iWorld

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=ggR5hItc

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/2020/05/30/nodwin.jpg?itok=Y79ZVQ4s
NODWIN Gaming and Airtel announce partnership to take e-sports in India to the next level

MUMBAI: NODWIN Gaming, South Asia’s leading e-sports company, announced a partnership with Bharti Airtel to further grow e-sports in India. The partnership has been kicked off with the launch of Airtel India ESPORTS TOUR, which is the first and largest property of its kind in this segment. Airtel...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/pubg.jpg?itok=yNWoCfdX
PUBG Mobile welcomes Airtel as preferred network of PMPL league

MUMBAI: As part of its mission to enable a superior and highly differentiated digital experience for its customers, Bharti Airtel will start supporting the esports dreams of millions of Indians. Airtel will power the PUBG MOBILE Pro League (PMPL) as the preferred network of the coveted esports...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/imssss.jpg?itok=SGusWNTN
Instant messaging app imo raises awareness among millions in the wake of Covid-19 pandemic

imo, a free video calling and instant messaging app, has taken slew of initiatives to raise awareness and put a check on misinformation about Covid-19 pandemic. The efforts by imo were carried out at a global level. With a comprehensive dashboard furnishing verified information, the app has kept...

iWorld Video On Demand
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/chumbak.jpg?itok=TfS2CZRm
The Script Room completes one year with 41 films over five brands

MUMBAI: - Having successfully created over 40 ad films across youth brands like Netflix, OYO, Chumbak, Beck’s Ice and Groww, a financial services app, The Script Room, a fast-growing writers' hub is celebrating its one-year completion amidst lockdown. A company born out of an enthusiastic and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/hbo.jpg?itok=RCSZaADk
HBO Max launches in the US with impressive content library

Every other week a new streaming service enters the market. But the arrival of HBO Max is more significant. WarnerMedia’s foray into the market creates a buzz because of its  big library of TV shows and films from popular brands like HBO and Warner Bros.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/2.jpg?itok=MWYWb4ok
FilmKaravan Originals, makers of 'Delhi Crime', releases first feature presentation

FilmKaravan Originals, the producers of the Netflix Original Delhi Crime, is in it for the long haul. The much-talked about taut thriller based on the investigation of the 2012 Delhi gang rape case had been widely praised and lauded by critics and audiences alike.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/hockey.jpg?itok=jwB7Lae4
International Hockey Fed partners NAGRA to deliver novel digital experience for fans

MUMBAI: The International Hockey Federation (FIH), the world’s governing body for the sport of hockey, and NAGRA, a Kudelski Group company and the world's leading independent provider of content protection and multi-screen video solutions, have signed a ten-year partnership that brings together the...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/eortv.jpg?itok=1WKC3eQ6
LGBTQ-focused streaming service EORTV launches website on OTT platform

MUMBAI: OTT media service platform EORTV has launched its website www.eortv.com with a differentiated philosophy to focus on the LGBTQ audiences and other communities. The mission of this new OTT platform is to be inclusive and create acceptance for all communities in society by eliminating any...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/nimot.jpg?itok=usv1PXHQ
Game-streaming app NimoTv launches in India

MUMBAI: Live streaming platform for games and e-sports NimoTv has officially been launched in India. NimoTv is the overseas unit of Chinese game live streaming platform Huya. The app is available for Andriod and iOS users. NimoTv is a platform for all the gamers to stream. The company intends to...

iWorld Gaming

Sign up for our Newsletter

subscribe for latest stories

* indicates required