ITV

Tag: OTT

  • Zee denies report of cancellation of merger

    Zee denies report of cancellation of merger

    Mumbai: The much-anticipated merger of Zee and Sony has come in a different mode on Tuesday. Zee clarified to the stock listing department about news led by the Economic Times and dismissed all claims of termination of the merger agreement costing Rs 10 billion.

    The company also said the report is baseless and factually incorrect. The news was published in ‘Economic Times’ titled, ‘ The Insider story of what went wrong over two years’. While clarifying these aspects, ‘ We wish to reiterate that the company is committed to the merger with Sony and continuing to work towards a successful closure of the proposed merger.’ Zee said in its released notification.

    Zee also clarifies to abide by commitment for all compliances to SEBI (Security Exchange Board of India) as per Listing Obligations and Disclosure Requirements) Regulations 2015 and will continue to make disclosures in accordance with the same. Zee company secretary Ashish Agrawal shared disclosure clarification.

    After the closing bell shares of Zee Entertainment were down by 8 per cent. ET reported on January 9 regarding potential calling off the deal between Sony and Zee.

  • Guest article: OTT in India and the endless possibilities

    Guest article: OTT in India and the endless possibilities

    Mumbai; Since 2008, when OTT (Over-the-top) was introduced in India, it has flourished and grown. Starting from BIGFlix, nexGtv to Hotstar, Ditto TV by Zee, and Sony LIV, there are enormous numbers of OTT platforms in the market currently. The number is increasing, and it is not going to stop any sooner.  

    The OTT market scenario in India is nothing but impressive, with a revenue of $3,666 million in 2023 and a projection of $5,586 million by 2028. India is going to witness an immense growth rate of 8.79 per cent annually over the years. There are currently 481 million OTT subscribers in India, and the number is projected to increase at a rate of 37.3 per cent by the year 2028.    

    Indian OTT industry is booming with high potential and possibilities for both consumers and creators. Let’s delve deep into the revolution through continuous transformation.  

    Change of viewing habit through OTT

    Do you remember the long wait, regret of missing out on a show, skipping meals, fighting for the remote, and many such nuisances over your favorite television program? Many of us have gone through such days that bring back nostalgia.    

    Thankfully, those days are gone. We live in a world of 5G, with a wide availability of smart gadgets and affordable internet connectivity. Entertainment is in the palm of our hands, and we can access content at our own time and convenience.  

    OTT has transformed how we consume content and introduced us to on-demand over-the-top content. Along with the quality and variety of content, OTT brings flexibility and affordability to content consumption, which was hardly possible in traditional media.  

    All it takes is just one subscription, and all the content is available at your convenience. Watch one episode per day or binge-watch your favorite show; the choice is yours. Apart from flexibility and availability, quality content, interactivity, engagements, and many such technological additions make OTT booming in India and rising every day.  

    A platform for creators and artists  

    The rise of OTT also comes with the availability of the platform for independent creators. Those days are gone when artists used to struggle for years to get a break. Streaming platforms such as Amazon Prime, Netflix, Sony LIV, and others ensured every talented individual got a chance to showcase their talent.  

    The opportunity not only brings light to the unsung heroes but also provides valuable content to the consumers. To the Bone, Sir, The Lift Boy, and Beasts of No Nation are a few examples of what talented individuals can do and offer to viewers around the world.  

    OTT provides exposure to these talented creators and allows them to build a fan base. Creators get recognition; they get to experiment across formats and genres and tell stories that resonate with the audience.  

    So, all the creative minds out there can get wings for their creativity with the accessibility of OTT platforms.  

    Transforming ad viewing through hyper-personalisation

    In 2023, OTT made $1.41 billion from its advertising revenue model, a.k.a. AVOD. It is projected to be $2.73 billion by 2028, with an annual rate of 14.13 per cent. Advertisement segments in India proliferate with OTT technology, making them hyper-personalised and target based.

    Unlike traditional media, the ads are limited to the target audience, adding to their relevancy. Advanced analytics helps advertisers know the target segment through demographics, age, gender, viewing habits, etc. All the technology and latest formats not only make OTT ads relevant to the viewers but also make them cost-effective for the advertisers.

    Hasn’t the OTT made everything about entertainment so perfect? OTT solves minor inconveniences, from viewing experience to useful content and relevant ads. Over-the-top streaming is undoubtedly the best thing that has happened to the entertainment industry. The affordability, accessibility, and availability are just unmatched.

    But that’s not all. Have you thought about the troubles leading to the excessive availability of OTT? Let’s talk!  

    OTT accessibility leading to content fatigue  

    Ever got agitated searching for what content to watch and ended up watching nothing? Many of us have experienced the same, which resulted in fatigue and exhaustion.  

    Yes, content fatigue is real, and believe it or not, this is one of the reasons OTT subscribers around the world opt out of their subscription plans. Netflix and Disney+ Hotstar lost around 1.2 million and 3.8 million subscribers in 2023, respectively. Among many other reasons, like their subscription model, sharing option, and so on, content fatigue is another significant reason for losing subscribers.  

    Well, FAST (Free Ad-supported Streaming Television) has been introduced to fight this fatigue. FAST is the online version of linear television content where viewers watch the scheduled content without choosing anything of themselves. The model has already been popular among viewers, while experts think FAST will be India’s most consumable model in the near future.  

    Popular Indian media entities such as Zee News, NDTV, ABP, and QYOU’s success in the FAST arena depict the future of OTT consumption through the model.  

    Environmental impacts of OTT  

    This top-notch infrastructure provided by technology also has some negative impacts, which we can’t ignore. Millions of servers, devices, and other equipment are being used for uninterrupted services, resulting in carbon emissions. An average of 54 grams of carbon emission happens for one hour of video streaming. Netflix has reported the maximum carbon emission in a report, which is 1.6 kg of CO2 every 30 minutes of streaming.

    Considering the emission rate, the OTT platforms use renewable energies, optimise videos, minimise power, and reduce internet consumption. New technologies and strategies are being developed to lessen our environment’s carbon footprint. These careful measures can save us from future environmental hazards interrupting OTT consumption.

    What the future holds  

    The future of OTT is immense and uncertain but positive. The growth is to be continued with technological innovation, creativity, and affordability.  

    Technology such as generative AI, AI/ML, video analytics, and AR/VR is immensely used and evolving towards unapologetic innovation beyond our imagination. Imagine sitting beside Shah Rukh Khan and Talking to him in real-time through those VR headsets, or having same Shah Rukh Khan voice being heard in all different Indian languages Crazy, right? But, possible. Logituit is working on some of the cutting-edge use cases for the media industry.  

    The roller coaster of adventure has just started. We are heading to a super sophisticated streaming technology with hyper-personalised content, interactivity, and high engagement.  

    The future is here, where virtual interaction will be a norm, and what we all watch in a sci-fi movie might soon become a reality. So, brace yourself for all the streaming uncertainty soon to become a reality!

    The article has been authored by Logituit co-founder and CEO Sandeep Chandak.

  • Lionsgate Play exclusively streamed the 81 Golden Globe Awards on 8 January

    Lionsgate Play exclusively streamed the 81 Golden Globe Awards on 8 January

    Mumbai: The awaited night in cinematic television reigned supreme! The 81 Golden Globe Awards are here. Showcasing entertainment brilliance, the star-studded event celebrated awards, heartfelt speeches, glamor, and fashion trends, bringing all your favourite Hollywood stars under the same roof! Be it Cillian Murphy and Christopher Nolan’s first ever Golden Globe win or the unexpected but extremely welcome Suits reunion, the Awards were a perfect start to the year. This cultural celebration where the red-carpet met the alchemy of storytelling streamed LIVE today on Lionsgate Play on 8 January 2024. In case you missed it, the 81 Golden Globe Awards are available to watch, exclusively on the platform. Here’s taking a quick look at the best moments from the 81 Golden Globes.

    The Taylena Reunion of our dreams  

    Mothers have mothered and how! The most celebrated Hollywood duo aka Taylor Swift and Selena Gomez, gave their fans yet another ‘awww’ worthy moment as they posed for some adorable selfies. What’s more, the two were seen engaging in a serious gossip session, which had us all wondering what ‘tea’ was being spilled. Rumor has it that a certain Jenner stopped Sel from posing with Willy Wonka aka Timothee Chalamet. We’d love to know how that unfolded.  

    Unmatched Oppenheimer Dominance

    With his chiselled jawline and iconically rare smile, Robert J Oppenheimer aka Cillian Murphy came in and stole the show as Oppenheimer swept the scene with 5 wins in various categories. From Murphy’s and Christopher Nolan’s first ever Golden Globe Win as Best Performance by a Male Actor in a Motion Picture and Best Director of a Motion Picture to Best Motion Picture, the film dominated the Awards night. Ruling theatres in 2023 by garnering more than 1 BILLION in revenue, the actor-director duo reigned supreme, proving that they are here to stay!

    Michelle Yeoh’s not-so-subtle warning  

    She’s a Crazy Rich Asian and knows how to get away with it! After winning Best Actor Female in a Motion Picture during the 2023 Golden Globe Awards for ‘Everything Everywhere All At Once’, Michelle Yeoh was forced to wrap up her speech by an impatient pianist, leading to her viral ‘shut up’ moment. However, this time around, when the actor came to present the award she gave a not-so-subtle nod stating ‘I threatened to beat up the piano player if they played me off my acceptance speech. You will be happy to know that I am very chill this year’, leaving the audience in hoots.

    Barbie took the Cinematic Box Office cake and a few other slices too!

    After painting the town pink, Barbie not only got nominated in a brand new category, but won it too. To celebrate theatre and movie-goers, the Golden Globes introduced the ‘Cinematic and Box Office Achievement’ category. With films like John Wick: Chapter 4, Mission Impossible: Dead Reckoning Part 1 and Oppenheimer fighting to take the gold home, Barbie still landed on top, proving that womanhood rules. Besides its triumphant win in the category, the Margot Robbie starrer also took home best Original Song in a Motion Picture for Billie Eilish’s ‘What Was I Made For?’

    A Well ‘Suited’ Reunion

    Butch and Sundance are back, baby! A surprise reunion saw the main cast of Suits reunite on-screen (albeit just to present an award). Despite missing a few key members of the cast, Patrik Adams, Gabrial Macht, Gina Torres and Sarah Rafferty reunited to present the award for Best Television Series, giving fans the same excitement and happiness they did for 9 years. With their witty banter still intact, they showed viewers and fans that they haven’t skipped a beat after all these years.

    Lionsgate Play exclusively streamed the 81st Golden Globe Awards on 8 January 2023 at 6:30 AM

  • ‘RGV rejected me for a gangster’s role – Actor Pankaj Tripathi tells Rajat Sharma in ‘Aap Ki Adalat’

    ‘RGV rejected me for a gangster’s role – Actor Pankaj Tripathi tells Rajat Sharma in ‘Aap Ki Adalat’

    Mumbai: Bollywood and OTT star actor Pankaj Tripathi has revealed how director Ram Gopal Varma once rejected him for a gangster’s role after carrying out a test. “It was good otherwise both he and I would have suffered losses”, Tripathi said.

    Appearing in Rajat Sharma’s iconic show ‘Aap Ki Adalat’, telecasted on Saturday 6 January 2024, Pankaj Tripathi was asked why a noted director like Ram Gopal Varma rejected him for a gangster’s role.

    Pankaj Tripathi replied: “Yes, I once went to him and found several ferocious looking ‘gunday’ (gangsters) already waiting there. Some had deep scars on their faces. I asked one of them, are you really an actor? He replied, Ram Gopal Varma casts dangerous looking characters. Those days, aspiring actors used to deliberately cut their faces with blades, so that Ram Gopal Varma may spot and cast them.

    Rajat Sharma: Did Ramu call you?

    Pankaj Tripathi: Yes, he called me. It was an interesting incident. Ramu asked me to sit on a bench meant for four persons. I sat on the bench in a corner. He told me, ‘No No, come more close this side’. On a bench meant for four, I was sitting alone and he stared at me intently for 10 to 15 minutes. I felt very sheepish, when he continued to stare me for long. Then he told me, ‘Jao, Go’. He didn’t call me later….Of course, he is a good director. He met me once later and praised my acting, and said, “You are doing good, Pankaj”.

    Rajat Sharma: He must have realized, if he had cast you then it could have been his gain?

    Tripathi: It’s all a game of time (Samay Ka Khel Hota Hai). If he had cast me then, then it would have been his loss and my loss too. (Tripathi told the audience) So, if nothing big happens in your life, don’t be disappointed, it is an omen for something good that is going to happen.

    ‘I Never Check Monitor After Shoot’

    Pankaj Tripathi revealed he never watched the camera monitor after completing his shoot.  He said, “This is a rare thing which few people in the media know about. You (Rajat Sharma) have good spies in Mumbai. I never check the camera monitor after finishing my shoot. I think the director is the captain and it is his job to check the monitor. If he okays the scene, then it means he got what he wanted.”

    ‘Fukrey’ and Other Sequels

    Asked whether he changed his dialogues and sometimes, even the climax in his films, Pankaj Tripathi admitted in the affirmative. He said, at this moment, five of his films have sequels because they were hits.

    Rajat Sharma: Where did you get this idea of mixing Hindi with English in your dialogues?

    Tripathi: In the first part of the movie Fukrey, it was my idea. I told the director (M S Lamba) I wanted to change my lines. He first refused. While I was rehearsing, lighting work was going on inside the security cabin of Delhi’s Miranda College. The director told me don’t mix English in your dialogue, I told him I am only rehearsing. The lighting men began to laugh when I mixed English in my dialogues. By that time, the director had seen my rehearsed dialogue, and he agreed. In ‘Fukrey Returns’, I got the written dialogues. Also in ‘Fukrey 3’ too.

    Rajat Sharma: In Fukrey Part 1 and Part 2, your picture was not there in the posters, but in Part 3, your picture was there in the poster. Pankaj Tripathi has become a saleable star now?

    Tripathi: Yahi Toh Jeevan Hai (This is Life)

    Rajat Sharma: That’s why you are doing several sequels of your films?

    Tripathi: Sequels are made when film becomes a hit. Unsuccessful films don’t have sequels. At this moment, five of my films have sequels – Stree, Mirzapur, Criminal Justice, Fukrey and also Gangs of Wasseypur.

    Rajat Sharma: There was this ‘Super 30’ movie in which you were doing the role of a neta. You deliberately changed the dialogues?

    Tripathi: Vikas Bahl was the director. There was the scene where a student’s gets admission to Oxford University and asks the neta for money. The neta started blubbering something else. The neta was saying: ‘Ja Rahe Ho? Kahan Ja Rahe Ho? Jao, Jao, London Jao, Paris Jao, Japan Jao, Vietnam Jao, China Jao, Beijing Jao, Dubai Jao, Bahrain Jao.’ It looked like a poetry. The lines were not written. The dialogue was delivered spontaneously. I was doing the role of a neta in Bihar (Minister Shriram Singh in the movie). I had seen a leader in my village who used to blubber meaninglessly. I told the director Vikas Bahl, I will speak in the same manner. So, the scene developed in that way. It looked different.

    Rajat Sharma: Can you repeat the same dialogue here?

    Tripathi: It was, “Dubai Jao, Bahrain Jao … Kya Baat Hai. The boy said, Sir, you had called me. I replied: Hum har us cheez ko bulate hain, jo desh ke liye baat karega. The boy said, I need money. I replied: Jao Jao Jahan Jaana, par paisa aur prem ke chakkar me mat padna. Humne achche achhe ko barbaad hote dekha hai. Bhagat Singh padhe they? Dekho, nahin pade they. Jao Jao.” So you see, the neta starts giving a sermon instead of giving money.

  • Tata Play Binge adds hyperlocal content app STAGE

    Tata Play Binge adds hyperlocal content app STAGE

    Mumbai: Making diverse content easily accessible, Tata Play Binge has added India’s first dialect-based OTT app, STAGE to its vast array of offerings. STAGE, is a Haryanvi and Rajasthani content-focused OTT app that will expose Tata Play Binge viewers to a plethora of entertainment formats like web series, movies, short films, standup comedy, poetry, folk art and much more.

    Dedicated to safeguarding and amplifying India’s diverse and rich cultural heritage inherent in regional dialects, the hyperlocal entertainment platform STAGE, celebrates artists and embraces diverse regional dialects. It is home to top web series and movies from Haryana and Rajasthan like Dada Lakhmi, Mewat, Akhada, College Kaand, Group D, Safe House, Chaudhar, Opri Paraai, 12vi Aala Pyaar, Doojvar, Bhaichara, Prem Nagar, Mayajaal, Punarjanam, Dahleez, Mere Yaar ki Shaadi, Sarpanch, Muklawo, Aata Saata, Mautana, Bindori, Pariksha, Karj Ro Ghunghat, Maayro, Ghunghat, Vakeel Sahiba, Beend Banugo Ghodi Chadhungo, and many more.

    Commenting on the new partnership, Tata Play’s chief commercial and content officer, Pallavi Puri, said, “Tata Play Binge allows access to content in 13+ languages across 25+ apps. With STAGE, we are adding more entertainment choices for our audiences in Haryana and Rajasthan. With each new partner addition, our goal is to make Tata Play Binge a go-to choice for genre based content discovery instead of browsing by various apps, thereby making the viewing experience worthwhile for our subscribers.”

    Talking about this partnership, STAGE co-founder and CEO Vinay Singhal said “Dialects in India are as diverse as they are vibrant, changing every 8 kilometers. Until now, individuals have primarily had access to Hindi content, missing out on the essence of cultural values embedded within regional languages. At STAGE, our mission is to create content that resonates with the aspirations of Bharat, allowing individuals to embrace and celebrate their unique culture and dialect.
    Our partnership with TATA PLAY BINGE marks an exciting opportunity to extend this mission to a wider audience. The tagline ‘Kyonki Boli Mein Apnapan Hai’ encapsulates our belief that there’s a sense of familiarity and belonging in one’s own dialect. This collaboration empowers us to introduce our library of over 300+ original films and series, spanning various genres, to a broader set of viewers, enabling them to connect deeply with the richness of Haryanvi and Rajasthani dialects.”

    STAGE will join other popular OTT platforms on Tata Play Binge like Disney+ Hotstar, Apple TV+, ZEE5, Fuse+, Hallmark, MX Player, Lionsgate Play, Aha, VROTT, Sun NXT, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, iStream, Tarang Plus, Hungama Play, FanCode, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscribers whereas Amazon Prime Video content can be accessed as an ad-on by all Tata Play Binge subscribers, who also have the DTH connection. Viewers can enjoy all 25 plus apps on large-screen connected devices through Tata Play Binge+ Android Set Top Box, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.

  • Prime Video unveils trailer of Indian Police Force – the next chapter of Rohit Shetty’s Cop Universe

    Prime Video unveils trailer of Indian Police Force – the next chapter of Rohit Shetty’s Cop Universe

    MUMBAI: Prime Video, India’s loved entertainment destination launched the action-packed trailer of the highly anticipated Amazon Original series Indian Police Force. The upcoming series promises an entertainment extravaganza, high on action, suspense, thrill, and drama, taking audiences worldwide on an immersive journey into the next chapter of Rohit Shetty’s iconic Cop Universe. Created by Rohit Shetty and directed by Rohit Shetty and Sushwanth Prakash, the cop action drama marks Shetty’s digital directorial debut in a spectacle that is headlined by Sidharth Malhotra. Besides Malhotra, the ensemble cast also boasts Shilpa Shetty Kundra, Vivek Oberoi,Shweta Tiwari,Nikitin Dheer,Rituraj Singh,Mukesh Rishi,Lalit Parimoo in pivotal roles.

    It pays a heartfelt tribute to the selfless service, unwavering commitment, and fierce patriotism of Indian police officers who put everything on the line in their call of duty to keep the nation safe. The seven-episode series is set to premiere exclusively on 19 January 2024, on Prime Video in India and across more than 240 countries and territories worldwide. Indian Police Force is the latest addition to the Prime membership. Prime members in India enjoy savings, convenience, and entertainment, all in a single membership for just Rs 1499 a year.

    The trailer takes viewers on a nail-biting ride through various cityscapes, each frame heightening the suspense with a ticking bomb clock that ultimately culminates in explosive blasts. Amidst this looming danger, the cop drama unfolds, showcasing a thrilling chase led by our courageous protagonists – Sidharth Malhotra, Vivek Oberoi, and Shilpa Shetty Kundra. Together, they confront the masterminds behind the bomb blasts, bravely navigating the chaos to safeguard the city from imminent threats, embodying a profound sense of patriotism.

    Sharing his thoughts on the trailer launch day, Sidharth Malhotra said, “Proud to don the Khaki vardi in the ‘Indian Police Force,’ the next chapter of the cop universe with maestro Rohit Shetty. Portraying our brave hearts is always a huge responsibility, and being able to do that through Kabir Malik’s character was an honour. The commitment and relentless pursuit of the truth, even in the face of danger, reflect the true spirit of our nation’s police force. The narrative of this cop action drama delves deeper into the sacrifices made by our police officers to ensure the nation’s safety. Excited to take the audiences on a thrilling and entertaining journey, celebrating and honoring our real-life heroes. Jai Hind.”

    Actress Shilpa Shetty said, “Being a part of the Indian Police Force was a transformative experience for me. It’s not just a cop series; it’s a tribute to the unsung heroes of our nation – the brave police officers. Indian Police Force packs an adrenaline rush from the word go, keeping viewers on the edge of their seats. Collaborating with Rohit Shetty for my first web series in his cop universe as the 1st female cop, was truly a big moment for me. His vision and experience in the cop milieu has added a unique intensity to the portrayal of law enforcement officers on celluloid. Being a female cop in the series, engaging in action sequences was both empowering and exhilarating. My part is a strong character showcasing that strength and resilience know no gender, and I am proud to be part of a series that celebrates the diversity of our Indian Police Force.”

    Vivek Oberoi added,“The countdown to an action-packed ride begins. Indian Police Force is an ode to the real-life heroes who stand tall against threats to our country. It salutes the indomitable spirit of our police forces, the series is not just about the threats; it’s about the resilience and courage to face them head-on. Working with Rohit Shetty in his cop universe has been an unforgettable experience, etched into my memory forever. His passion for storytelling and dedication to authenticity made the journey memorable, and I feel privileged to be a part of this cinematic world created by him.”

  • Poornima Sharma is the new head of marketing partnerships at Netflix India

    Poornima Sharma is the new head of marketing partnerships at Netflix India

    Mumbai: Netflix India has recently promoted Poornima Sharma as head of marketing partnerships. She became a part of Netflix in 2020 and previously held the role of partner marketing lead. Sharma shared this news on her LinkedIn profile.

    In her prior roles, Sharma worked with Paytm Insider, the ticketing platform for festivals and events as head of brand partnerships and alliances. She also spent a year in OML Entertainment (before moving to Insider, which was a part of OML before it became a Paytm company), in the festival marketing team, where she worked on marketing for various properties including Bacardi NH7 Weekender, EDC India, and more.

  • Digikore Studios unveiling ‘Kaise Banta Hai’, the “MegaFactory of India; premieres on Jio Cinema

    Digikore Studios unveiling ‘Kaise Banta Hai’, the “MegaFactory of India; premieres on Jio Cinema

    Mumbai: Digikore Studios announced the release of the premiere episode of its latest show ‘Kaise Banta Hai’, now streaming on Jio Cinema. This episode features Titan Eye+, Taneira, and Sesa Care, spotlighting the advanced technology, stringent quality control, and careful management required to manufacture their products.

    Inspired by global hits like “How It’s Made” and “Megafactories”, ‘Kaise Banta Hai’ offers viewers a behind-the-scenes look at the intricate processes behind the production of familiar household brands. This innovative format provides brands a unique 10-minute marketing showcase – equivalent to 60 seconds of traditional advertising – to foster enduring exposure and traction across digital platforms. More importantly, ‘Kaise Banta Hai’ aims to cultivate deeper consumer connections by unravelling the mysteries and workmanship behind regular items.

    Digikore Studios the CEO and founder Abhishek More said, “Through glimpses into diverse factories coupled with an engaging host-led narrative, each episode promises an eye-opening journey that will change how audiences view everyday objects around them. We are excited to create a viewing experience that informs and entertains, while helping brands drive awareness around their manufacturing excellence.”

  • ZEE5’s 2024 roadmap: ILT20 S2, quality content, and AVOD expansion: Abhirup Datta

    ZEE5’s 2024 roadmap: ILT20 S2, quality content, and AVOD expansion: Abhirup Datta

    Mumbai: The OTT sector at large has grown in India with a remarkable appetite originating from the smaller markets. On the AVOD front, the demand has grown significantly as better quality and variety is made available free of cost. This growth is propelled by multiple factors like localization of content, affordable smartphones, cheap internet facilities, cross-device compatibility to cite a few.  General entertainment content (GECs) and live streaming of sporting tournaments have also significantly contributed to the increased adoption of AVOD. Furthermore, this expansion has resulted in onboarding of digital marketers from diverse geographical locations.

    In 2023, we expanded our content offerings on the platform across languages, genres, and formats. We ventured into cricket and esports with the streaming of ILT20 S1 and IESF Big Bang Asia alongside releasing exclusive films based on social atrocities like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, Anshuman Jha’s ‘Lakadbaggha’, and Priyamani’s ‘Sarvam Shakti Mayam’, amongst others. Titles like ‘Ardh’ and ‘Lakkadbaggha’ are based on social vices with compelling narratives. Investing in these unique stories not only fostered social awareness but also attracted diverse audience cohorts.

    We also released premium international titles dubbed in local languages through our properties like ZEE5 World Hits and ZEE5 Spark. Popular Korean series owing to its popularity amongst the young audience was dubbed in Hindi and released on the platform. During the festive season, multiple campaigns and content offerings were launched which were received positively by the audience, and also made additions to our AVOD slate with live devotional content, family entertainers, and old classics. This led to a massive ~15 BN total streaming minutes on AVOD in the last 6 months.

    Going forward, our focus will remain in strengthening our presence in the smaller markets with good quality localized content and better in-app experience.

    On the anticipated forecasts or predictions for the year 2024

    The AVOD sector is set to expand a lot more, not only in India but on a global scale as well. The key drivers for growth will continue to be quality storytelling, premium titles, a surge in demand for regional content, and the enduring popularity of sports. The rising demand for enhanced viewing experiences, coupled with the growth of connected devices and smart TVs, is anticipated to give rise to AVOD consumption in smaller markets. Achieving a seamless in-app experience coupled with creative avenues like gamification and play-ons are set to captivate audiences more effectively. This will further diversify advertising opportunities on OTT. With precise targeting, data-driven insights, and the ability to customize messages for viewers, OTT advertising will continue to be a great tool for brand building, generate awareness, engagement, and conversions.

    For ZEE5, the upcoming year looks promising as we begin 2024 by streaming ILT20 S2 and move on to other prominent projects for the rest of the year. The strategy will remain insights-driven, navigating the dynamic entertainment sector through constant trend mapping and identifying consumer demands. Offering comfort and convenience in content consumption, looking ahead, our priority remains on creating engaging properties, investing in exclusive content, and exploring new formats to provide unique and compelling experiences for our viewers.

  • Indian Police Force’s trailer launch by installing 18 ft. mystery boxes

    Indian Police Force’s trailer launch by installing 18 ft. mystery boxes

    Mumbai: The highly anticipated Amazon Original series Indian Police Force, created by director RohitShetty, is all set to make its mark on the digital landscape. Renowned for his superhit cop franchises like Singham, Simmba, and Sooryavanshi, Shetty is now gearing up to introduce fans to the next chapter of his cop universe, a series that promises to redefine the very essence of action-packed storytelling. The dynamic duo of Sidharth Malhotra and Shilpa Shetty spearheads the cast of this upcoming series, ensuring a cinematic spectacle filled with high-octane action and nail-biting chases.

    In an interesting move, Prime Video takes the excitement around the Indian Police Force to a whole new level with ‘Amazon Delivers Action’. The series invites audiences to unlearn the ordinary and prepare for an experience that transcends expectations. To build anticipation around the trailer among fans, Prime Video installs 18 ft. larger than life Amazon delivery boxes across Chandigarh’s Sukhna Lake, Udaipur’s City Palace, Indore’s Chappan Dukan, Delhi’s Select City walk & INA Dilli Haat, Lucknow’s Lulu Mall and Mumbai’s Juhu beach amongst other states and cities including Gujarat, Kerala, Jaisalmer, Coorg, Hyderabad and Jammu & Kashmir (Gulmarg) . These gigantic structures aren’t just installations; they’re hints at something truly monumental. What lies within adds an extra layer of excitement to the lead up to the trailer launch.  

    Indian Police Force marks Rohit Shetty’s digital directorial debut in a spectacle that is headlined by Siddharth Malhotra in a refreshing cop avatar. The talented star cast of the series also features Shilpa Shetty Kundra, Vivek Oberoi, Shweta Tiwari, Nikitin Dheer, Rituraj Singh, Mukesh Rishi, Lalit Parimoo in pivotal roles. The cop action drama is slated to premiere on 19 January 2024, exclusively on Prime Video, in India and across more than 240 countries and territories worldwide.