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Tag: Tanay Desai

  • Dekkho & VuLiv tie up for video sharing & syndication

    Dekkho & VuLiv tie up for video sharing & syndication

    MUMBAI: Dekkho, an online streaming platform, has partnered with popular mobile-based platform VuLiv. The tie-up is aimed to help both achieve a 100 million+ viewership base over the next 3-4 years. Dekkho and VuLiv will collaborate to showcase more than one lakh videos of ‘snackable content’ across genres including music, food, fashion, comedy, gossip, and lifestyle.

    Content from major providers such as ScoopWhoop, Pocket Aces, Times Music, AIB, EIC, Miss Malini and Pinkvilla available on Dekkho can be accessed on VuLiv. A major component of this partnership is to address content discovery by users to supplement on-device video consumption and the need for content curation.

    Dekkho co-founder & MD Tanay Desai said, “When we talk about online video content, YouTube holds a good position in the global OTT market. However, YouTube is a search-driven platform lacking a strong recommendation feature, which has reduced the discovery of content on the platform. Similarly, Google and Facebook are based on aggregating online user information and re-targeting relevant content to them. With this partnership, Dekkho and VuLiv will aggregate on-device offline data as well as online content to adopt a similar targeting approach as these players. We believe that this data can be leveraged to build better solutions and offer insightful recommendations to achieve greater reach for both platforms.”

    VuLiv co-founder Manoj Gupta said, “It is hard to believe, but today so much of offline, on device information exists which has never been utilized by any ecosystem player. We believe that this on-device un-connected state information can be leveraged to build a better solution with recommendations and build bigger reach and relevance. With the partnership and Dekkho’s extensive content directory, users will get a seamless on-device and online watching experience.”

    In addition to mainstream English and Hindi videos from popular creators, Dekkho will offer its extensive catalogue of content in six regional languages to target a larger non-English speaking market in the country. Additionally, Dekkho will provide a gamut of social features to users for in-content and in-app interaction through its catalogue on VuLiv.

  • Dekkho expands regional language content offering

    MUMBAI: Dekkho has partnered with some of the top online content creators in the country such as ScoopWhoop, Pinkvilla, 9X Media, Put Chutney, Being Indian and East India Comedy. In a bid to create an entirely alternate destination and divergence from YouTube and Facebook, and to increase its reach in tier II and III cities, Dekkho will expand its regional language content offerings through these collaborations in addition to mainstream content in English and Hindi.

    Through a long-term content strategy, Dekkho aims to reach 100 million users over the next five years, focussing on the vernacular segment of viewers who do not consume videos on Facebook or YouTube. It will also venture into content translation, dubbing, and voiceover of content for this segment, creating a new, non-overlapping market for creators. Additionally, Dekkho will localise its UI for different markets as well as the newsfeed for regional content.

    Commenting on its strategy, Tanay Desai, co-founder, said, “Dekkho’s initial strategy, which focussed on young urban viewers, has helped us carve a niche in the online entertainment market. Our next phase of expansion is targetted at a much larger viewer base that resides in the smaller towns, highlighting our larger focus at becoming a default social video network for the masses. Unlike incumbent platforms like Facebook and YouTube, which are highly fragmented in terms of content, we want to position Dekkho as a hyper-local, curated video platform. This will be supplemented by an engaging social layer aiming to represent India’s first large-scale video network. To effect, the platform will have a unique, localised avatar for each region and leverage the rising digital penetration across tier II and III towns in India.”

    Around 65 per cent of users on Dekkho belong to tier II and III cities. Around 30 per cent of these users have been acquired through focused regional marketing and do not consume videos on YouTube. As part of its marketing strategy, Dekkho has tied up with leading telecom operators and original equipment manufacturers (OEMs) to offer greater exposure to content developed by independent creators. Users streaming videos through Jio Internet subscriptions constitute nearly 30% of the total video consumption on the platform, contributing significantly to the growth among this demographic.

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  • Dekkho to identify non-production house talent, plans four web series in Sept-Oct

    MUMBAI: Dekkho will largely focus on youth-based videos and regional content across six languages, primarily serving the 18-30 year old mobile audience.

    The online video streaming platform has announced plans to establish itself as the destination for talent discovery in India and showcase premium content from non-production house talent. Having collaborated with 80+ creators to curate premium videos across genres such as food, fashion, travel, lifestyle, comedy and gossip, the platform is now gearing up to run multiple digital promotions and events to identify emerging talent and get them on board over the next three to four quarters.

    The platform will also mark its foray into original content co-creation with four branded video properties, lined up for September-October period, in the form of web series, music videos, and short-form videos.

    Dekkho’s latest move is aimed at tapping into the unscripted and independent creator market, which comprises around 80 per cent of the overall production volume of online entertainment.

    As part of its marketing strategy, Dekkho has tied up with leading telecom operators and original phone equipment manufacturers (OEMs) to offer greater exposure to content developed by independent creators. The platform has additionally collaborated with partners like Amazon Fire TV.

    Co-founder Tanay Desai said, “Viewers today want more of short, snackable content that independent creators like AIB or Miss Malini produce. Our aim now is to create visibility through a bunch of exciting developments like localising our UI, promoting offline viewing and building for low data consumption. We are focused on Tier II, Tier III consumers who constitute the masses, and provide them a focused, curated experience that is missing on YouTube and Facebook.”

    “Dekkho,” he said, “will primarily host creators who are not associated with a label or production house. This initiative is synergistic with that vision, and will help us in discovering exciting talent from across the country to provide our viewers with premium content across age groups, geographies, and languages.”

    Says he: “Not only are we providing them with global exposure and monetisation opportunities through our advertising network and brand integrations, but this is the first time their ongoing content will be represented on a big screen format via our partnerships.”

    Dekkho aims at realising its target of reaching five million monthly active users within the next year and have 200 channels on board.

  • Dekkho claims 200% m-o-m growth in first quarter, fastest growing short-format app

    MUMBAI: Dekkho, a leading online video streaming platform, has released statistics on its performance, indicating an impressive first quarter for the newly launched brand. The platform has emerged as India’s fastest growing app in the short-format video segment, achieving a whopping 200% month-on-month growth.

    Within only a span of three months since its launch, Dekkho’s network has touched over 1,000,000 unique visitors without any ATL marketing campaigns.

    Dekkho also received 1000+ reviews with an average rating of 4.6 on the Play Store. Dekkho is available both on iOS and Android.

    Having launched its beta version in December 2016, Dekkho went live at the end of February 2017 on iOS, Android and the web. Through its mobile-first strategy, the platform is actively tapping the growing number of smartphone users in the country and offering them the most accessible entertainment options. This is evident in the fact that more than 90% of users on Dekkho consume content through mobile devices. Dekkho aims to take independent creators, which constitute 85% of the video production market to multiple distribution channels, including its native apps, website, affiliate websites, OEMs and Telecom players. The platform focuses on driving a simplified browsing and viewing experience for its users by bringing them the most relevant content through peer group recommendations as well as by matching it with their viewing preferences. In addition, features like sharing videos on social media and artist interactions drive the highest number of young users to the platform with nearly 33%+ users belonging to the 25-34 years age segment. Dekkho is monetised by video advertising, which is currently dominated by Facebook and Google, and is slated to become a Rs 20,000 crore market by 2020.

    Dekkho co-founder Tanay Desai said, “Our prime focus has been user retention and engagement through interactive features. We have outdone most short-format peers through superior delivery of video. We are investing in content licensing and upscaling technology infrastructure to offer users with a selection of highly engaging and new-age content on a smart platform. We have creators across music, food, fashion, travel, comedy, lifestyle and fitness. Dekkho feels the pulse of the audience in terms of snackable video and aims to become the default destination for short-format video across multiple languages. Moreover, our collaborations with content creators, telecom operators and equipment manufacturers provide fully customized solutions to meet a user’s daily need for a premium viewing experience. Scripted content has been done with across numerous business models. Various media houses and telcos have tried AVOD, SVOD and TVOD, albeit with lukewarm success. On the unscripted side, which is a way larger pie, we are the company with deep Indian roots. Our long-term goal remains focused on creation of a sustainable, three-way ecosystem for creators, advertisers, and users through a free-to-use service.”

    Dekkho has deployed an intelligent content recommendation feature, which has resulted into 1.6x growth in views per user session. Dekkho’s video play rates are over 90%, which is amongst the highest in the premium segment for any OTT platform. The web platform has a watch-time of a staggering 11 minutes+ per visit, while the mobile platform records 8+ minutes of watch-time for each visit. Each user consumes 7 pages on the web platform per visit and 4-5 pages on the app. Live channels and content on Dekkho contribute nearly 3 times to watch-time statistics with a 94% rate of video ad completions. Its weekly and monthly user retention is 2.5-3 times that of the industry average in the short-format category, hosting 60%+ of its user base on a monthly active (MAUs) basis. In a bid to scale its operations, Dekkho has undertaken strategic partnerships with some of the largest OEMs and telecom players for content distribution in order to realize its goal of touching the mass over the next year.

    Offering content across various genres like music videos, fashion, food, travel, lifestyle and comedy, Dekkho adds nearly 1000 hours of licensed content from producers and distributors each month to its library. Dekkho’s library consists of over 150,000+ videos, 12,000+ hours of content, and 80+ channels across seven languages.

  • Dekkho makes big-screen debut with Amazon fire TV stick

    MUMBAI: The online video streaming Dekkho has partnered with Amazon to make its big-screen debut and provide its content on Amazon Fire TV Stick.

    Dekkho will be one of the featured apps on the streaming device, allowing users to access its entire content library of movies and videos across genres such as music, food, fashion, travel, lifestyle and comedy on a preferred basis. In addition, Fire TV Stick users can access content from Dekkho offline as well.

    The Amazon Fire TV Stick is a plug-and-play device that connects to the television’s HDMI port and allows users to access digital video content from a host of providers. The device can be set up in just three, simple steps — plug the device in to the HDMI port on the TV; attach the USB cord to the power source; and connect to the wi-fi.

    Dekkho will provide a range of specially curated content for Fire TV, offering a television-like experience through a smart, digital medium. Unlike other paid apps, Dekkho’s Content on Fire TV will be available on a free-to-use basis, thus enabling greater exposure for content creators through a new channel while monetising their properties. Dekkho’s attempt to bring independent online content creators on the big screen and provide them exposure through Amazon’s strong distribution model is the first by any Indian player.

    Dekkho co-founder Tanay Desai said, “Dekkho currently enjoys a unique position in the Indian OTT entertainment market. In a bid to expand our content outreach to smart TVs and similar large-screen offerings, this strategic partnership with Amazon Fire TV Stick will help us increase exposure for content creators on our platform. Moreover, it offers Dekkho an extremely promising entry into a larger online entertainment market and the chance to reach out to maximum viewers between 18 to 30 years of age. The resulting increase in reach can also be leveraged to extend our presence on more big-screen apps in the future and allow our users to stream our massive content catalogue on any digital device of their choice, conveniently and seamlessly.”