Gamification, localization and monetisation way forward for #fame

MUMBAI:  Fame Digital Private Limited (FDPF) is fundamentally focusing on three objectives for its online entertainment app, #fame - gamification, localisation and monetisation.


When it comes to gamification, #fame talent league (FTL) is the first step in that direction. FTL is a path breaking initiative that will encourage and enable content creators to test their popularity with audiences in real time. FTL will start on December 5, 2015. As may be recalled, #fame launched the country’s live video app in May this year and in a short span of time this has emerged as the largest live video platform. 


Localisation -#fame is also planning to launch more of regional and local versions on the app to differentiate the sections over the next couple of quarters. The company is also looking at launching south Indian version of the app, as well as planning to launch in Indonesia and Thailand


Speaking with Indiantelevision.com about the three fundamental plans, #fame CEO Saket Saurabh said, “There are three plans for #fame, one is that we have launched #fame talent league, also over the next couple of quarters we are planning to launch more of a regional and local versions to differentiate the sections of our app. Apart from this, we will be looking for monetisation also. Therefore gamification, localization and monetisation are the core components in building the name of #fame.”


Commenting monetisation potential of video, Saurabh said, “Within digital, video is the fastest growing section. We believe that access with 4G is coming and the hardware is becoming cheaper; video is becoming the new language of the consumer internet. Revenue will follow consumption. In two years we have brought on board 20 to 25 top brands in India across categories like FMCG, automobile, durables and telecom. We are planning to bring more traction now. In the next six months, we are planning to reach out to 60 to 65 brands. Therefore, we feel that video has tremendous monetisation potential and great monetisation flexibility. Video monetisation is moving beyond pure play inventory.”


Saurabh added, “We had launched the first live video app in the country in May. We have seen more than 30,000 people going live using our ap. That gave us the confidence that there is clearly an opportunity to discover the digital talent and that is why we started building a tech feature in our app, which in a sense is an innovation, because it has the kind of real time global audience looking at the live app.”


Since May, #fame has seen 20 lakh downloads, with more than 30,000 performers going live and over 30,000 watch hours of content. 


Earlier, #fame had launched its first digital singing competition Web Singer with Pritam in November, 2014. “The experience with Web Singer has been great. This is why we call ourselves as #fame, because there is an opportunity for a talent to really emerge and connect directly with the audiences. All our initiatives are designed to allow talent to come forward whether it’s our live video app or the launch of #fame talent league which is on the top of the app,” he added.


India has 35 crore internet users and in couple of years India will have half of its people using internet and we are already a one of the largest market in the world. 


India’s inherent advantage is that it is already a mobile ready country.  “There are three fundamental trends that are making it big; one is that hardware access is getting cheaper as you get mobile phones now in Rs 6000-7000 price range, which makes video access easier. Another factor is the Indian population and the demographics which play an important role as we have a whole generation of youngsters who have grown up not with television as their first screen, but with mobile phones. The third factor is that digital will be seen as the support medium by content creators and networks over time. The rise of OTT in couple of years is a great reflection that brands have realized that digital requires original content.  In the next couple of years we will see a tremendous growth in digital medium,” Saurabh predicted.


#fame is spending about 30 to 40 per cent of its investments in user acquisition and user engagement. Speaking about the competition Saurabh informed, “I think there is space for everybody, in the case of live video, we are the pioneers in India and we are trying to build that category. In digital, there are all kinds of players. We have OTT, content creators, YouTube and Facebook, hence it’s a fairly a vibrant place. Also, live video space and digital space are all in their early stages. I don’t see competition is really an issue right now.  Here we need to have more innovations.”


4G is creating a lot of buzz in the country. Saurabh said, “I think 4G will take another 6-8 months as it is not in the mainstream in India and is only available in some major cities.  The entry of more players and alliances will make an impact and there will be more, in combination with cheaper hardware manufacture. There will be a lot of cooperative marketing which will help mainstream 4G.”

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