iWorld

Bullish predictions for the Video Industry in India fuelled by VOD services but also for linear TV

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/03/avia.jpg?itok=EWG_4vOE

MUMBAI: The Asia Video Industry Association (AVIA) yesterday held a one-day conference, The Future of Video India 2019, with leading industry experts discussing the growth and prospects of the video industry in India.

The story of the conference was that despite disruption, fragmentation and a need for consistent and credible measurement across TV and digital streaming services, the video industry in India today is in great heath and is only getting stronger.

Romil Ramgarhia, the COO of BARC India started the day by painting a picture of growing time spent watching television and with 100m households still without TV, organic growth of TV uptake of all sorts would continue.  Ashish Bhasin, CEO Greater South and Chairman and CEO India for Dentsu Aegis Network later corroborated this and said all media will continue to grow in India over the next 3-4 years.

While TV may be growing, the uptake of streaming video services is exploding with the lowest mobile data costs in the world and enormous growth of smart phone adoption still to happen, speakers throughout the day agreed we are on the cusp of an enormous wave of digital growth.  Sudhanshu Vats, Group CEO and MD of Viacom18 in his keynote session predicted digital video growth would be shaped by three things – technology, culture and e-commerce.

The digital video landscape is dynamic and changing and both Gaurav Gandhi, Country GM of Amazon Prime Video and Akash Banerji, Head of Advertising VOD for Viacom18 Digital Ventures agreed that fragmentation was an opportunity more than a problem, and the move from 1 television screen per household to 3-4 screens provides a new addressable market for VOD services.  Tarun Katial, CEO of ZEE5 pointed out that streaming services were not content to be only on the small screen and wanted to be able to grow consumption over TV as a device.

And while it is clear that India’s love affair with video was only deepening, the business model behind streaming video services still has room to change and evolve.  Ad supported services are likely to be dominant but Sunil Lulla, the Group CEO of Balaji Telefilms pointed out that ad free subscription is entirely viable and there is enough scale for subscription to be very meaningful in India, especially where supported by strong content investments.

Shantanu Sirohi, COO Interactive Avenues at IPGMediabrands and Ashok Venkatramani, Managing Director ZEE Media were very clear that advertisers were not giving up on digital and moving spends back to linear TV.  However, as Ashish Bhasin pointed out, advertising dollars will continue to grow across all services but growth on digital video was far ahead of ad growth on TV, which itself was still expected to be respectable 12-15% CAGR over the coming 5 years.

The Future of Video India 2019 was supported by sponsors Accedo, Contentwise, Discovery India, Hansen Technologies, SES, Viacom18 and Vindicia.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/hotstar.jpg?itok=-Ab0uMIv
Hotstar Specials launches 'Special Ops'

MUMBAI: Hotstar Specials, along with Friday Storytellers, is set to launch the biggest spy action thriller of 2020. This fast-paced 8-episode series is based on the role of Indian intelligence in a series of real terror attacks that India faced over the last 19 years. Starting with the 2001 attack...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/disney.jpg?itok=oegNZIu2
Disney appoints Bob Chapek as its new CEO; Bob Iger steps down

MUMBAI: The Walt Disney Company's Board of Directors has appointed Bob Chapek as chief executive officer with immediate effective. Chapek most recently served as chairman of Disney Parks, Experiences and Products. Robert A. Iger assumes the role of executive chairman and will direct the Company’s...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/25/ott.jpg?itok=1hN2EAir
Kantar's OTT audience measurement aims to be industry currency

Kantar, in association with VTION, has launched OTT Audience Measurement Insights for audio streaming platforms at a time when a unified third-party measurement is need of the hour. While the video measurement will come up in Q2, both the companies, on the back of the collaboration, aim to fill the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/24/kantar.jpg?itok=V4P317yj
Delhi, Mumbai largest markets for OTT audio streaming

MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study.  The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/ALTBalaji_800.jpg?itok=BYrci03r
ALTBalaji management confident of breakeven by April-June 2020

MUMBAI: Ekta Kapoor’s over-the-top platform has managed to solve the OTT revenue question. The ALTBalaji management always spoke of profitability and breaking even rather than cash-burn and tons of investment and it seems that aspiration will soon be achieved.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/hungama.jpg?itok=NEPB-TQm
Hungama Play expands distribution, announces partnership with Skyworth

MUMBAI: Hungama Play, a video on demand platform owned by Hungama Digital Media, announced an expansion of its distribution network by partnering with Skyworth, a Chinese consumer electronics brand. Hungama Play’s multi-lingual and multi-genre library comprising movies, TV shows, kids’ content,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/docubay.jpg?itok=oFDf8SR5
DocuBay acquires LGBTQ+ documentaries from OUTtv

MUMBAI: DocuBay, the membership video-on-demand streaming service by IN10 Media Network, has acquired LGBTQ+-focused documentary features from OUTtv, the world’s first and Canada’s only LGBTQ+ television network. The films cover a wide range of issues affecting the LGBT community across the globe...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/zee5.jpg?itok=VNWqEk2N
ALTBalaji & ZEE5 announce second season of Code M

MUMBAI: ZEE5 India and ALTBalaji have announced the second season of Jennifer Winget and Tanuj Virwani-starrer Code M, and Riddhi Dogra and Monica Dogra-starrer new web series ‘A Married Woman’, based on Manju Kapur’s novel. These key announcements were made in the presence of actors including...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/shab.jpg?itok=zd85kBdg
Shahabuddin Shaikh joins ALTBalaji as CTO

MUMBAI: ALTBalaji has appointed Shahabuddin Shaikh as the chief technology officer (CTO). In his new role, he will be responsible for designing a strong tech-driven ecosystem that seamlessly aligns with the brand’s tech vision and leading their overall technology transformation goals.  Shaikh will...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required