iWorld

Continuously launching content targeted at different taste clusters ensures good retention: ZEE5's Aparna Acharekar

Franchises will play a key role in ZEE5’s 2020 content strategy.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/12/03/1.jpg?itok=S1rhmnT1

MUMBAI: Among the home-grown over-the-top platforms, ZEE5 has shown most aggression in creating its original content library. As a part of its content strategy for the upcoming year, franchises will play a key role along with a line-up of nearly 20 original films.

“We’ve lined-up enough shows till March 20-21 with backup shows too. This 20-21 is going to be huge. If 19-20 was big then 20-21 is going to be bigger and I don’t know how 21 -22 will be,” ZEE5 India programming head Aparna Acharekar shares ecstatically.

The OTT platform plans to focus on its franchise shows. “Franchise will be key to content strategy. So, some of our successful shows from 18-19 and 19-20 will go into new seasons. Some new shows will be introduced as now we have acquired newer taste clusters and new audiences. Every month we will have series, films and regional content launch. This is in addition to all the commercial movie acquisitions,” she adds further.

Sharing her understanding of the Indian audience, she notes that the platform looks at audiences from the point of view of taste clusters rather than classifying them demographically. According to her, it’s not really about one type of content and audience is not behind one genre. There are shows which do well across age groups and cities. Moreover, she also mentions that tastes also evolve over a period of time. According to her, people are happy to sample all sorts of genres.

“OTT is now maturing. It’s really now not so early for us but the Indian consumer is happy to pay for content. The Indian consumer wants good engaging content so all the fear we always had around whether the Indian consumer will pay or is it only free audience, I think that is over. The industry need not worry about it anymore as Indian consumers are happy to pay for good content. He is value-conscious but at the same time if there is enough interesting content for him he is happy to take a long term subscription also,” she says.

According to her, from a consumer retention point of view, consistent releases and a good line up for all sorts of taste clusters is very important. “Continuously launching content targeted at different taste clusters ensure that there is good retention on a platform and then, of course, the complete convenience, the experience of making payment easy is also important,” she adds.

Re-emphasising the regional boom in OTT, she said that regional audiences give healthy responses to OTT.  They not only consume content of their language but also happily adopt content dubbed in their language.

“We have seen very good adoption of ZEE5 because we also give consumers an option to change the display language of the app. So if somebody is not comfortable navigating in English, he can change the display language to Hindi, Tamil or Telugu or any of the 12 different Indian languages we offer and we have seen a great uptake for that also. In fact, with every passing month, we see more uptake of this and the relative share of English as a display language going down,” she adds.

The challenge of finding good scripts and writers is still there. There are good content makers but it is difficult to learn the art of the writing for the medium. Writing for a 400-minute series is like a two-hour-long movie. Additionally, every episode needs to be engaging.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/zee5.jpg?itok=MQAdrJpb
ZEE5 partners with FreeCharge

MUMBAI: ZEE5 - India’s largest ConTech brand, and FreeCharge – one of the leading digital platforms for financial services and products, have come together to give another reason for the audience to cheer this festive season. FreeCharge customers can now purchase a Zee5 subscription through the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/11/hotstar.jpg?itok=B6tKXW7q
Hotstar decodes the online video consumer, unveils India Watch Report 2019

Technology changes swiftly. However, sometimes, the market receptiveness for these changes is even faster. Take for instance some of the revelatory insights thrown by the latest ‘India Watch’ report by Hotstar. Consider the fact that Lucknow, Pune and Patna consume more video data than Hyderabad,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/09/amazon.jpg?itok=lFr93H1K
Amazon Prime Video to launch Amazon Original Series 'Hostel Daze' on 13 Dec

MUMBAI: Amazon Prime Video has announced the launch of its latest Amazon Original Series Hostel Daze, created by The Viral Fever (TVF). Marking the first association with Indian youth's much loved content provider, TVF, the five-part comedy-drama brings to life the adventures of four hostel wing-...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Amazon_Prime-Video.jpg?itok=aO74Vin1
Amazon Prime Video starts festive month with popular titles

MUMBAI : Amazon Prime Video has started the festive month with an exciting selection of popular titles across Indian and International entertainment, including the returning seasons of two popular Amazon Original Series. Riding high on the phenomenal success of Season 1 and a momentous...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Reed_Hastings_new.jpg?itok=ZTpBWhWv
Netflix to spend Rs 3000 crore on Indian content

Netflix is upping its India game significantly as the streaming giant is ready to spend Rs 3000 crore on Indian content for this year and the next. Netflix founder and CEO Reed Hastings spoke about the investment during his India visit on Friday while illustrating the country’s important in their...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Airtel-Bharti%20Airtel.jpg?itok=lEUbfoXc
Bharti Airtel to raise up to $3 billion

The board of directors of telecom player Bharti Airtel Ltd approved the telecom operator’s proposal to raise up to $3 billion in account of the issue of overdue fees it owes the government.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/Netflix.jpg?itok=6gUsjdMn
Netflix available in more than 300 mn pay-TV households

MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019. The reach through Pay TV partnerships is almost double the company's current global...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/digital-media.jpg?itok=57evATmW
Esports, streaming wars, shopvertising to dominate digital media trends in 2020

Technology will continue to disrupt and reshape the digital media industry in 2020, presenting new opportunities and challenges for advertisers and media owners. While digital media will continue to grow globally, the coming of new technologies, platforms and digital touch points will force...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/tvf.jpg?itok=8LU2Lrwd
TVF launches new series ‘Cubicles’ in association with DSP Mutual Fund

MUMBAI: Walking its talk to launch new innovative shows, pioneers in digital content and entertainment, The Viral Fever along with leading asset management company, DSP Investment Managers Private Limited is all set to add a new original to its repertoire with the release of TVF Originals ‘Cubicles...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories