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Tag: VOOT

  • Voot Select takes its premium content to regional audiences

    Voot Select takes its premium content to regional audiences

    KOLKATA: Fulfilling every entertainment need of its diverse and multi-cultural userbase, Voot Select is all set to make its regional content slate more dynamic and relevant to its audience with the launch of its Originals – Asur, Marzi, The Raikar Case and Illegal in Kannada. Furthering Viacom18’s existing content proposition in the  the Kannada market, Voot Select’s new language play will enable viewers to enjoy the platforms’ incredible Hindi original content in their local language and overturn the language barrier.

     While Asur, The Raikar Case and Illegal are all live on the platform, and will be followed by Marzi.  Apart from this, the subscribers will also get exclusive access to popular Kannada movies like Bell Bottom, Ayogya, Kirik Party and other movies like Thrayambakam, Eedhiga Bandha Suddhi, Dayavittu Gamanisi, Theory, Alamelamma on Voot Select.

    Commenting on the new offerings, Voot Select head  Viacom18 Youth, Music, and English Entertainment head Ferzad Palia said, “When we launched Voot Select, the idea was to share compelling stories with the audience all over the country. The appetite for regional content consumption is huge and by making Voot Originals available in Kannada, we are not only expanding our reach but also adding to the content experience of our audiences in Karnataka.  We as a network already have a strong presence in the Kannada market with Colors Super, Colors Kannada Cinema and  Colors Kannada with its content available 24 hours on Voot Select. With this move, the viewers can now access its premium Originals and movies in the language of their comfort and choice.”

    With the introduction of this language proposition, Voot Select has opened a myriad of opportunities for the regional markets. With the most compelling stories and top notch premium content, the Kannada speaking audience can surely look forward to some of the finest content in their own language. Voot Select’s premium content will soon launch in multiple languages including Tamil, Bengali, Marathi and Telugu.

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  • Network18 reports lower loss on lower revenue due to Covid2019

    Network18 reports lower loss on lower revenue due to Covid2019

    BENGALURU: Mukesh Ambani’s Network18 Media & Investments Ltd (Network18) reported 34.5 percent decline in consolidated operating revenue for the quarter ended 30 June 2020 (Q1 2021, quarter or period under review) as compared to the corresponding quarter of the previous fiscal (Q1 2020). Consolidated operating EBITDA for the quarter reduced 40.9 percent as compared to the corresponding period of the last year. The company reported lower consolidated loss of Rs 60.60 crore for Q1 2021 2020 as compared to loss of Rs 127.66 crore reported in the the corresponding year ago quarter.

    The company says in an earnings press release for Q1 2021 that the COVID2019 linked clampdown on spending by advertisers dragged ad-revenues sharply, especially on Entertainment. However, TV subscription revenue remained resilient, and Digital subscriptions have accelerated. The business strategy and operating methodology were re-engineered amidst a strategic review to address the current challenging environment.

    The company said further that the cost base was comprehensively reset across verticals, as the organisation embraced tech-solutions and a leaner, nimbler approach. Operating EBITDA dipped on account of the revenue drag. However, aggressive and broad-based cost-controls across business verticals limited the fall. Consolidated PAT improved YoY led by a decline in finance costs.

    Network18’s reported consolidated operating revenue in Q1 2021 and Q1 2020 was Rs 807.07 crore and Rs 1,242.12 crore respectively. Consolidated operating EBITDA for Q1 2021 and Q1 2020 was Rs 27.39 crore and  Rs 46.35 crore respectively.

    Network18 reports revenue from two streams – (1) TV18 Broadcast Ltd or TV18 which comprises of News (TV18 standalone) and Entertainment (Viacom18+AETN+Indiacast) and (2) Digital, Print and Others. It must be noted that Viacom18 and AETN18 are 51 percent entertainment subsidiaries of TV18, while distribution-arm Indiacast is a 50:50 JV of TV18 and Viacom18. TV18's 24.5 percent minority stake in Telugu entertainment associate Eenadu TV (Ramoji Rao group) is not included in the TV18’s numbers.

    TV18 Broadcast Ltd's numbers for Q1 2021

    TV18 Broadcast Ltd (TV18) consolidated revenue reduced 35 percent in Q1 2021 to Rs 776 crore from Rs 1,1,98 crore in Q1 2020. TV18 consolidated operating EBITDA declined 43 percent in Q1 2021 to Rs 44 crore from Rs 77 crore in Q1 2020.

    News (TV18 standalone) reported 27 percent decline in operating revenue for Q1 2020 as compared to Q1 2020.  TV18 standalone or News revenue declined in Q1 2021 to Rs 230 crore from Rs 298 crore in Q1 2020. Operating EBITDA for News (TV18 standalone) dropped 82 percent in Q1 2021 to Rs 4 crore from Rs 20 crore in Q1 2020. Its contribution grew to about 30 percent to the revenues of TV18 consolidated revenues in Q1 2021 from about 25 percent in Q1 2020.

    The larger revenue stream for TV18 is Entertainment, which had revenue drop of 39 percent y-o-y during the same period.

    Entertainment revenue was Rs 546 crore for Q1 2021 and Rs 899 crore in Q1 2020. Entertainment revenue also includes subscription revenue – the company reported 6 percent growth in subscription revenue for Q1 2021 to Rs 450 crore from Rs 424 crore in Q1 2020 Operating EBITDA for Entertainment dropped 29 percent during the quarter under review to Rs 41 crore as compared to Rs 57 crore in Q1 2020

    Print, Digital and others and intercompany eliminations (Others) numbers

    Print, Digital and others and intercompany eliminations (Others) operating revenue for Q1 2021 reduced 35 percent to Rs 31 crore from Rs 48 crore in Q1 2020. Operating EBITDA for Q1 2021 was a lower operating loss at Rs 17 crore as compared to an operating loss Of Rs 31 crore in Q1 2020.

    Let us look at the other numbers reported by Network18 for Q1 2021

    All numbers in this report are consolidated unless stated otherwise.

    Total expenditure in Q1 2021 declined 33.4 percent y-o-y to Rs 871.65 crore from Rs 1,307.87 crore in the corresponding period of the previous year. Marketing distribution and promotional expense during the quarter under review decreased 32 percent y-o-y to Rs 171.54 crore in Q1 2021 from Rs 252.13 crore in Q1 2020. Employee benefits expense in Q1 2021 reduced 18.1 percent y-o-y to Rs 222.91 crore from Rs 272.01 crore in Q1 2020. Operational costs in Q1 2021 reduced 48.3 percent y-o-y to Rs 297.04 crore from Rs 574.32 crore in the corresponding year ago quarter. Finance cost declined 15.7 percent y-o-y to Rs 53.06 crore from Rs 62.91 crore in the corresponding quarter of last year. Other expenses in Q1 2021 declined 11.4 percent y-o-y to Rs 88.19 crore from Rs 99.59 crore.

    Company speak:

    Network18 chairman Adil Zainulbhai said: “The quarter that went by was the most challenging period that the industry has witnessed in many decades. That we are emerging on the other side bears testimony to our ability to question and modify established ways of operating, realign priorities and maintain focus, all while keeping our workforce safe and our audiences engaged. Our staff and employees undertook a heroic effort to adjust to the challenges posed by the pandemic, and kept our channels and properties running. We are proud of the personnel that kept the show going amidst trying circumstances, especially for the News18 network that provided peerless coverage and relevant campaigns during the pandemic. As we resume original content production in Entertainment amidst tight protocols, we wish to thank our audiences who have stood by us over the years. Growing TV and Digital media consumption, a nimbler business strategy and further-strengthened core brands in our portfolio…..we believe this is indeed the new normal.”

  • Voot and Kailash Kher come together to present Nayii Udaan

    Voot and Kailash Kher come together to present Nayii Udaan

    KOLKATA: VOOT brings something new and exhilarating for its millions of consumers and partners with none other than the music veteran Kailash Kher absolutely LIVE. To rekindle the magic of Indian classical and folk music and give new talent a stage to spread their nascent wings, three years ago, Kailash Kher launched Nayii Udaan, a platform for budding musicians and singers to help them make a mark in the Indian music industry. After empowering 25 musicians and four lead singers since its inception in 2017, and after hosting LIVE events for the last three years, this is the first time Nayii Udaan is all set to go LIVE digitally, exclusively on Voot marking music veteran, Kailash Kher’s 47th birthday.

    The 60 minute event, will be hosted by actor-comedian Raju Shrivastav.The concert will be presented by Sufi singer maestro Kailash Kher himself. Nayii Udaan will be roping in talents from different musical genres like Hindustani classical music, folk, Bollywood with ragas and Sufi amongst others.

    Speaking on the association, VOOT AVOD business head Akash Banerji said, “The Kailash Kher Foundation is an esteemed foundation that has been actively working towards promoting India’s rich and diverse classical and folk music. The foundation has also been instrumental in identifying and launching fresh talents. At Voot, we have always partnered with brands and events that have brought value for our viewers and Nayii Udaan is certainly something that will interest our viewers. We are glad to put out such unique and brilliant content for our viewers and look forward to doing some more interesting events with the Kailash Kher Foundation in the future”

    Speaking about his collaboration with VOOT  Kailash Kher expressed, “This is the fourth edition of Nayii Udaan, but contrary to our LIVE events over the last three years, this will be the first time that we will be streaming this digitally, exclusively on Voot. Like every year, we have received an overwhelming response and I am looking forward to the audience reaction to all the melodious performances from some of the most talented upcoming musicians of India.  The main aim of Nayii Udaan is to give these talented young musicians across our country a platform to showcase their talent. Over the last few years, we have been blessed and empowered 25 musicians and four lead singers, some of them who were previously employed as engineers and now are just following their passion. They are doing extremely well and inspiring many talented musicians.”

    The opening event of the fourth edition Nayii Udaan that also marks the music veteran Kailash Kher’s 47th birthday, is undeniably one of the most power-packed and charismatic experiences available exclusively for the viewers of Voot.

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  • OTT platforms go beyond entertainment to score consumers

    OTT platforms go beyond entertainment to score consumers

    KOLKATA: Over-the-top (OTT) platforms have come a long way in the country now. Around 2015, these services were mere apps to catch up on favourite television shows and stream live sporting events. Cut to 2020 and the discussion has evolved to whether OTT is a threat to TV. After a transition from catch-up content to premium originals, homegrown OTT platforms are now heading in the direction of being a one-stop shop. 

    In the last few months, many OTT platforms have enhanced their content catalogue, delving into segments like education and gaming. At the beginning of the year, ZEE5 announced a partnership with Eduauraa. Later, more players like VOOT also took the ed-tech road especially during lockdown thanks to the online learning boom. 

    While streaming services were already bullish about ed-tech and gaming, the lockdown period pushed them into health and fitness content, accelerating the next transition of those players. Disney+ Hotstar forged partnerships with Brilliant Wellness, Cult.Fit and Sarva recently. Another player VOOT also partnered with Cult.Fit and Isha Foundation. 

    KPMG India media and entertainment partner and head Girish Menon says that most of the OTT players were already looking at this strategy but the post-Covid2019 change has accelerated it. 

    “Consumers have been engaging with OTT platforms in a significant manner rather than certain hours. The idea is to increase the number of hours on the app, reduce video churn and increase retention,”  Deloitte India partner Jehil Thakkar says.

    “For us, constantly enhancing and improving our catalogue is important so that our existing and new consumers constantly keep seeing something new and different on the platform,” Viacom18 AVoD business head Akash Banerji says.

    Banerji adds that merely enhancing the catalogue is of no value unless it is also relevant to customers and can drive higher engagement. Moreover, forging partnerships with premium partners is also an important aspect. “We wanted to give something more,” he sums up.

    "For any platform, offering good content is more important rather than focusing only on entertainment. The content can educate , inform, entertain consumers. While OTT space has been largely focusing on entertainment, we have to offer more to get consumers back on the platform. Everything a person can do online, we want him to do it on ZEE5," ZEE5 SVoD senior vice president and business head Rahul Maroli says.

    He also mentions that when they talk to B2B partners, the latter will partner with an entity where their customer will get entertainment, infotainment, education at the same place. Moreover, as consumer tastes evolve they start moving around new content and that leads to a stronger brand affinity.

    While both Banerji and Maroli said they want to “offer more”, they also want to get more consumers. 

    “They are definitely looking to build an offering which is more comprehensive than pure-play content. The idea is that if you have a consumer who is coming to your app for entertainment, are there other services you can provide to them which will ensure that he continues to spend time and builds on that,” KPMG’s Menon adds. According to him, these deals make sense as an extension of offering rather than starting a separate segment.

    While its an offering about consumption right now, commerce around core offering and other deals can also become the norm.  

  • Impact of Covid2019 on global ad spends on Indian ad industry

    Impact of Covid2019 on global ad spends on Indian ad industry

    The Covid2019 pandemic has presented serious challenges when it comes to stabilising the overall economy amidst lockdown, one of which is changing industry dynamics. Covid2019 has impacted the way brands, agencies and various other businesses work which disrupted the ever-evolving advertising and marketing industry. The world’s leading economies have witnessed a downfall in the revenue as the businesses are shut. While there is no handbook that one can follow in such crisis, it is essential for advertisers to re-calibrate their entire approach and connect with the right target audience.

    Since people spend maximum time staying at home during the quarantine, connecting with them through digital media is convenient. In such cases, advertiser’s needs to know the tactic of how to keep their audiences engaged through right media platforms and how to make the brands invest through them.

    Are brands taking a responsible route? Shifts that were witnessed

    Restrictions on travel due to lockdown have posed to be a threat for Out-of-home (OOH) advertising and seems to be a medium that has no realistic lockdown replacement as it has majorly been impacting revenues. But what has actively taken over the current scenario during these tough times and has saved brands from sinking is the way online advertising is responding to it. Brands have started focusing on alternative ways of boosting their businesses online by taking a different approach towards dealing with the current scenario.

    Is global ad spends sinking?

    Spending has now made a shift from the traditional means of advertising from newspaper ads, hoardings, printed pamphlets etc., to digitally active platforms. These include social media like Youtube, Instagram, Facebook, Snapchat and also digital OTT Platforms like Netflix, Amazon Prime, Spotify, Voot etc. 

    Global ads are expected to sink this year as the pandemic has led to dip in travel and tourism and entertainment industry among others, all of which has impacted demand. This change in the global ad spending is what is been highlighted in the way brands have chosen to spend particularly on platforms as a means to increase their sales during and post lockdown. One of the major reasons why ad spends are sinking is because of the attitudinal shift in consumer behaviour. Most advertising companies will experience negative impacts on their business as ad revenues are dropping at a faster pace.  

    Even when sales are at halt because of the pandemic, what was to be noticed is the way how brands did not stop advertising. They continued to create awareness through digital platforms by posting TVCs and coming up with creative ways on Instagram pages which strongly depicted how brands are posing to be with their audience even during these tough times. 

    Creatives from various brands like Metro, Mochi, Burger King, Swiggy, Zomato, Audi etc., have found different ways and means to stay connected with their audiences on typical topics like lockdown, quarantine, isolated, pandemic while playing around strategically with these terms. Changing their logos to promote social distancing, etc brands like Dominos, Swiggy, Big Basket have even started safely delivering groceries by following WHO's guidelines at your door steps to hold credibility in the eyes of its consumers.

    Impact on Indian advertising industry

    While industry is actively dealing with the challenges of OOH during these challenging times, advertisers have now realised that digital progression is the only savior. Digital is the best medium for advertisers to reach their end users. We can already see a shift in Flipkart’s Big Billion Day sale, Myntra’s end of reason sale, etc has always happened in a particular way, but have a possibility of changing due to the crises.

    (The author is co-founder and managing director, Makani Creatives. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

  • VOOT adds to its robust content slate, partners with Cult.Fit & Isha Foundation

    VOOT adds to its robust content slate, partners with Cult.Fit & Isha Foundation

    MUMBAI: To help de-stress and cope up with the current situation, people are increasingly turning to digital platforms to maintain physical and mental well-being. VOOT, India’s leading streaming platform understands this, and has associated with Cult.Fit, India’s biggest health and fitness start-up and Isha Foundation, founded by Sadhguru Jaggi Vasudev that aims to bring physical, mental and spiritual wellbeing. The partnership opens doorways for its users to seamlessly access the best of fitness workouts and provide solace and guidance on how to stay calm through such trying times. With these thoughtful partnerships, VOOT, home to 70,000 hours of entertaining content across formats and genres is now diversifying the content under the larger umbrella thought of body, mind & soul, beyond the core offerings of new shows, originals and movie titles.

    VOOT AVOD business head Akash Banerji said, “As we battle with uncertainty and tough times, there is a need for positivity and calmness in our daily lives. With digital consumption taking an upward swing, our aim at VOOT is to deliver content that is as diverse as it is relevant. By strengthening partnerships across industries, we believe in giving the best experiences to our consumers. Considering the implications of the on-going crisis on the direct consumer, through our collaborations with Cult.Fit, Isha Foundation and upGrad, we look forward to consistently work towards offering a wider and deeper content library to our viewers to keep them fit – mind, body and soul.”

    In association with Cult.Fit, the DIY workout segment will engage its viewers with 12 episodes of workout sessions every week. The segment will include some of the most intense workout sessions such as high intensity interval training (HIIT) focusing on endurance, and mobility which have been carefully curated to help beginners achieve adequate levels of fitness.

    Cult.Fit growth and marketing head Naresh Krishnaswamy said “With the pandemic, people have become more conscious and are gravitating towards working out from home. This has led to a tremendous number of users working out with us on our platform. At a time when there is such a demand for health and fitness, the partnership with VOOT will prove to be strategically viable for both businesses. Together our objective is to expand our reach and help users avail the best content we have to offer from the comfort of their homes.”

    Speaking about the partnership, Isha Foundation said “The world is going through very challenging times. Many people are experiencing anxiety, fear and loneliness. This darshan series from Sadhguru is an offering to enhance inner balance and spiritual wellbeing of all. We hope it will be able to uplift people’s spirit and help them tide through this crisis.”

  • MTV and MTV Beats curate ‘Music Beyond Borders’ for World Music Day

    MTV and MTV Beats curate ‘Music Beyond Borders’ for World Music Day

    MUMBAI: Music is borderless and has always rendered itself as a medium that helps break the shackles of mind. It’s not restricted by geographies, language or even a pandemic. Keeping up with this congenial spirit of music, MTV and MTV Beats, are bringing a grand musical spectacle, this World Music Day on 21 June, fittingly christened Music Beyond Borders.

    Music Beyond Borders is a one-of-its-kind musical extravaganza celebrating diverse music cultures from across the country. Featuring a prominent repertoire of  more than 25 artists such Madhuri Dixit Nene, Neeti Mohan, Salim-Sulaiman, Nakash Aziz, Amit Mishra, Benny Dayal, Shalmali Kholgade, Akasa, Zayden, Asees Kaur, Siddharth Mahadevan, Dev Negi, Naezy the Baa, Monica Dogra, Tulsi Kumar, Darshan Raval, Dhvani Bhanushali, Arjun Kanungo, Papon, Jankee & Nakul Mehta, EPR, Shloka, renowned International rapper L-Fresh The Lion and popular bands Parikraama and L’Haul, the hour long concert will celebrate the indelible spirit of music with soulful melodies.

    Viacom18 Voot Select, Youth, Music and English Entertainment head Ferzad Palia said, “MTV and MTV Beats have always believed in leveraging the power of music and its ability to bring people together. In the aftermath of the Covid2019 situation, we understand that our young audience has been missing music concerts while also feeling concerned about the plight of those who are less fortunate than them. Therefore, this World Music Day, we are bringing ‘Music Beyond Borders’ that will help them feel empowered to make a difference as they enjoy a virtual concert with their favourite artists.”

    From the best of hip-hop to foot tapping tunes of Bollywood music, ‘Music Beyond Borders’ will truly transcend the socio-cultural boundaries and help unite everyone with the power of music.

    Staying true to the ethos of music that transcends boundaries, these distinguished artists will sing in different languages. Along with that, they will also encourage their fans and viewers to donate for Viacom18’s efforts to support NGO Goonj, helping those who are most affected by the pandemic.

    Witness the mystic musical experience with MTV and MTV Beats’ Music Beyond Borders, this World Music Day, on 21 June , 12 pm and 7 pm

  • Modi 2.0: The year gone by for I&B ministry

    Modi 2.0: The year gone by for I&B ministry

    MUMBAI: The ruling Bharatiya Janta Party (BJP) recently completed one year in its second term in office at a time when the world reels under the novel SarsCoV2 crises. Through this year, the government has taken several key decisions and measures which have kept the ministry of information and broadcasting (MIB) busy.   

    Under the leadership of Prakash Javadekar, MIB doled out various significant measures and guidelines that will have a lasting impact on the media and entertainment industry. Here are some key announcements and proposals by the MIB in the past year.  

    OTT industry in self-regulatory mode

    Javadekar stressed on the importance of self-regulation rather than setting up a statutory body for the OTT industry and also assured stakeholders such as Netflix, Amazon Prime, Zee5, MX Player, ALTBalaji, Hotstar, Voot and Jio regarding the same. MIB had asked OTT content players in March this year to set up an adjudicatory body and decide on a code of conduct within 100 days. Most OTT players are in favour of mutually agreeable terms and not an imposing statutory body.

    Fake or fact?

    In 2019, the Press Information Bureau (PIB) decided to fight fake news by setting up a fact-checking unit. Aiming for better communication around the pandemic between citizens and the government, PIB also launched a Covid2019 fact check unit. In addition to that, it launched a Twitter handle, @CovidnewsbyMIB, and started #IndiaFightsCorona to share all pandemic-related updates.

    A year of guidelines, advisories and new policies

    From issuing several guidelines and regulations to implementations of advisories and policies, MIB under Javadekar, had a lot to offer in the past year.

    In June 2019, the ministry issued an advisory to all private television channels to carry end credits of the programmes in the language that they are being telecasted in. The step was an initiative towards promoting Indian languages.

    Following this, MIB announced the implementation of accessibility standard for TV programmes for those with hearing disability. It became mandatory for all news channels to carry at least one programme a day with sign language broadcast and subtitles, while other channels were asked to have at least one show a week with similar features.

    MIB also recently issued draft policy guidelines stipulating that social media platforms with 25 million monthly unique users will be eligible for government ads. Under the new policy, the bureau of outreach will also partake in the bidding process, including buying inventory or space for government messaging. To bring community radios at par with TV channels, Javadekar proposed to raise advertisement air time to 12 minutes from seven minutes.

    The ministry has also been issuing advisories to private satellite TV channels to adhere to the Programme and Advertising Codes as prescribed in the Cable Television Networks (Regulation) Act 1995.

    Staying informed

    In an effort to keep spirits uplifted during the pandemic, the MIB directed broadcasters and distribution platform operators (DPOs) to ensure uninterrupted supply of services to subscribers and to cooperate with other players. It also requested all states and union territories to provide a constant flow of authentic information for the public by ensuring operational continuity of the print and electronic media.

  • Story of product, digital marketing and tech to ensure customer retention: Voot’s Akash Banerji

    Story of product, digital marketing and tech to ensure customer retention: Voot’s Akash Banerji

    MUMBAI: This is not only the time to focus on what the business is gaining but also giving the best experience to existing consumers, Viacom18 AVoD business head Akash Banerji believes. While he notes that there has been an obvious upsurge in engagement, Banerji highlights that consumers are watching a variety of shows and sampling a wider roster of content.

    “Ealier, consumers would only come to watch certain content. But now they are much more open to watching different stuff and experiment. And then they're also trying to sample what works for them and what doesn't. So their propensity to try out new content also seems to have increased,” Banerji says in an interaction with Indiantelevision.com.

    It has been more than two months since the country has started grappling with this pandemic. People had taken refuge in the leading over-the-top players including Voot to beat the monotony and blues of the lockdown. In such a crisis, Banerji believes innovation becomes an inherent part of every business’s DNA. One of the big steps that Voot has taken is doing collaborations and partnerships with content platforms at scale. He mentions that their partnerships with UpGrad, Cultfit, Sadhguru are aimed at giving knowledge, tips around health and helping them stay focused. Moreover, it has partnered with nearly about 15 linear live channels also.

    Banerji also talks about Voot’s new show amid lockdown Go Fun Yourself hosted by Kusha Kapila. “Our idea was to bring a content piece to life, where engagement with the consumer has to be at the centre and driving the entire content creation path. It's a great win-win for both the platform and viewers. We get a lot of content and they find a voice and a platform to showcase their talents and abilities,” he adds.

    Other than user-generated content, two types of genres have worked very well during this period for the platform: mythology and romance. Moreover, a rich roster of news has also seen good uptick.

    While many of the players and experts in the OTT ecosystem are speaking about growth of connected devices during this period, Banerji says the growth already started happening at scale even before Covid2019 happened. He says, citing industry sources, that about the end of last year itself there were about 15-16 million users. He adds that it won’t be surprising if that number doubles in July-August.

    “Right now, while the individual consumption on mobile has increased significantly, this is also a time when all the families and individual members in the family are coming together and watching content. The interesting thing is now these consumers prefer to watch content that they wish to do. But on a device, joint watching and group consumption can also happen. Now, connected TV absolutely sits right in the middle. It offers the flexibility of video on demand. And yet, it offers the flexibility to watch content on a bigger device and with everyone together. So the growth was already there. It has only got accelerated,” he adds.

    While there has been a sudden spike in traffic on all OTT platforms creating more pressure on back-end, he mentions that most of the OTT platforms don’t only plan a capacity on the basis of average consumption but for peak levels which is always 20-30 per cent more than what the platform will be seeing naturally at any given point in time. While many OTT platforms have seen a substantial increase, he says that the backend, the tech part has always been geared to have managed to service the demand in a very, very seamless fashion. “If they have not planned for it, I think now would also be the time for a lot of the platforms to go back to the drawing board and plan it out,” he mentions.

    For the tech team, another challenge is spike in users.

    “I think what the product and the tech team need to see is how different will the journey of a new consumer be from that of an existing company. What is the content that you're going to dish out to a new consumer versus an existing consumer? How will the new person discover his or her target content, what is the kind of ad load you would provide or do you want to give them an ad experience for the first few times? How do you ensure that the retention levels of the new consumer are sustainable?” he asks.

    “So it's a story of the product, digital marketing and tech to ensure how and what the behaviour of a new consumer is. You should have the necessary tools to know who the new consumers are and try the maximum retention possible,” he concludes.

  • VOOT Studio collaborates with Indian Cancer Society on World No Tobacco Day

    VOOT Studio collaborates with Indian Cancer Society on World No Tobacco Day

    MUMBAI: On this World No Tobacco Day, India’s premium video on demand platform VOOT has partnered with Indian Cancer Society on its World No Tobacco Day 2020. The campaign endeavors to raise awareness about the health hazards of smoking and tobacco usage. Executed by VOOT Studio, the short and high impactful video featuring one of the most popular actors Sunil Grover will urge people to stop smoking.

    The film is a mockumentary and offers a satirical take on the contents required to cook up a cigarette. The film will see Sunil Grover with his usual sass and ease making a cigarette with all the lethal ingredients that one would never consume. The film culminates with a strong behavioral change message of giving up tobacco and cigarettes given its toxicity and long terms effects on health.

    Akash Banerji, head AVOD business, VOOT, said, “At VOOT Studio we are focused on empowering our partners to effectively deliver on their brand and campaign message effectively through engaging, innovative and relevant brand solutions. Partnering with Indian Cancer Society for this imperative behavioral change initiative is even more special and solves for a critical issue plaguing the world.  We are sure that this innovative and sarcastic take on the issue will strike a chord with the audiences and allow the message to be delivered far and wide through the reach of the platform.”

    Indian Cancer Society marketing director Shivani Sanghavi says: “While it is common knowledge that smoking is harmful, it is unusual that people at large are ignorant of the use of such chemicals that go into making a cigarette. Indian Cancer Society through the campaign attempts to create an awakening that results in people quitting smoking. We believe that everyone, including the protagonist will rethink their habits with the compelling facts presented in the video.”

    The script was written by her to spread awareness and educate the masses to make informed choices.

    Tobacco leads to more than seven million deaths every year worldwide and the campaign aims to put an end to the tobacco consumption menace by spreading nationwide awareness around the alarming issue.