ITV

Tag: Integration

  • Dekkho: Integration ease aids Brightcove power OTT service

    MUMBAI: Brightcove, a leading provider of cloud services for video, announced today that Dekkho, a streaming video service specializing in delivering premium content from India’s top content creators, has selected Brightcove to power its OTT service. The service, which debuted in February 2017, was built on Brightcove Video Cloud, enabling Dekkho to leverage an industry-leading online video platform to offer consumers VOD access to 12,000 hours of programming across desktop and mobile applications.

    Dekkho provides its customers with a curated, high-quality video experience with video content ranging from three to 45 minutes. It partners with leading content producers such as Sony Music, Zee Music, Culture Machine, Times Group, and OML.

    “Brightcove constantly remains ahead of the curve, rapidly innovating to incorporate and leverage the constant changes in the online video industry,” said Dekkho co-founder Vinay Pillai.

    “Scalability was most critical for us. We need to deliver our content across a broad range of customers, from those with low-end phones and slow internet connections to people with high-end mobile devices and larger screens. Not only has Brightcove enabled us to do that technically, but their service has been outstanding. We were promised Tier-1 support and Brightcove has delivered.”

    Improving the viewing experience is one of the top challenges facing media organizations in 2017, and Dekkho required a platform with robust APIs that was easy for their application development team to leverage; in particular, the publisher was eager to integrate the video platform with its CMS for simpler ingestion of its videos. The scalability of the Brightcove platform, along with integrations with the majority of the content management systems (CMS), ad networks, and CDNs differentiated Brightcove from other providers.

    “Dekkho is yet another great example of the rise of OTT in India. They’ve managed to quickly launch an intuitive and unique experience, and we’re looking forward to being part of their success,” said Brightcove Asia VP Tomer Azenkot. “Brightcove is excited to be working with this innovative service and helping the company as online video consumption in India evolves.”

  • Brand Integration grows in Indian Cinema

    Brand Integration grows in Indian Cinema

    MUMBAI: As the new Rs 200 crore club emerges in Bollywood, it’s also been a strong year for brand integrations in films. Krrish 3 has revolutionised Bollywood content with the most number of brands ever having been integrated in a film. Mates India, a well-known brand integration, film marketing and celebrity management firm, was behind weaving in five brands – Cadbury Bournvita, Flair pens, Tata Manza, Fortis Hospital and Forever Jewelry into the film. And the jobs of Sooraj and Darshana Bhalla don’t end there as post the integration; merchandising has also become an equally important marketing tool in today’s day and age.

    Cadbury Bournvita for example was not only the drink consumed by Rohit in the film while he works in his science lab but as consumers we soon saw special Krrish Bournvita packs on the shelves in our grocery stores. A fly with Krrish contest was implemented which would create a direct connect with the consumer and also allow for the winners to meet Hrithik Roshan one on one if they happen to be one of the lucky winners.  Such activities not only benefit the brands but also help the film maintain its shelf life beyond the first weekend.  Promotions and ads around the integrated products (ex: Krrish Flair pens) keep the buzz around the film alive and hence it becomes a mutually symbiotic relationship.

    Bridging the gap in this relationship is a firm like Mates, which finds the right synergies and creates opportunities for both the films as well as the brands.  Talking about the changing trends, CEO Sooraj Bhalla says, “It has been amazing to see how over the years content and advertsing are seeping seamlessly into each other and providing for a great viewer experience. Krrish 3 has been a very ambitious project for brands too. The belief and the vision has paid off.”  Besides Krrish, Mates has worked on integrating content in many other films such as Race 2 (Audi), Yeh Jawani Hai Deewani (MakeMyTrip.com and Jabong.com), Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.

    By Dolly Bhatter, publicist by profession (PR and CEO of a PR firm)

  • Now give a missed call to follow @SrBachchan

    Now give a missed call to follow @SrBachchan

    MUMBAI: Amitabh Bachchan is undoubtedly India’s most enigmatic, charming, talented, informed and witty superstar. With a fan following ranging from the age groups of eight to 80 the superstar is the heartthrob of millions across the country. The Shahenshah of Social media is followed by more than 13 million people across social media platforms including 6.5 million on Twitter.

    His Birthday is a date marked on many calendars across India as a day of celebration and this year is no different. As a special surprise for his fans this year as part of global integration with Twitter India and ZipDial, any mobile user in India can now follow the actor’s Twitter account @SrBachchan by simply dialling, or giving a missed call, at +91-22- 33010007.

    Now fans across India can get access to their big screen idol’s thoughts on several topics and get a peek into the latest happenings in his life. The collaboration in association with Fluence, will allow everyone across the country to follow and engage the superstar on Twitter via SMS. The service works for all mobile users in the country with any phone or any operator; moreover it’s free irrespective of whether they have a Twitter account or data-enabled phone.

    Commenting on this service, CA Media India EVP investee operations Rishi Negi said: “The madness that is associated to Bachchan has no boundaries and to this date fans are mesmerised by a mere interaction with him. On 11 October every year millions throng outside his Mumbai residence to catch a glimpse and wish the brightest shining star of the Indian film industry a Happy Birthday. This year thanks to this technology fans across the nation who don’t access Twitter will be able to connect with their idol on his big day and read his thoughts  and sentiments about his life and the world in general and on an on-going basis on their phone.”

    Twitter India market director Rishi Jaitly said: “Twitter is live, conversational and public. Bachchan’s use of Twitter has for years exemplified the power of our platform’s ability to connect audiences directly with the people and organizations that interest them most. We are pleased to see ZipDial and Bachchan use the Twitter platform to extend his reach even further.”

    ZipDial founder and CEO Valerie R Wagoner said: “By using ZipDial, Asia’s leading mobile marketing platform with the simple user experience of ‘missed calls’, Bachchan can now reach the hundreds of millions of fans in India and internationally who have phones but do not yet use Twitter. Bachchan’s fans can now interact with their iconic hero on Twitter through the simple ZipDial interface of dialing. Our team members at the company are among Bachchan’s fans, so we are particularly thrilled that his ZipDial number 02233010007 reflects his suave and heroic ‘007’ persona.”

  • Govt. studying ways to ensure greater responsibility in social media

    Govt. studying ways to ensure greater responsibility in social media

    NEW DELHI: Information and Broadcasting Minister Manish Tewari, while regretting that the new media had been used without any sense of responsibility in events like the Muzaffarnagar riots, feels that one way out of this is to put more credible information in public space ‘to counter mis-information’.

    The Minister told the National Integration Council in a meeting today that while this was causing concern, the United Progressive Alliance’s policy over the last nine years had been ‘an essay in persuasion rather than regulation as far as the media goes’.

    He said that the government is working on how misuse of the new social media can be prevented and said that he would like to hear from all stakeholders at the Council meeting.

    He said it was now possible for any individual to reach out to the world with any news within a second, often ‘without responsibility and restraint’.

    He added: ‘Every individual has become a broadcaster in his own right without editorial control.’

    The social media had empowered the people but this power should be used with responsibility, he said.