Specials

OTT players have many content, technical challenges to overcome: Akamai's Dev Gupta

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/08/24/Dev-gupta.jpg?itok=HuqS5VJe

MUMBAI: More and more ‘OTT players’ are entering India’s fast churning online video ecosystem in a bid to make something out of the double digit growth rates in digital ads in India. If one were to go by industry estimates some thirty odd new digital video services will launch in this market by the next financial year. Those jumping the gun to make fast money in all this disruption fail to realise the challenges that this new media poses in the long run.

How will all these players co exist and be self-sustaining without a well defined USP when there is only a limited space for apps in smart devices? Which ones will get loyal users and which one will be forgotten in a pile of uninstalled apps?

The key to having an edge over the rest out there is to see the larger picture and build an ecosystem around content, network and technology -- something that technology based companies such as LeEco have realised and already implementing through their massive web of CDNs or Content Delivery Networks. While big players have the financial and technological backbone to support CDNs, the emerging players thus turn to media solutions providers such as Akamai to build this ecosystem for them.

Speaking at indiatelevision.com initiative ‘Vidnet 2016', Akamai’s global VP for Media Solutions Services, Dev Gupta, laid down the fundamentals of what an aspiring or existing OTT player must heed to if it planned to survive in the market till when the space becomes revenue generating.

Global trends such as growing audience size, longer watch hours spent on online videos, and preference for higher bit rate videos or inclination towards high quality streaming point towards the fact that the consumer is not only giving significant time to digital videos but also is picky about the content and how it is served to him or her, pointed out Gupta.

“Add to that the growing number of connected devices options in the market, and the OTT player has already found itself challenged to deliver the right type of content for the right type of device and operating system, in the right format. Easier said than done,” Gupta reiterates.

Gupta insisted it is essential for each player to get the basics right to ensure a seamless service for the end user. ‘It starts with securing the content for the consumers which includes getting the rights and licenses of the content in place, ensuring your distribution channels be it for offline or online viewing and theft proofing the entire content flow from content producer to the audience from end to end,” he stated.

The next important step in ensuring a profitable future in this business is to position oneself as a trustworthy brand that includes protecting the audience’s privacy and their payment information. “If you have content sitting in your servers or clouds, without a doubt there will be people trying to hack into it. Similarly, if you have databases with credit card information of millions of customers, who have put faith in your service by sharing delicate information with you, it needs to be protected as dearly as the content,” Gupta advised.

Having a clear brand strategy in communication is also a must, according to Gupta.

Players with AVOD business model have to especially make sure the advertisement do not dilute the experience of the content. Gupta further added that every player must be ready to handle multiple fold challenges, including different operating systems, devices and formats.

Gupta aptly concluded with a final advice: be nimble.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/17/FICCI.jpg?itok=4EpczuIP
Furthering 'Brand India': Film & entertainment buyer-seller meet at Festival de Cannes

NEW DELHI: A buyer-seller meet is being held during the Festival de Cannes 2017 to provide a platform for the Indian media & entertainment industry to showcase its product and services, strength and capabilities and further the image of “Brand India.” The meet is being organised by the...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/20/Elisabetta-Romano_0.jpg?itok=iXTtEynO
Ericsson launching virtualised MediaFirst video processing

MUMBAI: Ericsson has created the foundation for all IP and cloud native delivery models with the launch of Ericsson MediaFirst Management Controller and Ericsson MediaFirst Encoding Live 8.1.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/20/John%20Wastcoat_0.jpg?itok=yOu6Koio
File transfer & global collaboration: Telstra & IBM Aspera team up

MUMBAI: IBM has announced that Telstra has selected IBM Aspera to deliver simple, fast and secure media file transfer capability for Telstra Global Media Network (GMN) over the internet powered by Aspera Files.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/11/Ed%20Chizhikov_0.jpg?itok=RblbrQcC
20 countries enter deals for 360 deg VR content with RT at MIPTV 2017

MOSCOW: RT, the global TV news network, has become a pioneer of 360-degree video format commercialisation by securing licensing agreements for VR content with organisations from across 20 countries. The deals followed an RT showcase in which it demonstrated expertise in integrating panoramic videos...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/17/jiri%20%281%29_0.jpg?itok=fOcUftmf
Comprimato launches post-production video plug-in tools for proxy-free Adobe workflows

Comprimato, a leading provider of GPU accelerated storage compression and video transcoding solutions, has launched Comprimato UltraPix, a simple video plug-in for popular post-production tools. The first release brings proxy-free, auto-setup workflows for Ultra HD, VR and more on any hardware...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/11/Miptv-vr_0.jpg?itok=RhvAvyG4
Channel-defining drama, high-concept format & breakthrough VR drive global alliances at MIPTV 2017

CANNES: MIPTV 2017 provided plenty of drama for the thousands of delegates from over 100 countries in Cannes with a host of high-end projects being brought to market from around the world.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/05/MIPDrama-Latam%20%281%29.jpg?itok=TnKDsvkJ
Globo's unreleased superseries featured at MIPDrama Latam

Globo’s unreleased superseries ‘The Days Were Like That’ was among the 10 productions featured at the first edition of MIPDrama Latam Screenings, held on 3 April -- day one of the 2017 MIPTV.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/06/Rai%20Com%20%26%20Castalia_1.jpg?itok=G0CreVT8
Rai Com & Castalia deal will take All'Opera to LATAM

CANNES: All’Opera, the ambitious programme to bring the best Italian opera productions to cinema audiences all over the world, continues to broaden its footprint, with ink drying on a new theatrical distribution deal for Latin America signed by Rai Com with Castalia Communications at MIPTV. With...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/06/gokel%20%281%29.jpg?itok=lTC8F1CT
Beta Film adds shows to its successful Spanish series slate

After the tremendous success of its Spanish slate of Velvet, Grand Hotel and Embassy, Beta Film is further extending its engagement in the Iberian series sector by boarding two new Atresmedia/Bambu-shows as international co-producer.

Specials Event Coverage Miptv

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories