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/2018/06/18/ott.jpg?itok=gSLEmjnK
Indian market has scope for niche OTT platforms despite several challenges

MUMBAI: OTT platforms offering niche content is an emerging trend in the global market. Dedicated content offers brands an opportunity to differentiate themselves in an over-congested market. Currently in India, there’s one such example Veqta, an OTT platform offering sports content. While it is...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/15/ott.jpg?itok=3ob8tDlp
Digital media spends to increase by 49 per cent next year: Nielsen Report

A Nielson report has now confirmed what many believed of the growing ad spends in the digital world. The study has found that digital ad spends have now eclipsed traditional marketing budgets of brands. The report also says increase in digital media budgets are poised to jump considerably over...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/15/emmys.jpg?itok=PjrmbX7T
Amazon Studios strikes deal with Nicole Kidman’s Blossom Films

The list of Amazon’s high-profile collaborations was bolstered with the addition of a first-look deal with Nicole Kidman and her production company. As per the terms of the agreement, Kidman’s Blossom Films will develop theatrical and series content for Amazon.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/15/time.jpg?itok=KAhPC3Il
After megamerger with AT&T, five Time Warner executives set for $180 million payout

Patience, they say, is a virtue. And sometimes, patience pays . Just ask Time Warner’s top five executives who will will walk away with combined exit packages worth $180 million after their company’s merger with AT&T was approved by a federal court. The $85 billion deal between the two giant...

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/14/sonyliv.jpg?itok=tk9KTWdL
SonyLIV lines up an innovation filled FIFA World Cup 2018

The world’s most popular tournament - FIFA World Cup 2018 is just around the corner. SonyLIV, one of the premium OTT platforms in India, is the official mobile and internet broadcaster for FIFA and will be the go-to destination for all football lovers once the World Cup kicks off.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/14/time.jpg?itok=U60lFutF
AT&T, Time Warner’s merger cleared by court

20 months after AT&T’s announced its potential deal for Time Warner, the US District Court for the District of Columbia has cleared the merger between the two giant companies. The ruling will now enable AT&T to purchase Time Warner for $85 billion.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/14/fox.jpg?itok=NWXnwAMA
Comcast makes sweet $65 bn offer for Fox's entertainment assts

Let the games begin. That’s the clarion call that Comcast CEO Brian Roberts has given by making an offer of $65 billion to acquire the Murdoch-owned Fox entertainment assets. Priced at $35 a share, the Comcast “superior” offer is at a 19 per cent premium over what Disney’s Bob Iger  made last year...

iWorld Pay-Per-View
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/14/mix.jpg?itok=LOZZg1C3
Global OTT subs to cross 265 mn by '22: Park Associates

MUMBAI: The number of households worldwide with an OTT video service subscription will exceed 265 million by 2022. The popularity of over-the-top (OTT) video services, such as Netflix, Amazon, and Hulu has driven a steady increase in adoption of smart TVs and streaming media players since 2010,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/13/view.jpg?itok=_q8ChgJI
Comcast adds Zee TV, Star India, Sony & NDTV to Xfinity TV

MUMBAI: American pay-tv platform, Comcast, has added 42 international channels that are available to Xfinity TV customers and the Xfinity Stream TV app, portal on mobile devices, computers, and Roku devices in the home.  

iWorld Pay-Per-View

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories