Wise Tamil, Media HR Summit, Brandvid Awards, Vidnet, The Indian Telly Technical Awards, and The Content Hub.
     

  • Influencers, advertising, data and tech at the core of BrandVid 2019

    Influencers, advertising, data and tech at the core of BrandVid 2019

    MUMBAI: The second edition of the Indiantelevision.com’s marquee summit BrandVid 2019 concluded with some interesting and insightful discussions around the video content industry in Mumbai yesterday. The day-long conference saw some of the leading geniuses from the marketing industry talking about how to optimise video content as a brand communication tool and get better results in terms of consumer engagement as well as revenues.

    Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari opened the event. He mentioned, “Branded content has an emotional connect; it has a story to tell. The global content market is expected to grow to about $412 billion as per various reports out of which 10-20 per cent will be led by branded content.”

    The day was divided into five in-depth sessions and a fireside chats covering the various aspects related to the world of branded video content and was kickstarted by MullenLowe Lintas Group group CCO and chairman Amer Jaleel. He highlighted a key point that most brands seem to have forgotten today – that of not being very obvious to the consumer. “Brands today want to be obvious because of the insecurity of the clutter. Fuzziness is going and directness is returning. If brands want to be relevant today then the way forward is to be random, obscure and slanted,” he highlighted.

    Jaleel went on to make the point that it is impossible for creativity to catch up with the speed at which technology is moving. “Technology is synthetic and artificial and craft needs talking to people, which needs time,” he said.

    The events of the day continued with a panel discussion on ‘Branded Video Rewind’, which covered all the aspects of the evolution of branded video over the years and how the past fiscal was for the industry in terms of video spends, creative allocation, number and nature of brand films.

    Moderated by L&K Saatchi & Saatchi India CEO and Managing Partner Anil Nair, the panel had Sony Pictures Networks India Pvt Ltd head – content, partnerships, new initiatives – digital business Amogh Dusad, Shemaroo Entertainment Ltd COO Kranti Gada, GroupM South Asia president growth and transformation Tushar Vyas, Eros Now group CMO Manav Sethi, and Bajaj Consumer Care president Sandeep Verma sharing their views on the evolution of branded videos.Varma mentioned that today video content is no longer just for virality but is more holistic in the content marketing approach. However, the panellists agreed that there is no sure-shot way to guarantee that your content will hit the right note. Gada said, “Brands are not yet focusing on branded content as a core strategy. It is sporadic.” The panel also drove the point that in branded content, the creative thought should be the main driving force and the brand needs to ride on it not vice versa. The idea is to not force fit the content.

    The next item on the agenda was a fireside between YouTube India director Satya Raghavan and Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari. Raghavan voice the opinion of many that today’s thumb-based apps have reduced the attention span to single digit numbers. In such a scenario, YouTube helps its content creators in getting reach. “YouTube’s algorithm helps the average content creator to get 50-60 per cent of its views. People are now optimising their content to get into the algorithm. So, content creators don’t have to worry about reaching the target audience,” he revealed.

    It was followed by a panel discussion on ‘GenZ: The New Video Sticklers’ between Burger King India CMO Srinivas Adapa, Leo Burnett Orchard COO Prashanth Challapalli, Onida CMO Pratyush Chinmoi     and MediaCom west head Priya Choudhary. It was moderated by Worldwide Media VP – Content Studio Vidyut Patra.

    The session covered how the brands are using video as a vehicle to achieve greater engagement and build personal connects with GenZ. Since Gen Z has a variety of apps to choose from and each with a different mode of working, brands need to pick the platform that is appropriate for its message. For instance, YouTube is for getting reach and long-form content, TikTok is for user-generated content while Instagram is for sharp targeting. “Not all brands have a content strategy. They all have a brand strategy. Therefore, they go after influencers. But, people are on Instagram because they are following their interest, not brands,” said Challapalli. To this point, Choudhary added, “Gen Z sees through influencers who are promoting brands so you have to smart in your strategy.” This is also the generation that is averse to seeing ads.

    The conference further continued with a panel discussion on ‘Moving the needle from exposure to engagement: Still the challenge?’. The session saw L'Oréal India head of media Neel Pandya, Colgate-Palmolive associate director and head – integrated marketing communication and e-commerce marketing Priyanka Gandhi, Syska CMO Amit Sethiya, Mondelez India Foods Pvt. Ltd. sr. category manager – equity and activation: chocolate marketing Sameer Yadav, and ITC Limited head – consumer health care Sanjay Srinivas in a deep discussion on how effective branded content offers advertisers a chance to engage with consumers in a rather intimate manner, incentivising brands to build ongoing relationships and how its vulnerability stands as a challenge to the marketers. The session was moderated by Tonic WorldWide CEO Chetan Asher.

    The panel made the point that content marketers need to decide what does engagement mean to them; whether that is the number of likes and shares or beyond that. “Brands need to know how to integrate with authenticity. Your brand should not stick out. For this, first, there needs to be a purpose and then relevance,” said Gandhi. Pandya also added that brands need to realise that not every avenue can drive sales. The purpose of branded content is generally not to get more sales but to get engagement and visibility.

    The events of the day progressed with a panel discussion on ‘Driving Social’, with TVF global head content and business Rahul Sarangi, ISOBAR COO Gopa Kumar, Mastercard director marketing Puneeth Bekal, GoZoop director strategy Amyn Ghadaili, and Lokmat Media Pvt Ltd senior EVP and head of digital business Hemant Jain. The session moderated by Nirvana Digital CEO Pinakin Thakkar covered all the important aspects of using social media and related technologies effectively for telling memorable brand stories.

    TVF’s Sarangi said, “Brands need to have a personality for people to engage with them.” On the current trend of using influencers to drive sales and visibility, he pointed out that they themselves are content creators. While everyone is thinking of digital as the upcoming big medium, Ghadaili said, “Digital is not a medium. It is a space that has many mediums.” The panel also made the point that in this space what is important is that the product has value and the influencers also believe in it.

    The final session on the agenda was a panel discussion on “Understanding the audience: Data & tech in content creation (Brandfilm breakthrough)” spanning insights into how data can be better used to understand audience and what role can technology play in compelling storytelling.

    Part of the panel were Prime Focus Technologies VP creative services Bhaskar Sitholey, Shemaroo head of marketing Rahul Mishra, Byju's App marketing head Atit Mehta, Logicserve Digital co-founder and CEO Prasad Shejale, JioGenNext VP advertising Mohit Kapoor, and VDO.ai co-founder Arjit Sachdeva. The session was moderated by Qyuki Digital Media co-founder and managing director Samir Bangara.

    Mishra highlighted that digital had shifted the content creation balance. “Nowadays, consumers are creating content on digital and they are the content creators now,” he said. On the usage of data, Mehta felt that data inspires marketers to take bold steps. “If someone is spending on the world cup, then he is also spending on digital,” he said. To this, Shejale added the way forward is both data-driven and data inspired content.

    The event concluded with a gala awards event night, the first Indiantelevision.com BrandVid Awards. 

  • BrandVid 2019 kicks off with day-long summit and awards

    BrandVid 2019 kicks off with day-long summit and awards

    MUMBAI: Indiantelevision.com, in its quest to promote a dynamic and competitive environment for creators and brands, is hosting the second edition of BrandVid today in Mumbai.

    The conclave will be followed by the first-ever BrandVid Awards to recognise the most creative work in the branded video domain.

    The knowledge panels in the conclave will cover a vast spectrum of topics including the evolution of branded video over time, use of data and technology to enhance a brand’s visibility through meaningful collaborations, the targeting of GenZ and their fickle attention spans, and measurement metrics for branded video

    The BrandVid Summit will feature a keynote speech from Amer Jaleel, the group CCO and chairman of the MullenLowe Lintas Group.

    The summit will feature a stellar line up of speakers that includes the likes of Leo Burnett Orchad chief operating officer Prashanth Challapalli, GroupM South Asia president growth and transformation Tushar Vyas, Mastercard director marketing Puneeth Bekal, and Burger King India CMO Srinivas Adapa.

    The BrandVid Awards will honor the best in class brand films, brand integration and branded programming.

  • TimesNowNews.com signs up as associate partner for BrandVid 2019

    TimesNowNews.com signs up as associate partner for BrandVid 2019

    MUMBAI: One of India’s most trusted and fasted growing digital news platform TimesNowNews.com has signed up as an associate partner for one of Indiantelevision.com’s marquee summits BrandVid 2019.

    Thanks to the massive explosion in the consumption on digital and on handheld devices, video is the new glue fusing brands with their consumers. Marketers are working overtime to understand the nuances of video storytelling, platforms (social or web destinations) and distribution to build stronger bonds between brands and their fans.

    The summit, with the key theme of ‘Manoeuvring through the video maze’, will tackle conversations like moving the needle from exposure to engagement, data and tech in content creation, understanding new-age consumers and crafting compelling branded films.

      BrandVid 2019 Summit Full Details

    The keynote at this year’s summit will be delivered by Amer Jaleel, group CCO and chairman of the MullenLowe Lintas Group. Some of the key speakers at BrandVid 2019 include McDonald's India’s Arvind RP, FBB – Future Group India’s Prachi Mohapatra, Colgate-Palmolive’s Priyanka Khaneja Gandhi, GroupM’s Tushar Vyas among others.

      BrandVid 2019 Awards Full Details

    Following the stupendous success of the summit in 2018, Indiantelevision.com incorporated the BrandVid Awards as part of this year’s event. BrandVid Awards recognize the best in class brand films, brand integration, and branded programming.