ITV

Tag: OTT

  • Hungama Digital Media unveils new shows at Hungama Originals success party

    Hungama Digital Media unveils new shows at Hungama Originals success party

    Mumbai: Hungama Digital Media, a digital entertainment company, celebrated the success of its streaming service Hungama OTT with an exclusive success party. The event assembled the biggest names from the entertainment world including Daisy Shah, Kanika Mann, Helly Shah, Tina Datta, Nyra Banerjee, Ali Gony, Yukti Kapoor, Krissann Barretto, Rohan Mehra, Karan Sharma, Aabhaas Mehta, Monalisa, Shilpa Tulaskar, Himanshu Malhotra, Shaleen, Rohit Khandelwal, Sanam Johar and Abigail, amongst others. Held in the evening of 25 September, an exciting slate of new web series for the coming weeks were also unveiled at the event.

    Hungama OTT has captivated audiences with its diverse range of original shows, films, and music. The upcoming content lineup promises to continue this trend, offering viewers an engaging mix of genres. The platform will offer something to cater to every taste, from gripping dramas to heartwarming comedies and everything in between. Its latest lineup includes highly anticipated shows such as Red Room, Khadaan, Personal Trainer, Checkmate, Pyramid, Mona Ki Manohar Kahaaniyan and Hasratein 2 and Ratri Ke Yatri 3.

    Talking about the success of Hungama OTT platform and the upcoming web series lineup,  Hungama Digital Media founder & managing director Neeraj Roy said, “Hungama Originals’ success demonstrates the incredible support from our viewers and our team’s dedication. As we celebrate this milestone, we’re excited to announce our upcoming lineup, which promises to push creative boundaries. Our new shows will deliver fresh, diverse narratives resonating with audiences across India and beyond.”

    Hungama OTT for the upcoming releases and much more, as we continue to redefine digital entertainment in India.

  • Prasar Bharati invites proposals for integrating apps with the OTT Platform

    Prasar Bharati invites proposals for integrating apps with the OTT Platform

    Mumbai: Prasar Bharati, the largest public broadcaster in India, has issued a notice inviting proposals for integrating various application platforms with its OTT platform. This call for proposals encompasses several categories, including OTT applications, gaming applications, educational applications, and other types of apps.

    The integration proposals can be based on a Revenue Share Model, offering two main options: sharing content from the applicant’s platform with Prasar Bharati’s OTT platform or exchanging content between the applicant’s platform and Prasar Bharati’s OTT service. Prasar Bharati retains the discretion to consider any submitted proposal, reflecting its flexible approach to content acquisition.

    The application platform-owning companies are required to submit their proposals via email to ott-content@prasarbharati.gov.in, accompanied by a link to the application platform and login credentials to preview the app content.

    All submissions will be evaluated according to the guidelines outlined in Chapter 11 of the Content Sourcing Policy – 2024, which was announced on August 9, 2024. Proposals that do not meet the policy’s eligibility conditions or other stipulated requirements will be rejected. Notably, gaming applications involving monetary transactions, betting, or games of chance are excluded from consideration.

    Prasar Bharati has specified that no processing fee will be charged for proposal submissions. The content acquisition process will be ongoing, with proposals assessed on a first-come, first-served basis, according to Prasar Bharati’s content needs and the merits of each proposal. There is no set deadline for submissions, allowing for continuous evaluation and integration of new content.

  • We leverage AI-ML to its best to provide a robust user experience: Logituit’s Sandeep Chandak

    We leverage AI-ML to its best to provide a robust user experience: Logituit’s Sandeep Chandak

    Mumbai: In the rapidly evolving landscape of digital media consumption, technology continues to redefine how we engage with content, particularly through OTT platforms. These platforms are not just changing how we watch videos but are also shaping personalized experiences driven by AI and machine learning, and exploring innovative avenues like AR and VR.

    Amidst this dynamic environment stands Logituit, a pioneering force since its inception in 2010, dedicated to enhancing the OTT experience globally. Serving some of Asia’s leading media entities like SonyLIV, JioCinema, Mediacorp, and ErosNOW, Logituit integrates cutting-edge technologies – from AI and ML to advanced video analytics — ensuring seamless user engagement and robust content delivery.

    Indiantelevision.com caught up with Logituit CEO Sandeep Chandak to gain deeper insights into their offerings, media trends, growth plans and more…

    Edited Excerpts:

    On Logituit’s contribution to shaping the landscape of online video and OTT platforms since its inception in 2010

    We architected and developed India’s first OTT platform and began our IP-led services in 2013 with the launch of LogixPlayer, a world-class video player. LogixPlayer currently powers the viewing experience for over 200 million viewers across the globe and was rated as the second-best video player in India by voice & data for its exceptional streaming quality.

    We are proud to serve six out of India’s top ten OTT platforms, having delivered more than 50 solutions in the past decade. Presently, we cater to over 20 customers, with a global presence extending to Singapore, the Middle East, Canada, and the USA. Our dedicated team of over 180 engineering and design professionals is committed to solving the most pressing OTT and video challenges. At Logituit, we offer a comprehensive range of products and services under one roof, eliminating the multi-vendor hassle for our clients.

    Today, our product portfolio is comprised of end-to-end OTT video platform Logix Stream, Logix Engage (makes watching videos more fun with interaction and engagement elements such as interactive games, widgets, live chats and so on), and Logix Enrich (AI-ML-enabled product offers OTT platforms with analytics, automated subtitling, dubbing, and object detection to bring a high-end user experience)

    Logituit continues to invest in research and development of new products based on our customers and market knowledge.

    On the unique value propositions that Logituit offers to its clients in the OTT and media industry

    Logituit distinguishes itself by dedicating all its resources and efforts to developing world-class OTT services and products. Like the 300 soldiers of Gideon, who excelled in their expertise, Logituit focuses on one thing and does it exceptionally well. Our passion lies in creating truly memorable video experiences that leave a lasting impression on viewers. To achieve this, we have adopted a “video first” approach, prioritising unparalleled video playback performance across all platforms, including web, mobile, set-top boxes, casting devices, smart TVs, and gaming consoles.

    In the competitive media and entertainment space, speed to market is crucial. Our industry-tested and proven products and services are designed to offer our clients the best total cost of ownership while providing their users with an unmatched viewing experience. We are dedicated to leveraging the latest and greatest technology available. Our demonstrated track record of success makes us the ideal partner for any business looking to launch or improve its OTT applications.

    At Logituit, we are committed to excellence, and our relentless focus on innovation and delivering exceptional user experiences sets us apart from the competition.

    On some key challenges that you’ve faced in delivering seamless video experiences across different platforms

    OTT landscape is diverse. We can’t expect similar requirements from all of them. Each platform comes with different requirements and is equally challenging. But that’s our job to get deep down the challenges and bring out the best product that provides top-notch user experiences. Every project has its own set of challenges, and our expert engineers are there to solve each of them. However, the few common challenges if I had to say would be:

    1   Ensuring consistent video quality and performance across a wide range of devices and network conditions.

    2   Integrating diverse monetization models, such as ad-supported, subscription-based, and hybrid approaches, while maintaining a smooth user experience.

    3   Safeguarding content against piracy and unauthorised access requires robust DRM solutions and secure streaming protocols, which must be continuously updated to counter evolving threats.

    4   Personalising content recommendations for diverse audiences involves sophisticated data analytics and machine learning algorithms to accurately interpret viewer preferences and behaviors across different regions and demographics.

    On Logituit utilising AI, ML, and other advanced technologies to enhance user engagement and video content delivery

    Technology upgradation is the utmost priority when it comes to video technology. When AI-ML is taking over industries across, Logituit makes sure we leverage AI-ML to its best to provide a robust user experience. When in video and OTT industry personalisation is the key we use AI-ML to analyze the vast user data to bring personalisation and relevance forefront.

    Be it content recommendation, ad insertion, or adjusting video quality based on real-time network, we employ AI-ML to analyse data based on user’s preference, click-through rate, demographics, time-spent etc. to avail them with relevant content.

    Logituit also employs machine learning to process large language models (LLM) and create multilingual automated subtitles and dubbing using AI-ML technology. Other than that object detection, automatic intelligent ad insertion, highlight generation, scene analysis, etc. are also done using AI-ML technologies.

    On Logituit’s approach to integrating video analytics into its services and its benefits to both content creators and distributors

    Certainly! At Logituit, we integrate video analytics into our services by leveraging advanced AI and machine learning algorithms to process and analyze vast amounts of viewer data in real time. This approach provides actionable insights into viewer behavior, such as watch time, engagement levels, and content preferences.

    For content creators, these insights enable them to tailor their content more effectively to meet audience demands, enhance viewer engagement, and optimize content strategies.

    For distributors, video analytics help in understanding content performance across different demographics and regions, allowing them to make data-driven decisions on content acquisition and distribution. Also, the analytics support targeted advertising by identifying the most relevant audience segments, thereby increasing ad effectiveness and revenue.

    On the role that UI/UX design plays in ensuring a user-friendly experience across Logituit-powered applications

    UI/UX design is crucial in ensuring a user-friendly experience across Logituit-powered applications. Our focus on intuitive, seamless, and visually appealing interfaces helps users navigate content effortlessly, enhancing overall satisfaction. We prioritise responsive design, ensuring that the experience is consistent across various devices and screen sizes.

    By incorporating user feedback and conducting regular usability testing, we continually refine our UI/UX to meet evolving user needs. This attention to detail in design not only improves engagement and retention but also ensures that users can easily discover and enjoy content, making their interaction with the platform as smooth and enjoyable as possible.

    On the trends that you foresee shaping the future of digital media consumption, and Logituit preparing for these changes

    As pioneers in the OTT domain, we foresee several key trends shaping the future of digital media consumption. These include the rise of personalised content experiences driven by AI and machine learning, increased demand for interactive and immersive content such as AR and VR, and a shift towards hybrid monetisation models combining subscriptions and ad-supported content. There will also be a greater emphasis on data privacy and security.

    Logituit is preparing for these changes by continuously innovating our AI and ML capabilities, developing advanced content delivery technologies, and enhancing our security protocols. We’re also exploring new formats and interactive features to keep our clients at the forefront of digital media trends, ensuring they can deliver cutting-edge experiences to their audiences.

    On Logituit’s future growth plans, both in terms of expanding its client base and introducing new technological capabilities

    The company is taking a two-pronged approach to growth, focusing on both expanding our client base and introducing new technological capabilities.

    For our client base, we’re strategically targeting adjacent markets with solutions tailored to each sector’s needs. This includes guest entertainment systems for hospitality, in-vehicle infotainment for automotive, and video learning management systems for education.

    On the technology front, we’re investing in R&D to develop innovative AI solutions like automated workflows, multi-language auto-subtitling, statutory warning addition, enhanced meta data for better content discovery and more for OTT services. These advancements will not only strengthen their existing offerings but potentially open doors to entirely new markets.

    By combining this client base expansion with cutting-edge technological development, the company is well-positioned for significant future growth.

  • Vi Movies & TV app strengthens entertainment offering with Zee5

    Vi Movies & TV app strengthens entertainment offering with Zee5

    Mumbai: In line with its continuous endeavour to cater to the growing consumer demands of bringing more entertainment at an affordable price, a leading telecom operator Vi, had launched their content aggregator app i.e Vi Movies & TV in it’s new avatar earlier this year. In addition to existing top players like Disney+ Hotstar, Vi has announced a new partnership with one of the leading OTT players – ZEE5. With this new addition, Vi Movies & TV App now offers access to 17 OTT Apps in one single subscription, at 248 per month. Vi users can binge on their favourite content on top OTT apps such as Disney+ Hotstar, Sony LIV, ZEE5, and others all with a single subscription to Vi Movies and TV, on their Mobile & TV.

    Vi users will be able to enjoy a wide range of movies, shows, and popular titles such as the Vidya Balan starrer – Do Aur Do Pyaar, the ongoing ICC Men’s T20 World Cup 2024, regional blockbusters such as Manjummel Boys, Aranmanai 4 and many more on the Disney+ Hotstar app; UEFA Euro Cup, ‘Gullak Season 4, India Tour of SriLanka Scam 2003, Rocket Boys etc. from Sony LIV and shows like ‘Sunflower’, ‘Broken News’, TAJ and movies such as ‘Sirf Ek Bandaa Kaafi Hai’, ‘Kadak Singh’ ‘Veer Sawarkar’ , ‘Sam Bahadur’, ‘Hanuman’, and more from ZEE5.

    Vodafone Idea CMO Avneesh Khosla said “At Vi, we understand that convenience and great value are two critical factors influencing buying decisions in India and we are committed to offering solutions that meet the needs of our customers. Our content aggregator platform, Vi Movies & TV App, offers access to 17 OTT platforms with a single plan. This not only reduces the cost of entertainment consumption but also eliminates the hassle of subscribing to multiple OTT apps separately.”

    He further added, “We are confident that Vi Movies & TV App will strike a chord with our consumers for its cost-effectiveness and convenience, opting for a seamless entertainment experience over multiple independent subscriptions. Our aim is to make high-quality entertainment accessible to our users and enhance their overall viewing experience through strategic partnerships with various OTT platforms. We will continue to expand our offerings by bringing the best entertainment experience for our users.”

    With the rise in connected devices and diverse content preferences, Vi Movies & TV App in its new avatar offers value for money plans providing an unmatched entertainment experience. Users now have:

    1   More content to enjoy with over 17 premium OTT platform subscriptions, including Disney+ Hotstar, Sony LIV, ZEE5, regional content platforms including: Klikk (Bengali), Chaupal (Punjabi), Atrangi (Desi Hindi content), Manorama Max (Malayalam), NammaFlix (Kannada), Playflix for Korean shows dubbed in Hindi. It also enables access to 350 Live TV Channels like Aaj Tak, ABP News, Republic and premium lifestyle channels like Eurosports, TLC etc.

    2   One plan, one subscription to access everything seamlessly.

    3   Convenience to stream favourite shows and movies anytime, anywhere on any device. Vi Movies & TV App can be paired with connected TVs, smart TVs, mobile – be it Android/Google TV, Android mobile, Samsung TV, iOS mobile, Amazon Firestick TV, and the Web. By subscribing to Vi Movies &TV, users can also get to watch two simultaneous streams on all OTT platforms.

    4   Big savings: Vi Movies & TV one subscription plan reduces cost by almost 50 percent compared to subscribing individually to 17 different OTT platforms.

    Vi also announced two new subscription plans -Vi Movies & TV Plus and Vi Movies & TV Lite.

    1   Vi Movies & TV- Plus: Priced at Rs 248 per month, offers unlimited access to 17 OTT apps, 350 live TV channels, and various content libraries. This plan can be accessed on two devices—TV and mobile—and includes an extra 6GB of data for prepaid users.

    2   Vi Movies & TV- Lite: Special plan for prepaid users at Rs. 154 per month, provides easy access to 16 OTT Apps for an array of extensive content catalogue on a single mobile device, with an additional 2GB of data.

    These plans are in addition to the Vi Movies & TV Pro plan, which offers 13+ OTT apps at Rs. 202 per month for prepaid users and Rs. 199 per month for postpaid users. This plan can be accessed on two devices—TV and mobile. The Vi Movies & TV Pro prepaid subscription also offers an extra 5GB of data.

    With these new offerings, Vi continues to strengthen its position as a leading provider of digital entertainment in India. By leveraging strategic partnerships and distinct subscription models, Vi aims to deliver an enriched viewing experience to its users, ensuring they have access to a vast array of content at their fingertips.

  • PlayboxTV introduces T20 Dhamaka

    PlayboxTV introduces T20 Dhamaka

    Mumbai: As cricket fever sweeps the nation with the ICC Men’s T20 World Cup 2024, PlayboxTV introduces its latest plan: PlayboxTV T20 Dhamaka. With the PlayboxTV T20 Dhamaka, users can dive into a diverse array of content across various genres, from LIVE sports and movies to TV shows and documentaries. This unique package is designed to cater to the varied tastes of Indian viewers, combining the thrill of LIVE T20 matches with the convenience of on-demand streaming.

    PlayboxTV founder and CEO Aamir Mulani commented, “Cricket holds a special place in the hearts of all Indians and we’re committed to keeping that spirit alive. We’re thrilled to introduce our new PlayboxTV T20 Dhamaka, making the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar available to a wider audience.”

    At an unbeatable price of Rs 149 per month, PlayboxTV which includes Disney+ Hotstar subscription, offers an exceptional value for money. Subscribers can enjoy premium content on multiple devices, making quality entertainment accessible to a wider audience. Besides the cricketing action, the package includes access to a total of 20 popular OTT platforms, ensuring a vast library of content. Whether you’re a fan of Bollywood blockbusters, international TV series, regional films, or the latest web series, you can now watch all you love with just one subscription.

    Subscribing to the PlayboxTV T20 Dhamaka is simple and quick. Interested users can visit the PlayboxTV website or download the PlayboxTV app. After selecting the PlayboxTV T20 Dhamaka package, subscribers can enjoy instant access to a world of entertainment at their fingertips. As the action of the ICC Men’s T20 World Cup 2024 unfolds on Disney+ Hotstar, PlayboxTV T20 Dhamaka stands out as the perfect subscription plan combining cricket craze and diverse entertainment needs. The subscription plan becomes even more affordable with the yearly plan at Rs 1499 offering nearly two months of savings.

  • MeiTY & Railways minister Ashwini Vaishnaw gets I&B additionally

    MeiTY & Railways minister Ashwini Vaishnaw gets I&B additionally

    MUMBAI: Ashwini Vaishnaw made his mark in the Modi 2.0 government by holding two portfolios –  the minister of electronics and information technology as well as that of the railways. Now a third one has been added to his list of responsibilities: in Modi 3.0  that of the ministry of information and broadcasting in Modi 3.0. He replaces  Anurag Thakur who ran the ministry during Modi 2.0, and was kept out of the cabinet, despite winning from his constituency. 

    Vaishnaw will have his hands full with the various ministries. But there is some overlap between the MeITY and I&B ministry, especially considering that both are concerned with the ballooning video streaming business with around 60-70 apps in operation.

    Public pressure has forced the government to regulate the video entertainment streamers, something which MeiTY has done effectively. With the content ecosystem – which is the preserve of the I&B ministry- coming under his supervision, it could well make things easier for him. 

     

    The minister will have his work cut out for him: on the one hand, Vaishnaw will have  to put in his best efforts to somehow ameliorate the popular perception that the Modi government has been manipulating the media to its own ends, through a carrot and stick approach.  Then Prasar Bharti needs some amount of direction going forward, even as Doordarshan needs to be reinvented and modernised in keeping with the needs of modern viewers who are today spoilt for choice. Decisions on viewership monitoring too have to be taken. 

     

  • Amuz Distribution appoints Carlos Pacheco as director of monetisation & OTT

    Amuz Distribution appoints Carlos Pacheco as director of monetisation & OTT

    Mumbai: Amuz Distribution’s chief revenue officer Alex Avon announced that, through its parent company of ComediHa!, the company acquired the entire catalog from the Just For Laughs Group and hired Carlos Pacheco as director of monetisation & OTT. The Just For Laugh Group assets increase the Amuz Distribution catalog by over 1,000 hours of comedy programming with brands: Juste pour rire, Just For Laughs, the Gags, and their audio-visual catalogue.

    Carlos Pacheco comes to Amuz Distribution with over 18 years of international entertainment media experience in content production, distribution, media buying and strategy. He came directly from his role as director of OTT / FAST channel strategy and operations for Just For Laughs where he led the development and execution of the company’s OTT and FAST channel strategy, overseeing content programming, distribution, and partnerships. From 2013 to 2018, Pacheco was director of partnerships for Temple Street’s then-recently launched Boat Rocker Studios. He played a pivotal role in the launch of both their online rights management system and launched several successful YouTube channels, including The Next Step and Oh Yum, among others.

    Avon stated: “Amuz Distribution is thrilled to expand our catalog with the globally popular Just For Laughs Group programs and we are fortunate to bring on Carlos Pacheco to head up our OTT and Monetization efforts. His experience in the global marketplace and especially as a leader in the OTT space will help us reach the company’s next level. We are looking forward to “keeping the world feeling good” with even more premium programming.”

    Pacheco added: “Amuz Distribution has been actively growing its international reach, on a path towards great success and I am excited to be part of the team to help them in this new expansion. From its award-winning programs like About Antoine and Larry, to its feel-good programming mandate, the company is gaining influence and visibility around the world.”

  • Catch Prabhas in ‘Kalki 2898 AD’ in theaters and enjoy ‘Chanakya’ and ‘Bridgerton’ on OTT

    Catch Prabhas in ‘Kalki 2898 AD’ in theaters and enjoy ‘Chanakya’ and ‘Bridgerton’ on OTT

    Mumbai: As June begins, it brings forth a plethora of choices for fans of historic and period dramas. So whether you’re drawn to epic adventures, historical dramas, or gripping sagas of ancient wisdom, this month offers an abundance of captivating narratives to explore and enjoy. From Kalki 2898 AD in theaters, Bridgerton Season to Chanakya, an audio series on Pocket FM, there’s a lot of variety for consumers – stay tuned!

    Here’s a list of film, OTT series, and audio series to lookout for:

    Kalki 2898 AD (In theaters)

    An upcoming Indian epic sci-fi action film, set in a post-apocalyptic world in 2898 AD, depicts a modern avatar of Vishnu, the Hindu god, protecting the world from evil. Written and directed by Nag Ashwin, it stars Prabhas in the lead role, alongside Amitabh Bachchan, Kamal Haasan, Deepika Padukone, and Disha Patani, forming part of The Kalki Cinematic Universe.

    Chanakya (Pocket FM)

    2600 years ago the land of India became synonymous with a name that changed its destiny forever. The name was ‘Chanakya’. A great teacher who was happy performing his duties, until the day his very existence was questioned. That day he decided to free India from the clutches of an evil empire and did so by conquering King Dhanananda and establishing the Great Mauryan Empire under the reign of King Chandragupta Maurya. Chanakya is not just a story but a deep dive into the prowess of Chanakya that made impossible, possible!

    Bridgerton (Netflix)

    Set against the backdrop of the Regency era, the eight close-knit siblings of the noble and powerful Bridgerton family – Anthony, Benedict, Colin, Daphne, Eloise, Francesca, Gregory, and Hyacinth – navigate London high society in search of love, surrounded by friends and rivals alike. The next part of Season 3 will be live from 13th June 2024.

    The New Avatar (Pocket FM)

    A brave prince, Daksh is betrayed and brutally murdered by his own fiancee, Chinai. Things take a turn post Daksh’s death when Chinai is given the title of the Queen of the kingdom. Nobody knows the real reason behind Daksh’s murder. Daksh’s body may have died but his soul is seeking justice for what happened to him. In order to find out what happened, Daksh’s soul lands in a young boy’s body who lives with his helpless and poor mother. Now Daksh not only needs justice as a prince but also as a helpless young boy. What happens next? Does Daksh find out the truth behind his murder? Does he succeed in helping the little boy and his mother? Tune into The New Avatar only on Pocket FM to know more.

    The Crown (Netflix)

    A historical drama television series about the reign of Queen Elizabeth II, consists of six seasons spanning almost six decades, beginning shortly before the wedding of Princess Elizabeth and Philip Mountbatten in 1947 and ending with the 2005 wedding of Prince Charles and Camilla Parker Bowles.

  • “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    Mumbai: With the ever-evolving consumer preferences, content too is rapidly transforming, especially in the AVOD platforms. ZEE5, one of the major OTT players in India, is at the forefront of this revolution, curating engaging and diverse content to meet the demands of today’s digital audience.

    From captivating originals to socially relevant initiatives like #NoNaariNoShakti and #ZEE5GameChangers, ZEE5 is not just reshaping entertainment but also fostering societal dialogue and meaningful engagements.

    Catching up with ZEE5’s head – AVOD marketing Abhirup Datta, who is

    driving the overall AVOD growth and development agenda by increasing users, videos viewed, time spent and in building brand affinity with best-in-class customer experience, Indiantelevision.com delved into ZEE5’s content curation, their #NoNaariNoShakti and #ZEE5GameChangers initiatives driving societal changes, unique challenges in the AVOD space and more…

    Edited Excerpts:

    On ZEE5 curating and ensuring its AVOD content in Hindi and regional languages remains engaging and relevant amid evolving viewer preferences

    At ZEE5, our approach to curating AVOD content is deeply rooted in understanding and adapting to evolving viewer preferences. Adopting a consumer-centric approach, we carefully curate a content pipeline featuring exclusive titles, nostalgic classics, direct-to-digital releases, e-sports, devotional content, kids’ content, and catch-up TV, enabling access to high-quality content at any time on our platform. In 2023 alone, we launched a plethora of movies, web shows, and exclusive films like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, and Priyamani’s ‘Sarvam Shakti Mayam’. This year as well, we continue to offer quality and impactful stories like our recent AVOD original ‘Kaam Chalu Hain’.  

    Our content library comprises of more than 2000 plus free movies across languages catering to diverse regions pan-India. Through the rich legacy of ZEEL (Zee Entertainment Enterprise Ltd), ZEE5 is also home to over 1400 GEC shows spanning 10 plus languages including Hindi, Marathi, Bengali, Malayalam, Telugu, Tamil, etc. On AVOD we also stream popular international titles and K-drama series dubbed in local languages. Localisation of content via dubbing and subtitling, along with the rise of affordable high-speed internet and increased smartphone accessibility, has contributed significantly to the growth of the AVOD segment.

    Lastly, we also craft innovative brand campaigns to facilitate access to premium content. For example, campaigns such as “ZEE5 Manoranjan Festival,” “Any Time Manoranjan”, “Azadi Ka Jashn, ZEE5 Ke Sang”, and “ZEE5 Kids Festival”, amongst others enable our audiences to explore and engage with diverse content. We also successfully forayed into esports with IESF Big Bang Asia Open 2023 and sports streaming with ILT20.

    On ZEE5’s innovation with campaigns like #NoNaariNoShakti and #ZEE5GameChangers to foster meaningful engagements and contribute to societal dialogue

    At ZEE5, we believe in the power of storytelling to create meaningful, relatable conversations and drive positive change. With #ZEE5GameChangers, our goal is to connect, collaborate, and communicate with our viewers through socially relevant stories. In line with the initiative, ZEE5 offers titles like ‘Sirf Ek Banda Kaafi Hain’, ‘Duranga’, ‘Abar Proloy’, ‘Lakadbaggha’, ‘Lost’ ‘Ayali’, ‘Mrs Undercover’, and ‘Chhatriwali’, amongst others. On the other hand, #NoNaariNoStory championed women-led narratives against the backdrop of International Women’s Day. The campaign was unveiled with a “Social Media Glitch” executed across our social media platforms. It showcased key visuals of popular ZEE TV shows airing on ZEE5 featuring male leads alone. Through this, it creatively portrayed the intrinsic role female characters/leads play in our stories. Leveraging activations, influencer collaborations, and user-generated content contests, the campaign trended on social media, garnering significant engagement and reach. With initiatives like #NoNaariNoStory and #ZEE5GameChangers, we deepen our commitment to delivering diverse and engaging content experiences while solidifying our position as a leading AVOD streaming platform.

    On the unique challenges that ZEE5 faces in the AVOD space, and how does it address them

    Navigating the dynamic OTT landscape presents ZEE5 with unique opportunities for growth and innovation. Maintaining campaign freshness, engagement, and ongoing user interest is crucial for us, as meeting the rising demand requires constant innovation to satisfy our ever-evolving digital audience’s expectations. For this, we collaborate with the relevant creators to offer more engaging storytelling to our audiences. We realise that audiences are value-conscious and have tailored our AVOD model to perfectly meet the diverse needs of our viewers. Through our brand campaigns, consumers can experience a variety of content and make well-informed decisions. We also aim to engage our viewers through short format festive content in terms of ‘Festive Look’, ‘Shop like a star’, ‘High 5 with ZEE5’ amongst others.

    We also focus on creating unique and engaging properties, through exclusive content, and exploring new genres and formats. Moreover, our platform features properties like ZEE5 World Hits and ZEE5 Spark, offering premium international titles dubbed in local languages. Additionally, our expansion into e-sports streaming with ILT20, devotional content, and diverse brand campaigns has kept our audience engaged and growing.

    On examples of ZEE5’s collaboration with influencers or celebrities to amplify its AVOD content

    We have been successfully using meme marketing to build online buzz for some of our launches. These memes, often featuring favourite actors in funny or relatable contexts, organically drive traffic due to their shareable nature. This further increases the visibility and engagement around our AVOD content leading to higher viewership. This approach not only boosts visibility but also fosters engagement around our AVOD content.

    We curated an influencer campaign for the launch of our latest AVOD original ‘Kaam Chalu Hain’. For this, Rajpal Yadav, who plays the protagonist role in the film, created content with influencers like Atharva Sudhame, RJ Mahavash, Danny Pandit, amongst others to drive awareness about the plot of the film. Within the span of a few days the campaign received positive reception and views. In the past, we have also launched ‘Yaadein’ with Anu Kapoor, featuring some of our iconic shows of the 90s and 2000s.

    Additionally, we have been leveraging our TV stars to build a deeper and direct connection with our viewers. For example, the promos of our most recent AVOD brand campaign “Serial Killer” saw prominent collaborations with top leads like Sana Sayyad and Paras Kalnawat of the Hindi serial ‘Kundali Bhagya’; Shivani Rangole and Hrishikesh Shelar of the Marathi serial ‘Tula Shikvin Changlach Dhadha’; Ankita Mallick and Soumyadeep Mukherjee, leads of the Bangla serial ‘Jagadhatri’. Through this campaign, we empower women to watch their desired content at their convenience highlighting the flexibility of our platform. On similar lines, we also released the ‘Entertainment Not Out’ campaign, back in 2023, with promos starring top leads from various regions, talking to the women viewers, reiterating to not miss their favourite content by watching it on ZEE5.

    On ZEE5’s plan to leverage partnerships to expand its brand reach and impact

    We at ZEE5 strategically partner with well-regarded ecosystem players to expand the reach of our content and further widen our audience base. For example, ZEE5 collaborated with prestigious platforms like the Dadasaheb Phalke International Film Festival (DPIFF) and Iconic Awards to not only recognise the industry’s achievements but also to bring the magic of cinema and art closer to its audiences. Additionally, at ZEE5, we believe in creating immersive experiences, and celebrations which are an integral part of our cultural fabric. Taking that forward, we partnered with the iconic Ganesh Galli’s Mumbaicha Raja pandal under our festive campaign ‘Manoranjana Cha Raja’ and about 35 pandals during Durga Pujo, offering darshan and aarti via live streaming straight from the pandal directly to the screens for millions of viewers across India. In line with ZEE5’s digital-first philosophy, we also collaborated with Kyoorius for Designyatra 2023. Here, we hosted multiple workshops and created an AR/VR tech space zone at the event to further expand our brand credibility and impact.

    On the key initiatives and plans that ZEE5 has in its AVOD roadmap for FY 2024

    In 2024, we are further strengthening our AVOD catalogue with beyond TV content, bringing sports tournaments, exclusive titles, originals, and devotional content, amongst others to reach the audience at large. We started the year with yet another impactful title ‘Kaam Chalu Hain’ which has been receiving positive reception from our viewers.

    As we mentioned earlier, we also launched the “Serial Killer” campaign recently. The campaign humorously addresses the common scenario of husbands interrupting TV serial watching, especially during the cricket season. Through this we aim to highlight the flexibility of watching a wide range of content on ZEE5 for free, anytime and without interruptions from the “serial killer” at home.

    Along with this, we will continue to host targeted brand campaigns like ‘Entertainment Not Out’, ‘ZEE5 Manoranjan Festival’, ‘Any Time Manoranjan’ to broaden access to our diverse content library, leveraging high engaging periods like monsoon and the festive season. We shall stay committed to creating unique and engaging properties through continuous innovation and strategic collaborations with creators and partners.

  • The evolution of AI-powered advertising: From targeting to personalisation

    The evolution of AI-powered advertising: From targeting to personalisation

    Mumbai: Artificial intelligence is one of the transforming phenomena from a trend in modern times when it comes to digital advertising. As Gandharv Sachdeva, an experienced digital expert and India country head of Hybrid, stated, “AI has transformed digital advertising”. He explains how the developments in AI have significantly influenced digital advertising and points out that the biggest impact has been felt in the field of segmentation and personalisation.

    Times, when there were no ads with explicit, consistent, and well-targeted messages, are long gone. AI has given rise to digital advertising, which is now data-driven and the application of algorithms has made it possible to run hyper-targeted ads. Apart from enabling a more efficient budget allocation, the user experience has also improved as the right message is shown to the right individuals at the right time.

    Predictive analytics is another advancement of AI that is worth mentioning. Predictive analytics allows marketers to optimize their ads to make them more personalised and adapt to consumers’ actions based on historical data and machine learning algorithms. For example, the company selling outdoor equipment can use this technology to suggest products based on what its chosen customers have already bought in its store or what such clients have looked for in specific months of the year. However, such a benefits approach is not only beneficial for achieving marketing goals, but it also helps build a stronger relationship with customers by making communications more relevant and timely.

    Moreover, artificial intelligence has been a great tool for the personalization of ads by providing unique and personalised experiences at scale. Now, marketers can apply dynamic content and also adaptive suggestion engines that can be customized to each viewer. A streaming service / OTT platform might integrate AI to show relevant ads based on the content that is being consumed by the users such as sports, travel, adventure, etc. thus increasing user engagement and satisfaction.

    In addition to the above, advertising associated with AI also diversifies attention to targeting, personalisation, and achieving maximum optimization. AI algorithms provide a means of identifying the successes and failures of a campaign in real time and can always assist advertisers in making immediate decisions. Brands can then respond quickly to changes in the market because they can always get the best from their budget. For instance, a clothing brand can use AI to target the top five fashion styles while focusing on consumer response rates to get the best out of its budget achievable.

    In a nutshell, artificial intelligence in advertising has brought about a paradigm shift in the way brands interact with their audiences. AI can now be used by marketers to reach their target customers with the use of customized ads, personalisation, and optimisation in real time. The advancement of technology creates new ways and opportunities for the ad industry with AI being one of them, which will push the change and establish new marketing standards. Nevertheless, the rise of AI in digital advertising is just as important as ensuring that advertisements follow all ethical standards and practices. Marketers must balance individualisation and privacy, in which the consumers’ data are used proportionately and transparently.