Specials

OTT - The new El Dorado: Nailing the coffin on television?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2016/02/15/Untitled-1_0.jpg?itok=WNBmb4I9

MUMBAI: With the industry buzz word for 2016 being ?digital content,? much has been spoken about the vista of prospects that the medium poses for content creators with figures and studies on rapidly growing digital adex often thrown around in the air. But how much of that talk is really translating into reality for those working in the ?OTT? or alternate video content business, was the question raised in the Indiantelevision.com organised Content Hub?s penultimate session ?OTT: The New El Dorado.?

Panelists on board the discussion were Alt Digital CEO Nachiket Pantvaidya, Isobar India MD Shamsuddin Jasani, The Viral Fever founder and CEO Arunabh Kumar, Big Synergy director Anita Kaul Basu, and Arr? CEO Ajay Chacko.

Just as the title reflects, while looking at the macro picture of digital media of the future, marketers and content creators often forget to ask the basic questions of budget, sustainable revenue models, relevance in future and of course the return on investments.

Throwing light on ground reality of the matter, each of the panelists shared their insights and experiences.

I Don?t Watch TV, the upcoming web series from Arr?, and its equally disruptive trailer set the tone of the discussion, which was anchored by Indiantelevision.com founder, editor-in-chief and CEO Anil Wanvari.

Consciously steering away from being called an ?OTT? platform, Chacko stated that their new venture was a content brand that believed in disruptive content. Elaborating on the reason, he said, ?Digital, like every media transition we have seen in the past, gives you the opportunity to create different tone of content, be experimental and maybe give form to the next big clich?. The need of the hour is social relevance and we not only churn out radical content but also play around with it within the social context. While we crib or joke about the hackneyed television content and the people behind it, the truth is that it isn?t as much. It?s the hackneyed content revenue that compels them to act in a certain way and our effort is to break free from it,? Chacko shares.

Expanding on the business model of digital platforms, especially with respect to Arr??s on-demand content arm, Chacko confesses that he hails from a very traditional school of thought that Indian content market is ad-funded. ?I don?t see an escape from dependency on advertisers even on digital. However, the nature in which a brand or advertisment interacts with content is changing. We are entering an era of the next level of branded content, which has been mastered by my fellow panelist Arunabh (of TVF fame),? Chacko adds.

Seconding the new form of branded content and possibilities that it brings for marketers, Jasani shares, ?From what I have observed, Indian viewers are inherently inclined to not pay for content and that mindset is not changing in the near future. Therefore, ad-funded content is the way forward. The way people are going to consume video will primarily be on demand. It is an interesting crossroad for advertisers and marketers as well on how to use this new age content. Several brands are open to experimenting with branded content with content creators and even take ownership of the content marketing they do. Agencies, marketers and content creators are coming together to make branded content and share the IPs of it, as well as the revenue the property generates.?

Moving on from the tug of war between television and the second screen, Jasani projects a whole new dynamic in the near future when viewers will be screen agnostic. ?A seamless flow of data and videos that is available on all my devices, be it television, laptop or mobile, is what people want in the near future. Therefore, the whole concept of creating for mobile or creating for television needs an overhaul and creators will need to think from a macro perspective.?

While Jasani paints an optimistic picture on the investment interest advertisers have in the digital content front, TVF?s Kumar begs to differ.

While taking a question raised in the post session Q&A round, Kumar comes clear on the ground reality of how an advertiser operating in the current landscape thinks of the digital medium as compared to the traditional medium platform for its advertising spends. ?Let me be honest, people say digital spend is growing but that?s all lip-service. This is my observation over the last five years. The major advertisers end up striking a deal with a fancy agency and spend crores on TVCs, while their purses become tight when it comes to the digital video space. If brands were to spare even a single digital per cent of what they do on television, it will be a huge boost to the production budget and quality of what digital creators are making. But right now that is hardly happening.?

Continuing, Kumar further adds, ?When we pitch a show to a brand, we have to make it clear that we are not going to make a TVC. We are not asking money for a 30 sec slot, the content for which you have created and paid for. We are actually going to make your brand an integral part of storytelling so that viewers become fans of the show as well as the brand. I believe that is cent per cent more than what a TVC can do for a brand.?

Jasani admits the challenge the digital believers have in hand is converting the old school thinkers to see the returns that digital content can give, but is equally confident that the change will follow, as the drastically changing content space will only compel the marketers to evolve or be left behind.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/30/vbs.jpg?itok=o0bXTnAc
VBS 2018: New tariff regime dominates discussion on Day 2

The second day of the Video and Broadband Summit started with a keynote speech from Times Network MD and CEO MK Anand where the media veteran shared his insights on how to keep playing when the game itself changes.

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/29/VBS.jpg?itok=zbxV30KQ
VBS 2018: Media & entertainment industry leaders address pressing issues on Day 1

Rapid advance in technology and infrastructure, entry of disruptive forces and changes in consumption habits have led the Indian media and entertainment industry to major conversion. The interesting developments are attracting international players to invest in the market, with traditional domestic...

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/30/Smita-Ramesh-Anil-Mujeeb-Dadarkar-Pramod-01.jpg?itok=w39az5h3
IRAA 2019 announces appointment of Mujeeb Dadarkar as Awards Director

Indian Recording Arts Academy (IRAA) governing council consisting of Anil Chopra, Founder & Director, PALM Expo and Founder & Executive Chairman, IRAA,Pramod Chandorkar, Founder & Director of Soundideaz Academy and Honorary Chairman of the IRAA Award Committee 2019 and Ramesh Chetwani,...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/28/vbs_0.jpg?itok=6fnJxbZc
Video and Broadband Summit to focus on technology, media and telco convergence

The last two years have witnessed major transformation in entertainment and media industry in India and abroad. Entry of digital platforms, rapid rise in internet users, and disruption in the telecom industry have worked as catalysts. With the emergence of a new media, consumers are getting more...

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/31/partners-forum-2018.jpg?itok=32stUU5O
India To Host Fourth Edition of Global Partners’ Forum 2018 in December

This year, India will play host to the largest-ever Partners' Forum on 12th and 13th December 2018 in New Delhi. PMNCH (The Partnership for Maternal, Newborn & Child Health) will bring together 1,200 partners from over 100 countries dedicated to the Every Woman Every Child (EWEC) movement and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/SEPCsangeeta.jpg?itok=jhtLTefb
SEPC pavilion makes waves at MIPCOM 2018

It was indeed a historic moment for India’s content creation, distribution and broadcast industry at this year’s MIPCOM which concluded at Cannes, France on 18 October 2018. More than 300 Indian delegates swarmed the French Riviera village – the largest delegation in the Reed Midem market-cum-...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories