ITV

Tag: Tik Tok

  • Where’s Quibi headed for in the OTT world?

    Where’s Quibi headed for in the OTT world?

    MUMBAI: The streaming video landscape continues to fragment in 2020, as a growing number of streaming services join the fight for subscribers and users within an already competitive space. As a result, the global number of SVoD subscriptions is estimated to exceed 1 billion by mid-2020. Other streaming video services across social media players, esports and AVoD are also expected to show impressive growth.

    The subscription streaming market has been further amplified by the stay-at-home lockdown period, which is not only encouraging a rise in TV viewing but also a change in behaviour, as gaps in live TV scheduling, particularly sports, encourage consumers to look elsewhere for entertainment alternatives. Beyond SVoD, this is also expected to fuel uptake of premium AVoD services such as Pluto TV. According to Futuresource’s Living with Digital consumer research, at the end of 2019, one in seven American households were active monthly users of Pluto TV, with Tubi just a little lower.

    Quibi is a platform that sees a potentially rich corner for targeting millennial audiences with mobile-specific content. As the name indicates, ‘quick bite’ entertainment will consist of scripted and non-scripted content across a range of genres, including comedy, drama, reality and news updates. A-list creators, including Steven Speilberg, Ridley Scott and Catherine Hardwicke, are on board to produce and direct shows exclusively for the service, with Quibi’s new film-making technology ensuring a seamless experience, whether viewing in portrait or landscape.

    Its launch during lockdown presents itself as a double-edged sword. As mentioned, consumers now have more time to experiment with new services, but equally, solo mobile-viewing is based to fit around people’s lifestyles and “normal” routines: when arriving early to meet your friends at the bar, commuting to work or school, exercising at the gym – all of those activities that are now on hold for the foreseeable future. The marked increase in SVoD viewing on TV sets over the recent weeks ultimately comes at the expense of content viewing on mobile devices.

    Another key point here is: who are Quibi’s rivals? Its unique proposition addressing mobile viewing at a monthly price means that it is not only competing with major SVoD players like Netflix, Hulu, Amazon, and beyond, but other free services that also focus on mobile viewing. This includes the likes of Facebook Watch, Snap Originals, IGTV, Tik-Tok and of course, YouTube. Although YouTube is the market leader for short form content worldwide, people do not only watch its content on smartphones or tablets. In fact, Futuresource’s consumer research shows that just 42 per cent of YouTube watchers in the top five Western European countries and USA use a tablet or smartphone as their main viewing device to view the service. As the quality and professionalism of content on YouTube increases, consumers are finding additional value in watching on a larger screen. This means that Quibi faces potential competition from all sides, as it looks to exploit what it has identified as a gap in the market. However, Quibi has recently announced that it will enable casting to compatible TVs in May.

    Quibi launches with a free 90-day trial, a longer period than currently offered by Netflix, Amazon Prime, Apple TV or Disney+. This is highly unusual for such a service launch, and its major challenge will be converting these to paying subscribers. While the trial provides a valuable period to garner user behaviour and shape the future direction of the service, will most users have exhausted the content that interests them by the time the trial expires?

    Quibi will be judged on both the quality and originality of the content it provides, benchmarked against the key SVoD and AVoD players as mentioned above. Whether the service can command the attention it needs in a considerably fragmented market remains to be seen.

    The author is principal analyst at Futuresource Consulting
     

  • Paytm Insider & Qyuki digital media host ‘Epic Fam Jam 2020’

    Paytm Insider & Qyuki digital media host ‘Epic Fam Jam 2020’

    MUMBAI: Paytm Insider & Qyuki hosted 'Epic Fam Jam', India's biggest fan festival with popular Instagrammers and Tik Tok creators at JioWorld Garden, BKC, Mumbai. The one-of-a-kind event was aimed at bringing together India’s biggest internet sensations in one place for the first time in India.

    Popular Tik Tok & Instagram celebrities such as Jannat Zubair, #Team07’s Mr. Faisu, Adnaan Shaikh, Hasnain Khan, Faiz Baloch, and Shadaan Farooqui, #Teentigada’s Sameeksha Sud, Vishal Pandey, and Bhavin Bhanushali, choreographer Awez Darbar with Nagma Mirajkar, Siddharth Nigam and Avneet Kaur, were present at the blockbuster event. The evening started with an engaging performance by Indian Television actor and singer, Suyyash Rai and the fans got to groove to the tune of Gajendra Verma, the recent ‘Tera Ghata’ fame singer.  By organizing Epic Fam Jam, Paytm Insider reaffirms its commitment to empower the promising artists hailing from new-age internet platforms and their fans to meet & greet and collaborate to create memorable and long-lasting experiences for everyone involved.

    Paytm Insider CEO Shreyas Srinivasan said, "Being big believers in the transformational power of shared experiences, we hosted 'Epic Fam Jam 2020'. We wanted to do something unique for this growing community of short-format content creators and enable them to have a truly-deserving festival they aspired for. Going forward, we will continue to organize more such events to engage stars and fans under one umbrella and give them unique reasons to bank on collaboration opportunities."

    The event provided fans the chance to meet their favorite celebrities, exclusively and get a chance to make collab videos followed up by a concert featuring the creators, Mr. Faisu, Jannat Zubair, along with other artists like Kings United, among others. The attendees also had a chance to engage with micro content creators like Shanayaa & Masroor, Sameer Mark, Arhan Ansari and Aamir Arab.

    The evening was about getting familiar with the personalities that the fans are used to watching only on their favorite social media apps. From selfies to personal chat, follow backs and much more was on offer at the Epic Fam Jam 2020 that concluded with #EpicAfterParty leaving everyone present at it, mesmerized. 

  • Instagram most preferred platform for influencer marketing: Report

    Instagram most preferred platform for influencer marketing: Report

    MUMBAI: Around 70 per cent of brands, which participated in a survey done by Buzzoka – influencer marketing company, have bet on Instagram, a Facebook-owned photo-sharing app, as the best platform for influencer marketing in 2019, followed by LinkedIn & Tik Tok at 8 per cent each.

    In its third edition of Influencer Marketing Outlook, Buzzoka surveyed over 500 brand custodians and content creators in December. The brand custodians included agency and brand folks across the Indian eco-system.

    While 50 per cent of surveyed brands see influencer marketing as an important tool, at least 52 per cent of them believes that it gives better reach and engagement with audiences.

    According to the report, the majority of brands look for the quality of content, influencer produces before finalising; with a maximum spend of $50,000 for each campaign in a year of a brand.

    Over 30 per cent of surveyed brands believe influencer marketing has been the fastest growing online customer acquisition method.

    Meanwhile, around 60 per cent of the brands believe that Instagrammers are the most effective in the influencer marketing system compare to other social media platforms.

    Over 45 per cent of brands are of opinion that around 5-7 per cent of the overall budget is spent on influencer marketing in 2018. However, over 70 per cent of the brands are ready to increase the percentage spends in the influencer marketing budget in 2019.

    Out of the surveyed brands, 50 per cent of them are okay with influencers disclosing the content they are putting is sponsored, whereas 50 per cent are not comfortable with revealing it.

    Over 75 per cent of brands see ‘determining the ROI (return on investment) of my influencer marketing programs’ as one of the major challenges for influencer marketing in 2019.

  • Tik-Tok begins testing ‘link in bio’ feature to monetise its billion plus user-base

    Tik-Tok begins testing ‘link in bio’ feature to monetise its billion plus user-base

    MUMBAI: Popular social networking app Tik-Tok has begun limited test of a feature that will allow users to add links to products and e-commerce sites on their bio and posts. The Chinese short-video making platform, with a billion plus users, has been exploring ways to monetise its ever-increasing user-base and the new feature will put it in direct competition with established players like Facebook and Instagram, both of which let its users monetise their content.

    The new feature allows content creators on Tik-Tok to insert product links, offering users the ability to send their viewers to shopping websites effortlessly to monetise its platform. The ‘link in bio’ feature was first rolled out by Instagram and was subsequently adopted by Facebook as well.

    The new feature was first noticed by marketer Fabian Bern, a marketer and according to the video shared by him on Twitter, the users can now swipe on a post to directly visit an e-commerce platform to buy a product.

    Launched in 2017, the app developed by ByteDance, currently has over 1.5 billion users worldwide.  The app is immensely popular in India. According to app research firm Sensor Tower:  “India has been the biggest driver of TikTok's popularity, giving it 466.8 million downloads. China generated the second-most downloads, with 173.2 million or 11.5 percent. The US came in third, with 123.8 million downloads, or 8.2 percent. And that's not even including third party Android installs. Specifically, India drove up 277.6 million downloads so far this year, roughly 45 percent of all global installs for the app this year.”

  • Its time tonight to break the digital code with 13 industry stalwarts at the Advertising Club’s India Digital Review – “D-CODE” presented by MX Player

    Its time tonight to break the digital code with 13 industry stalwarts at the Advertising Club’s India Digital Review – “D-CODE” presented by MX Player

    7th August 2019: After the phenomenal success of the first edition addressing the drivers of the tectonically shifting brand ecosystem, The Advertising Club is all set for the 2nd edition of D-CODE presented by MX Player and powered by Tik Tok Ads to be held tonight in Mumbai.  

    The last edition saw the best minds in digital, media and marketing come together to share insights and learning from the evolving digital ecosystems. The upcoming edition to be held on 7th August, 2019, 6.30 pm onwards @ Taj Lands End, Mumbai will continue to drive idea exchange with 13 Industry game changers showcasing best in class digital campaigns by their own brands and celebrating other inspiring digital campaigns, all in just 10 -minutes each. Each speaker showcase will include:

    One best work of theirs
    One best work by another brand
    3 tips to crack the digital code

    The first round of stalwarts confirmed to speak at D-CODE include
    Bajaj Auto: Sumeet Narang, Vice-President, Marketing
    Bytedance (Tik Tok): Sachin Sharma, Director, Sales & Partnerships
    Corner Stone Sport and Entertainment: Jogesh Lulla, COO
    Dentsu Webchutney: Sidharth Rao, CEO & Co-Founder
    Facebook: Nirmal Pulickal, Head – Facebook Creative Shop
    Google: Vikas Agnihotri, Country Director
    JSW Sports Pvt Ltd: Mustafa Ghouse, Chief Operating Officer
    MX Player: Karan Bedi, CEO
    McCann Worldgroup: Partha Sinha, Vice Chairman and Managing Director
    Nestle: Rashi Goel, VP- Consumer Communication Media, CRM & NHW
    Spotify: Amarjit Singh Batra, Managing Director
    Swiggy: Srivats TS, VP Marketing
    Kenny Sabastian:  Standup Comedian, Musician & Filmmaker

    D-CODE, the Digital Review 2019 will reflect on the work presented by brands across digital platforms from April 2018-June 2019. The Review is slated to be tonight on 7th August, 2019, 6.30pm onwards @ Taj Lands’ End, Mumbai

  • With Over 2 Billion Views, ZEE TV’s #DanceKaJungistaan Challenge goes viral on Tik Tok

    With Over 2 Billion Views, ZEE TV’s #DanceKaJungistaan Challenge goes viral on Tik Tok

    MUMBAI: With a view to leverage the fan frenzy that surrounds the return of a dance franchise as iconic as Dance India Dance and to create an exciting touch-point for viewers to feel actively included in the mass anticipation and countdown towards the launch of its seventh season, the marketing machinery of Zee TV has innovated yet again by partnering with the short video platform Tik-Tok. With the latest season introducing an all-new format of weekly knock-outs much like a sports league where 16 dance champions representing the 4 zones of India will be pitted against each other in the #DanceKaJungistaan, the Tik Tok #DanceKaJungistan challenge invites fans to replicate the unique hook-steps choreographed by the coaches of the 4 zonal teams – North Ke Nawabs, East Ke Tigers, West Ke Singhams and South Ke Thalaivas as a sign of their support to their favourite zones on the show. In its first two hours of announcement, the dance challenge was viewed by over 25 million users across the globe and a week down, it has crossed a staggering 2 Billion Views and continues to receive entries from various age groups as the challenge has gone viral on the Tik-Tok app.

    Prathyusha Agarwal, Chief Marketing Officer, ZEE commented, “The impact Dance India Dance, as a franchise, has had on the lives of countless aspiring dancers from every corner of the country stands testimony to its hallowed position as the singular game-changer for dance on Indian television. With the new season of Dance India Dance presenting audiences with a hyper-competitive format between the four zones of the country, we were keen to ride on a platform that lets fans take over the signature moves of each zone and make them their own and demonstrate their fandom for DID. With Tik Tok fast becoming the platform for mass creative expression and entertainment in India, it was the right avenue for democratizing the power of the DID stage and making it even more accessible. We are overwhelmed by the kind of response to our dance challenge and it only encourages us to further innovate and provide interactive experiences for our viewers.”

     Sachin Sharma, Director, Sales and Partnerships, TikTok India said, “TikTok provides an opportunity to brands to connect with its target audience in the most entertaining and engaging way. Through 15-second short videos, everyone engaging on TikTok is making every second count." He further added, "We have seen a lot of dancers and choreographers making interesting content and sharing it with the community at large. The enormous success of ZEE TV’s #DanceKaJungistaan Dance Challenge is another example of how TikTok inspires users to share their passion and creative expression through their videos. We look forward to finding more synergies with the team at Zee to promote their content on TikTok."

    The exciting season kicked off with the judges trio – superstar Kareena Kapoor Khan, the King of Hooksteps and the Boss of Dance – Bosco Martis and the ultimate swag star – the reigning rapper with killer moves – Raftaar dancing up a storm in the grand premiere episode and the journey of Jungistan has barely begun. Stay tuned to the show on Zee TV at 8 PM every Sat-Sun for all this action and more!