iWorld

×

OTT players see interactive content as the future of fiction programming

Infrastructural issues will soon be overcome.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/18/study.jpg?itok=Q0xAtv__

MUMBAI: Over the top (OTT) platforms have thrown the doors open to experimenting with new content formats. Interactivity around fiction programming is proving itself as the new area of interest for OTT platforms. Following the lead of Netflix’s Black Mirror: Bandersnatch, other players including prominent Indian streaming platforms, intend to take a dip. Despite higher production cost and technological complexities, players are not shying away from the format due to the high consumer engagement.

PwC India entertainment, media and sports sector partner Raman Kalra thinks that high production cost should not stop experimentation. According to him, it is important is to get the right content created and then being able to monetise it with the right audience. He also added that enough opportunities are opening in the market. Elara Capital vice president Karan Taurani also said that although it is an extensive proposition, it will attract eyeballs.

Indian OTT platforms are also looking at this particular format along with international players. In a recent interview with Indiantelevision.com, VOOT AVOD business head Akash Banerji hinted at the introduction of interactive opportunities for consumers around fiction content. According to him, this is an area that could unlock huge value. Banerji stated that this was one of the things that they had been discussing for some time and something interesting would be coming up.

“I think one thing that we would like doing this year is probably getting interactivity built into the content as well,” MX Player chief content officer Gautam Talwar said while talking about the platform’s content strategy during an interview.

Netflix entered into the interactive content format with children’s shows. Later, The Reed Hastings-led streaming platform premiered its first ever interactive show Black Mirror: Bandersnatch for adults at the end of 2018. At FICCI Frames 2019, Netflix product vice president Todd Yellin spoke about the success of the show in India as well as adding that the platform wants to “double down” its investment in the genre. He also added that shows won’t necessarily be science fiction or dark. Moreover, the platform has already released one more show in this format, You Vs. Wild starring Bear Grylls.

The 2019 FICCI-EY report stated, “We believe that the interactivity that Netflix has implemented using fiction content is the direction that other OTT players shall also take across various languages. Interactive storylines can bring high interest levels and repeat value for the same content for their viewers.”

Even tech giant YouTube has plans to venture into interactive shows and live specials. Like the traditional format, the interactive content from YouTube would also allow viewers to make their own choices throughout the show and eventually conclude an ending of their choice. While the projects will exist under a new unit dedicated to such content, YouTube’s former unscripted programming head Ben Relles will supervise the unit. YouTube’s original programming head Susanne Daniels also said, as reported by Bloomberg, that the platform now has new tools and opportunities to create and tell multilayered and interactive stories.

Despite the popularity of interactive shows, the infrastructural issues in many parts of India pose a question to the format’s reach. But experts believe the issues will be resolved soon. Kalra added that there are already pockets where someone can conveniently interact with the content without worrying about speed or buffering. 

Taurani also thinks infrastructure is not going to affect the emerging popularity of interactive content in the country. Although there are network congestion issues right now due to cheap pricing of data, the problems are expected to be solved in the next year especially with the entry of Jio FTTH. However, both agreed that this format, with the potential of attracting more users, is going to be the next big trend on OTT platforms.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/netflix.jpg?itok=IxVhHdRh
Special episode of man v/s wild, featuring pm Modi on Netflix

MUMBAI: Indian Prime Minister, Narendra Modi’s special interaction with celebrity survivalist anchor, Bear Grylls is now streaming exclusively on Netflix across the world. The special edition of Man vs Wild, the global reality TV sensation hosted by Grylls has already broken Super Bowl 53s record...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/ballers.jpg?itok=stp-9No-
Ballers starring Dwayne Johnson returns with Season 5 on Hotstar Premium

MUMBAI: After a successful four season run, Comedy series Ballers returns with its fifth season! Starring Dwayne Johnson (Spenser Strasmore) and Created by Stephen Levinson, Ballers explores the glamorous and often cutthroat world of pro football through a group of past and present players striving...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/flipkart.jpg?itok=RyAmgYZu
Flipkart's entry into video streaming space more of an e-commerce play

Ever since Flipkart announced its entry into India’s booming video streaming space, it’s been the talk of the town. The Walmart-owned e-commerce platform will open it up for Flipkart Plus loyalty program members in a fashion similar to Amazon Prime Video.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/power.jpg?itok=QWT2VZnd
Witness the ultimate betrayal in Power season 6

MUMBAI: Success is the best revenge and James 'Ghost' St Patrick is here to claim both. Up against his son, it’s time for the ultimate showdown in New York and everyone will be slurped into this vortex. But by the end of it all who will remain standing?  SonyLIV, India’s first premium video on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/rangbaaz.jpg?itok=NGpoc7eY
ZEE5 announces season 2 of flagship franchise Rangbaaz

MUMBAI: After the phenomenal success of the first season of its marquee gangster drama, ZEE5, India’s fastest growing OTT platform, announces Rangbaaz Season 2 starring Jimmy Shergill and Gul Panag in lead roles. Written by Siddharth Mishra (who also wrote Season 1), directed by Sachin Pathak and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/netflix.jpg?itok=vhpNbWR9
Netflix sees 83% rise in price-related search after India-specific plan

MUMBAI: SEMrush, the online visibility management and content marketing SaaS Platform, recently conducted data analysis on three most trending media services in India – Netflix, Amazon Prime, and Tata Sky. The case study revealed amazingly interesting facts regarding the growth of traffic from...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/hotstar.jpg?itok=C6AWsALl
From novels to personal screen – these book adaptations on Hotstar Premium are a must watch

MUMBAI: While some people find joy in turning pages and letting imagination take over, others simply prefer enjoying the celluloid version of the same story. As the constants debate of ‘which is better’ continues, here’s a look at some TV shows based on books that you can enjoy right away on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/mobile-analytics.jpg?itok=zUD0NdtO
Digital segment projected to reach Rs 386 billion by FY22: KPMG

The digital segment of the India media and entertainment industry is projected to reach Rs 386 billion by FY22 from Rs 173 billion in FY19. The burgeoning sector is set to overtake print media and be behind TV within the same period, according to India’s Digital Future, a report by KPMG. By FY24,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/Archana_Anand.jpg?itok=dbnOoswZ
ZEE5 Global partners with EUROSTAR Group in Middle East to roll out offline subscriptions

Dubai, UAE, 19 August 2019: In yet another key announcement for the Middle East region, Global digital entertainment platform ZEE5, today announced its partnership with UAE based digital retail giant, the EUROSTAR Group This strategic partnership will enable people across the GCC countries to...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories