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Tag: Content Creator

  • “We aim to build a vast catalog with the best quality music in the world:” Hoopr.ai’s Gaurav Dagaonkar

    “We aim to build a vast catalog with the best quality music in the world:” Hoopr.ai’s Gaurav Dagaonkar

    Mumbai: In a world where music elevates every visual experience, the quest for the right soundtrack is crucial yet challenging. Finding music that not only resonates with your project but also adheres to copyright laws can be a complex task for creators and businesses alike. As digital content grows exponentially, the need for accessible, high-quality, and copyright-safe music is more pressing than ever.

    This is where innovative solutions by Hoopr.ai come into play. Founded by music director and entrepreneur Gaurav Dagaonkar, Hoopr.ai offers a comprehensive solution to the music licensing puzzle. Combining Dagaonkar’s engineering precision with his deep music industry experience, Hoopr.ai provides India’s largest library of original, copyright-safe tracks. The platform bridges the gap between creators and high-quality music, making it easier than ever to enhance content with the perfect soundtrack.

    Delving deeper, Indiantelevision.com caught up with Hoopr.ai co-founder & CEO Gaurav Dagaonkar to know more about his music career, Hoopr’s inception, growth strategies, projects and initiatives, and more…

    Edited Excerpts:

    On the inspiration to start Hoopr.ai, and your background in music and business shaping its development; Also the key challenges you faced, and how did you overcome them

    I did my engineering from Mumbai and my MBA from IIM Ahmedabad. This period of time really shaped my interest, inclination and exposure to music. Engineers are known to have a ‘jugaad’ or let’s-automate-it approach in life and coming from a premier business institute like IIMA, I was strongly instilled with business values where I got an opportunity to interact with some stellar peers, faculty and industry leaders.

    I started my music career in 2007 and continued it till 2017. In these 10 years I realised that as a composer what was the legacy that I was building. The music and entertainment field can be quite short-lived as new talent comes in everyday and trends change at the drop of a hat. What is it that I can create which will be solely mine?

    That’s when my co-founder, Meghna and I started Songfest in 2017. Songfest specialised in creating viral ads and campaigns for brands using music as a vehicle to build long-lasting and high-recall communication for the brand.

    A few years into working on Songfest, we realised that not every brand can afford a large campaign but they may want to explore music as a strategy for their brands. This was also the unfortunate period when Covid struck and marketing budgets took a hit. Yet, digital content creation sky-rocketed with everyone aspiring to make content digitally. The OTT content boom also happened in this period. We felt that this was a massive opportunity. The Indian market clearly lacked a good music platform for copyright-safe music and there was a dearth of high-quality original Indian music on the existing platforms. That is how the idea of Hoopr was born in 2022. Today, two years later, we are India’s largest music library with over 12500 tracks, 6500 plus music artists working with us and 220,000 creators using our platform.

    On Hoopr.ai differentiate itself from other music licensing platforms in the market

    In the Indian market, Hoopr is a first-mover and a first-of-its-kind platform. There are several platforms available for stock music and royalty-free music. However, Hoopr is the only platform that covers a diverse range of original, high-quality Indian sounds, background music, instrumentals and soundtracks in multiple Indian languages.

    For filmmakers, creators and brands, Hoopr becomes a one-stop solution for all their music needs – whether generic or bespoke.

    We also work with a vast network of 220,000 plus creators via our music platform and hence we are equally capable of amplifying music and messaging through our platform, which is not available on any other platform currently.

    We like to believe that we stand at the cusp of music, technology and community.

    On Hoopr.ai supporting musicians in monetising their music, and the opportunities it offers them

    I have worked as a singer-composer in the Indian music industry and continue to be associated with it for over 15 years now. I have realised that the music market is vastly driven by Bollywood or film music which is managed by labels and they are all at the end of the day for-profit companies looking to make profits on big releases. Due to this, they tend to get into a zone where they keep making more of what sells – the same type of songs, same artists and this makes breaking into the mainstream music scene very difficult for independent artists.

    Hoopr provides a fair and equal platform for such artists. Doesn’t matter where they are based and what genre of music they make. As long as they are able to produce music that is original, platform-friendly and high quality, we are thrilled to work with them.

    We are proud to state that today Hoopr has a network of over 6500 artists that we commission music from for our platform. This includes sound engineers, producers, singers, instrumentalists, etc.

    On some success stories where Hoopr.ai significantly impacted a content creator or musician’s project

    Yes, we are very proud of the work we have done with some top creators such as Chef Ranveer Brar, Tanya Khanijow and Gaurav Taneja (Flying Beast).

    All of Ranveer’s content on social media is backed by copyright-safe music from Hoopr.

    We also did a fabulous bespoke song for Gaurav Tanejas’s Desh ka Dhoni video called Zidd Hai.

    With Tanya Khanijow we collaborated with an exclusive Hoopr track called Safar Anjana.

    There are many such stories to mention.

    On your innovative music contests like ‘Retro Reimagined’ and ‘Sing to Sync’ and these contests contributing to the growth and engagement of Hoopr.ai’s community of musicians and content creators

    Sing2Sync is a platform-led property that we built that allows brands or labels to use our artist community to commission new tracks or create UGC recreations of their cult songs or language variations of their legacy soundtracks.

    Retro Rewind was one such successful execution for a large music label, Universal Music Group. The mandate was to crowdsource multiple recreations of their cult track, Baahon ke Darmiyaan, from the classic film Khamoshi. They wanted to expand their existing catalog by adding innovative recreations. They also wanted to buy out the top five tracks and add it to their prolific catalog.

    We executed this activity over a span of 90 days. The first step was to create an engaging contest page, which was promoted on social media and with our existing community of 6500 plus artists. We received close to 10,000 registrations, and 1270 submissions of which 160 songs qualified in the screening. We shortlisted the top 14 tracks for selection to the UMG panel. An esteemed panel from Hoopr and UMG jointly judged the shortlisted 14 tracks and finally UMG actually took home eight creations instead of the original commitment of five tracks.

    On the upcoming projects or contests that Hoopr.ai has in the pipeline, and are there any new initiatives you’re working on as a music director

    While we are not at liberty to discuss the details of upcoming projects, I can tell you that there are some major brand projects in the pipeline from some gigantic brands which you will see individual announcements about in the coming months.

    Apart from that there are some major strides that Hoopr is poised to take in the music licensing industry but I would like to speak about it when the time is right.

    I do miss my music as most of my time is now devoted to being a full-time CEO and running a company but yes there will be some interesting pursuits on that front as well.

    On the trends you see emerging in the music licensing industry, and Hoopr.ai’s positioning to capitalise on them

    There are a bunch of macro trends that are shaping the licensing landscape in India as we speak. The first of those being the music streaming stats in India which seem to be doubling every three years. In 2020, India was streaming 230mn music streams, and today in 2024 that number stands at 470mn. Today 80 per cent of the top trending videos across YouTube are music videos. Globally, music has become the highest form of content that is being consumed and it also has a high repeat value unlike other formats.

    Music labels and artists are becoming increasingly aware and alert of the loss of monetisation that they incur every time their music is being used without proper licensing or remuneration. Hence, we’ve seen them coming down hard on brands that use their music in an unauthorised manner and we’ve seen massive brands being engaged in legal battles that result in loss of goodwill and huge legal penalties.

    Lastly, the meteoric rise in the size of the creator market in India, which is growing at a CAGR of 20 per cent year on year. The current size of this marketing in India is three to five million at a pessimistic best. Of these, only the top 1.9 per cent are able to monetise their content. One major reason for this is the lack of awareness around the use of copyrighted music for their content.

    Hoopr works are the intersection of music, technology and community where by using our platform, brands can have access to copyright-safe music which will save them precious legal dollars, and creators can effectively monetise their content without fear of take-downs. And all of this is driven by a tech-first platform.

    On your future plans for Hoopr.ai and its growth in the next few years

    We envision a geography-agnostic, platform-led, tech-driven marketplace ecosystem where music artists, creators, and brands exist and thrive. This marketplace will give artists the opportunity to collaborate with other artists, secure brand deals and employ creators for digital amplification.

    For creators, this becomes a one-stop shop to secure brand deals and promotional projects that help them monetize their channels all while having access to the highest quality of original, copyright-free music.

    For brands, this becomes a turn-key solution, where they can license sounds and music for their brand, collaborate with artists for bespoke solutions and use Hoopr’s creator-verse to amplify their brand messaging.

    At some point, Hoopr also envisions itself as a massive, platform-led label with the best musical talent on its roster and the default tech platform for all music monetisation and licensing needs for all independent artists or full-blown labels in the music industry. We aim to build a vast catalog with the best quality music in the world. There will come a day when Hoopr will be synonymous to Google for music search. We want people looking for music to just Hoopr it!

  • Weekend Unwind with content creator Ruchika Lohiya

    Weekend Unwind with content creator Ruchika Lohiya

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that delve into the minds of digital content creators through a fun lens, aiming to understand the person behind the creative journey a little better.

    In this week’s session, we have Ruchika Lohiya, a 22-year-old creative dynamo from Jodhpur. Ruchika wears many hats – she’s a poet, storyteller, writer, director, and spoken word artist. Her unique style combines storytelling with poetry, making her a source of inspiration for many.

    Ruchika stepped into the digital world and won hearts with her special content. She’s also launched a podcast called “Chikka on Roll” on Spotify, where she shares personal stories that connect with her audience. In a world full of quick trends, Ruchika stands out with her authentic creativity. She recently took the stage at Spoken Fest on 4 February and mesmerised the audience with her live poetry performance.

    Without further ado here it goes…

    Your mantra for life

    You live only once, so do it anyway!

    A book you are currently reading or plan to read

    I’m currently hooked on “Unposted Letters” by Mahatria Rao – a book that’s like a peaceful escape. It’s a breeze to read and perfect for anyone starting their reading journey.

    Your fitness mantra

    When it comes to staying fit, I keep it simple: don’t overthink. Whether it’s eating or daily activities, a stress-free approach builds a friendly connection with your health. Get to know your body, take it easy, and cut yourself some slack.

    Your comfort food

    Rajma Chawal is my happy place.

    A quote or philosophy that keeps you going when the chips are down

    ‘Tere kismat da likhta tera toh koi Kho nahi skda ke us do mehar hoye toh tenu oh vo miljaye joh tera ho nhi skda’- It’s a Punjabi saying.

    Whatever is written in our fortune will happen anyway, but if there is a blessing from above, things will happen even if it was not written in your destiny!

    Your guilty pleasure

    The simple joys of Netflix and chill. A guilty pleasure that wraps me in comfort.

    The last time you tried something new

    Every day is an opportunity for a new experience. The world of content creation ensures that each day brings a fresh challenge and a chance to learn.

    A life lesson you learned the hard way

    Learning to let go was a tough one. Life’s unpredictability sometimes demands detachment. Walking forward with grace, even when it’s difficult, has been a crucial lesson.

    What gets you excited about life?

    Work is my fuel, my passion. It infuses my life with fire, water, and everything in between. The excitement and fulfillment it brings make each day worth living to the fullest.

    What’s on top of your bucket list?

    Well, nothing too specific, but I’d love to blend more of my work with travel. Those trips where you get to explore while working.

    If you could give one piece of advice to your younger self, what would it be?

    Honestly, no advice needed. Looking back, she was amazing—full of grace, strength, and a whole lot of fun. I love her spirit, and well, I still do!

    One thing you would most like to change about the world

    I wish for a kinder world, where everyone has an equal shot at achieving their dreams. A place where kindness prevails, and dreams aren’t just for a fortunate few.

    An activity that keeps you motivated and charged during tough times

    it’s honestly my work. Staying busy, creating opportunities—when I’m working, I’m mentally in my happy place.

    What lifts your spirits when life gets you down?

    Without a doubt, my parents. They are my rock, the unwavering support I’m lucky to have.

    Your go-to stress buster

    Chatting with friends and just hanging out! Keeping it simple, just chilling, does wonders for the stress levels.

  • Entrepreneur Nikhil Kamath launches WTF fund to empower India’s emerging content creators

    Entrepreneur Nikhil Kamath launches WTF fund to empower India’s emerging content creators

    Mumbai: Entrepreneur Nikhil Kamath, in collaboration with leading creators like Tanmay Bhat, Ranveer Allahbadia, Prajakta Kohli, and Nuseir Yassin has launched the ground breaking WTF fund for creators. This first-of-its-kind initiative aims to transform the landscape for burgeoning talent, empowering the next generation of influencers.

    Reflecting on the fund’s purpose, entrepreneur Nikhil Kamath emphasised, ‘The creator economy has experienced remarkable growth and the industry is only expected to grow further in the coming decades. The WTF Fund aims to bridge this divide by providing a platform, tools, and mentorship to enable creators to craft narratives that deeply resonate with audiences’.

    The WTF Fund heralds a new chapter in the Indian creator scene, dedicated to discovering and nurturing promising talent. Entrants are invited to showcase their vision within a minute-long video, celebrating any facet of India they love, using their unique storytelling abilities. Participants are encouraged to bring forth stories about their city, culture, food, and any aspect they feel is worth showcasing. To participate, creators are encouraged to tag @nikhilkamathcio and @wtf_is_podcastwhile utilising the hashtag #WTFforCreators for a chance to win the ultimate creator kit. This comprehensive kit includes a mobile phone, tripod, lighting equipment, and essential tools necessary for a head start in the creator space. 50 people stand a chance to win the same.

    For individuals seeking entry into the world of content creation without the means to produce a video from scratch, an alternative pathway is available. They can submit a compelling 300-word email to wtfis@nksqr.com, detailing their aspirations to step into the creator world. The top 25 entries will gain access to exclusive @nasdaily classes, offering invaluable learning opportunities. Participants are encouraged to tag the panellists from Episode #13 on Instagram for enhanced engagement.

    Deadline for submissions: 15 January 2024 | 8 PM

  • GUEST ARTICLE: The creator economy and how it has evolved over the last few years

    GUEST ARTICLE: The creator economy and how it has evolved over the last few years

    Mumbai: For many decades, we have relied on traditional media outlets like television, radio, and print for our information and entertainment, consuming content created and curated by a few major media houses based on the preferences and requirements of the masses. The advent of the internet and web 2.0 brought a significant shift in how we consumed information by decentralising content communication, creation, and distribution. Thanks to the opportunity offered by social media, we found ordinary people like ourselves writing, filming, and creating niche as well as mass content that resonated with people worldwide.

    And as a result of this, people moved away from traditional media sources. They started surfing the internet to consume content and connect with people who shared similar interests and experiences. Over time, people learned to market their skills, hobbies, and interests online. This resulted in the rise of a new economy built by millions of independent content creators, curators, and community builders, marking the beginning of the “creator economy.”

    Today, the creator economy is estimated to be worth more than $100 billion, and it includes everyone who is a part of the web economy, such as social media, blogs, videos, software tools, and tech platforms like Hypothesis designed to help them grow and monetise.

    More than 50 million people worldwide identify as “creators,” with two million or more earning a living from their passion through platforms such as YouTube, Instagram, Twitch, TikTok, and others. According to a survey, YouTube content creators contributed a whopping Rs 6,800 crore to the Indian economy in 2020.

    The evolution of the creator economy

    ●      The birth of social media platforms

    Towards the end of the 2000s, we witnessed the birth of many social and content channels like YouTube, Instagram, Spotify, Medium, Linkedin, and more. The rise of the creator economy has relied heavily on the development of these platforms. We wouldn’t have creators if you didn’t have platforms on which they could create. It was due to social media sharing that content distribution became normalised. Today, creators are no longer at the mercy of large production companies, as these platforms have equipped them well to solve their distribution problems.

    ●      The emergence of influencer marketing

    Brands began to see the value in investing in creators to promote their products and services to their large on-platform audiences as they began to build a dedicated audience engaging with their content due to their skills and personalities. This proved a very successful marketing strategy, aka “influencer marketing,” as it allowed brands to tap into a new market and advertise to a niche audience more likely to be interested in the brand’s product during their moment of consumption.

    Brand sponsors began paying creators on platforms such as Instagram and Tiktok in exchange for their reach to an audience gained through the platforms.

    ●      Covid impact 

    As social media platforms proliferated, people found themselves increasingly attracted to screens, both as creators and consumers. What many believed would be a passing phase, like the dot-com era, soon became a compulsion.

    With the onset of the pandemic, millennials and gen-z turned towards social and subscription based platforms either out of boredom or to supplement their income due to the economic slump. Because of the nationwide lockdown, everyone was forced to use online health, education, shopping, and entertainment resources.

    This has led to the growing dominance of content creators in mainstream media who are willing to pay for tools that help them grow their content reach and maximise their revenue.

    ●      Creators are brands within themselves

    With the constant influx of influencers, competition for branded collaborations is becoming increasingly fierce, prompting influencers to seek alternative revenue streams.

    Instead of chasing revenue through generic clickbait content, influencers are becoming the new brands. Today, creators have gained enough loyalty from their audiences to be able to sell any product better than the traditional brands. Creators are launching their brands without investing millions of dollars in a team and resources, instead relying on a combination of audience and reach, good branding, and a distinct point of view with their product.

    Today, many brands consider working with creators an essential part of their brand and marketing strategy. But it remains a largely unorganised space, with discovering the right talent to work with and measuring success depending on how each brand structures its efforts. The creator economy needs a unified platform to connect brands with customers through the right influencers and manage the entire campaign pipeline. At the same time, it requires a platform for creators to engage with their audience and build meaningful relationships with brands.

    That’s where “influencer marketing software services” step in, allowing agencies and brands to discover the right creator, conduct outreach, set up campaigns, and track performance on one platform. On the supply side of the ecosystem, it empowers creators and influencers to reach their audiences by understanding their content performance and audience affinity and collaborating with brands and agencies.

    The author of this article is Hypothesis senior VP product and analytics Himani Agrawal.

  • How do Influencers perceive the ASCI code on Influencer advertising

    Mumbai:  The 14 June deadline for the Advertising Standards Council of India (ASCI) code on influencer advertising to be implemented is just around the corner, even as we reach out to some of the primary stakeholders- the social media influencers themselves. We share their take on the rules that will govern all their future branded collaborations (and already too), with creative content creators being popular and credible voices of society.

    While most agree that the Influencer advertising guidelines released last month has transparency at its core to help customers discriminate between a paid content and an organic post, the underlying concern that emerged was whether the new code proposes to shift the onus (of falling foul of the law) on the content creators more than the brand.

    To fully understand the implications of the guidelines on the fledgling Influencer marketing industry, it is only fair that we listen in to the influencer’s side- especially now that the deadline to implement the code looms large.

    Indiantelevision.com spoke to some of the leading influencers from disparate genres like Fashion, Tech & Social satire to understand their thoughts on how they perceive the guidelines, whether they have started implementing them, and if they have noticed any changes in their traction or engagement.

    Fashion & Beauty content creator Sakshi Sindwani, owner of the Instagram handle @stylemeupwithsakshi with over four lakh followers believes the guidelines will enable content creators to make an informed decision on the ‘what’ and ‘how’ of branded content, and relevance of collaborations. “However, there is a rider in terms of engagement,” she says, “It impacts the numbers. So, content creators and brands will have to go the extra mile to ensure that content is creative and integrated, rather than exclusive. Furthermore, creators will need to identify what makes their audience remain loyal.”

    Comedy content creator & popular Social satirist Saloni Gaur @salonayyy aka Naazma Aapi aka ‘pados wali aunty’ and a plethora of other satirical characters, with 5.5 lakhs followers on Instagram says: “A few brands don’t like to put labels like paid promotion on your content, it reduces engagement and people don’t like to consume branded content.”

    Known for her biting, humorous take on everyday issues and for calling a spade a spade, Saloni agrees that it makes sense from a consumer point of view as it is important to maintain transparency and authenticity. “While the labels might impact the viewership/ engagement, creators need to believe that at the core of creation lies relevant and organic content. And content is king! Creators hold the power in their hands to make it engaging and entertaining for the audience,” she adds.

    According to Tech Blogger Shlok Srivastava aka Techburner, with 4.78 lakh followers on Instagram it is a step in the right direction, however, “the nuances of guidelines are not thought through for different platforms or genres.”

    The guidelines define ‘influencers’ as those having access to an audience with the power to affect the purchasing opinion and decisions of the consumers. “Social media is a vast pool with so many creators. Some of them are sceptical about the implementation of these guidelines for the kind of content that they create. For instance, in a space like Tech or Auto, 90 per cent of the products are given by the brands for reviews owing to the credibility that we hold. So, if we label such content as paid or branded, it’ll create confusion amongst the audience and they’ll doubt our authenticity which will destroy the whole purpose of establishing regulations,” says Srivasatava.

    Pulp Strategy founder & MD Ambika Sharma says, the reception to the reining in by ASCI has been a mixed bucket. While most Influencers understand that the move is a positive one, they have concerns around the impact it would have.

    “We are currently working with over three dozen influencers for different campaigns, the sentiment is mostly positive. There is a lack of awareness and we are building compliance alongside campaign execution,” she says.

    IPLIX Media co-founder Neel Gogia states that as with every new initiative a debate is necessary to create a sustainable solution.

    “The lines are a little blurred. For instance, a non-monetary association under which an influencer shares an unbiased product review will be labelled as an Ad, leaving consumers in a tough spot. This will be difficult to implement for a tech or an auto influencer as they cannot buy every product for review as they are of high monetary value, and in fact, not all the reviews are positive as well so they cannot be labelled as an Ad,” he says.

    Furthermore, Gogia says that the current recommendations might not be aligned with the objective of organic and value-added content creation with genuine product integration. “For a YouTube content creator with long-format vlogs labeling the entire integration section as an Ad will lead the audience to ignore the content even if it is adding value to them”, he adds, saying that we will just have to wait and watch how this unfolds.

    In recent times, a significant portion of the marketing budget of brands or businesses is allocated to social media advertising. Influencer marketing has witnessed a surge in India, especially in the pandemic period. Nielsen studies have shown that home-bound consumers during the pandemic have led to a 60 per cent spike in the amount of video content watched globally.

  • Insight TV lands in India with MX Player

    Insight TV lands in India with MX Player

    KOLKATA: Millennial-focused global content creator Insight TV has struck an exclusive distribution deal with MX Player, marking its foray into the Indian market. Under the partnership, Insight TV will launch the channel on MX Player India, as well as on its international platforms in the US, UK, Canada, Australia, New Zealand, Bangladesh and Nepal. The announcement was made today by VP media sales and Insight TV Studios US, and Mansi Shrivastav, SVP & head – content acquisition at MX Player. 

    “Being available on MX Player provides Insight TV an opportunity to reach a massive audience in India and around the world,” said Boot. “With 65 per cent of India’s population below the age of 35, Insight TV is the ideal network for the country’s burgeoning gen-Z and millennial population.”

    MX Player has fast grown into becoming an entertainment super app on the back of its vast range of OTT offerings, games, audio music and video playback, all seamlessly integrated on one platform for the discerning viewer. Streaming premium content for free, this ad-supported video on demand (AVOD) platform caters to over 200 million monthly active users in India. The brand expanded its OTT services to select markers across Southeast Asia, Middle East, North America and the United Kingdom in March of this year to help serve quality digital-first entertainment to a wider global audience.

     “Audiences today are open to experimenting with OTT content, trying new genres/formats from across the globe. We strive to curate a wide range of previously inaccessible content that is available to stream for millions of users, not just in India and the Indian diaspora in international markets, but for all audiences globally," added Shrivastav. 

    Insight TV is currently available in 49 countries on a myriad of linear and digital platforms around the world. The channel specialises in influencer-led adventure sports, travel and lifestyle story-driven content for millennial and gen-Z audiences. MX Player viewers will have access to hundreds of original programs on Insight TV such as the new esports competition series Making the Squad: FIFA 21 Edition.

    Starting 23 December, Insight TV can be found on MX Player under the live tab for mobile viewing. On the web browser, viewers can find Insight TV under both the entertainment channels and live TV categories.

  • GuneetMonga , opportunities & innovation with OPPO

    GuneetMonga , opportunities & innovation with OPPO

    MUMBAI: Academy award winner and BAFTA nominee, GuneetMonga needs no introduction. An ace producer, she has been assiociated with films like The Lunchbox, Masaan, Gangs of Wasseypur, What Will People Say and Period. End of Sentence. However, her journey to the top has not been that simple. 

    Western Mumbai’s ever bustling suburb, Versova, is home to several production houses, casting companies, and wannabe stars. At the edge of the sea, the borough  commands high rentals  and harbours even higher hopes for wannabes, perfectly epitomising the Mumbai film industry.
     
    On one side of the main road, the place is crowded with luxury high-rises of  actors and filmmakers and on the opposite side are rows of small cottages, shops, offices, and even gourmet restaurants and cafés. Adjoining the array of small cafés is the barely detectable office of Sikhya Entertainment, the company founded by Guneet Monga and the CEO of which she currently is. .

    At 36, Guneet Monga has emerged as one of India’s most recognised producers, who makes strides by refusing to stick to the conventional Bollywood formula. She is currently post-producing two of her projects SooraraiPottru and Pagglait and is looking forward to make a film set in space by next year. 

    Busy as she is, Monga took time to be part of a promotional and marketing campaign with global smart device brand Oppo with the theme of  #GoBeyondBoundaries around the new phone model Reno4Pro. It showcases her journey of going beyond the boundaries and leveraging technology to create a difference through her movie production business.Oppo used her as their icon because it wants consumers to go beyond their comfort zone to find their true calling and achieve true greatness just like Guneet has done and just like the brand has done with its latest device Reno4Pro. The phone maker hopes that users will find a holistic experience with the Reno4Pro which will also allow them to” sense the infinite” possibilities of expressing themselves.

    Indiantelevision.com’s Shikha Singh got into a tete a tete with Guneet  to understand what's driving her these days and her relationship with Oppo.. Excerpts from the interview: 
    ‎
    How have you pushed boundaries in your career to achieve what you have today?

    After working for over a decade making movies, what I have realised is that filmmaking is a long-drawn process which might take over a year or two, hence it is very important for me to show up every day, no matter what. The journey of a film from its inception to release is long and full of challenges, so we must make sure that we put our best foot forward.

    Starting early in my life was testing. But, now in hindsight, I feel very fortunate to have started out young, as it has offered different perspectives and shaped me to make balanced business decisions. 

    Having a humble beginning from Delhi, it has only been my passion and perseverance for telling stories that has brought me this far. I have just started out, so any celebration feels premature, I have many dreams yet to fulfil and we have a long way to go from here. I’m excited for the journey!

    I believe success lies outside the comfort zone. It's a sum total of finding opportunities, as small as they may seem, and stringing them together with a larger vision.

    How does the brand Oppo relate to you?

    Oppo, has innovation at its core and has continuously believed in pushing boundaries. I identify with their brand values and have always embodied the same values in my work. With the focus of building a stronger resonance with the consumers Oppo’s latest campaign showcases how the journey to greatness starts by breaking free from the pre-existing notions and stepping out of their comfort zone. Leading the way, Oppo’s #GoBeyondBoundaries campaign further aims to empower and inspire the people of India to push limits and sense the infinite possibilities like India's first Oppo Reno4 Pro. 

    The campaign had a seamless narrative combining the product and the philosophy, which instantly connected with me. The way it celebrates ambition of pushing the boundaries and making a personal connection was very well done. Its message of getting out of your comfort zone and reaching out to people to form a deeper connection is what I would like to tell today’s youth as well — to keep striving and continue to reach out will take you on a road less travelled and help you shape your own unique journey.

    Oppo as a brand has always celebrated innovation and believed in pushing the boundaries. These philosophies are something I deeply apply in my own way of living and working as well. I have strived to break the stereotype in the world of movies, and Oppo is doing the same with their technology. Giving the consumers a world of endless opportunities.

    Sikhya Entertainment has films such as Gangs of Wasseypur, Peddlers, The Lunchbox, Masaan and Zubaan to its credit. What is your next move?

    We have two feature films in post-production stage – Suriya starrer SooraraiPottru and Sanya Malhotra starrer Pagglait. Over the last year, we have expanded across platforms. Apart from features, we have also released podcasts for Audible Suno.  My dream project is to make a film set in space and I aspire to make it next year. This one will be for all the girls who dream!

    Do you think it is a great time for independent cinema? Also, what are the challenges for independent content creators.

    I think it is a great time for content creators- independent, mainstream, digital, you name any medium or scale. Audience base has expanded and so has consumer appetite for different content. With OTT and deeper data/internet penetration, viewers are exposed to an array of content. This generates more avenues for content creators. These times are certainly exciting for independent movie makers as their work is travelling faster and farther. 

    Independent content creators mainly faced challenges due to lack of a strong platform to not just present their work but also market it. With OTT players expanding, that has changed a little. However, the new challenge is to sustain the quality of what they are offering. Audiences have more choices than ever and it is important to be able to get them hooked and sustain their attention. There is always something better waiting to attract the viewer and it is just a click away.

    Please Read More: Indian content creators must find out right stories to reach global audiences

    How OTT has opened new avenues for directors, producers or content creators? How has the opportunity increased by the launch of OTT?

    Yes, absolutely. As we now have high speed internet in most parts of the country, we have seen an explosion in creators and viewers. They are already using various platforms like Youtube, Instagram etc. in much higher numbers now. Platforms have grown more than 500 per cent  + in the past couple of years in India. I do feel It will only further scale higher from here. There is also an incredible growth in OTTs and that leads to a direct need for more content. It's definitely an exciting time for content creators.  A number of production houses today are partnering with each other or with OTT platforms to co-create content, jointly gaining from the expertise that each player brings to the table.

    For weeks now, films have been bearing the brunt of cinema complex/hall closures. As the lights are going out on live events, shoots and movie premiers, the only silver lining amidst all this is the rise of the popularity of OTT. The halting of productions may have dried up the content line, but streaming hasn’t stopped via the OTT platforms across the country. At the same time, ad-spends have gone down significantly due to a knock-on effect of the recessionary impact on financial services, e-commerce and automotive industries.

    You have gone to great extent from raising money to crowd-funding and self-financing to bring the right content on TV screens? It is assumed that producers are always rich, but what about creative producers who are working for the right content.

    To me, stories drive those conversations and convictions that lead to innovative ways to generate revenue.  In the process, the idea is to never lose sight of the story we all set out to tell in the first place. To answer your question & given the current scenario, we would see further democratization of this business, which in turn empowers my approach to film making.

    As a producer, I have always followed my gut. Making a film takes a year or two and one has to continue to feel it will stand the test of time and stay relevant when it does release.

    I am grateful that I have been able to build a solid business with making independent films that have travelled globally. We now have a much wider audience base to cater to. I don’t think anyone can ever say what will work or not, it’s always an intuition that you follow and allow it to grow over a period of time.

    Please Read More: Oscar-winning executive producer Guneet Monga joins MUBI India as content advisor

    Please tell us about your upcoming anthology ZindagiInshort?

    Earlier this year we released Zindagi In Short, an anthology of 7 short films, which was a direct-to-OTT release in collaboration with Flipkart Video. The short films are helmed by TahiraKashyapKhurrana, PunarvasuNaik, Vijayeta Kumar, Rakesh Sain, GautamGovind Sharma, SmrutikaPanigrahi and Vinay Chhawal.

    They are one of the first start-up companies in India and incubated many young engineers and business graduates to work in an e-commerce company and with ZindagiinShort, they are helping a young brigade of talented directors to fly in the film industry.I am extremely excited and thrilled that, as producers, Flipkart and I can provide a platform for the aspiring filmmakers. This was a very inspired and charged space where everyone came in and worked. The upcoming Flipkart Original also stars Deepak Dobriyal, SwaroopSampat, Shishir Sharma, Aisha Ahmed, Rima Kallingal, IshaTalwar and Manjot Singh.

    Being India’s first woman to win an academy award, what would be your advice to the youth of India be, so that they can also go beyond boundaries and achieve more in life?

    I’ve always been very ambitious and have used films as a platform for exchange of ideas and encourage free spirit. In the ten years that I have been a producer I have faced plenty of challenges, from not being taken seriously in an industry. I realised my line of work needs a risk-taking nature and I took some bold steps early on. I believe it’s important to chase and follow your dreams and never give up hope and really see through when you believe in. All I’d tell another young woman starting off as producers is to show up every day and keep working. Keep believing.
     

  • TVF eyes regional content and new genres in 2020

    TVF eyes regional content and new genres in 2020

    MUMBAI: After a year of “phenomenal growth”, The Viral Fever (TVF) is looking at 2020 to be more exciting and hectic. While TVF will continue to work with OTT platforms it collaborated with in 2019, it is also open to uploading content on its own app TVFPlay. The premium and one of the early digital content creators of India will also look at regional shows in this year.

    “In that way, we are very unique. We are one of the leading content creators. At TVF what we want to be known as the guys who give the best stories, best shows in the country. Where we do it, that’s something we are open to. We are open to collaborating with other OTTs, we are open to putting it on our own app,” TVF Originals chief content officer and head Sameer Saxena said talking about how they want to build TVF’s identity going forward.

    “We are actually looking at regional shows in 2020. We are working on Marathi shows. We want to line up shows in Tamil and Telugu too. In 2020, we will get into regional space and we will later expand into other languages,” Saxena commented.

    In 2019, the platform has produced shows for major OTT platforms like Amazon Prime Video, Netflix, SonyLIV, MX Player, etc. According to Saxena, the deals have worked in favour of brand TVF. He said the alliances have helped them to increase reach because all these platforms have their own set of audience. Hence, working with them opens up the opportunity to reach them. The platform is also looking at expanding these numbers.

    The company produced Immature on MX Player, Tripling season 2 and Gullak for SonyLIV. Kota Factory was another hit from the creator which went on TVFPlay and YouTube. Saxena noted that they want to continue short-form content and branded content pieces for TVFPlay. They are concentrating on short form for TVFPlay which they are not doing for any other OTT platform.  

    “We will continue to work with brands; we will do short-form content. These channels can be a learning stage for new writers,” he added on TVFPlay.

    “Overall content strategy for TVF would be to make more shows, make shows in different genres, languages. We are exploring supernatural and horror amongst others,” he commented.

    Talking about noticeable changes in the OTT ecosystem, Saxena said that more players have come in and different types of stories are being told across platforms. He also added that new types of stories are getting accepted too. Saxena perceives it as a great sign as going forward TVF also wants to tell different stories.