iWorld

Why Ajit Mohan allowed Amazon Prime to advertise on Hotstar

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/12/23/Ajit-Mohan-Hotstar.jpg?itok=0Aca5pbj

MUMBAI: Hotstar subscribers were a little taken aback when they logged into their accounts to see Amazon Prime being promoted on the masthead during its launch week.

Some media observers even questioned whether Novi Digital (which runs Hotstar) CEO Ajit Mohan had lost it as he was allowing competitors to use India’s leading OTT/VOD platform to gain traction. Would the Times of India allow a fit and hungry rival to advertise its launch in the newspaper?

However, Ajit Mohan explained in an internal email to his team why he chose to allow Amazon Prime to advertise on it.

Indiantelevision.com has got access to this internal communication. Says Ajit in the email:

“Team:

Many of you have asked me over the last couple of days why we chose to allow Amazon Prime Video to advertise on Hotstar earlier this week, as part of their India launch. Here is why:

We are now an indispensable platform for any advertiser that is looking to target users on digital who actually have money to spend. And, nowhere else on digital, whether on social or on news or video, can they find audiences as engaged as they are on Hotstar. It is, therefore, not surprising that Prime Video was keen to launch their service on our platform.

Equally, we have always assumed that when users are given a choice, they will choose a service that offers a better experience and a more diverse content range. That’s the reason why we are the leading premium video service today. And we will continue to be the leader so long as we focus on retaining our extensive advantage on the above two. And, therefore, there is no reason for us to put artificial barriers vis-à-vis potential competitors. We are not planning to win by blocking others, we will win by continuing to do what we are doing well today.

Lastly, on Monday, the day Prime Video was on our masthead, we hit the highest watch time ever on Hotstar. Looks like we are adding value to our advertisers even as consumers are showing more and more loyalty to our service.”

We reached out to Hotstar to get more details on how much Amazon Prime paid for the prime position but came up against a wall. However, observers estimate that it is probably the highest that it has earned for that slot. Stay tuned in for more!

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/Apos.jpg?itok=7Hxqp9Rl
APOS 2019: Viu announces 8 Originals, aims to release over 80 titles in 2019

Viu, a leading pan-regional OTT video service from PCCW Media Group, has reaffirmed its commitment to creating content assets with the announcement of a slate of its next eight Viu Original titles in 2019 and its target to release over 80 titles of scripted and non-scripted series this year.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/Eros-now.jpg?itok=0aD7Wy2w
Eros Now announces distribution deal with smart TV manufacturer TCL Electronics

Eros Now, the cutting-edge digital over-the-top (OTT) South Asian entertainment platform owned by Eros International Plc, a global Indian entertainment company, announced its partnership with TCL, one of India’s fastest-growing TV brand and the world’s second-largest TV manufacturer.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/hooq.jpg?itok=Q9GKgO-e
HOOQ to localise content for Indian audiences

HOOQ, Southeast Asia’s largest video-on-demand service, today announced that it will be the world’s first OTT service to localise its entire content library using machine learning and automated “smart dub” technology. HOOQ plans to localise English-language content for Indian audiences in Hindi,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/facebook.jpg?itok=DgIQC_ju
Facebook unable to monitor content in all languages

Amid the flood of various new languages, Facebook Inc is struggling to monitor content, according to a Reuters report.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/eros.jpg?itok=nbzMue3I
Eros International’s Andhadhun has grossed Over $43 million in china

Eros International Plc (NYSE: EROS) (“Eros” or “the Company”), a Global Indian Entertainment Company, today announced that Andhadhun, an engaging thriller starring Tabu, Ayushmann Khurrana and Radhika Apte, has collected over $43 million since its initial release in China earlier this month.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/jio.jpg?itok=zT49vVZ2
Jio GigaFiber to offer broadband, landline, TV services for Rs 600

The upcoming disruptor in the wired broadband sector, Reliance Jio GigaFiber is expected to enter the market with a combination of broadband, landline, TV services priced at Rs 600 per month.

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/modi.jpg?itok=k0ZLp2iV
EC orders Eros Now to stop streaming Narendra Modi biopic

The Election Commission of India directed Eros Now, that produced a five-part series about India’s PM Narendra Modi-- Modi: Journey of a Common Man, to stop streaming from it on the platform as it could give the political party, BJP, an unjust advantage in the general elections.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/vodafone.jpg?itok=KRlA5JEc
Vodafone Idea and Sonyliv partner to bring premium content to customers

Vodafone Idea Limited (“Vodafone Idea”), one of the leading telecom service provider in India, today announced a partnership with SonyLIV, a premium video on demand service by Sony Pictures Networks India Private Limited, providing multi-screen engagement to users.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/MPS.jpg?itok=rCN1LKjE
MPA analysis: online video revenue to double in APAC between 2019 and 2024, redefining the future of tv

The Asia Pacific online video market will double in size over the next five years, according to analysis released today by Media Partners Asia (MPA), as the explosion of screens and smart devices, driven by mobile broadband connectivity, drives digital growth and scalability across the region.

iWorld Video On Demand

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories