Tag: Viacom

xXx India blitz cost Viacom 18 over Rs 10 crore

MUMBAI: Have you wondered if a Hollywood movie could have its maiden release in India? It’s rare and exceptional. What it takes to be that big? Is it a large-scale promotion or a marketing stunt? It’s a not a stunt but the right marketing strategy that can make a film as big as a grand award ceremony.

The recent release of XXX: Return of Xander Cage in India before its global release has said it all.

Viacom 18 gave the audience a first-hand experience of the film acclaimed for its extreme action in a grand event which was organised in Mumbai. The visit of megastar Vin Diesel to India along with the co-star Deepika Padukone and the director DJ Caruso has made the premiere more ravishing.

Five years ago, Viacom18 had undertaken a massive marketing campaign for ‘Mission Impossible Ghost Protocol’ for which Tom Cruise flew down to India.

The industry has now estimated the marketing spend on xXx premiere in India to be above Rs 10 crore. “Of course, it is under Rs 15 crore,” an industry source quipped. A Paramount Pictures and Revolution Studios movie, xXx: Return of Xander Cage has been exclusively distributed in India by Viacom18 Motion Pictures.

So what made Hollywood to launch the movie in India before any than other country. Speaking to Indiantelevision.com, Viacom 18 Motion marketing head Rudrarup Datta said, “For this film, India is a very important market for Paramount which is distributing the film globally. Having Deepika in the film made it more relevant for the India market. India was actually a T-1 market in the film, hence we were pushing for the release earlier in India and, thankfully, Paramount gave a go-head.” The film thus released in India before anywhere else, not even in the US.

“That’s a big step and an indication of the growing importance of the India market,” Datta said.

The event was organised with a spectacular lineup of entertainment ranging from BMX stunt-bikers to skateboarders and B-Boying troupes. Nucleya further took the stage and kept the fans in a trance up until Diesel and Padukone made their entrance to greet the fans.

Datta further explained, “It’s a mix of a global plan and India plan. So, if one plan is executed globally, a reflection of that will come to India, but, in this case especially, a special India plan was created because Padukone is a part of the film which, of course, gave us the advantage and opportunity to localise the film. And, that’s was we did. We started October last year where we actually convinced Paramount to create a specific Padukone trailer for India.”

“Normally,” he said, “it was not done in any market.” “We created a trailer for India, and we launched the trailer on Bigg Boss and also launched a Hindi trailer then,” he added. “The whole idea on the campaign from day one was three pronged:
A. Scale – whatever we do, we need to do it big.
B. Penetration – we need to reach as deep as possible in India and new markets to respond to a Hollywood content and primarily Hollywood dubbed content. And,
C. Localisation – to make it connect to the Indian audience as much as possible.”

Viacom 18 has done multi tie-ups with brands like PVR where fans were greeted with a first-of-its-kind movie takeover of PVR cinemas with PVR ECX-Mumbai, PVR Priya- Delhi and PVR Phoenix-Bangalore, being transformed into ‘xXx – PVR’ starting 24 December 2016 and continuing till the release of the film in India on the 14 January 2017.

Presence in the form of branding across the cinemas to virtual reality experience, from xXx meal combos to xXx selfie spots and gaming zones, Xander Cage is sure going to rule PVR Cinemas and audience’s hearts.

“Right from large-scale outdoor branding, we embarked on innovative marketing — we had mall branding, railway station branding, and actually it was a first time that for a Hollywood film, we have covered OOH extensively across India.”

The share of Hollywood films in India has seen a steady rise over the last couple of years, currently hitting 20 per cent plus figures. The share of theatrical business for Hollywood is growing at five per cent plus year-on-year. “In the last three years, the contribution of Hollywood to the overall business has gone up steeply,” Datta said.

xXx released in 841 locations on 1,092 screens. This includes 3D, IMAX 3D and 4DX. The 2D version released on 18 January, and the number of screens were 200, “We have the weekend figure which is Rs 30 crore, but one needs to understand that it had two days quarter kind of a weekend.”

In comparison, Disney’s The Jungle Book, in 2016, made Rs 40.47 crore in its opening weekend. Later, Marvel’s superhero movie Captain America : Civil War touched Rs 27 crore in its initial three days. But, none of these films could break the record set by Diesel’s Fast and Furious 7 which earned over Rs 70 crore in the first weekend.

The next big release of 2017 will be Dwayne Johnson, Zac Effron and Priyanka Chopra starring Baywatch which is set to release in May. It will be interesting to watch that the Indian audience will get lucky again with its India release first in the world.

January 19, 2017
xXx India blitz cost Viacom 18 over Rs 10 crore

MUMBAI: Have you wondered if a Hollywood movie could have its maiden release in India? It’s rare and exceptional. What it takes to be that big? Is it a large-scale promotion or a marketing stunt? It’s a not a stunt but the right marketing strategy that can make a film as big as a grand award ceremony.

The recent release of XXX: Return of Xander Cage in India before its global release has said it all.

Viacom 18 gave the audience a first-hand experience of the film acclaimed for its extreme action in a grand event which was organised in Mumbai. The visit of megastar Vin Diesel to India along with the co-star Deepika Padukone and the director DJ Caruso has made the premiere more ravishing.

Five years ago, Viacom18 had undertaken a massive marketing campaign for ‘Mission Impossible Ghost Protocol’ for which Tom Cruise flew down to India.

The industry has now estimated the marketing spend on xXx premiere in India to be above Rs 10 crore. “Of course, it is under Rs 15 crore,” an industry source quipped. A Paramount Pictures and Revolution Studios movie, xXx: Return of Xander Cage has been exclusively distributed in India by Viacom18 Motion Pictures.

So what made Hollywood to launch the movie in India before any than other country. Speaking to Indiantelevision.com, Viacom 18 Motion marketing head Rudrarup Datta said, “For this film, India is a very important market for Paramount which is distributing the film globally. Having Deepika in the film made it more relevant for the India market. India was actually a T-1 market in the film, hence we were pushing for the release earlier in India and, thankfully, Paramount gave a go-head.” The film thus released in India before anywhere else, not even in the US.

“That’s a big step and an indication of the growing importance of the India market,” Datta said.

The event was organised with a spectacular lineup of entertainment ranging from BMX stunt-bikers to skateboarders and B-Boying troupes. Nucleya further took the stage and kept the fans in a trance up until Diesel and Padukone made their entrance to greet the fans.

Datta further explained, “It’s a mix of a global plan and India plan. So, if one plan is executed globally, a reflection of that will come to India, but, in this case especially, a special India plan was created because Padukone is a part of the film which, of course, gave us the advantage and opportunity to localise the film. And, that’s was we did. We started October last year where we actually convinced Paramount to create a specific Padukone trailer for India.”

“Normally,” he said, “it was not done in any market.” “We created a trailer for India, and we launched the trailer on Bigg Boss and also launched a Hindi trailer then,” he added. “The whole idea on the campaign from day one was three pronged:
A. Scale – whatever we do, we need to do it big.
B. Penetration – we need to reach as deep as possible in India and new markets to respond to a Hollywood content and primarily Hollywood dubbed content. And,
C. Localisation – to make it connect to the Indian audience as much as possible.”

Viacom 18 has done multi tie-ups with brands like PVR where fans were greeted with a first-of-its-kind movie takeover of PVR cinemas with PVR ECX-Mumbai, PVR Priya- Delhi and PVR Phoenix-Bangalore, being transformed into ‘xXx – PVR’ starting 24 December 2016 and continuing till the release of the film in India on the 14 January 2017.

Presence in the form of branding across the cinemas to virtual reality experience, from xXx meal combos to xXx selfie spots and gaming zones, Xander Cage is sure going to rule PVR Cinemas and audience’s hearts.

“Right from large-scale outdoor branding, we embarked on innovative marketing — we had mall branding, railway station branding, and actually it was a first time that for a Hollywood film, we have covered OOH extensively across India.”

The share of Hollywood films in India has seen a steady rise over the last couple of years, currently hitting 20 per cent plus figures. The share of theatrical business for Hollywood is growing at five per cent plus year-on-year. “In the last three years, the contribution of Hollywood to the overall business has gone up steeply,” Datta said.

xXx released in 841 locations on 1,092 screens. This includes 3D, IMAX 3D and 4DX. The 2D version released on 18 January, and the number of screens were 200, “We have the weekend figure which is Rs 30 crore, but one needs to understand that it had two days quarter kind of a weekend.”

In comparison, Disney’s The Jungle Book, in 2016, made Rs 40.47 crore in its opening weekend. Later, Marvel’s superhero movie Captain America : Civil War touched Rs 27 crore in its initial three days. But, none of these films could break the record set by Diesel’s Fast and Furious 7 which earned over Rs 70 crore in the first weekend.

The next big release of 2017 will be Dwayne Johnson, Zac Effron and Priyanka Chopra starring Baywatch which is set to release in May. It will be interesting to watch that the Indian audience will get lucky again with its India release first in the world.

January 19, 2017
Viacom regularises Bob Bakish as CEO; discontinues potential combination with CBS

MUMBAI: The Board of Directors of Viacom Inc. (NASDAQ: VIAB, VIA) announced today that it has discontinued the exploration of a potential combination with CBS following receipt of National Amusements’ letter and request, and dissolved the Special Committee that was formed to evaluate a potential transaction. It has appointed Bob Bakish as President and Chief Executive Officer and as a member of the Board, effective immediately.

Bakish has served as the acting president and the chief executive officer of Viacom since 15 November 2016. He held leadership positions throughout the organization since joining in 1997, most recently serving as President and Chief Executive Officer of Viacom International Media Networks prior to his Acting CEO role.

Board chairman Tom May said, “In Bob’s short time as Acting President and CEO he has impressed the Board of Directors with the decisive steps he has taken. He has moved quickly to deliver upon the mandate given to him – to maximize Viacom’s potential as a strong, growing and independent company. We have great confidence in Bob’s strategic vision and his ability to move forward aggressively to position Viacom for the future.”

Board vice chair Shari Redstone said, “I am very excited by the strategy Viacom is pursuing under Bob’s leadership, as well as the relentless hard work and passion he has demonstrated not only in his fast start at the helm but in his many years at the company. While there is much work to do, I firmly believe that Viacom has a bright future, and that confidence is underpinned by senior management’s commitment to innovation and a more coordinated, global approach to managing our brands.”

Bakish said, “I am honored to be chosen by the Board to lead Viacom, its world-class brands and exceedingly talented people. I believe unequivocally in this company and its potential to create new opportunities and drive greater value as our business evolves and our industry transforms. We’ve been working very quickly to mobilize the organization, reenergize our culture and address our areas of greatest need. I look forward to continuing to work closely with the Board and our team to build on this momentum, and will share more on our plan and path forward in the New Year.”

December 13, 2016
Viacom regularises Bob Bakish as CEO; discontinues potential combination with CBS

MUMBAI: The Board of Directors of Viacom Inc. (NASDAQ: VIAB, VIA) announced today that it has discontinued the exploration of a potential combination with CBS following receipt of National Amusements’ letter and request, and dissolved the Special Committee that was formed to evaluate a potential transaction. It has appointed Bob Bakish as President and Chief Executive Officer and as a member of the Board, effective immediately.

Bakish has served as the acting president and the chief executive officer of Viacom since 15 November 2016. He held leadership positions throughout the organization since joining in 1997, most recently serving as President and Chief Executive Officer of Viacom International Media Networks prior to his Acting CEO role.

Board chairman Tom May said, “In Bob’s short time as Acting President and CEO he has impressed the Board of Directors with the decisive steps he has taken. He has moved quickly to deliver upon the mandate given to him – to maximize Viacom’s potential as a strong, growing and independent company. We have great confidence in Bob’s strategic vision and his ability to move forward aggressively to position Viacom for the future.”

Board vice chair Shari Redstone said, “I am very excited by the strategy Viacom is pursuing under Bob’s leadership, as well as the relentless hard work and passion he has demonstrated not only in his fast start at the helm but in his many years at the company. While there is much work to do, I firmly believe that Viacom has a bright future, and that confidence is underpinned by senior management’s commitment to innovation and a more coordinated, global approach to managing our brands.”

Bakish said, “I am honored to be chosen by the Board to lead Viacom, its world-class brands and exceedingly talented people. I believe unequivocally in this company and its potential to create new opportunities and drive greater value as our business evolves and our industry transforms. We’ve been working very quickly to mobilize the organization, reenergize our culture and address our areas of greatest need. I look forward to continuing to work closely with the Board and our team to build on this momentum, and will share more on our plan and path forward in the New Year.”

December 13, 2016
Viacom buys Telefe for US$ 345 million

MUMBAI: Viacom Inc, the owner of Nickelodeon, MTV and Comedy Central, in an attempt to expand its Latin America footprint, has signed a deal to buy Argentina’s largest broadcast network Telefe from the telecom carrier Telefonica SA for US$ 345 million (Rs 2336 crore) in cash.Through a network of channels, Telefe reaches 95 per cent of Argentina’s households.

The deal to purchase the Spanish-language content producer, that commands 33% Argentina’s TV audience share, is part of Viacom’s plan to upgrade its market in Argentina and Latin America.

It is the first major announcement after Viacom’s new acting president and CEO Bob Bakish joined and it comes on Day 1 of his being elevated from his international distribution position. Viacom owns Cartoon Network and MTV among other channels.

The buy, funded with cash from international operations, not adding to Viacom debt load, will be accretive to Viacom’s 2017 earnings.

Operating eight regional channels throughout Argentina and streaming services , Telefe International, a pay TV service that is functional in 17 countries, also owns 12 production studios. Its content is distributed in 35 languages in 100 nations. It has close to 33,000 hours of content in its library, while churning out around 3,000 hours annually.

Bakish said that Telefe was an outstanding broadcast and production business, and the acquisition would give a fillip to their growth strategy in Argentina. The buy brings Viacom significant resources that spread beyond the core broadcast network and beyond Argentina’s borders.

In around 50 years, Viacom would become the first American company to operate a FTA (free-to-air) channel in Argentina.

Sources indicate that some of the shows from its Spanish language could find traction on Viacom18’s English language Colors Infinity and as fiction and non-fiction formats on the local language channels it runs jointly with Reliance Industries in India.

November 16, 2016
Viacom buys Telefe for US$ 345 million

MUMBAI: Viacom Inc, the owner of Nickelodeon, MTV and Comedy Central, in an attempt to expand its Latin America footprint, has signed a deal to buy Argentina’s largest broadcast network Telefe from the telecom carrier Telefonica SA for US$ 345 million (Rs 2336 crore) in cash.Through a network of channels, Telefe reaches 95 per cent of Argentina’s households.

The deal to purchase the Spanish-language content producer, that commands 33% Argentina’s TV audience share, is part of Viacom’s plan to upgrade its market in Argentina and Latin America.

It is the first major announcement after Viacom’s new acting president and CEO Bob Bakish joined and it comes on Day 1 of his being elevated from his international distribution position. Viacom owns Cartoon Network and MTV among other channels.

The buy, funded with cash from international operations, not adding to Viacom debt load, will be accretive to Viacom’s 2017 earnings.

Operating eight regional channels throughout Argentina and streaming services , Telefe International, a pay TV service that is functional in 17 countries, also owns 12 production studios. Its content is distributed in 35 languages in 100 nations. It has close to 33,000 hours of content in its library, while churning out around 3,000 hours annually.

Bakish said that Telefe was an outstanding broadcast and production business, and the acquisition would give a fillip to their growth strategy in Argentina. The buy brings Viacom significant resources that spread beyond the core broadcast network and beyond Argentina’s borders.

In around 50 years, Viacom would become the first American company to operate a FTA (free-to-air) channel in Argentina.

Sources indicate that some of the shows from its Spanish language could find traction on Viacom18’s English language Colors Infinity and as fiction and non-fiction formats on the local language channels it runs jointly with Reliance Industries in India.

November 16, 2016
Viacom appoints Bob Bakish as acting CEO

MUMBAI: So Bob got the job after all. As expected, the board of directors at Viacom yesterday appointed Robert “Bob” Bakish as the acting president & CEO, effective 15 November – the date when the temporary replacement to Philippe Dauman, leaves the company. Bakish also got the additional charge of the Viacom Global Entertainment Group as its president & CEO.

This new business unit combines Viacom’s International Media Networks division with the company’s Music and Entertainment Group, which houses some of the company’s most iconic brands including MTV, Comedy Central, VH1, Spike and Logo. In addition, TV Land and CMT will join the Global Entertainment Group portfolio under him.

What this means is that the Indian company Viacom18 Media (its joint venture with Network18 group – now owned by Reliance Industries) will have a direct line to Bakish as it has been doing over the past nine years, ever since he took over the international media networks division. Viacom18 Media is headed by the group CEO Sudhanshu Vats.

A statement put out by Viacom states that Viacom’s Kids and Family Group will be re-established as the “Nickelodeon Group” to fully focus on building upon the success of the number one media network for kids, and exploit the broad array of growth opportunities in all facets of the kids segment, including recreation and hospitality. BET Networks, home of leading brands among African American adults, will continue to function as a dedicated and separate group.

Said Viacom board chairman Tom May in the release: “Bob’s record of innovation and achievement at Viacom, combined with his strategic vision and leadership ability, make him highly qualified for this position. We are determined to move forward aggressively to strengthen Viacom for the future, whether as a stand-alone company or in a potential combination with CBS. There is a great deal of opportunity ahead and Bob is a superb leader to drive this effort, fully empowered to take the actions necessary to position Viacom for success.”

Said Viacom vice chairman Shari Redstone: “To be a successful leader in the industry today requires continuous flexibility, a global perspective, a commitment to innovation and an embrace of change. Bob is an exemplary forward thinker who embodies these traits, embraces disruption and brings teams along with him. Under his leadership our great employees will be supported in their efforts to bring world class content and experiences to our audiences, while we continue to drive improvements in Viacom’s financial performance.”

“I look forward to working closely with the Board of Directors, senior management and our talented and hardworking people around the world to realize the full potential of Viacom’s outstanding assets for the benefit of our audiences, partners and stockholders,” added Bakish. “Content is the lifeblood of our business and my near-term focus will be to nurture our creative output and brands, ensuring they remain distinctive, differentiated and powerful in an increasingly competitive global media landscape.”

Bakish has been the president and CEO of Viacom International Media Networks, and its predecessor company MTV Networks International, since 2007, with oversight of all of Viacom’s media networks and related businesses outside the US. In this role, he has driven the development of its international portfolio of core TV brands, with MTV and Nickelodeon being joined by Comedy Central, Paramount Channel, BET, Spike and Nick Jr. on pay and free TV platforms worldwide. In addition, Bakish has overseen the creation and growth of the company’s Viacom18 Indian joint venture, which includes the Colors general entertainment networks, as well as the acquisition of Channel 5 in the U.K.

Under Bakish, the company has consistently grown profitability while expanding its TV, online and geographic footprint. Viacom’s 200 plus TV channels now reach approximately 3.9 billion cumulative television subscribers across more than 180 countries and broadcast in more than 40 languages. Bakish has also overseen the transition from TV to multiplatform distribution, with VIMN significantly growing online engagement with its video content, having launched a range of cutting edge digital properties including the Viacom Play Plex suite of mobile streaming apps that give on-demand access to the best TV content from its brands, all while building its branded presence on 3rd party video-on-demand and social media platforms, with an estimated 850 million fans and followers worldwide.

Bakish’s growth strategy for VIMN has also involved substantially increasing the amount of original programming produced by Viacom internationally, driven in part by the recently opened Viacom International Studios in Miami, and Channel 5 Productions in the UK. In addition, he has expanded the off-screen presence of VIMN’s brands through live events, stores, theme parks and hotels.Bakish has delivered significant growth in some of the world’s most valuable media markets including established markets like the U.K., Italy and Spain, as well as higher growth markets such as India, Mexico, Brazil, China, Russia and Africa.

November 1, 2016
Viacom appoints Bob Bakish as acting CEO

MUMBAI: So Bob got the job after all. As expected, the board of directors at Viacom yesterday appointed Robert “Bob” Bakish as the acting president & CEO, effective 15 November – the date when the temporary replacement to Philippe Dauman, leaves the company. Bakish also got the additional charge of the Viacom Global Entertainment Group as its president & CEO.

This new business unit combines Viacom’s International Media Networks division with the company’s Music and Entertainment Group, which houses some of the company’s most iconic brands including MTV, Comedy Central, VH1, Spike and Logo. In addition, TV Land and CMT will join the Global Entertainment Group portfolio under him.

What this means is that the Indian company Viacom18 Media (its joint venture with Network18 group – now owned by Reliance Industries) will have a direct line to Bakish as it has been doing over the past nine years, ever since he took over the international media networks division. Viacom18 Media is headed by the group CEO Sudhanshu Vats.

A statement put out by Viacom states that Viacom’s Kids and Family Group will be re-established as the “Nickelodeon Group” to fully focus on building upon the success of the number one media network for kids, and exploit the broad array of growth opportunities in all facets of the kids segment, including recreation and hospitality. BET Networks, home of leading brands among African American adults, will continue to function as a dedicated and separate group.

Said Viacom board chairman Tom May in the release: “Bob’s record of innovation and achievement at Viacom, combined with his strategic vision and leadership ability, make him highly qualified for this position. We are determined to move forward aggressively to strengthen Viacom for the future, whether as a stand-alone company or in a potential combination with CBS. There is a great deal of opportunity ahead and Bob is a superb leader to drive this effort, fully empowered to take the actions necessary to position Viacom for success.”

Said Viacom vice chairman Shari Redstone: “To be a successful leader in the industry today requires continuous flexibility, a global perspective, a commitment to innovation and an embrace of change. Bob is an exemplary forward thinker who embodies these traits, embraces disruption and brings teams along with him. Under his leadership our great employees will be supported in their efforts to bring world class content and experiences to our audiences, while we continue to drive improvements in Viacom’s financial performance.”

“I look forward to working closely with the Board of Directors, senior management and our talented and hardworking people around the world to realize the full potential of Viacom’s outstanding assets for the benefit of our audiences, partners and stockholders,” added Bakish. “Content is the lifeblood of our business and my near-term focus will be to nurture our creative output and brands, ensuring they remain distinctive, differentiated and powerful in an increasingly competitive global media landscape.”

Bakish has been the president and CEO of Viacom International Media Networks, and its predecessor company MTV Networks International, since 2007, with oversight of all of Viacom’s media networks and related businesses outside the US. In this role, he has driven the development of its international portfolio of core TV brands, with MTV and Nickelodeon being joined by Comedy Central, Paramount Channel, BET, Spike and Nick Jr. on pay and free TV platforms worldwide. In addition, Bakish has overseen the creation and growth of the company’s Viacom18 Indian joint venture, which includes the Colors general entertainment networks, as well as the acquisition of Channel 5 in the U.K.

Under Bakish, the company has consistently grown profitability while expanding its TV, online and geographic footprint. Viacom’s 200 plus TV channels now reach approximately 3.9 billion cumulative television subscribers across more than 180 countries and broadcast in more than 40 languages. Bakish has also overseen the transition from TV to multiplatform distribution, with VIMN significantly growing online engagement with its video content, having launched a range of cutting edge digital properties including the Viacom Play Plex suite of mobile streaming apps that give on-demand access to the best TV content from its brands, all while building its branded presence on 3rd party video-on-demand and social media platforms, with an estimated 850 million fans and followers worldwide.

Bakish’s growth strategy for VIMN has also involved substantially increasing the amount of original programming produced by Viacom internationally, driven in part by the recently opened Viacom International Studios in Miami, and Channel 5 Productions in the UK. In addition, he has expanded the off-screen presence of VIMN’s brands through live events, stores, theme parks and hotels.Bakish has delivered significant growth in some of the world’s most valuable media markets including established markets like the U.K., Italy and Spain, as well as higher growth markets such as India, Mexico, Brazil, China, Russia and Africa.

November 1, 2016
Pricing, analytics, customization, video quality crucial to decide OTT market leader: Frost

MUMBAI: The nascent over the top (OTT) video market in India is growing as smartphone penetration and 3G and 4G subscribers continue to increase rapidly. The recent launch of Reliance Jio’s affordable data services and initiatives, such as Bharat Net, will continue to drive down data service prices, boosting video consumption over fixed and mobile broadband.

“It will be critical for market participants to gauge viewership trends, price sensitivity and technical requirements while offering their video services,” said Frost & Sullivan digital media director Vidya S Nath. “Pricing, data analytics, personalization and video quality will be crucial in defining the market leader in the next five years.”

The Over the Top (OTT) Video Market Update, India, 2016 analysis is part of Frost & Sullivan’s Digital Media Growth Partnership Service program, which includes research, consumer analytics, consulting and advisory services on pay television (TV) services and media technologies.

While the dominance of YouTube and TV reins in subscription-based models, making digital advertising the most used business model for now, OTT video providers have confidence in the growth prospects of the market:

. India has over 300 million Internet users and about a billion smartphone users

. Millennials and Gen Y comprise about a third of the population and are driving viewership trends toward personalized content

. The country’s fragmented demography offers more than 20 types of audiences by major languages, creating tremendous opportunity for content creators and producers

. OTT providers can target Indian immigrants internationally

The market is already crowded with about 25 market participants that include telecom operators, direct-to-home (DTH) TV providers, broadcasters and individual OTT providers. The number of participants will grow further over the next two years.

“Even though the return on investment for OTT services providers is slow and does not justify the business proposition in the short run, competition will spur all broadcasters to consider the OTT business,” noted research analyst Aafia Bathool. “Exclusive content at a competitive price with a sophisticated, user-friendly interface is the way forward. To achieve this, the market will see increasing strategic alliances among ecosystem players.”

Key participants in the current market include Hotstar, Eros Now, Ditto TV (Zee Networks), Asianet Mobile, YouTube, and Netflix. New market participants who will likely intensify competition include Amazon and Balaji ALT. Other market participants include Reliance Jio, Airtel, Vodafone, Zee Network, Voot, Viacom, Spuul, Veqta, Yupp TV, Dish TV, HOOQ, Hungama, Shemaroo, SonyLIV, and Tatasky.

October 17, 2016
Pricing, analytics, customization, video quality crucial to decide OTT market leader: Frost

MUMBAI: The nascent over the top (OTT) video market in India is growing as smartphone penetration and 3G and 4G subscribers continue to increase rapidly. The recent launch of Reliance Jio’s affordable data services and initiatives, such as Bharat Net, will continue to drive down data service prices, boosting video consumption over fixed and mobile broadband.

“It will be critical for market participants to gauge viewership trends, price sensitivity and technical requirements while offering their video services,” said Frost & Sullivan digital media director Vidya S Nath. “Pricing, data analytics, personalization and video quality will be crucial in defining the market leader in the next five years.”

The Over the Top (OTT) Video Market Update, India, 2016 analysis is part of Frost & Sullivan’s Digital Media Growth Partnership Service program, which includes research, consumer analytics, consulting and advisory services on pay television (TV) services and media technologies.

While the dominance of YouTube and TV reins in subscription-based models, making digital advertising the most used business model for now, OTT video providers have confidence in the growth prospects of the market:

. India has over 300 million Internet users and about a billion smartphone users

. Millennials and Gen Y comprise about a third of the population and are driving viewership trends toward personalized content

. The country’s fragmented demography offers more than 20 types of audiences by major languages, creating tremendous opportunity for content creators and producers

. OTT providers can target Indian immigrants internationally

The market is already crowded with about 25 market participants that include telecom operators, direct-to-home (DTH) TV providers, broadcasters and individual OTT providers. The number of participants will grow further over the next two years.

“Even though the return on investment for OTT services providers is slow and does not justify the business proposition in the short run, competition will spur all broadcasters to consider the OTT business,” noted research analyst Aafia Bathool. “Exclusive content at a competitive price with a sophisticated, user-friendly interface is the way forward. To achieve this, the market will see increasing strategic alliances among ecosystem players.”

Key participants in the current market include Hotstar, Eros Now, Ditto TV (Zee Networks), Asianet Mobile, YouTube, and Netflix. New market participants who will likely intensify competition include Amazon and Balaji ALT. Other market participants include Reliance Jio, Airtel, Vodafone, Zee Network, Voot, Viacom, Spuul, Veqta, Yupp TV, Dish TV, HOOQ, Hungama, Shemaroo, SonyLIV, and Tatasky.

October 17, 2016