Specials
Report on Shemaroo

OTT - The new El Dorado: Nailing the coffin on television?

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2016/02/15/Untitled-1_0.jpg?itok=db7qJLKG

MUMBAI: With the industry buzz word for 2016 being ‘digital content,’ much has been spoken about the vista of prospects that the medium poses for content creators with figures and studies on rapidly growing digital adex often thrown around in the air. But how much of that talk is really translating into reality for those working in the ‘OTT’ or alternate video content business, was the question raised in the Indiantelevision.com organised Content Hub’s penultimate session ‘OTT: The New El Dorado.’

Panelists on board the discussion were Alt Digital CEO Nachiket Pantvaidya, Isobar India MD Shamsuddin Jasani, The Viral Fever founder and CEO Arunabh Kumar, Big Synergy director Anita Kaul Basu, and Arré CEO Ajay Chacko.

Just as the title reflects, while looking at the macro picture of digital media of the future, marketers and content creators often forget to ask the basic questions of budget, sustainable revenue models, relevance in future and of course the return on investments.

Throwing light on ground reality of the matter, each of the panelists shared their insights and experiences.

I Don’t Watch TV, the upcoming web series from Arré, and its equally disruptive trailer set the tone of the discussion, which was anchored by Indiantelevision.com founder, editor-in-chief and CEO Anil Wanvari.

Consciously steering away from being called an “OTT” platform, Chacko stated that their new venture was a content brand that believed in disruptive content. Elaborating on the reason, he said, “Digital, like every media transition we have seen in the past, gives you the opportunity to create different tone of content, be experimental and maybe give form to the next big cliché. The need of the hour is social relevance and we not only churn out radical content but also play around with it within the social context. While we crib or joke about the hackneyed television content and the people behind it, the truth is that it isn’t as much. It’s the hackneyed content revenue that compels them to act in a certain way and our effort is to break free from it,” Chacko shares.

Expanding on the business model of digital platforms, especially with respect to Arré’s on-demand content arm, Chacko confesses that he hails from a very traditional school of thought that Indian content market is ad-funded. “I don’t see an escape from dependency on advertisers even on digital. However, the nature in which a brand or advertisment interacts with content is changing. We are entering an era of the next level of branded content, which has been mastered by my fellow panelist Arunabh (of TVF fame),” Chacko adds.

Seconding the new form of branded content and possibilities that it brings for marketers, Jasani shares, “From what I have observed, Indian viewers are inherently inclined to not pay for content and that mindset is not changing in the near future. Therefore, ad-funded content is the way forward. The way people are going to consume video will primarily be on demand. It is an interesting crossroad for advertisers and marketers as well on how to use this new age content. Several brands are open to experimenting with branded content with content creators and even take ownership of the content marketing they do. Agencies, marketers and content creators are coming together to make branded content and share the IPs of it, as well as the revenue the property generates.”

Moving on from the tug of war between television and the second screen, Jasani projects a whole new dynamic in the near future when viewers will be screen agnostic. “A seamless flow of data and videos that is available on all my devices, be it television, laptop or mobile, is what people want in the near future. Therefore, the whole concept of creating for mobile or creating for television needs an overhaul and creators will need to think from a macro perspective.”

While Jasani paints an optimistic picture on the investment interest advertisers have in the digital content front, TVF’s Kumar begs to differ.

While taking a question raised in the post session Q&A round, Kumar comes clear on the ground reality of how an advertiser operating in the current landscape thinks of the digital medium as compared to the traditional medium platform for its advertising spends. “Let me be honest, people say digital spend is growing but that’s all lip-service. This is my observation over the last five years. The major advertisers end up striking a deal with a fancy agency and spend crores on TVCs, while their purses become tight when it comes to the digital video space. If brands were to spare even a single digital per cent of what they do on television, it will be a huge boost to the production budget and quality of what digital creators are making. But right now that is hardly happening.”

Continuing, Kumar further adds, “When we pitch a show to a brand, we have to make it clear that we are not going to make a TVC. We are not asking money for a 30 sec slot, the content for which you have created and paid for. We are actually going to make your brand an integral part of storytelling so that viewers become fans of the show as well as the brand. I believe that is cent per cent more than what a TVC can do for a brand.”

Jasani admits the challenge the digital believers have in hand is converting the old school thinkers to see the returns that digital content can give, but is equally confident that the change will follow, as the drastically changing content space will only compel the marketers to evolve or be left behind.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/17/david_beckham.jpg?itok=1KbuPdU6
David Beckham to talk Studio 99 during Digital MipTV keynote

Paris: Global sporting icon and legendary football player David Beckham will be the keynote speaker at the 58th edition of the Cannes TV market Digital MipTV. The event is all set to begin on 12 April and will be a virtual affair for the second consecutive year. The 2020 edition was also forced to...

Specials Event Coverage Miptv
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/13/img_13032021_113144_800_x_800_pixel.jpg?itok=bq1ddtk5
MIP Cancun sets date for physical event in November 2021

PARIS: Reed Midem has confirmed that MIP Cancun, the leading international content market and conference for Latin American and US Hispanic television, will take place as a physical event in 2021. The eighth edition of the signature one-to-one matchmaking market will take place at the Moon Palace...

Specials Event Coverage Occasions
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/09/ww100.jpg?itok=m83x7lXz
Wonder Women 100: Mindset needs to change first for more inclusion, diversity

Women are increasingly coming out and taking up more challenging roles against all odds. The media, entertainment and advertising industry is no exception. Despite the great strides made over recent years, there are still issues like fewer women leaders in upper management positions and salary gaps...

Specials Event Coverage Occasions
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/08/wonder.jpg?itok=z8diX8OO
The Wonder Women are here: Honouring 100 women leaders from M&E, ad & marketing

MUMBAI: Many a successful organisation in India's media, advertising, marketing and entertainment ecosphere have women leaders in key management and ownership positions. Where once women were assigned jobs related to programming or ad sales or media – and mostly at the middle management level –...

Specials Event Coverage Occasions
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/08/ww100.jpg?itok=et9bXcf6
International Women's Day: 'Wonder Women 100' list to be unveiled today

Women have made tremendous strides over the years to achieve equal representation in the workplace. Many have broken the glass ceiling and risen to the top despite all odds. This International Women’s Day, Indiantelevision.com will recognise 100 such talented and outstanding women executives and...

Specials Event Coverage Occasions
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/02/budget-21.jpg?itok=5WhZBuHf
Silver lining of #Budget2021: M&E industry hopes for ad spend growth

KOLKATA: Tax reliefs, lower customs duty, input tax credits, better scope for foreign direct investment (FDI) were among the many hopes that the media and entertainment industry had pegged on a budget “like never before.” But the pandemic-hit industry has not received any specific supportive...

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/stream.jpg?itok=7fe0xmlZ
Vidnet 2021: On innovation & creating disruptive content on OTTs

The rise of streaming platforms like Netflix, Disney+ Hotstar, Amazon Prime Video, Voot, Zee5, MXPlayer and ALT Balaji has allowed Indians to watch diverse content from around the globe along with experiencing new genres.

Specials Event Coverage VidNet
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/pg.jpg?itok=LTqNyJQ5
#Forecast2021: Rural consumption to rule the roost, says Parle’s Krishnarao Buddha

In 2020, marketers learnt to grapple with unforeseen challenges elicited by the lockdown, and they are prepared to handle such circumstances, incase of another such instance in the future (hopefully not).

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/dth.jpg?itok=O1UHQ7UO
#Forecast2021: Positivity returns slowly for cable, DTH operators

Waking up to a new pricing regime, followed by an unprecedented pandemic, natural disasters, and tensions with China, 2020 turned out to be a gloomy year for the cable TV distribution industry.

Specials Forecast

Sign up for our Newsletter

subscribe for latest stories

* indicates required