iWorld

Amazon strikes the balance between bingeing and episodic with 'Breathe'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2018/02/14/image.jpg?itok=mFC1Zrx1

MUMBAI: Edgy and fresh, web content has made its mark in India, breaking free from staid television formats and rules. No time frames, no censorship issues, and women don’t turn into snakes. The west has been bingeing on shows on the internet for long, whereas India has just woken up to the concept recently, thanks to better connectivity and high-resolution video streaming. But, has launching all the episodes, together, caught on as a trend? The answer is both yes and no.

One of the most talked about series under binge watching section is Amazon Prime Video’s first India original Inside Edge. The Bollywood-cricket web series garnered a tremendous buzz before and after its launch. The most amusing thing is the staggering figure of Rs 40 crore spent by Amazon on the show, speculated as half of it for marketing and the rest for production.

Amazon Prime Video India director content Vijay Subramaniam said, “When we launched a little over a year ago, we realised there is a clear expectation and desire from our customers to have access to gripping storytelling, high-quality and compelling content. With the customer being at the center of everything we do, we are committed to bringing the best of content for our audiences, supported by immensely talented content creators matched by the most innovative ways to bring them to our audiences.”

However, Amazon Prime, while releasing its second India original, Breathe, experimented with a new strategy where half the series can be binge-watched and for the rest, you have to wait a week for every new release. The first four episodes of the series were out on 26 January and the remaining four will release every Friday until 23 February. Being a thriller, the strategy is to leave viewers in suspense at a certain point.

The marketing budget to promote Breathe is around Rs 20 crore. Amazon rolled out a robust, 360-degree campaign across India including highly engaging TVCs, print, digital, cinema, mobile, outdoor campaigns and activations for Breathe. Subramaniam called it a ‘path-breaking digital content in India’. Amazon is tight-lipped about the marketing plan for the last episode.

Interestingly, India beats the rest of the world in binge watching a series. 71 per cent Indians in 2017 watched more entertainment in a public place than year 2016, according to the study released by Netflix. It was one of the first platforms to start the concept of releasing all episodes at one time for binge watching and others like ALTBalaji, VB on the Web, Voot, SonyLiv etc, followed suit.

Binge watching has found popularity because Indians are alien to the idea of waiting a whole week for the next episode. They are ready to gulp their favourite series back to back, a trend that rose from the daily saas-bahu serials on TV too. Some OTT players allow paid subscribers to binge watch and unpaid ones have to wait a week. Viu released Spotlight 2 for binge watching, whereas all other series are released on weekly basis.

SurveyMonkey found that 52 per cent Indians binge watch most at cafes and restaurants, and 37 per cent in waiting in line. Indians binge watch in parks, on the way to work, while shopping and at the gym. The study says that Indians took three days to devour an entire TV series on average, while the global average is four days.

But the weekly episodic trend is also catching up. Since 2011, YouTube has worked with regional studios to help them get a wider distribution. In 2014, content creators from Mumbai including The Viral Fever (TVF) and AIB were making waves on YouTube and gaining traction while releasing episodes on weekly basis. TVF is said to be the pioneer of Indian web series and still release episodes on a weekly basis on their app TVF Play.

Despite the fact that binge watching or releasing all episodes at one go attracts more audiences, Amazon took a risk with Breathe. Although, releasing shows in parts have the chances and risk to lose the viewership but weekly releases enable the audiences to keep guessing. Which side will platforms sway in the near future will be an interesting scene to look out for.

Also Read :

Amazon Prime Video announces a new original series, Skulls and Roses

Regional OTT content more than just catch-up TV    

2017: The year OTTs went regional in India

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/24/Netflix_0.jpg?itok=ELorJ1C5
Netflix announces 3 new India originals

MUMBAI: Netflix announced three new India original series, across genres and themes. The three new originals are Leila, Ghoul and Crocodile. From drama to horror to mystery, these broad and diverse stories, upon completion, will debut exclusively to over 117 million Netflix members in 190...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/viu.jpg?itok=JDSzgOi-
Viu and Star Suvarna launches McDowell's no1 Soda No.1 Yaari with Shivanna

Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No1 Soda by Diageo India and the global Video-on-Demand OTT service by Vuclip and PCCW

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/karix_0.jpg?itok=w7btUzt2
Karix Mobile Gearing to Send a 'Message' on World Stage

Karix Mobile Pvt. Ltd. (formerly known as mGage India), world’s largest messaging solution and mobile engagement company, has announced its participation in the Mobile World Congress (MWC) 2018 being organised by the GSMA (Groupe Spécial Mobile Association). The 2018 edition of MWC is being...

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/paytm.jpg?itok=Ca6mzCQg
Paytm ranked among Top 50 global companies

India’s largest mobile payments platform Paytm’s instrumental role towards pioneering the cashless economy has been honored in American business magazine Fast Company’s annual ranking of the world’s ‘50 Most Innovative Companies’ for 2018. The company is among the only two Indian companies that...

iWorld e-commerce
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/netflix_0.jpg?itok=XFBAQz_D
Netflix and YG Entertainment to launch YG future strategy office Bigbang's Seungri

Netflix Inc., the world’s leading internet entertainment service, announced today that it is launching YG Future Strategy Office(FSO, working title), a new Netflix Original Series with YG Entertainment, home to some of Korea’s top talent. YG FSO will launch this year exclusively through Netflix.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/hotstar.jpg?itok=mXrsiSoQ
Video Lighting up Data and Smartphones, Says Hotstar

Releasing the first India Watch Report 2018, Hotstar, India’s leading premium streaming platform, today shared insights on the dramatic transformation sweeping the Internet landscape in India. In a first of its kind report for any streaming platform in the world, the service has disclosed usage...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/remix.jpg?itok=QDzr0v1g
Amazon Prime blends East, West in 'The Remix'

MUMBAI: Amazon Prime Video wants to hit the right chords with the music lovers of India. Its latest and third Indian original prime show The Remix wants to grab the eye of the music-loving spirit of the nation.  It is a spin-off challenge between DJs and singers to blend Indian and western music...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/google.jpg?itok=Urt0YMO6
Google launches support for tamil languages ads

Google India announced the launch of Tamil language support for its advertising products - Google AdWords and Google AdSense to support the Tamil language web publishers and also help advertisers to reach out to the large base of Internet users in Tamil. With this launch, Google has now scaled...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/arre_0.jpg?itok=XhWj_2tl
Arré Launches a music & comedy festival headlined by only women, called Arré Siren

This Women’s Day weekend in March, all roads will lead to Arré SIREN - Arré Earworm’s first big step into the live music and entertainment space, in partnership with celebrated world music songstress Zila Khan

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories