ITV

Tag: VOOT

  • Zee gets aggressive with dittoTV relaunch

    Zee gets aggressive with dittoTV relaunch

    MUMBAI: Media watchers have been speculating for some time about what Zee Entertainment Enterprises Ltd (ZEEL) would do in the live and linear OTT and VOD space with its dittoTV service. The reason: even as rivals Hotstar, Voot and others such as Hooq, YuppTV seemed to be having strategic direction, dittoTV seemed to be going adrift.

    The riposte came from the Zee management yesterday with its announcement that it would be launching dittoTV with a bouquet of 100 plus channels at a price point of just Rs 20 per month.  As part of the relaunch Zee Digital Convergence Ltd (ZDCL) has re-positioned dittoTV as desh kaTV with a promise to make live television available to every Indian via any device – viz phones, tablet or PC. The price gets even more lip smacking for users subscribing for three months (Rs 50), six months (Rs 90) and annually (Rs 170). 

    The platform has tied up with major Indian broadcasters with the exception of the SunTV group and Star India giving it a portfolio of 100 plus Hindi, English and regional language channels, encompassing general entertainment, sports, movies, news and lifestyle on board.

    “With the new avatar of dittoTV, we aim to change the media landscape to suit the evolving media consumption preferences of consumers. It will allow users to control where they watch television in a way that has not been possible before. We are proud to present a platform that will help scale up this transformation by making it affordable for people across a wide economic spectrum,” opines Zeel MD and CEO Punit Goenka.

    dittoTV business head Archana Anand gives the rational for the competitive and low pricing. Says she: “We really wanted to go mass and affordable with this pricing.  We see it serving as your first and only screen, as your second screen or just your TV on the go! Keeping the Indian landscape in the mind, dittoTV will soon be available in all regional languages. A huge aspirational audience of ours is college students who we believe will use this especially given the Wifi in the colleges. They are the specific TGs that we are chasing. We have found that there is a huge need gap in hostels and we intend to be at youth festivals and various events to make sure that ditto is their one stop entertainment destination.”

    She points out to dittoTV’s adaptive technology which will adjust to a range of internet speeds in order to deliver a seamless viewing experience, making it suitable for both urban and rural markets. A broad marketing campaign – which observers say will include TVCs on the Zee network, Siticable and dishTV – has been drawn out to push the #deshkatv and #beeskaTV to the potential target audience.  

    In a bid to encourage sampling of dittoTV, ZEEL has partnered with Birla group owned telecom provider Idea Cellular. Under this, a promotional offer has been drawn up which allows customers in Idea 3G and 4G provider circles to subscribe to dittoTV free of cost, along with select monthly data packs until 31 July 2016.

    “With the rapid rollout of our 4G services and increased penetration of smartphones in the country, we are providing our customers an array of rich digital services to meet their demand for engaging apps and content,” explains Idea Cellular chief marketing officer Sashi Shankar. “TV being synonymous with entertainment for the Indian masses, we are excited to partner with dittoTV to enable consumers to carry their entertainment wherever they go.”

    Anand adds that dittoTV has sewn up carrier billing deals with almost all the telecom providers. Says she: “It’s not just with Idea. But we are glad to have them on board to bundle dittoTV with their data cards.  We have reached out to a wonderful telecom partner for our distribution. They also see this as valid proposition for them because there is nothing more massy which consumes data than TV. They see it as a good service for their subscribers and in the process getting data consumed. So, there is an increased synergy between the two.”

    dittoTV has also reached out to other service providers within the Essel group – Siti Cable and ITZ Cash – to give it a retail push and make it available to subscribers. 

    Will the low rates of dittoTV spark off a price war in this segment? The jury is out. A media observer states that it is quite possible that rivals such as YuppTV, Airtel’s PocketTV may have to reduce what they charge to consumers.  While YuppTV’s larger offering of 200 plus channels (it also offers SunTV channels) is priced at Rs 99 a month, Airtel’s PocketTV is priced at Rs 45 a month for a bouquet of 150 plus channels.  And then there is the Reliance Jio juggernaut which is set to roll with its much larger channel portfolio JioPlay. The pricing for JioPlay has not yet been revealed but observers expect it to bring about a paradigm shift.

    Anand, on her part, is not letting the competitive noise frazzle her. “Reliance is going to disrupt everything in the broadband ecosystem. So I don’t let that worry me at all,” says she. “We are focused on offering our customer a service that’s good and that’s ditto for television, which means, offering television to them wherever they go.” 

    Amen to that!

  • Voot will exclusively stream IIFA 2016

    Voot will exclusively stream IIFA 2016

    MUMBAI: Riding on the back of an immensely successful launch and a high decibel marketing campaign, VOOT by Viacom18, today announced its partnership with India’s most awaited and celebrated film celebration – IIFA 2016. This strategic alliance with the International Indian Film Academy is in line with Voot’s promise of bringing differentiated and engaging content to its digital audience.

    With IIFA 2016 ready to take off later this month in Madrid, VOOT is gearing up to converge the younger generation who are getting their TV entertainment from Internet-connected devices with the razzmatazz of this Bollywood extravaganza.

    Speaking about the association, Viacom18 Digital Ventures COO Gaurav Gandhi said, “We are delighted to partner with IIFA to bring the biggest Bollywood Awards extravaganza to the digital audiences In India. Within a very short period, Voot has already emerged as a go-to online destination for the biggest TV shows, Kids content and Digital Originals (Voot Originals). With this association with IIFA, which already enjoys a massive fan following in India, we are further strengthening our Bollywood proposition as well. Viewers in India will now be able to stream all IIFA 2016 Awards, IIFA Rocks and related content on their mobile and computer screens on-demand and this will be available exclusively on Voot”

    Wizcraft International director Sabbas Joseph said, “IIFA is all about celebrating Indian Cinema and bringing a grand cinematic experience to fans in India and across the world. Within a short span of time Voot has forged its prominence in the digital entertainment world and we are delighted to be partnering with them for IIFA 2016. The partnership will not only magnify the IIFA experience for its Indian fans – with the content now being available on-demand across screens, but it will also increase IIFA’s overall reach to a newer audience base that prefers to consume content primarily on their digital devices.”

    IIFA 2016 hosts the most spectacular celebrity weekend where the stars and their fans converge together in Madrid, Spain. The highlights of the celebrations are the Videocon d2h IIFA Weekend and the Nexa IIFA Awards powered by LeEco. The entire event is organized and produced by Wizcraft International Entertainment.

    Hosted by Shahid Kapoor and Farhan Akhtar, the star-studded event will showcase scintillating performances by the country’s foremost heartthrobs Salman Khan, Hrithik Roshan, Priyanka Chopra, Deepika Padukone, Sonakshi Sinha, Tiger Shroff and many more. VOOT will help all Bollywood aficionados to watch them up close and personal on their preferred screens.

    Amongst all Indian OTT players, Voot, in a very short span, already has the most amount of original content.

    Voot is available for free on iOS, Android and web and delivered over mobile and WiFi networks. With a stellar line-up of content available across genres and languages, Voot assures to keep you definitely wanting for more!

  • Voot will exclusively stream IIFA 2016

    Voot will exclusively stream IIFA 2016

    MUMBAI: Riding on the back of an immensely successful launch and a high decibel marketing campaign, VOOT by Viacom18, today announced its partnership with India’s most awaited and celebrated film celebration – IIFA 2016. This strategic alliance with the International Indian Film Academy is in line with Voot’s promise of bringing differentiated and engaging content to its digital audience.

    With IIFA 2016 ready to take off later this month in Madrid, VOOT is gearing up to converge the younger generation who are getting their TV entertainment from Internet-connected devices with the razzmatazz of this Bollywood extravaganza.

    Speaking about the association, Viacom18 Digital Ventures COO Gaurav Gandhi said, “We are delighted to partner with IIFA to bring the biggest Bollywood Awards extravaganza to the digital audiences In India. Within a very short period, Voot has already emerged as a go-to online destination for the biggest TV shows, Kids content and Digital Originals (Voot Originals). With this association with IIFA, which already enjoys a massive fan following in India, we are further strengthening our Bollywood proposition as well. Viewers in India will now be able to stream all IIFA 2016 Awards, IIFA Rocks and related content on their mobile and computer screens on-demand and this will be available exclusively on Voot”

    Wizcraft International director Sabbas Joseph said, “IIFA is all about celebrating Indian Cinema and bringing a grand cinematic experience to fans in India and across the world. Within a short span of time Voot has forged its prominence in the digital entertainment world and we are delighted to be partnering with them for IIFA 2016. The partnership will not only magnify the IIFA experience for its Indian fans – with the content now being available on-demand across screens, but it will also increase IIFA’s overall reach to a newer audience base that prefers to consume content primarily on their digital devices.”

    IIFA 2016 hosts the most spectacular celebrity weekend where the stars and their fans converge together in Madrid, Spain. The highlights of the celebrations are the Videocon d2h IIFA Weekend and the Nexa IIFA Awards powered by LeEco. The entire event is organized and produced by Wizcraft International Entertainment.

    Hosted by Shahid Kapoor and Farhan Akhtar, the star-studded event will showcase scintillating performances by the country’s foremost heartthrobs Salman Khan, Hrithik Roshan, Priyanka Chopra, Deepika Padukone, Sonakshi Sinha, Tiger Shroff and many more. VOOT will help all Bollywood aficionados to watch them up close and personal on their preferred screens.

    Amongst all Indian OTT players, Voot, in a very short span, already has the most amount of original content.

    Voot is available for free on iOS, Android and web and delivered over mobile and WiFi networks. With a stellar line-up of content available across genres and languages, Voot assures to keep you definitely wanting for more!

  • Will people vote for VOOT?

    Will people vote for VOOT?

    MUMBAI: Banking heavily on building a compelling proposition with a focus on the big drivers of digital video on demand business, Viacom’s recently launched digital arm VOOT has successfully managed to create its own niche within a few months of its launch. From being the biggest online destination in India for kids’ premium content to having four successful originals with one new addition every month, the platform has strategically mapped its differentiated play and competitive edge over the rest.

    Targeted to be the one stop destination from tots to adults, the platform currently airs 17,000 hours of programming which includes reality, drama, comedy and kids’ content. The platform is majorly investing on the network’s rich kids content and plans to go beyond the network’s flagship shows like Motu Patlu and Shiva, and to acquire kids content from an array of producers, small and large.

    “The two critical aspects of a digital video on demand business are content and product and we have a fairly differentiated play, with a competitive edge, on both the fronts. With our collection of biggest toons in Voot Kids’, we have a huge competitive advantage of being the only destination to catch the all your most favourite characters and toons online. And our original strategy gives us the ultimate edge”, says Viacom18 Digital Ventures COO Gaurav Gandhi.

    Apart from the rich kids’ content, Viacom18’s entire content library, including Colors, MTV and Nick is also digitally available on the platform.

    Additionally, VOOT embellishes this with content around content as Voot originals. Long and short form of originals includes web-series like Chinese Bhassad which is written by Raahil Qaazi and directed and produced by Saurabh Tewari, a chat show with Alok Nath titled Sinskari produced by Monozygotic Productions, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

    Sharing the experience of working with the evolving platform, Monozygotic Productions co-founder Rajiv Laxman asserts, “I am happy with the launch of Voot as a player that encourages and supports differentiating edgy content. We created Sinskaari for it and it was an awesome experience for us. This is just the beginning for them. It will eventually see lot more growth during its entire journey”.

    Not only its distinctive UI enhances each of its content piece, the platform also has social features like shouts, micro celebrity and sharing integrated with video, many of which are first in this space. Further, for the kids’ section, it has first of its kind features like parental lock and shake to search.

    “What Indian players can do to improve the industry is that the OTT platforms and the producers can synergise and think together to bring greater value to the consumer. They could start by releasing unseen footages, shooting goof-ups, candid reactions of stars, etc., on OTT platforms over the contextual to the film”, adds another spokesperson from the industry.

    “It was a nice experience working with Voot and Gaurav. Digital gives us the liberty to experiment with various content formats and also gives us an opportunity to attempt various subjects that are not possible to put on TV. Content with limited budget can go on digital platform with a different treatment and narrative like a movie”, says producer Saurabh Tewari.

    According to Frost and Sullivan’s market insight on the OTT video market in India, there are about 66 million unique connected video viewers in India every month, and about 1.3 million OTT paid video subscribers. Growth in the space can be attributed to the increase in smart-phones penetration as well as the improvement in Internet speeds in India.

    Voot has already set an aggressive target of getting to 3 million (30 lakh) daily active users within the first 12 months of launch in India. It also plans to actively evaluate the space on subscription have extensions in that space when the time is right. The team is also exploring the option of taking Voot to international markets.

    “Because the entertainment market is so broad, multiple brands can be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content. The transition to Internet TV, with its greater consumer satisfaction, will mean growth for many Internet TV services”, adds a Netflix spokesperson

    “It’s still early days in this space for everyone in India where the overall digital video consumption is booming. While the space is large enough for multiple players, there are many challenges. “The right model (ad supported vs freemium vs pay -TVOD/SVOD) is a function of content as well as target audience and many of these models (and others) will emerge over a period of time. This is an expensive business with long gestation where spends are required on technology (product), content and marketing on a continuous basis. So, players coming into these business need to factor in all of these factors”, stresses Gandhi.

    The platform will start taking advertising from June and already has large advertising deals in place with the two of the largest media agencies as well as several large advertisers. The players are closing out the formalities for the same and will see advertising starting on VOOT very shortly.

    The new digital content brand has clearly laid down three imperatives, first on the list is building a compelling brand proposition. Establishing on this, the player recently launched three brand campaigns focusing on the uncontrollable excitement of the consumers; all craving for Voot anywhere anytime like a good addiction. This excitement from consumers across all age groups leads to a loud encore Voot Wanting Wanting! Amplification of the brand identity will continue across all mediums.

    The campaigns cater to multiple target groups expanding from kids to adults. With a catchy jingle ‘what to do, VOOT to do, wanting wanting’, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. An overwhelmed Gandhi adds, “We have had a phenomenal response to our launch campaign (wanting wanting) and have seen a huge inflow of audiences and users both on the app and the web. The engagement time we are seeing on the app as well as the web is also very healthy. The response to our original shows has also been fantastic”.

    The second key element is to drive consumer adoption for a new and a mass brand. Mass media continues to give it reach, helping in driving awareness of the new brand. The player extensively concentrates on digital mediums to get relevant consumers and precisely target their nice. “It becomes important for us to get good quality consumers at scale, each of them watching their favourite content and discovering new stories on the platform”, points out Gandhi.

    The VOD platform accelerates engagement with consumers driving daily watch-time. Its cornerstone marketing strategy implies to all the digital essentials that are primarily focused on getting more people to come often and spend more time in watching videos.

    “Voot looks very promising and will deliver audiences which are tough to catch. Some of the content on it is unique and has huge potential even on mass channels like TV. This might just be the beginning of content reverse flow from digital to TV”, says Vibrant Media VP Karthik Lakshminarayan.

    “The winner is the one who invests heavily on original content and that is Voot’ plus point. This helps in creating its own identity, its own niche rather than banking on other players who just put their GEC content on board. This will definitely make a difference going further”, adds Tewari.

    With YouTube at the helm of this space followed by various other digital properties, the space is poised to grow at a fast pace in the years ahead. Media observers are expecting a revolution in the Indian digital market in the coming two years.

    The competition in the digital space is set to intensify with the key differentiators being user experience and variety of content offering. It will be interesting to see what this new addition to the entire digital ecosystem has in store for its viewers.

  • Will people vote for VOOT?

    Will people vote for VOOT?

    MUMBAI: Banking heavily on building a compelling proposition with a focus on the big drivers of digital video on demand business, Viacom’s recently launched digital arm VOOT has successfully managed to create its own niche within a few months of its launch. From being the biggest online destination in India for kids’ premium content to having four successful originals with one new addition every month, the platform has strategically mapped its differentiated play and competitive edge over the rest.

    Targeted to be the one stop destination from tots to adults, the platform currently airs 17,000 hours of programming which includes reality, drama, comedy and kids’ content. The platform is majorly investing on the network’s rich kids content and plans to go beyond the network’s flagship shows like Motu Patlu and Shiva, and to acquire kids content from an array of producers, small and large.

    “The two critical aspects of a digital video on demand business are content and product and we have a fairly differentiated play, with a competitive edge, on both the fronts. With our collection of biggest toons in Voot Kids’, we have a huge competitive advantage of being the only destination to catch the all your most favourite characters and toons online. And our original strategy gives us the ultimate edge”, says Viacom18 Digital Ventures COO Gaurav Gandhi.

    Apart from the rich kids’ content, Viacom18’s entire content library, including Colors, MTV and Nick is also digitally available on the platform.

    Additionally, VOOT embellishes this with content around content as Voot originals. Long and short form of originals includes web-series like Chinese Bhassad which is written by Raahil Qaazi and directed and produced by Saurabh Tewari, a chat show with Alok Nath titled Sinskari produced by Monozygotic Productions, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

    Sharing the experience of working with the evolving platform, Monozygotic Productions co-founder Rajiv Laxman asserts, “I am happy with the launch of Voot as a player that encourages and supports differentiating edgy content. We created Sinskaari for it and it was an awesome experience for us. This is just the beginning for them. It will eventually see lot more growth during its entire journey”.

    Not only its distinctive UI enhances each of its content piece, the platform also has social features like shouts, micro celebrity and sharing integrated with video, many of which are first in this space. Further, for the kids’ section, it has first of its kind features like parental lock and shake to search.

    “What Indian players can do to improve the industry is that the OTT platforms and the producers can synergise and think together to bring greater value to the consumer. They could start by releasing unseen footages, shooting goof-ups, candid reactions of stars, etc., on OTT platforms over the contextual to the film”, adds another spokesperson from the industry.

    “It was a nice experience working with Voot and Gaurav. Digital gives us the liberty to experiment with various content formats and also gives us an opportunity to attempt various subjects that are not possible to put on TV. Content with limited budget can go on digital platform with a different treatment and narrative like a movie”, says producer Saurabh Tewari.

    According to Frost and Sullivan’s market insight on the OTT video market in India, there are about 66 million unique connected video viewers in India every month, and about 1.3 million OTT paid video subscribers. Growth in the space can be attributed to the increase in smart-phones penetration as well as the improvement in Internet speeds in India.

    Voot has already set an aggressive target of getting to 3 million (30 lakh) daily active users within the first 12 months of launch in India. It also plans to actively evaluate the space on subscription have extensions in that space when the time is right. The team is also exploring the option of taking Voot to international markets.

    “Because the entertainment market is so broad, multiple brands can be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content. The transition to Internet TV, with its greater consumer satisfaction, will mean growth for many Internet TV services”, adds a Netflix spokesperson

    “It’s still early days in this space for everyone in India where the overall digital video consumption is booming. While the space is large enough for multiple players, there are many challenges. “The right model (ad supported vs freemium vs pay -TVOD/SVOD) is a function of content as well as target audience and many of these models (and others) will emerge over a period of time. This is an expensive business with long gestation where spends are required on technology (product), content and marketing on a continuous basis. So, players coming into these business need to factor in all of these factors”, stresses Gandhi.

    The platform will start taking advertising from June and already has large advertising deals in place with the two of the largest media agencies as well as several large advertisers. The players are closing out the formalities for the same and will see advertising starting on VOOT very shortly.

    The new digital content brand has clearly laid down three imperatives, first on the list is building a compelling brand proposition. Establishing on this, the player recently launched three brand campaigns focusing on the uncontrollable excitement of the consumers; all craving for Voot anywhere anytime like a good addiction. This excitement from consumers across all age groups leads to a loud encore Voot Wanting Wanting! Amplification of the brand identity will continue across all mediums.

    The campaigns cater to multiple target groups expanding from kids to adults. With a catchy jingle ‘what to do, VOOT to do, wanting wanting’, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. An overwhelmed Gandhi adds, “We have had a phenomenal response to our launch campaign (wanting wanting) and have seen a huge inflow of audiences and users both on the app and the web. The engagement time we are seeing on the app as well as the web is also very healthy. The response to our original shows has also been fantastic”.

    The second key element is to drive consumer adoption for a new and a mass brand. Mass media continues to give it reach, helping in driving awareness of the new brand. The player extensively concentrates on digital mediums to get relevant consumers and precisely target their nice. “It becomes important for us to get good quality consumers at scale, each of them watching their favourite content and discovering new stories on the platform”, points out Gandhi.

    The VOD platform accelerates engagement with consumers driving daily watch-time. Its cornerstone marketing strategy implies to all the digital essentials that are primarily focused on getting more people to come often and spend more time in watching videos.

    “Voot looks very promising and will deliver audiences which are tough to catch. Some of the content on it is unique and has huge potential even on mass channels like TV. This might just be the beginning of content reverse flow from digital to TV”, says Vibrant Media VP Karthik Lakshminarayan.

    “The winner is the one who invests heavily on original content and that is Voot’ plus point. This helps in creating its own identity, its own niche rather than banking on other players who just put their GEC content on board. This will definitely make a difference going further”, adds Tewari.

    With YouTube at the helm of this space followed by various other digital properties, the space is poised to grow at a fast pace in the years ahead. Media observers are expecting a revolution in the Indian digital market in the coming two years.

    The competition in the digital space is set to intensify with the key differentiators being user experience and variety of content offering. It will be interesting to see what this new addition to the entire digital ecosystem has in store for its viewers.

  • Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.

    Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.

    Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.

    Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”

    Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.

    VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.

    “With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.

    When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.

    With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.

    “We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.

    Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

  • Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.

    Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.

    Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.

    Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”

    Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.

    VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.

    “With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.

    When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.

    With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.

    “We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.

    Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

  • Rajat Nigam: Innovation, pricing and technological flexibilities are keywords of the business model

    Rajat Nigam: Innovation, pricing and technological flexibilities are keywords of the business model

    People are seldom aware of the importance of technology in seamlessly supporting a large media network such as the one Reliance has. Owned by Mukesh Ambani’s Reliance Industries, Indian mass media venture Network18 Media and Investments Limited is one of the oldest television networks in India. Known for its array of business channels in India, the network has partnered with other networks such as ETV and Viacom.

    At the helm of the group’s technologically integrating other networks and channels under one umbrella efforts is Group Chief Technology Officer Rajat Nigam. Managing the technology and technical infrastructure of all Network 18 products, be they television, radio or digital and also looking after Reliance Infocomm, industry veteran Nigam has an experience of about 20 years in the fields of television, radio, sports etc.

    Nigam is gearing up to bring better upgradations and new technologies with best practices that include having an unified digital newsroom with integrated technology and workflow supporting different businesses of traditional broadcast and digital platforms.

    Speaking with Indiantelevision.com’s Megha Parmar, Nigam sheds light on the challenges that he faces for the smooth functioning of all the channels under the network, digitization, DAS, VOOT, on HD and 4K, competition and the technological roadmap. Excerpts of the interaction:

    What books and blogs do you read, more so currently?

    In this collected world, you have lots of things to read about. If you are asking about my personal interest, I like reading blogs on cricket and the discussions that happen in various business forums. I also keep track of multiple newsletters globally that keep me updated about everything for which I have subscribed. It’s my sneak-peek into what is happening in this world.

    What has been the most complicated assignment done by you?

    I have been here in Network18 for about 10 months now, which is a significantly small time. However, I can’t say that there was nothing challenging, because Network18, just by its size and expanded horizon is a challenge as well as an integrated opportunity.

    With so many channels under the group, what are the challenges that you usually face for the smooth functioning of all of them?

    Broadly speaking, we can divide Network 18 into two parts. One is the entertainment sector and the channels which are related to it and the other is the news sector. In entertainment there is fiction as well as factual entertainment. So the more challenging aspect from a technical point of view is to create a workflow around the sector. Entertainment channels by their very nature are packaged channels with more emphasis on the creative content.

    From the technology point of view, the challenge of virtue and integration happens mostly in news channels. The content keeps generating instantly and all the time across the globe to which we need access. You have to start putting it out with speed and accuracy. So, from Network18’ perspective, it’s a very difficult thing to integrate this and to enhance the quality and productivity to ensure an efficient workflow. It’s more of an opportunity. But this requirement is more on the news channels side. We currently operate more than 20 news channels in India and are the biggest news network in the country. All the news channels are based out of different places and locations in the country. We have an integrated newsroom operation which creates an opportunity for professional satisfaction as well as the channels’ growth.

    Network18, on the one hand is a content generator, and on the other is a content aggregator. We are quite rich on digital as well, with portals like moneycontrol.com which has a huge subscriber base.

    Network 18 has taken over some other networks. How easy or difficult was it integrate technologically these other networks and channels under the Network18 umbrella. What were the challenges faced?

    Technology in the broadcast and digital industry is moving very fast. That by itself is a challenge in every aspect. Having different networks and groups integrated is a challenge, but it is a challenge that is possible to overcome. We have laid a roadmap for it and are working towards it. We have partly achieved it as well.

    We will reveal more information about the unified newsroom soon.  As far as integration is concerned, it will be one of the biggest in the globe.

    Network18 has recently launched VOOT, what are your thoughts on that and other digital properties?

    Yes, VOOT managed by our group company Viacom18, is the OTT carrying content of entertainment genre. We, as a group, are committed to provide premium quality offering for our viewers across platforms. VOOT is a destination where superior quality entertainment content for all age groups can be accessed at any place and on any device. Network18 has been one of the top two digital networks for many years now, having a variety of rich content. All of our products have uniqueness and are widely accepted, be it Moneycontrol, Firstpost, Overdrive or any other property. News18 and Pradesh18 provide digital consumers news as it happens with the latter being highly localised and available in multiple language. We shall continue to expand our digital offerings in the coming months with innovative and smart technology solutions creating digital destinations underlined with philosophy of mobility and personalisation.  

    What are the challenges you face on your digital platform as India is yet to see a completely rolled-out phase of digitization?

    If you see the global practices, it’s natural to consider and figure out what could be in store for India. We clearly are at an early stage when it comes to digitisation. One part of it is happening on field – that is the roll-out of DAS IV which will get completed by December 2016 and is very important from broadcast’s business point of view. But, from the technology point of view, digitisation or the digital world, enabling us around content differentiation is more relevant. There are a large number of OTT platforms that are getting rolled out in India, while some are available in India from outside. VOOT is an entertainment platform which has rolled-out effectively and the response has been very good. We are very confident about the content that we have.

    VOOT uses high end technology and surely provides a high quality experience which is very important in this era. With respect to content, the advantage that we see as a network is the vastness in our content, which is our USP.

    How many updates has the app undergone so far as in the software that runs these devices, considering that portable devices – be they on mobile screens and other touch screens that are evolving quickly?

    In a digital era, the upgrades and updates are extremely important. Five years back, innovation was supposed to be a unique thing where the focus on innovation was an option. In today’s time, innovation is a routine and continuous. If we don’t innovate, we are sure to perish. The upgradations and updations will be a regular part, whether it is VOOT or for all our digital products. We will continue to enhance our user experience and the aim is to provide quality service. Consumer gratification is the bottom line.

    We have a highly capable team of talented people who remain updated on what is happening in the world and they innovate themselves. It gives us confidence in enhancing our product. We continue to reach the expectations of the viewers and that also provides us an edge over the competition. Everything which is good for the network will be explored.

    What is your take on OTT and where do you see it over the next five years in India and globally?

    OTT is openly a very generic word. It’s a term which is used in hurry. The most common OTT that we use in our daily lives is WhatsApp. When we see the bigger picture, OTT is across. From the content consumption point of view, the challenge is with respect to the infrastructure as we are not yet a digital country. We are yet to have a digital structure at par with the other countries in the world. In the next few months or in a year, we will have a better infrastructure and that’s when the actual OTT business model will start working.

    With Netflix entering India, is India using that as an advantage and leapfrogging technologically?

    India is a different country and the consumers are totally different. We cannot generalise what is happening outside with the Indian market. The platform that you are referring to is extremely successful in the world, but the challenge with respect to India is pluralism of taste, language and the fragmented consumers. This is where the problem lies in India in contrary to other international players.

    Innovation, pricing and technological flexibilities are keywords of the business model. We keep that as a part of our working guidelines. The challenge that we have from a network’s point of view and a network dominated by news is skilled talent with innovative approach. It is a part of the culture and it needs to be imbibed.

    What’s your idea about expanding Talent Quotient (TQ)?

    There is always a need to improve TQ and should happen in a coordinated fashion, so that we can reach the common objective.

    Will DAS IV be a boon or a curse for the network? How has DAS I, II and III affected Network 18?

    This is the last phase of digitisation. Digitisation has been long in demand from the industry. We surely look forward to get benefitted from it. DAS IV is in the interest of everyone i.e., the broadcasters as well as the viewers. Honestly, even if there is no guarantee on it, digitisation is bound to happen. One has to compete with different platforms with the content available across platforms, its digital formats. It is also important to have content delivered in good quality as well as in a controlled or adequate manner that the consumer wants. It’s good that we are in the last phase and post December, the scenario is going to be better and there will be unification across.

    The earlier phases have been beneficial. DAS has provided us better control on the business. More of control and transparency is good for business.

    Given that many networks are going HD and 4K, what is your take? And your take on 8K?

    India as a country has been late at adopting technology. High definition TV channels started in 2010 in India which was by far quite late if we compare the availability of HD TV and content outside. From 2010 to 2016, suddenly there was a splurge of HD channels in the country and that will continue to happen. Going further into the next stage, more people have started talking about 4K and 8K. Honestly, 8K is something which is used as a term in the labs today; it does not have relevance for the consumer’s application at present. From the television perspective, 4K is a generic term. The real term is UHD TV which is more relevant for television.

    Now the way the chain for television is built, for the conversion of a channel to 4K, the complete chain has to be changed from content production to content delivery. The content can be produced at a controlled rate as a broadcaster. 4K is surely bound to happen, but it will take time. 4K content is premium quality content which will ride on the digital platform for sure. In the days to come, there are platforms which will carry 4K content, but the challenge there again would be the availability of 4K content.

    We have been exploring 4K content and as a group we want to be at the forefront in that respect. We have also highlighted some 4K content. We have studied the entire workflow. We are sure that we would be one of the early adopters of 4K content, but it’s still sometime away before 4K content starts streaming into houses.

    What are Network18’ plans in that direction?

    4K is more relevant for entertainment channels and sports. We don’t have a demand or high compulsion for news channels in HD as yet. Conversions are driven by business models, and currently the models that are followed in SD news channels are themselves not hugely motivating. That is why if a channel wants to get upgraded to HD, the big value chain has to get upgraded. The entire infrastructure also needs to get upgraded. However, gradually we will see a few news channels in HD, but the entire news fraternity going HD is not an immediate proposition.

    In the case of Network 18, we are HD ready and have a proper technology roadmap with us whenever it happens. We will look into giving HD feeds in near future.

    What is your opinion about reverse signals and the challenges its implementation will bring out?

    They all are different philosophies and ideas to provide innovation to the consumers. We are looking at new cultures and technologies and building them up even more, which will translate to a good workflow. The challenges are common, though the viewer/consumer remains the king and he needs to be gratified. Every strategy needs to be driven for the viewer’s benefit. We are migrating to a unicast industry, but as the number of users is high and each consumer would be the user of the content, it is still far for us.

    Many companies have started going the cross platform partnership way. Your view on that? Will Network 18 do something similar?

    As I mentioned earlier, innovation is the key in today’s time and is extremely important. Network 18 has a portfolio which is highly diversified. There is no immediate need for looking for collaborations from outside. However if there is an opportunity, we will be open to it.

    Network18 has an eCommerce platform, online publications, etc. How are they different from the technology perspective compared to eCommerce giants such as Flipkart, Amazon, etc.?

    Every organisation is bund to have an advantage of carrying legacy with it. We were in the business much before the earlier younger players started coming into this market. We have been in the market. However, legacy also comes with experience and that is our strength. But the challenge is to have an integrated infrastructure and technology to support each other that we are working on.

    We have seen news in two forms – video and text. What type of results does that have?

    Video is certainly going to be the future. We have recently rolled out our new website news18 and it has got a good response. The user satisfaction has been high and the quality is good. The technology that has been used for it is also optimum quality. The decoding that has been done is also high. It is integrated with news TV. It is only to provide news in a better way to the on-the-go users.

    What else is there on Network18’s technology road map?

    Technology has, off late, changed its form from being a business enabler to being a business driver and this has been duly recognised internally by us. The industry is witnessing interesting times wherein technology is galloping imparting pluralism in relevant aspects from content production of next generation 4K and HDR immersive experience to gratifying content consumption on multiple platforms taking the industry from broadcast to unicast mode

    Network18 technology teams, supported by the management, are engaged in all these emerging trends and continue to focus on evaluating newer technologies and innovative workflows to enhance working efficiencies and improve presentation values. Upgradations and bringing new technologies with best practices in the facility is work- in- progress.

    We shall soon have a unified digital newsroom with integrated technology and workflow supporting different businesses of traditional broadcast and digital platforms. Going by our size of such a vast news network in multiple languages and genres, a global solution designed for the network that would allow searching and sharing of content and news stories across locations with ease and efficiency will soon be commissioned. It will be a one of its kind, even globally. We are quite excited about our plans and these will unfold in the days to come. We continue to strive for professional excellence.

  • Rajat Nigam: Innovation, pricing and technological flexibilities are keywords of the business model

    Rajat Nigam: Innovation, pricing and technological flexibilities are keywords of the business model

    People are seldom aware of the importance of technology in seamlessly supporting a large media network such as the one Reliance has. Owned by Mukesh Ambani’s Reliance Industries, Indian mass media venture Network18 Media and Investments Limited is one of the oldest television networks in India. Known for its array of business channels in India, the network has partnered with other networks such as ETV and Viacom.

    At the helm of the group’s technologically integrating other networks and channels under one umbrella efforts is Group Chief Technology Officer Rajat Nigam. Managing the technology and technical infrastructure of all Network 18 products, be they television, radio or digital and also looking after Reliance Infocomm, industry veteran Nigam has an experience of about 20 years in the fields of television, radio, sports etc.

    Nigam is gearing up to bring better upgradations and new technologies with best practices that include having an unified digital newsroom with integrated technology and workflow supporting different businesses of traditional broadcast and digital platforms.

    Speaking with Indiantelevision.com’s Megha Parmar, Nigam sheds light on the challenges that he faces for the smooth functioning of all the channels under the network, digitization, DAS, VOOT, on HD and 4K, competition and the technological roadmap. Excerpts of the interaction:

    What books and blogs do you read, more so currently?

    In this collected world, you have lots of things to read about. If you are asking about my personal interest, I like reading blogs on cricket and the discussions that happen in various business forums. I also keep track of multiple newsletters globally that keep me updated about everything for which I have subscribed. It’s my sneak-peek into what is happening in this world.

    What has been the most complicated assignment done by you?

    I have been here in Network18 for about 10 months now, which is a significantly small time. However, I can’t say that there was nothing challenging, because Network18, just by its size and expanded horizon is a challenge as well as an integrated opportunity.

    With so many channels under the group, what are the challenges that you usually face for the smooth functioning of all of them?

    Broadly speaking, we can divide Network 18 into two parts. One is the entertainment sector and the channels which are related to it and the other is the news sector. In entertainment there is fiction as well as factual entertainment. So the more challenging aspect from a technical point of view is to create a workflow around the sector. Entertainment channels by their very nature are packaged channels with more emphasis on the creative content.

    From the technology point of view, the challenge of virtue and integration happens mostly in news channels. The content keeps generating instantly and all the time across the globe to which we need access. You have to start putting it out with speed and accuracy. So, from Network18’ perspective, it’s a very difficult thing to integrate this and to enhance the quality and productivity to ensure an efficient workflow. It’s more of an opportunity. But this requirement is more on the news channels side. We currently operate more than 20 news channels in India and are the biggest news network in the country. All the news channels are based out of different places and locations in the country. We have an integrated newsroom operation which creates an opportunity for professional satisfaction as well as the channels’ growth.

    Network18, on the one hand is a content generator, and on the other is a content aggregator. We are quite rich on digital as well, with portals like moneycontrol.com which has a huge subscriber base.

    Network 18 has taken over some other networks. How easy or difficult was it integrate technologically these other networks and channels under the Network18 umbrella. What were the challenges faced?

    Technology in the broadcast and digital industry is moving very fast. That by itself is a challenge in every aspect. Having different networks and groups integrated is a challenge, but it is a challenge that is possible to overcome. We have laid a roadmap for it and are working towards it. We have partly achieved it as well.

    We will reveal more information about the unified newsroom soon.  As far as integration is concerned, it will be one of the biggest in the globe.

    Network18 has recently launched VOOT, what are your thoughts on that and other digital properties?

    Yes, VOOT managed by our group company Viacom18, is the OTT carrying content of entertainment genre. We, as a group, are committed to provide premium quality offering for our viewers across platforms. VOOT is a destination where superior quality entertainment content for all age groups can be accessed at any place and on any device. Network18 has been one of the top two digital networks for many years now, having a variety of rich content. All of our products have uniqueness and are widely accepted, be it Moneycontrol, Firstpost, Overdrive or any other property. News18 and Pradesh18 provide digital consumers news as it happens with the latter being highly localised and available in multiple language. We shall continue to expand our digital offerings in the coming months with innovative and smart technology solutions creating digital destinations underlined with philosophy of mobility and personalisation.  

    What are the challenges you face on your digital platform as India is yet to see a completely rolled-out phase of digitization?

    If you see the global practices, it’s natural to consider and figure out what could be in store for India. We clearly are at an early stage when it comes to digitisation. One part of it is happening on field – that is the roll-out of DAS IV which will get completed by December 2016 and is very important from broadcast’s business point of view. But, from the technology point of view, digitisation or the digital world, enabling us around content differentiation is more relevant. There are a large number of OTT platforms that are getting rolled out in India, while some are available in India from outside. VOOT is an entertainment platform which has rolled-out effectively and the response has been very good. We are very confident about the content that we have.

    VOOT uses high end technology and surely provides a high quality experience which is very important in this era. With respect to content, the advantage that we see as a network is the vastness in our content, which is our USP.

    How many updates has the app undergone so far as in the software that runs these devices, considering that portable devices – be they on mobile screens and other touch screens that are evolving quickly?

    In a digital era, the upgrades and updates are extremely important. Five years back, innovation was supposed to be a unique thing where the focus on innovation was an option. In today’s time, innovation is a routine and continuous. If we don’t innovate, we are sure to perish. The upgradations and updations will be a regular part, whether it is VOOT or for all our digital products. We will continue to enhance our user experience and the aim is to provide quality service. Consumer gratification is the bottom line.

    We have a highly capable team of talented people who remain updated on what is happening in the world and they innovate themselves. It gives us confidence in enhancing our product. We continue to reach the expectations of the viewers and that also provides us an edge over the competition. Everything which is good for the network will be explored.

    What is your take on OTT and where do you see it over the next five years in India and globally?

    OTT is openly a very generic word. It’s a term which is used in hurry. The most common OTT that we use in our daily lives is WhatsApp. When we see the bigger picture, OTT is across. From the content consumption point of view, the challenge is with respect to the infrastructure as we are not yet a digital country. We are yet to have a digital structure at par with the other countries in the world. In the next few months or in a year, we will have a better infrastructure and that’s when the actual OTT business model will start working.

    With Netflix entering India, is India using that as an advantage and leapfrogging technologically?

    India is a different country and the consumers are totally different. We cannot generalise what is happening outside with the Indian market. The platform that you are referring to is extremely successful in the world, but the challenge with respect to India is pluralism of taste, language and the fragmented consumers. This is where the problem lies in India in contrary to other international players.

    Innovation, pricing and technological flexibilities are keywords of the business model. We keep that as a part of our working guidelines. The challenge that we have from a network’s point of view and a network dominated by news is skilled talent with innovative approach. It is a part of the culture and it needs to be imbibed.

    What’s your idea about expanding Talent Quotient (TQ)?

    There is always a need to improve TQ and should happen in a coordinated fashion, so that we can reach the common objective.

    Will DAS IV be a boon or a curse for the network? How has DAS I, II and III affected Network 18?

    This is the last phase of digitisation. Digitisation has been long in demand from the industry. We surely look forward to get benefitted from it. DAS IV is in the interest of everyone i.e., the broadcasters as well as the viewers. Honestly, even if there is no guarantee on it, digitisation is bound to happen. One has to compete with different platforms with the content available across platforms, its digital formats. It is also important to have content delivered in good quality as well as in a controlled or adequate manner that the consumer wants. It’s good that we are in the last phase and post December, the scenario is going to be better and there will be unification across.

    The earlier phases have been beneficial. DAS has provided us better control on the business. More of control and transparency is good for business.

    Given that many networks are going HD and 4K, what is your take? And your take on 8K?

    India as a country has been late at adopting technology. High definition TV channels started in 2010 in India which was by far quite late if we compare the availability of HD TV and content outside. From 2010 to 2016, suddenly there was a splurge of HD channels in the country and that will continue to happen. Going further into the next stage, more people have started talking about 4K and 8K. Honestly, 8K is something which is used as a term in the labs today; it does not have relevance for the consumer’s application at present. From the television perspective, 4K is a generic term. The real term is UHD TV which is more relevant for television.

    Now the way the chain for television is built, for the conversion of a channel to 4K, the complete chain has to be changed from content production to content delivery. The content can be produced at a controlled rate as a broadcaster. 4K is surely bound to happen, but it will take time. 4K content is premium quality content which will ride on the digital platform for sure. In the days to come, there are platforms which will carry 4K content, but the challenge there again would be the availability of 4K content.

    We have been exploring 4K content and as a group we want to be at the forefront in that respect. We have also highlighted some 4K content. We have studied the entire workflow. We are sure that we would be one of the early adopters of 4K content, but it’s still sometime away before 4K content starts streaming into houses.

    What are Network18’ plans in that direction?

    4K is more relevant for entertainment channels and sports. We don’t have a demand or high compulsion for news channels in HD as yet. Conversions are driven by business models, and currently the models that are followed in SD news channels are themselves not hugely motivating. That is why if a channel wants to get upgraded to HD, the big value chain has to get upgraded. The entire infrastructure also needs to get upgraded. However, gradually we will see a few news channels in HD, but the entire news fraternity going HD is not an immediate proposition.

    In the case of Network 18, we are HD ready and have a proper technology roadmap with us whenever it happens. We will look into giving HD feeds in near future.

    What is your opinion about reverse signals and the challenges its implementation will bring out?

    They all are different philosophies and ideas to provide innovation to the consumers. We are looking at new cultures and technologies and building them up even more, which will translate to a good workflow. The challenges are common, though the viewer/consumer remains the king and he needs to be gratified. Every strategy needs to be driven for the viewer’s benefit. We are migrating to a unicast industry, but as the number of users is high and each consumer would be the user of the content, it is still far for us.

    Many companies have started going the cross platform partnership way. Your view on that? Will Network 18 do something similar?

    As I mentioned earlier, innovation is the key in today’s time and is extremely important. Network 18 has a portfolio which is highly diversified. There is no immediate need for looking for collaborations from outside. However if there is an opportunity, we will be open to it.

    Network18 has an eCommerce platform, online publications, etc. How are they different from the technology perspective compared to eCommerce giants such as Flipkart, Amazon, etc.?

    Every organisation is bund to have an advantage of carrying legacy with it. We were in the business much before the earlier younger players started coming into this market. We have been in the market. However, legacy also comes with experience and that is our strength. But the challenge is to have an integrated infrastructure and technology to support each other that we are working on.

    We have seen news in two forms – video and text. What type of results does that have?

    Video is certainly going to be the future. We have recently rolled out our new website news18 and it has got a good response. The user satisfaction has been high and the quality is good. The technology that has been used for it is also optimum quality. The decoding that has been done is also high. It is integrated with news TV. It is only to provide news in a better way to the on-the-go users.

    What else is there on Network18’s technology road map?

    Technology has, off late, changed its form from being a business enabler to being a business driver and this has been duly recognised internally by us. The industry is witnessing interesting times wherein technology is galloping imparting pluralism in relevant aspects from content production of next generation 4K and HDR immersive experience to gratifying content consumption on multiple platforms taking the industry from broadcast to unicast mode

    Network18 technology teams, supported by the management, are engaged in all these emerging trends and continue to focus on evaluating newer technologies and innovative workflows to enhance working efficiencies and improve presentation values. Upgradations and bringing new technologies with best practices in the facility is work- in- progress.

    We shall soon have a unified digital newsroom with integrated technology and workflow supporting different businesses of traditional broadcast and digital platforms. Going by our size of such a vast news network in multiple languages and genres, a global solution designed for the network that would allow searching and sharing of content and news stories across locations with ease and efficiency will soon be commissioned. It will be a one of its kind, even globally. We are quite excited about our plans and these will unfold in the days to come. We continue to strive for professional excellence.

  • nexGTV launches kids only app; plans to produce original content

    nexGTV launches kids only app; plans to produce original content

    MUMBAI: The OTT space has been growing denser with the mushrooming of more and more players. Players are vying for eyeballs and advertisers are looking to differentiate their content, and shifting focus to unexplored areas. nexGTV has launched its new OTT app that targets kids between 2 to 10 years of age with specially tailored content, with an aim to expand business reach and grow subscriber base.

    Explaining the demand for kids’ content in India, nexGTV COO Abhesh Verma says, “I have noticed that despite the fact that there is good kids’ content in the country, it is not easily accessible for them.   Moreover we realised that kids content can’t be piled up with everything else. There is a need for a kids’ friendly app that will give proper showcase to the content, and parents can let their kids on it without worrying about insensitive content.”

    nexGTV is also playing on the fact that parents and guardians of kids these days are concerned about the ‘freeness’ of the internet and worried about the objectionable content that their child may be exposed to. Therefore curating a library strictly for the little ones was of prime importance when strategizing for the kids’ only OTT app. “Our editorial team has been extremely careful while curating content for this app. Every single content is been screened by our team to keep it kids friendly with the age group in mind. Our content is a blend of learning and entertainment for kids. Whether its craft, art, nursery rhymes and moral science through fun content, parents can be rest assured that through fun and frolic their kids are learning something.”  Between Akbar Birbal, Stories of Panchtantra, Vikram & Betal, Ducktales, Malgudi Days and Champak World, the app already has a vibrant library of shows for the tiny tots to enjoy this summer.

    The app can downloaded from Google Play Store for Android devices or the Apple store for iPhones or other apple devices.  Others can shoot a missed call to 0120-4848222 to get nexGTv Kids app.

    As a matter of fact, going by international standards, there is only ‘E’ for ‘everyone’, and ‘G’ for ‘general audience’ rated programming in the content library for nexGTV Kids. “We haven’t kept shows that need parental guidance as we want the kids and parents to have a stress free streaming experience,” says Verma.

    Currently available in a ‘freemium’ model with no advertisements to interrupt seamless viewing, the content beyond the subscription wall is priced at Rs 125 a month, which coincides with what it costs to subscribe to nexGTV. “As part of the promotion for this launch we are currently allowing any nexGTV subscriber to access nexGTV Kids content and vice versa. Depending on the nature of consumption, content strategy etc., we will take a call to separate the two apps for subscribers or offer it to them in a bundle for a viable price that works for both – the consumers and us,” said Verma as he explains the pricing.

    As a business model, the revenue for the new app will depend highly on the subscription. Kids’ content also opens up a vista of monetising prospects for the OTT player.

    For starters, nexgTV has gone the VOOT way and acquired kids content from existing content partners  who are regular contributors to nexGTV’s library such as Shemaroo, Rajshri Productions etc. But the OTT player’s ambitious plans for their new kids app doesn’t stop there — from producing branded content for advertisers, to commissioning and featuring content from independent content creators, to licensing and merchandising rights sales — nexGTV is eyeing a big chunk of the kids content pie.

    “Currently we are getting content from partners who are working with us for the last four – five years. At the same time we are looking to create original content going forward that will be made by our production team for our app. We are also welcoming everyone who can creating content for kids. We want to showcase their content to our user base provided it goes past our editorial guidelines for the kids’ app. There are many who may not have a platform, but have the right talent, whom we plan to feature through our app as long as the content is within our guidelines,” Abhesh reveals.

    Keeping lts options open, nexgTV is ready to explore all kinds of partnerships, whether it allows it to own the content’s full IP or it is commissioning for production or co-owning the IP and sharing its IP rights with another content producer. Verma also hints that the OTT player is already in talks with some major production houses to produce exclusive kids’ content for nexgTV.

    With a few deals under discussions already under way, be they for content creation with other production houses or with brands, currently the player is weighing its options carefully for the right content strategy.

    “We want to make sure that we have the product out there first and some audience on it. And then based on the consumption pattern we want to invest in the programming. It will be like shooting in the dark if we produce a show which we don’t have an audience for,” Verma states frankly.

    Given the fact that the target audience of the content isn’t the device owners who can facilitate the consumption, a smart marketing strategy is needed to reach the guardians first, Verma shares.  While kids can be the key to reach the parents, the equation flows the other way round when it comes to marketing for kids.

    “We have three key aspects to our marketing initiative for this new app.  Firstly, on the digital front we are running targeted campaigns towards parents on Facebook to make the app more visible. Secondly, the current subscribers of nexGTV are getting the new app as part of their package. We have 14 million installs (1.4 crore) and within which we have close to a million (10 lakh) subscribers who will get this app with their regular nexGTV apps.”

    Apart from this, the OTT player will promote through radio and few other traditional modes of communication as well. With more on the marketing platter that nexGTV plans to surprise audience with in due time, Verma shared that so far the company hasn’t set an upper ceiling to its marketing spends for the new app.

    “Honestly this is our first big launch since the launch of our new app and we are heavily promoting it. We are not restricting it to 20 to 30 per cent of marketing spends but instead going by ‘returns on the hours’ basis. If a particular campaign is giving us the returns we want we are strengthening it,” Verma shares while refraining from commenting on the actual marketing spends on the new project.