iWorld

Will people vote for VOOT?

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/06/03/Gaurav%20Gandhi.jpg?itok=hfow1sKu

MUMBAI: Banking heavily on building a compelling proposition with a focus on the big drivers of digital video on demand business, Viacom’s recently launched digital arm VOOT has successfully managed to create its own niche within a few months of its launch. From being the biggest online destination in India for kids’ premium content to having four successful originals with one new addition every month, the platform has strategically mapped its differentiated play and competitive edge over the rest.

Targeted to be the one stop destination from tots to adults, the platform currently airs 17,000 hours of programming which includes reality, drama, comedy and kids’ content. The platform is majorly investing on the network's rich kids content and plans to go beyond the network's flagship shows like Motu Patlu and Shiva, and to acquire kids content from an array of producers, small and large.

“The two critical aspects of a digital video on demand business are content and product and we have a fairly differentiated play, with a competitive edge, on both the fronts. With our collection of biggest toons in Voot Kids’, we have a huge competitive advantage of being the only destination to catch the all your most favourite characters and toons online. And our original strategy gives us the ultimate edge”, says Viacom18 Digital Ventures COO Gaurav Gandhi.

Apart from the rich kids’ content, Viacom18’s entire content library, including Colors, MTV and Nick is also digitally available on the platform.

Additionally, VOOT embellishes this with content around content as Voot originals. Long and short form of originals includes web-series like Chinese Bhassad which is written by Raahil Qaazi and directed and produced by Saurabh Tewari, a chat show with Alok Nath titled Sinskari produced by Monozygotic Productions, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

Sharing the experience of working with the evolving platform, Monozygotic Productions co-founder Rajiv Laxman asserts, “I am happy with the launch of Voot as a player that encourages and supports differentiating edgy content. We created Sinskaari for it and it was an awesome experience for us. This is just the beginning for them. It will eventually see lot more growth during its entire journey”.

Not only its distinctive UI enhances each of its content piece, the platform also has social features like shouts, micro celebrity and sharing integrated with video, many of which are first in this space. Further, for the kids’ section, it has first of its kind features like parental lock and shake to search.

“What Indian players can do to improve the industry is that the OTT platforms and the producers can synergise and think together to bring greater value to the consumer. They could start by releasing unseen footages, shooting goof-ups, candid reactions of stars, etc., on OTT platforms over the contextual to the film”, adds another spokesperson from the industry.

“It was a nice experience working with Voot and Gaurav. Digital gives us the liberty to experiment with various content formats and also gives us an opportunity to attempt various subjects that are not possible to put on TV. Content with limited budget can go on digital platform with a different treatment and narrative like a movie”, says producer Saurabh Tewari.

According to Frost and Sullivan’s market insight on the OTT video market in India, there are about 66 million unique connected video viewers in India every month, and about 1.3 million OTT paid video subscribers. Growth in the space can be attributed to the increase in smart-phones penetration as well as the improvement in Internet speeds in India.

Voot has already set an aggressive target of getting to 3 million (30 lakh) daily active users within the first 12 months of launch in India. It also plans to actively evaluate the space on subscription have extensions in that space when the time is right. The team is also exploring the option of taking Voot to international markets.

“Because the entertainment market is so broad, multiple brands can be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content. The transition to Internet TV, with its greater consumer satisfaction, will mean growth for many Internet TV services”, adds a Netflix spokesperson

“It’s still early days in this space for everyone in India where the overall digital video consumption is booming. While the space is large enough for multiple players, there are many challenges. “The right model (ad supported vs freemium vs pay -TVOD/SVOD) is a function of content as well as target audience and many of these models (and others) will emerge over a period of time. This is an expensive business with long gestation where spends are required on technology (product), content and marketing on a continuous basis. So, players coming into these business need to factor in all of these factors”, stresses Gandhi.

The platform will start taking advertising from June and already has large advertising deals in place with the two of the largest media agencies as well as several large advertisers. The players are closing out the formalities for the same and will see advertising starting on VOOT very shortly.

The new digital content brand has clearly laid down three imperatives, first on the list is building a compelling brand proposition. Establishing on this, the player recently launched three brand campaigns focusing on the uncontrollable excitement of the consumers; all craving for Voot anywhere anytime like a good addiction. This excitement from consumers across all age groups leads to a loud encore Voot Wanting Wanting! Amplification of the brand identity will continue across all mediums.

The campaigns cater to multiple target groups expanding from kids to adults. With a catchy jingle ‘what to do, VOOT to do, wanting wanting’, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. An overwhelmed Gandhi adds, “We have had a phenomenal response to our launch campaign (wanting wanting) and have seen a huge inflow of audiences and users both on the app and the web. The engagement time we are seeing on the app as well as the web is also very healthy. The response to our original shows has also been fantastic”.

The second key element is to drive consumer adoption for a new and a mass brand. Mass media continues to give it reach, helping in driving awareness of the new brand. The player extensively concentrates on digital mediums to get relevant consumers and precisely target their nice. “It becomes important for us to get good quality consumers at scale, each of them watching their favourite content and discovering new stories on the platform”, points out Gandhi.

The VOD platform accelerates engagement with consumers driving daily watch-time. Its cornerstone marketing strategy implies to all the digital essentials that are primarily focused on getting more people to come often and spend more time in watching videos.

“Voot looks very promising and will deliver audiences which are tough to catch. Some of the content on it is unique and has huge potential even on mass channels like TV. This might just be the beginning of content reverse flow from digital to TV”, says Vibrant Media VP Karthik Lakshminarayan.

"The winner is the one who invests heavily on original content and that is Voot' plus point. This helps in creating its own identity, its own niche rather than banking on other players who just put their GEC content on board. This will definitely make a difference going further", adds Tewari.

With YouTube at the helm of this space followed by various other digital properties, the space is poised to grow at a fast pace in the years ahead. Media observers are expecting a revolution in the Indian digital market in the coming two years.

The competition in the digital space is set to intensify with the key differentiators being user experience and variety of content offering. It will be interesting to see what this new addition to the entire digital ecosystem has in store for its viewers.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/rahat.jpg?itok=v3ZW9oAb
Rahat Fateh Ali Khan's latest 'Yeh Zindagi' available exclusively on Idea Music

Idea Music, the one-stop entertainment destination for all music lovers, from one of the leading telecom operators, Idea Cellular, has come out with a musical bonanza for all its listeners.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/susan.jpg?itok=K9ys1phH
YouTube’s premium ad-free service Red to hit 100 new countries

YouTube is all set to expand its premium subscription service YouTube Red to as many as 100 countries, according to YouTube chief executive Susan Wojcicki. The target countries haven’t yet been decided.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/alt.jpg?itok=EDAzilYc
Ace filmmaker Subhash Kapoor signed by ALTBalaji for its next #ALTBalajiOriginal

Since its launch in April, ALTBalaji has more than 15 million mobile downloads. The ad free, subscription-based platform is available in over 90 countries and offers original content in various Indian regional languages, making it India’s largest repository for original and exclusive digital...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/rev_0.jpg?itok=CTPnvdlA
RevStart launches #SheStarts@RevStart, highlighting its commitment to women entrepreneurship

To help aspiring women entrepreneurs navigate the world of start-ups, RevStart, a leading co-working and incubation centre, has launched #SheStarts@RevStart, a series of mentorship events where entrepreneurs have the opportunity of one-on-one sessions with leading women evangelists. The first...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/zee.jpg?itok=CAzmA3mE
Diverse language content the pivot for ZEE5's growth

MUMBAI: The Zee Group’s much anticipated new digital platform ZEE5 (Z5) has finally launched, a few months down the brand refresh that was given to media behemoth’s entertainment channels. Offering everything from Indian and international original content, movies, TV shows, music, live TV and...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/14/broad_0.jpg?itok=Lu5LOoER
ONE Broadband partners Nokia to power end-to-end network

ONE Broadband, a Hinduja Group company for Telecom Data Services for the home and enterprise segments, has partnered Nokia to address the growing customer demand for high-speed services and capacity by deploying its gigabit passive optical networking (GPON) technology. With this partnership, ONE...

iWorld Broadband
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/14/yuptv_0.jpg?itok=F2D47pqy
YuppTV to exclusively broadcast Hero Nidahas Trophy 2018

Cricket aficionados can catch the fast-paced action and the nerve-wracking excitement of the upcoming tri-nation series, Hero Nidahas Trophy 2018, between Bangladesh, India and Sri Lanka on YuppTV, the world’s leading OTT brand for South Asian content. The T20 matches will be held in Colombo,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/sonyliv.jpg?itok=43VKkDs2
SPI International (FILMBOX) launches 7 thematic channels and VOD Content - Exclusively on SonyLIV Web and App in India

Global media group SPI International (FILMBOX) and Sony Pictures Networks India (SPN) have signed a distribution agreement to launch seven thematic channels from SPI’s worldwide TV portfolio exclusively on SonyLIV. SonyLIV streams are accessible online, on mobile devices (Android and iOS), web and...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/14/amazon.jpg?itok=16bd5KH2
Amazon Prime Video premieres exclusive series die trying created by top comedian Kenny Sebastian, on Valentine’s Day

Amazon Prime Video brings to its viewers another exciting Prime Exclusive series – Die Trying. Die Trying is a 7 episode series about two struggling musicians, created by well-known comedian, Kenny Sebastian. This show is a collaboration between Amazon Prime Video and OML, who also produced other...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories