iWorld

Bullish predictions for the Video Industry in India fuelled by VOD services but also for linear TV

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/03/avia.jpg?itok=MX92dI2I

MUMBAI: The Asia Video Industry Association (AVIA) yesterday held a one-day conference, The Future of Video India 2019, with leading industry experts discussing the growth and prospects of the video industry in India.

The story of the conference was that despite disruption, fragmentation and a need for consistent and credible measurement across TV and digital streaming services, the video industry in India today is in great heath and is only getting stronger.

Romil Ramgarhia, the COO of BARC India started the day by painting a picture of growing time spent watching television and with 100m households still without TV, organic growth of TV uptake of all sorts would continue.  Ashish Bhasin, CEO Greater South and Chairman and CEO India for Dentsu Aegis Network later corroborated this and said all media will continue to grow in India over the next 3-4 years.

While TV may be growing, the uptake of streaming video services is exploding with the lowest mobile data costs in the world and enormous growth of smart phone adoption still to happen, speakers throughout the day agreed we are on the cusp of an enormous wave of digital growth.  Sudhanshu Vats, Group CEO and MD of Viacom18 in his keynote session predicted digital video growth would be shaped by three things – technology, culture and e-commerce.

The digital video landscape is dynamic and changing and both Gaurav Gandhi, Country GM of Amazon Prime Video and Akash Banerji, Head of Advertising VOD for Viacom18 Digital Ventures agreed that fragmentation was an opportunity more than a problem, and the move from 1 television screen per household to 3-4 screens provides a new addressable market for VOD services.  Tarun Katial, CEO of ZEE5 pointed out that streaming services were not content to be only on the small screen and wanted to be able to grow consumption over TV as a device.

And while it is clear that India’s love affair with video was only deepening, the business model behind streaming video services still has room to change and evolve.  Ad supported services are likely to be dominant but Sunil Lulla, the Group CEO of Balaji Telefilms pointed out that ad free subscription is entirely viable and there is enough scale for subscription to be very meaningful in India, especially where supported by strong content investments.

Shantanu Sirohi, COO Interactive Avenues at IPGMediabrands and Ashok Venkatramani, Managing Director ZEE Media were very clear that advertisers were not giving up on digital and moving spends back to linear TV.  However, as Ashish Bhasin pointed out, advertising dollars will continue to grow across all services but growth on digital video was far ahead of ad growth on TV, which itself was still expected to be respectable 12-15% CAGR over the coming 5 years.

The Future of Video India 2019 was supported by sponsors Accedo, Contentwise, Discovery India, Hansen Technologies, SES, Viacom18 and Vindicia.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Simran-Sethi.jpg?itok=Rw_CZ_NK
Netflix’s Simran Sethi steps down

At a time when Netflix is scaling up its Indian operation, one of the top executives Simran Sethi has stepped down from her current position.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/EPIC.jpg?itok=iVBArTlh
EPIC On signs strategic content integration deals with leading global brands

Known for its premium India-centric infotainment content, EPIC Channel’s OTT Platform, EPIC On, has tied up with Xiaomi’s Mi LED TV for a strategic content partnership.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/zee5.jpg?itok=ZAsBcCld
Vakrangee partners with ZEE5

Vakrangee Ltd., India’s largest network of last-mile retail points of sale, today announced its partnership with ZEE Entertainment Enterprises Ltd., to make available distribution and subscription of the ZEE5 service for its customers in 3,504 Nextgen Vakrangee Kendras across the country. ZEE5 is...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/broadband.jpg?itok=LDeNgn4Q
Broadband internet subscriber rate picked up in March 2019

India added 1.307 crore (13.07 million, 103.7 lakh) subscribers in the month ended 31 March 2019 (Mar-19, month or period under review) according to Telecom Regulatory Authority of India (TRAI) telecom subscription data. This translates to 2.37 percent growth as compared to 1.90 percent growth (1....

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Siddharth_Anand_Kumar.jpg?itok=I3zLh-Yk
Saregama Yoodlee Films’ Siddharth Anand Kumar on digital content strategy, theatrical releases & more

Saregama’s Yoodlee Films is betting big on content-driven films by collaborating with over-the-top (OTT) platforms. While the production house is streaming six of its films on Netflix, it has also struck a deal with another leading platform, Hotstar.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/zee43.jpg?itok=RupSozeD
ZEE5 launches tamil original web series ‘Thiravam’

ZEE5, India’s fastest growing OTT platform premieres Thiravam, a political thriller which revolves around the life of a small-time scientist who claims to have invented a herbal fuel that will revolutionize the petroleum industry, thereby posing a threat to dominant oil-rich countries. Starring...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/airetl.jpg?itok=xTQjXPrp
Airtel and Shemaroo launch ‘The Horror TV’, - a subscription service for Horror, Thriller and Crime content on TV

Airtel Digital TV, the DTH arm of Bharti Airtel, and Shemaroo Entertainment, India’s leading content house, today launched ‘The Horror TV – Ab Lagega Darr’ – a subscription premium service offering a variety of horror movies, TV shows and web series.

iWorld e-commerce
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/vodafone.jpg?itok=bjz1BAoy
Vodafone Idea and Hyundai AutoEver India (HAEI) sign exclusive partnership for Connected Car Services with Hyundai Blue Link Technology

Vodafone Idea, India’s leading telecom service provider and Hyundai AutoEver India, a subsidiary of Hyundai Motor Group has signed exclusive partnership for the India debut of Blue Link Connected Technology with the recently launched Hyundai VENUE - India’s First Smart Connected SUV for a range of...

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/20/facebook.jpg?itok=oScHhZ3E
Political parties spent Rs. 53 crore on digital platforms: Facebook ad library

There is no denying the fact that digital media has remained one of the strongest tools used by the political giants to woo the voters this election season.

iWorld Social Media

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories