iWorld
Report on Hindi News Viewership

Telcos are great partners for OTT discoverability and monetisation

One issue that can arise in the partnerships’ sustainability is the ownership of the consumer

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/09/group.jpg?itok=o6vWIj8D

MUMBAI: With an explosion in the smartphone market and rise in the number of OTT channels operating in India, telco-OTT partnerships are well-strategised and the most beneficial for content platforms to gain eyeballs and drive monetisation asserted a panel speaking on the topic of “Captive Audiences of the Telecom Trace” at the recently concluded Business and Tech Track of Indiantelevision.com Vidnet 2019 summit.

Sitting on the panel, moderated by Elara Capital VP – research analyst (Media) Karan Taurani, were ZEE5 Global chief business officer Archana Anand, IndiaCast Media Distribution group CEO Anuj Gandhi, Apalya Technologies founder & CEO Vamshi Reddy, Lionsgate South Asia MD Rohit Jain, Shemaroo Entertainment COO digital Zubin Dubash, and Hungama Digital COO Siddhartha Roy.

Roy mentioned that as aggregators, telecom companies are greatly positioned as single payment option for most of the OTT channels and Zubin Dubash vouched for the ability of telco partners to get greater traction on content sites and drive up numbers.

Taking the example of Ditto TV, the VOD service from ZEE, Archana Anand shared that partnerships with telecom companies have always been fruitful for the ZEE network’s OTT offerings, for both consumer acquisition and marketing.

She said, “I think, back then, we were the first ones to go across and do partnerships with the telcos and we created quite a stir in the market because of the lovely sachet pricing we were offering. The telecom partners ensured that they are paying on behalf of the consumers and it gave us brilliant traction. I believe, we managed to get the highest subscriber base in those days.”

Anand added that there can’t be a better distribution network than telcos as it also translates into a ‘fantastic payment mechanism’. “With all the hesitancy around credit card payment, etc., the direct carrier billing is something that the consumer can be confident about and adapt easily.”

Vamshi Reddy seconded her thoughts as he quipped that telcos can become the easiest ways for the industry to build a monetisation model around the whole content consumption. He noted that with fragmentation happening in the OTT space, the telecom partners can provide a universal experience to users in a seamless manner.

Gandhi, however, highlighted that in the long run, the issue of ownership of the consumer can arise. “This challenge will take some time to settle, but from a pure bundling perspective, the discoverability on TV is extremely easy, and that is something that the OTT platforms are struggling with. Telcos can help in solving that.”

To this, Anand noted that today there is a great symbiotic relationship between the OTT platforms and the telcos as the former wants to own the content and the latter, the consumer. But the platforms need to be mindful of the fact that it gets constant data from its partners and also keeps on communicating with the consumers through in-app notifications to ensure scalability of the partnerships in the long run.

Jain added another dimension to the conversation as he noted that while telecoms are great in helping the OTT content reach the smaller screen, there is a wide array of opportunities lying in the big-screen space, which the OEMs can latch on to.

He said, “In some ways, this is life coming to a full circle as all of these (telcos, OEMs, etc.) are actually (equivalent to) DTH and cable companies. All we need now is an ecosystem to emerge and thrive and whoever does a good job of aggregating content will eventually become the winner.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/rsh.jpg?itok=FQRxO1Ve
Playerzpot to cross 1 crore users by March 2023, aims to become top fantasy & casual gaming platforms in next five years: Sunil Yadav

Co-founded by Yogesh Doiphode and Mitesh Gangar in 2015, PlayerzPot is a fantasy sport which blends the excitement and thrill of real-world sports with fantasy gaming. Whether it is cricket, football, kabaddi, basketball and baseball, it allows players to experience their favourite games on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/pp.jpg?itok=BKTIYpsg
What Are the Key Variables for Calculating the Breakeven Formula

The breakeven formula is one of the most basic formulas in accounting. It helps you determine whether your business is profitable or not, and it's a great place to start when you're trying to figure out how much you need to charge for your product or service.

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/23/tata-mx.jpg?itok=2Jj1YkGG
MX Player joins Tata Play Binge as its 17th OTT platform

Tata Play Binge and MX Player have collaborated to entertain India and Bharat together. Following this partnership, MX Player will join the band of the 16 existing popular OTT platforms on Binge like Disney+ Hotstar, ZEE5, SonyLIV, Voot Select, hoichoi.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/23/1.jpg?itok=5Zlqjp5l
Banijay celebrates 25 years of Survivor

MUMBAI: Banijay is celebrating 25 years since the adventure reality format, Survivor, debuted in Sweden in September 1997. The milestone achievement follows the format’s most successful year-to-date last year, with 25 productions in 2021. Survivor tests the spirit of a group of ordinary, yet...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/chingaari-scoop.jpg?itok=SEcudjty
Chingari, Scope Entertainment collaborate to promote budding artists

On-chain social app, Chingari, powered by Gari, has announced a partnership with Scope Entertainment. As a part of this arrangement, Scope Entertainment’s content library will be available to the Chingari community and will enable its creators to create content.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/duologe-arnab.jpg?itok=f-a8HD-v
Arnab Goswami duologue with Barun Das: Reveals truth about TV ratings

For the first time since the ED cleared Arnab Goswami and his network of any wrongdoing in the ratings scandal, he speaks candidly about it with Barun Das at news video magazine OTT platform News9 Plus, revealing the plot to frame him.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/netflix_3.jpg?itok=p0MXHZ7E
Netflix to remain SVod world leader by 2027: Digital TV Research

Global SVod subscriptions will increase by 475 million between 2021 and 2027 to reach 1.68 billion. Six US-based platforms will account for 47 per cent of the world’s total in 2027.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/pft.jpg?itok=7KMVtyQu
PFT launches Clear AI to simplify the Foreign Language Mastering process

Mumbai: Multi-platform content fulfilment demand from the library continues to grow exponentially. Fulfilment encompasses activities that include the most appropriate content identification, determination, and creation of missing material; aligning all pieces of content, including video, audio, and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/amitabh_bachchan.jpg?itok=hKjLHCk3
Amitabh Bachchan turns narrator for Warner Bros Discovery’s new series

Mumbai: Warner Bros. Discovery, the leading global media and entertainment company, is in celebratory mode with India’s "Azadi Ka Amrit Mahotsav" on its 75th year of Independence and is all set to unveil its new series, The Journey of India, on October 10. Narrated by Bollywood legend Amitabh...

iWorld Over The Top Services