iWorld

Online presence, a must for TV channels, says PepperMedia’s Radhakrishnan Ramachandran

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/internet-images/2015/01/20/iworld%20ott.jpg?itok=XFCzpKIT

MUMBAI: Narendra Modi dreams of a ‘Digital India’ as do many others who are working towards achieving the same goal. One of them is PepperMedia founder and CEO Radhakrishnan Ramachandran.

Ramachandran entered the digital space almost 15 years ago, when it was in its nascent stage. With the launch of India Syndicate, which was later followed by iStream.com, Ramachandran has seen the online video segment grow from scratch in India.

“With iStream.com, we ventured into the world of online video segment with Youtube and established a good platform. Through this initiative we helped the likes of MTV and Colors launch their channels on Youtube. We also worked on MSN videos and Yahoo for Yahoo Cricket. We had raised $5 million from SAIF for launching istream.com as a VOD play. However, had to shut it down in 2013 since the second round of funding didn’t  happen. ,” recalls Ramachandran, adding he didn’t lose faith in the medium and went on to launch his third venture, an MCN, (PepperMedia) with personal financial backing.

Talking about the plans ahead, Ramachandaran says, “The next 12-18 months, our focus will be on Youtube because nobody else has been able to crack the model. Of course, we have Netflix and Hulu aboard but in India, it is only Youtube, which has been able to successfully monetise and hence we will focus on that.”

In the online video segment, where monetisation is the biggest challenge, consumption pattern has changed over the years. Making revenue with plans in place, a startup focused on creating original online video content and building video solutions for brands and media entities, aims to marry content and technology. To achieve the same, PepperMedia recently appointed Milind Naik as its director of technology.

“If you are looking at building a sustainable business model in the MCN space, technology is one of the core accelerators. It will play a key role in simplifying the model for brand managers, by helping them analyse the impact of their video campaigns on platforms like Youtube,” says Ramachandran. He adds, “Our team is building tools, which will help brands monetise.”

The startup is looking at enhancing the MCN model by bringing together TV networks, celebrities, content creators and brands.

“We are powering TV networks on the digital world as we offer them end-to-end solutions and have revenue sharing deal with them. We hope to rope in celebs and create content with them for the virtual world. Content creators are someone, who have the talent to become stars online across languages and platforms,” Ramachandran says.

He further draws concern over the critical issue of getting brands associated with the entire network. “There are two business models – one, the more views you get on Youtube, the more money you get out of it. Second, can we also have a premium model where you can get brands to marry with the content? So, that will be the primary area of focus,” he informs.

For instance, in July 2014, the company had partnered with fashion retail major Megamart to launch an online reality show for designers. Titled ‘Megamart Fashion Designer of the Year,’ the show aimed at discovering the top talent in the fashion designing space in the country.

Being part of the online video ecosystem for a long time now, Ramachandran believes that it is the company’s job to lure brands to open their minds and their purses. “It would mean building tools that would help brands build engaged audiences and monitor their influence metrics. It would also mean creating customised decks for brands that would help them analyse the impact of their video campaigns on platforms like YouTube,” he states.

Nonetheless, he is happy that things have changed and continue to move towards a better phase. Recalling earlier days, Ramachandaran says, “In 2008-2009, it was very difficult to convince TV channels to put their content online. But today most of them have their own video-on-demand platforms. Its good to know that they have realised if they don’t take this route, there is bound to be trouble in the future.”

Citing the example of the West, Ramachandaran believes that over the coming years, the number of people watching content on television will also decrease. “As more and more people consume content on mobile, especially regional content, VoD needs to be on everyone’s game plan and need to tweak their strategy to suit the consumer,” he advises.

Though there is a huge gap between the West and India’s online monetisation system, there is hope as investors are showing interest in the transparent medium. To build sustainable and monetisable concepts, products and global audiences, the year 2015 will play an important role in PepperMedia’s future plans. “If we get brands on board and have the best technology to do so, then MCN will soon go through a purple patch in our country too,” he concludes.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/sanam-teri-kasam.jpg?itok=uGh1IPgW
Eros Now gets 4-5 million subs from telcos & OEMs

MUMBAI: Folks at Eros are popping bottles of champagne! Eros International's OTT platform Eros Now has achieved two million paid subscribers worldwide through significant deals in place with all major telecom players in India such as Reliance Jio, Airtel, IDEA Cellular Network and Vodafone.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/Uday-sodhi-800x800.jpg?itok=K65T_-1G
SonyLIV refreshes its brand identity 'LIV to Entertain'

MUMBAI: SonyLIV has yet again proved its status as a pioneer of innovation in its industry by unveiling a refreshed brand identity. The renewed brand ethos “We LIV to Entertain” promises to make SonyLIV the ultimate destination for rich entertainment across genres, screen types and audience...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Mark-Zuckerberg.jpg?itok=rZrcR1Lm
2016's top moments on Facebook

MUMBAI: Each year, Facebook reviews the moments, events and trends that people shared and talked most about. Today, we’re excited to share those top moments from 2016. The top moments represents most talked about, shared and discussed topics that dominated the year that went by.

iWorld Social Media
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/AISH_01.jpg?itok=pMc51EA2
Arre's 'A.I.SHA | My Virtual Girlfriend' wins at WebFest

MUMBAI: Arré's first web series A.I.SHA | My Virtual Girlfriend has won the best overall web series and best suspense/thriller at South Florida WebFest in Miami. The show has been selected from among a selected screening of the best 27 global web series and short films that were shortlisted.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Satnam-Singh_6.jpg?itok=JrgWFVmb
Netflix content offering includes Satnam Singh doc

MUMBAI: Satnam Singh Bhamra, first India-born basketball player to be drafted into the National Basketball Association (NBA), has received another big honour. His life has been made into a documentary. Titled, One in a Billion, the film was released on 6 December in the US. What’s even more...

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rajiv-Vaidya.jpg?itok=7QTJHb3w
'Regional VOD, cashless subs among 2017 trends'

MUMBAI: The video on demand streaming industry in India is only blooming, with a host of developments in this year. The digital eco-system has seen production houses like Balaji Telefilms, Indian broadcasting networks such as Star India, Sony Pictures Networks, Viacom18, Zee, etc and few...

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/kabali-rajini.jpg?itok=8ebEQf-h
#YouTubeRewind: Celebrating what India watched & shared

MUMBAI: 2016 was the year when sidekick became the superhero - yes you guessed it right - Kabali ruled the charts to become top trending movie trailer. Kapil Sharma show featuring Salman Khan got company from our very own YouTube stars of The Viral Fever playing truth or dare with dad and All...

iWorld Social Media
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Ambani.jpg?itok=4q2zKVBa
Telcos may migrate to ARPU-based model as 5-7 per cent hit feared

MUMBAI: Loss of revenue on account of competitive pressure catalysed by the extension of Mukesh Ambani-led Reliance Jio free services and demonetisation may cumulatively affect telcos by 5-7 per cent.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/viva-800x800.jpg?itok=t9hllk2-
Viva appoints Ashley before global OTT rollout

MUMBAI: Viva Entertainment Group, Inc., a developer of OTT systems through which television services are delivered using the Internet, has announced the appointment of FlixFling founder and CEO, Thomas Ashley, to its board of directors.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories