iWorld

OTT experts discuss future of India's hybrid market

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/23/casbaa.jpg?itok=1Sd-Ll7B

MUMBAI: The new dawn of media industry in India is experiencing a complex co-existence of traditional and digital media. With enhanced internet penetration, over the top (OTT) players have started gaining a strong foothold as well as being challenged by the threat from international leaders of the game. The OTT industry is maturing by exploring new opportunities in the hybrid Indian market.

To discuss the complexity of the market including problems like piracy, lack of regulatory practices, monetisation, business models, and emerging technologies, experts from different sectors convened at the Cable and Satellite Broadcasting of Asia (CASBAA) OTT India forum 2018.

Network18 Digital CEO Manish Maheshwari started off the session with a keynote by explaining how data explosion in the last two years has changed the scenario of video consumption in India. The launch of Reliance Jio in September 2016 led to widespread adoption of 4G technology. Consumption pattern has become more individualised, something that most speakers agreed upon. OTT services have directly jumped to mobile, giving better user interactivity.

During this tricky transition, the platforms are experimenting with various kinds of business models. Foreign players heavily depend on SVOD but Indian players mainly use AVOD but intend to shift to SVOD in the future. A new B2B2C model is also emerging.

Indiantelevision.com founder, CEO and editor in chief Anil Wanvari moderated the session with Shemaroo Entertainment CEO Hiren Gada, Viacom18 senior VP, head of marketing, licencing and partnerships at Voot Akash Banerji and ZEE5 digital head Archana Anand. Speaking on the issue of monetising properties, Banerji said that it has to be looked at as an opportunity and not a challenge. Experts agreed that if content creators can come up with quality content, subscribers will not hesitate to pay with Netflix being a classic example.

Internet’s reach to even the remotest parts of the country has not restricted OTT to be just an urban phenomenon. The rural appetite for content is growing and so not just local players but even international names like Amazon and Netflix are eager to feed them. They are even banking on blockbuster content. The myth that the internet was only reserved for short format content has been broken and so longer ones are on the rise.

Due to factors like social category and economic status, Indian consumers won’t pick a single type of content or model. “Hybrid market will exist as long as India continues to be hybrid,” said ZEE5 digital head Archana Anand.

Other than content, the low-latency end user experience is also very important to satisfy the audience. Though the infrastructure is still evolving in India, the content delivery market is in a promising state. Many measures are also being taken to curb the issue of piracy. Discussions are also going on to bring the OTT players under a regulation but with liberty.

By creating content of different flavours, experimenting with business models, discussions on a regulatory body and developing infrastructures, the OTT market in India is maturing with both opportunities and challenges. To sustain in the race, the platforms should choose either a niche strategy or a way to reach the mass but not a midway definitely.

Also Read:

OTT driving Taiwan multichannel video: CASBAA study

CASBAA elects new board directors

CASBAA lauds India; calls for more broadcast, satellite reforms

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/miceo.jpg?itok=E1AeDTO_
Microscan launches Internet Service in Aurangabad

MUMBAI: Internet Service Provider Microscan Infocommtech has launched its services in Aurangabad. Microscan has joined hands with Elixir Telelinks to increase its reach and offer premium Internet Services in the city. This partnership plays to both partner’s individual strengths in which the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/one.jpg?itok=Caid9fQo
Hinduja's group media vertical arm - ONEOTT Intertainment Limited wins TelecomLead.com Innovation Leaders award 2019

Mumbai: OneOTTIntertainment Limited (OIL), was awarded the 2019 Innovation leaders award by Telecomlead.com. OIL won this prestigious award for adopting innovative steps for expanding broadband connectivity to under connected population in urban locations, like –connectivity of 50 Hotspots in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/pft.jpg?itok=F3_pT6t-
Prime Focus Technologies selected as event coverage partner for L’Oréal Professionnel’s Indian Hairdressing Awards 2018-19

MUMBAI: Prime Focus Technologies (PFT) announced that its video agency, PFT Brands was selected by L’Oréal Professionnel as the official event coverage partner for the prestigious Indian Hairdressing Awards (IHA) 2018-19. IHA was launched as a platform to recognize excellence in not only the art,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/vodafone.jpg?itok=C_vlyWJE
Vodafone Idea business services and nokia partner to launch sd-wan to help businesses drive digital transformation

MUMBAI: Vodafone Idea Business Services (VIBS), the enterprise arm of Vodafone Idea Ltd., the country’s leading telecom operator, today announced its partnership with Nokia to roll out software-defined networking in a wide area network (SD-WAN) services for start-ups and enterprises. Through SD-WAN...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/amaz.jpg?itok=YZjYAgQx
Amazon Prime Video's Original -Jestination Unknown to premiere on October 18

MUMBAI: Amazon Prime Video today launched the trailer of its upcoming first-of-its-kind comedy travelogue, Amazon Original Series, Jestination Unknown.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/flipkart.jpg?itok=VCxvp9dU
Flipkart announces the launch of ‘Flipkart Video Originals’

MUMBAI: Flipkart, India’s leading e-commerce marketplace today announced its foray into offering original video content with the launch of ‘Flipkart Video Originals’. Integrated within the Flipkart Video platform, which was launched in August this year, Flipkart Video Originals will be produced by...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/content.jpg?itok=lhTCBl1x
Content creators discuss binge-worthy content at Vidnet 2019

Binge-watching has become synonymous to over the top (OTT) platforms and content. Indiantelevision.com’s summit Vidnet 2019 had an interesting panel discussion on creating binge-worthy content. The panel was moderated by Indiantelevision.com founder CEO and editor-in-chief Anil Wanvari while MX...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/voot.jpg?itok=Qe2Nu0K6
VOOT brings non-stop new entertainment from India’s biggest reality show “BIGG BOSS”

MUMBAI: 13 celebrity contestants, 1 House, 15 weeks, 1 winner and memories galore! Nations biggest entertainment show vivo V17 Pro presents BIGG BOSS is back on COLORS and India’s second largest premium AVOD platform VOOT is all set to make it bigger and better for its fans this year.  After the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/SOCIAL.jpg?itok=9BG8XTTs
84% of Instagram users are likely to shop using the platform

MUMBAI: The digital and social media agency from Dentsu Aegis Network, WATConsult, under its market research division, Recogn, has launched its latest report on Instagram in India from a user's perspective.

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories