Specials

Digital media offers triple play opportunity for broadcasters















MUMBAI: As mobile and online media grow in India, broadcasters have a triple play opportunity to explore the three screens: broadcast, net and mobile. TV channels can create online and mobile communities around shows.


This was a key point that came up in a session on "Online Media Platforms: Creating an audience of one and a billion."

 

"NDTV Convergence, which looks after the new media space, will grow in three years to become a top priority business. While TV will not shut down it is important that broadcasters embrace the net and mobile. These are already mainstream media. Broadcasters have a strategic advantage to use the three screen method to enhance brand value among viewers," said NDTV Networks CEO Vikram Chandra.



The net and mobile allows broadcasters to build communities around TV shows and campaigns. Elaborating on this, Chandra offered the examples of ‘Save The Tiger‘ and Jessica Lal where the broadcaster used the mobile and the net to galvanise people.


Petitions were signed and SMS‘ expressing support were sent. "This way a channel can migrate its audience from the TV onto the net and mobile and then back to the TV," Chandra said.


Chandra also cited the show Gadget Guru where the net has been very useful in building up viewer affinity. He predicts that there will be a "secular rise" in spending on new media. That is why NDTV a few months back launched a Wap portal. In course of time, the revenue that content providers get will grow.

 
MSN is also betting that the online space will grow in India. It launched a beta version of MSN video last month. "This works with pre roll ads and because content is premium we can get $25 per 1000 impressions.," said Microsoft product director Sushmita Vij. There are interactive features like Email The Video, I Am The Video.

MSN is talking with Indian companies to get them on board. Globally, MSN Video has 500 content partners like NBC and Fox.


"MSN Video gets two billion streams a year globally all of which are monetized. It offers content providers the chance to express their editorial voice. So for the Oscars, for instance, in addition to actual footage there will also be some behind the scenes content, the fashion on display etc. We have grown our business by 1000 per cent by looking at the whole story. While there is a lean back audience, the trendsetters want content when it is convenient. That is what we offer. The net offers a vast distribution network and one can narrowcast. As a content provider you know who the consumers are and what they want. As a consumer you have control in terms of content access," said Vij.


Speaking about web 2.0 Infoedge Media founder and CEO Sanjeev Bikchandani said that it uses more intelligence like algorithms and collective intelligence. "This has allowed for democratisation of production tools. But while some web 2.0 companies like Bebo were successful, they eventually became a part of a large online media enterprise."


Revenue is a challenge, though. Some like MySpace are able to generate $100 million in revenue while others aren‘t so lucky. Online advertising is shifting towards search marketing. "Google has monetised this. Technology has to evolve in order to make the net a reality on the mobile. At the moment the mobile is mainly good for email. In India broadband prese3nts a major challenge for the development of web 2.0. In addition Indians are not used to putting videos of themselves," said Bikchandani.


BigFlicks COO Kamal Giachandani laid emphasis on the long tail effect that online media platforms offer. He offered the example of Netflix, saying that 30 per cent of its sales happen from DVDs that are not available offline. So the net has the advantage of giving a bigger choice compared to traditional outlets. At the same time one must remember that the audience is loyal to content as opposed to the platform. As broadband penetration grows in India, it is the niche content creators who will benefit the most.


Canada‘s Now Public co-founder and CEO Leonard Brody spoke about the importance of citizen journalism. "What we have noticed is that people do it for social engagement. We get two million readers a month and 700 pieces of content a day. Consumers are moving towards a higher personal locality. One reason why Facebook news feeds are checked out more by users than traditional news sources is that you get information that is personally relevant."


The site uses the crowd source model and gives complete editorial control to users. Since they use citizen journalists, often they get videos in places where other agencies have not been able to go. Brody says that the agency has 140,000 reporters, out of which 10,000 are active daily.


"The newspaper business is dying abroad. Newspapers will have to focus more on analysis as opposed to breaking news as it would already be known," said Brody.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/25/block.jpg?itok=746SRwdG
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=srJ0kbdQ
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=mwaud0s2
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=82nEDNeJ
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=HsYryGot
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=loYrY-cA
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories