Cricket meets Bollywood – The Superstars Club for IPL 2018

Leveraging the nation’s two biggest attractions - Bollywood and Cricket, Eros Now becomes one of the first OTT players to come on board as a sponsor of a league team at IPL 2018.

exchange4media News Service 05-April-2018

Eros Now RCB
Eros Now, the cutting edge digital over-the-top (OTT) South Asian entertainment platform of Eros International, will be the Title Sponsor of Virat Kohli led Royal Challengers Bangalore team in the upcoming season of IPL, commencing April 07, 2018. Leveraging the nation’s two biggest attractions - Bollywood and Cricket, Eros Now becomes one of the first OTT players to come on board as a sponsor of a league team at IPL 2018.

The collaboration is a part of the company’s endeavour to build a true digital video brand with Indian users and provide the best of entertainment the country has to offer. At the heart of the association is the value Eros Now paid subscribers will get through the season of 2018 to win match tickets, exclusive merchandise and a centre field view with the captains at the coin toss. The thrilling, action-packed matches along with various social media and video content on Eros Now will keep fans engrossed throughout the IPL season.

Speaking on the announcement, Rishika Lulla Singh, CEO, Eros Digital, said, “The innovation with Royal Challengers Bangalore is a perfect mélange of sports and entertainment and enables our endeavour to connect with our youth and offer a consumer experience bringing stars from the cricketing and Bollywood world together. By integrating with RCB and T20, Eros Now is investing in other entertainment vehicles to share our vision and passion of presenting the best in entertainment. RCB have garnered tremendous support and confidence in their partners and fans and we wish the team good luck this season”.

Amrit Thomas, Chairman, Royal Challengers Bangalore said, “We are delighted to have a leading entertainment entity like Eros Now on board as RCB’s title sponsor. Entertainment and Cricket have always been India’s biggest passion points and the synergy that this partnership will create, is definitely going to up the excitement quotient among fans and viewers.”

With “Bollywood meets Cricket- The Superstars Club” theme driving the association, www.erosnow.com will shortly launch varied campaigns to promote this association across all social media platforms to engage with their consumers and RCB fans.
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Mazhavil Manorama has gone digital

Mazhavil’s digital platform has been planned keeping in mind the Malayala Manorama groups strengths & leadership in each vertical - TV, print, online and radio

exchange4media Staff 9 hours ago

Mazhavil Manorama

Mazhavil Manorama, the leading entertainment channel, owned by Malayala Manorama group has gone digital. With audience accessing TV content at their convenience on personal devices the content team felt necessary to address their needs.

In the month of August this year, a Digital First' approach was adopted on mazhavilmanorama.com with a video friendly facelift. A well-planned launch with ‘Mazhavil Digital Premieres' wherein exclusive premiere of seven blockbuster movies (which was bought by the channel as World Television Premier movies) was made available for free viewing, on the website much before the same movies were to be telecast on the TV channel. This not only helped drive traffic to the site but also created a huge salience for the destination. Byju’s saw value in the digital premiers and associated through branding and sponsorship and the association paid off.

Mazhavil Mango Music Awards 2018, a leading music awards event in Kerala was the next exclusive content to feature on the website.

With the success of Digital Premeirs & Music Awards there was no looking back and in September 2018, 'Mazhavil Multiplex' was launched - a complete treat for movie lovers with wide range of movies and watching it anywhere anytime. Over 200+ movies will be featured in the platform. The launch has Spinz a fairness cream from Cavincare as the brand partner.

Mazhavil’s digital platform has been planned keeping in mind the Manorama groups strengths and leadership in each vertical - TV, print, online and radio and would run on each of one of them. 

MMTV is all geared up to build a sustainable platform and plans are on to launch an OTT soon. The content will range from TV shows, events, movies, and original web content.

The marketing team has started approaching brands and agencies showcasing the possibilities for brand associations, collaborations & placements and thereby creating TV + digital packages for advertisers.
 

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Amazon Prime Video's Diwali campaign brings alive magic of stories

Film by Supari Studios highlights the importance that stories hold in our lives, through the eyes of a grandmother and granddaughter

exchange4media Staff 10 hours ago

amazon prime

Supari Studios has taken Diwali advertising a step further by integrating creative storytelling in its commercial for Amazon Prime Video.

 

The film highlights the importance that stories hold in our lives, through the eyes of a grandmother and granddaughter. We see a young girl in her mid-20s narrating a magical story, using quirky props and interesting story telling devices. At a point in the story, she goes back into her memories, remembering how it was once told to her by her grandmother, on yet another Diwali day, many years ago. The film ends with the realisation that the tables have now turned and the listener has now become the storyteller, trying to rekindle old memories of a grandmother, whose memories are slowly fading away. To enhance the impact of this storytelling, the Supari team very uniquely blended live-action with animation, along with seamless camera movements and transitions, transporting its viewers into a different world altogether. This heartwarming film, filled with ample doses of nostalgia and heart, aims to stay true to the Diwali spirit of family bonding and simple pleasures.

 

Link to the video-

https://www.facebook.com/PrimeVideoIN/videos/1132603983588170/

 

Misha Ghose, Director of the film, said, “For us, this film was an exciting journey that we were allowed to take with our protagonists. The film is about bringing alive the magic of storytelling, which we wanted to be as creative and memorable as possible; so we used puppets, animation and cardboard cutouts and then tried to weave it into the story as seamlessly as we could. Of course the process was quite complicated; we had to sync a ten-foot movable backdrop with lights changing and a puppet reacting, and get all our match cuts that allowed us to move into the animation world perfectly. Getting the whole timing right was crucial and extremely challenging. Overall, our hope was to be able to take the viewer through a journey that was both magical and heartwarming. I think Diwali is a great time to remember how important some memories and relationships are and I’m glad we got to make this kind of Diwali film.”

 

 

Manoti Jain, Executive Producer, Supari Studios, said, “The advertising sector has become increasingly cluttered in the recent past, and brands are looking for fresher and more creative routes to connect with their target audiences. For their Diwali campaign, Amazon Prime Video wanted to steer clear from the cliché Diwali advertisements, and instead emphasise upon the joy that storytelling brings into our lives, which is symbolic of their brand. While conceptualising the film, we decided to retain certain integral elements of Diwali, such as the ‘good versus evil’ narrative and family bonding, while showcasing them in a more unique manner. With storytelling being our primary focus, we turned a simple exchange between a grandmother and her granddaughter into a magical, larger than life experience, by integrating a variety of distinct treatment styles into the very same story. Working with Amazon was a great experience, since they were looking to push the boundaries of creative storytelling, much like we were, and we're looking forward to more such collaborations with them in the future.”

 


Aditya Tawde, Head, Post Office, said, “The most interesting aspect of working on the film was amalgamating live action, 2D animation and storytelling with a puppet seamlessly into a single narrative. While conceptualising the characters and backdrops for the animation portions, we had to ensure that they could be well replicated in the other forms of storytelling as well. We also designed our frames in a way that gave them an international feel, while retaining Indian characteristics and elements in the design. The animation was given vintage filters and made with a colour scheme that invoked a sense of warmth and nostalgia, keeping in mind that it was an exchange between a grandmother and her granddaughter. It was great to finally see all these aspects come together so beautifully in the final film.”

 

Credits:

Conceptualized and Produced by Supari Studios

Client: Amazon Prime Video

Director: Misha Ghose

Executive Producer: Manoti Jain

DOP: Siddharth Vasani

Creative Team: Akshat Gupt & Mohit Bhasin

Writing Team: Sanmik Cardoz, Richa Rungta, Ankush Salaria

Creative Producers: Ria Concessao, Richa Rungta

Sr. Associate Producer: Madhura Bhasker

Associate Producer: Saloni Dukle

1st Assistant Director: Sanmik Cardoz

2nd Assistant Director: Feroz Ahmed

Line Producers: Karan Hinduja, Kunal Gurnani (Shutterplay Media LLP)

Gaffer: Vicky

Focus Puller: Gagandeep

Assistant DOP: Nitin Dhar

Art Director: Viveka Banja

Art Assistant: Shivani Shilotri

Casting Director: Swapnil Mishra, Neha Bhatter

Costume Stylist: Mansi Patel

Assistant Stylist: Rozy Agarwal

Hair & Make-Up: Tarsha Khorana

Assistant Hair & Make-Up: Angela

Camera Equipment: 1 Stop Cine Digital

Lighting: One Stop Services

Post Production: Post Office

Creative Head: Aditya Tawde

Animators: Harsh Sharma, Shikha Sharma, Pratik Satam, Hiren Gamre, Neekhil Dighe, Shanel Moraes

Illustrators: Pankaj Gole, Adarsh Panicker

Editor: Sarang Aigalikar (Noise Studios)

Colour Grade: Daniel Schmid (Nube Studios)

Music: Rahul Pais & Nariman Khambata (The Jamroom)

Musicians: Joell Mukherjii, Jitendra Harisingh Thakur, Tapas Roy

Sound Engineer: Richard Francis

Sound Studio: Island City Studio

Voiceover: Sneha Suresh

Spot: Ilyas Bhai, Mane Ji, Aarif Ji

Actors: Padmini Sardesai, Anandita Pagnis, Zenia Shastiker

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iProspect India strengthens SEO Practice team with two new hires

Asad Khan and Vishal Shah join as Senior Directors of SEO Practice

exchange4media Staff 12 hours ago

asad vishal

iProspect India, the digital performance agency from Dentsu Aegis Network, has appointed Asad Khan and Vishal Shah as Senior Directors to lead SEO practice at the agency.

With more than eight years of experience, Khan has chiefly been responsible for expanding business for the Southeast Asian & Oceania markets and leading strategic planning for e-commerce portfolios. His core strengths lie in formulating data driven integrated search strategies using an agile marketing approach.

On joining iProspect, Khan, Senior Director – SEO, said, “I’m happy to join the iProspect family. The agency’s belief in maintaining an open and transparent work environment, unrestricted access to knowledge and collaborative approach towards decision making is what gives them a competitive advantage and a clear path to continued growth. I'm eager to work with the team and help them grow the business.”

Shah, who has worked across domestic and international markets for more than eight years now, has been instrumental in strengthening core organic search offerings as per technological advancements and market evolution. His ability to plan, execute and deliver in complex brand ecosystems has helped him successfully play the strategic lead on several enterprise clients.

“With a worldwide presence, iProspect has been successful in driving digital performance in every corner of the globe. 20 years of rich digital experience has led the agency to the position that it enjoys today. I look forward to the new set of learnings at iProspect,” said Shah.

On the new appointments, Rubeena Singh, CEO, iProspect India, said, “Reinvigorating the team with new talent is crucial in driving business performance. Both Asad and Vishal have rich experience. With them leading the SEO teams, we hope to strengthen our service suite and accelerate our growth in the next phase.”

Prior to the move, both worked at Performics.Convonix as Associate Directors.

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Google has become more open in the last 12 months: GroupM report

In the second State of the Video report, GroupM delivered many valuable insights into the industry-wide changes that are shaping the video ecosystem

exchange4media News Service 15 hours ago

groupmreport

Google has opened up its doors to agencies in light of increasing brand safety concerns, GroupM has said in a report. 

In the second State of the Video report, GroupM said that “Google, for one, has become more open in the last 12 months - as it had to.”

Concerns about brand safety peaked in 2017 and the topic continues to remain one of the hottest topics of conversation between client and agency. In the report GroupM said that the agency has always asked that media partners allow true third-party verification via a tag on the page. “Our most concerned clients demand it and direct investment to partners who comply. Resisting independent verification creates doubt among planners and clients alike as to what’s really going on.” 

The report delivered other valuable insights into the industry-wide changes that are shaping the video ecosystem. The highlights: 

Modernising TV Advertising 

The report that studies the trends in the world of video content, mediums, and advertising drew attention the perils and procedural quagmires of addressable television advertising. 

Ad buying ecosystem on television is “complicated” the report said. “In 2018, we are in limbo between the traditional and the modern. We have a choice: Force-fit digital video into linear mechanisms, systems and pricing structures, or modernise television to look more like digital – targeted, automated and optimised,” the report states. 

Explaining the paradox of modernising television advertising with addressability the report said: Television’s core function is still reach. Data adornments are welcome only if they make that reach more intelligent and more intimate, expanding television’s relationship to sales and downstream financial and performance metrics, as any advertiser on earth would hope to achieve. 

A Prime Platform for Advertisers?

Amazon Advertising encompasses tools for buying, search, and display formats. The Amazon advertising suite offers both pure branding and aids to sustain awareness over time through retargeting. Amazon has multiple tools for advertisers from Sponsored Products and Sponsored Brands, Amazon DSP, and Advertiser Audiences. 

But Amazon’s Video OTT platform is not primed for advertisers the report suggested. Amazon Prime is almost entirely free of spot advertising, but Amazon does offer ad inventory in Twitch and IMDb, as well as natural breaks in NFL games on Prime in the US and on its website and app. 

“Video advertising is scarce, so Amazon Prime should not be viewed as a significant competitor in the supply of ad inventory,” the report said. 

Amazon video’s potential to complement its proven strengths in product search and e-commerce excites advertisers. But Amazon is dispensing with ads on Prime “to preserve its user experience, but may develop free and themed channels where advertising sits more naturally,” the report said. 

Crystal ball gazing

As the ecosystem gets more and more complex it is “better to get back to basics,” GroupM said in the report. “The purpose of advertising is to create demand and then harvest it. All channels have the potential to contribute to both. They do that best when they create a great user experience for both viewers (users) and advertisers.”

Finally the report advised advertisers to get used to making video that is relevant to the user and the platform use case. “This is essential if they are to benefit from a data-rich, multi-platform world.”

The agency further predicted that linear viewing of ad-supported TV is not going to grow, the economics of ad-funded OTT are questionable and that subscription fatigue is eventually inevitable. The undeniable truth that the report concluded is that: It is only going to get harder to get audiences to sit through interruptive ads.
 

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ZEE5 ties up with NetRange

The ZEE5 app will now be available on all NetRange’s platforms across its global network.

exchange4media Staff 3 days ago

Zee5NetRange

A month after announcing its global soft launch across 190+ countries, ZEE5 on Friday announced a strategic partnership with NetRange, a provider of global Smart TV and OTT ecosystems. The ZEE5 app will be available on all NetRange’s Smart TV platforms across its 100+ global network.

ZEE5 offers multi-genre and multi -language content across 12 languages - English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. Available across platforms, ZEE5 comes with 1,00,000 hours of on-demand content, including Indian movies and TV shows, music, cine-plays and health and lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has a Live TV offering 60+ popular Live TV channels.

Speaking on the partnership, Archana Anand, Chief Business Officer – ZEE5 Global, said, “Our partnership with NetRange is a natural progression in our vision of bringing the best of Indian language content to audiences globally on any device of their choice. NetRange is one of the pioneers of Smart TV and OTT ecosystems, and we are delighted to partner with them to make ZEE5 available to their users around the world.”

Jan Wendt, CEO of NetRange, said, “As a global content company, ZEE has always been at the forefront of bringing the best of Indian entertainment content to audiences around the world and it is a great moment to have ZEE5 on NetRange connected TVs worldwide.”

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Google reforms sexual harassment policies after mass employee protest

Accepting one of the major demands of the employees, Google has announced that it will no longer force employees with sexual assault or harassment claims into arbitration.

exchange4media Staff 3 days ago

google logo

Taking note of the mass walkout and protest of its employees across the globe over the handling of sexual harassment cases, Google has reportedly announced a number of internal changes in the company.

According to media reports, CEO Sundar Pichai on Thursday sent out a mail to all employees in this regard.

“Google's leaders and I have heard your feedback and have been moved by the stories you've shared. We recognise that we have not always gotten everything right in the past and we are sincerely sorry for that. It's clear we need to make some changes,” reports quoted Pichai as saying in the email.

Accepting one of the major demands of the employees, Google has announced that it will no longer force employees with sexual assault or harassment claims into arbitration. Arbitration will now be optional under the new policy.

"We will make arbitration optional for individual sexual harassment and sexual assault claims. Google has never required confidentiality in the arbitration process and arbitration still may be the best path for a number of reasons (e.g. personal privacy) but, we recognize that choice should be up to you," Pichai is said to written in the mail.

Reportedly, Google has also decided to provide more detail about sexual misconduct cases in internal reports available to all employees. The details will include the number of cases substantiated and the list of the types of punishment imposed, including fines and pay cuts.

Further, Pichai said the company will update and expand its sexual harassment training, and employees are now required to complete training annually instead of every two years. It will also overhaul how it deals with employee concerns.

Google has also taken into account the need to control alcohol consumption, which is often associated with harassment complaints.

The company reportedly specified, "harassment is never acceptable and alcohol is never an excuse." Leaders at the company are "expected to create teams, events, offsites and environments in which excessive alcohol consumption is strongly discouraged," the memo read.

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Online ‘festive season’ sales see 29% YoY increase in September 2018: Oath study

‘Electronics’ is top seller, fueled by demand for smartphones and headphones; Indians between 25-34 lead shopping frenzy

exchange4media Staff 6 days ago

oath

Oath, a Verizon subsidiary, today announced its findings on online shopping trends during the festive season in India. The study uncovers surprising insights into the Indian consumer’s choices and behavior during the country’s main online shopping season, during which top e- commerce brands go to battle with massive discounts and innovative sales.

 

Oath has several popular media brands in India, including HuffPost, Yahoo Cricket, Tumblr, Yahoo Finance and Yahoo Mail. The findings are based on data points across these brands and an in-depth understanding of consumer behavior based on content consumption by users. Globally, Oath sees more than 200 billion data points every day and reaches one billion people around the world.

 

The online shopping season in India is thought to begin with Dussehra around October and go all the way up to Christmas and New Year. However, Oath data reveals that the online shopping burst begins as early as mid-September, when Indians actively begin filling their shopping carts.

 

Huge momentum in the festive season continues to catalyse the explosive growth of online shopping in India. Sales increased 29% year-over-year in September 2018, setting a record high for India’s festive shopping season online.

 

Indian online shoppers love to buy Electronics online, bargain hunting for festive season discounts. 42% of shoppers bought an electronic item, making it the top selling category. Smartphones and headphones were the most popular items they checked out. In a growing trend, online shopping is becoming a part of “daily life” for shoppers. FMCG comes in second after Electronics as a best-selling category, with shoppers buying their everyday products online, from sugar to shampoo.

 

“The huge volume of data points across our brands gives us a comprehensive understanding of consumers in India and their behaviour. These deep insights in turn are helping our advertisers to make sense of audiences’ preferences and market trends at a very strategic level, to put in place data-driven marketing strategies during this crucial season,” says Erin Chao, Head of Platforms, APAC, Oath.

 

India’s online festive shoppers are predominantly male, at 79% -- in line with the ratio of men and women online shoppers in India. Tech-savvy Millennials between 25-34, with greater purchasing power, tend to shop more online during festivals. They come in ahead of  other age brackets during this season.

 

2018 key insights and online shopping trends during India’s festive season, based on Oath data:

 

  • Online festive shopping begins as early as mid-September. Sales increased 29% year-over-year in September 2018 -- a record high for India’s online festive shopping season.
  • Gen Y leads shopping frenzy: Tech-savvy Millennials between 25-34, with greater purchasing power, tend to shop more online during festivals. They adapt easily to new technology and are bargain hunters who zero in on the big discounts during the festive season. 
  • At 42%, Electronics leads as the top-selling category online, with smartphones and headphones as top buys. Popular smartphone brands in India include Redmi, MI, Samsung and MOTO.
  • At 12% Baby and Toddler products come in second after Electronics. Indians are heaping their carts with diapers, pants and wipes.
  • FMCG is a best seller: Shoppers are increasingly buying everyday products online, like sugar, shampoo, salt and toothpaste.
  • Indian online shoppers pay attention to hair care. Hair conditioner and hair-fall defense shampoos are both popular products. Shoppers also buy beauty products like whitening creams, face-restoring creams, body lotion and UV protection products online.
  • The top growing product category online is ECommerce prime services, with 4X growth YoY. More and more online shoppers are purchasing ECommerce prime services, which signals they not only care about the price, but also the service quality and guarantee.
  • Online bestsellers are well-known brands, implying price is not the only factor, but brands matter to Indian online shoppers.
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Now learn dance moves from Madhuri Dixit on Airtel digital TV

Designed to provide dance lessons to enthusiasts, the new channel will bring together the best of choreographers along with Madhuri Dixit

exchange4media Staff 1 week ago

DWM

Dance With Madhuri (DWM), a dance based online platform by Madhuri Dixit Nene and Bharti Airtel’s DTH arm, Airtel Digital TV, has announced the launch of an exciting Subscription Video on Demand (SVOD) channel – Let’s Dance.

With festivities just around the corner and everyone gearing up to get their dance moves right, customers can now ace their dancing skills with India’s dancing icon, Madhuri Dixit herself right in the comfort of their homes. Available on channel no. 113, Let’s Dance has a large bouquet of over ad free content of over 150 hours with 2200+ lessons taught over 170+ classes.

Designed to provide dance lessons to enthusiasts, the new channel will bring together the best of choreographers along with Madhuri Dixit. Bollywood’s most favorite dancing queen, Madhuri Dixit who is known for her legendary dance moves, will be joined by dance gurus such as, Pt. Birju Maharaj, Saroj Khan, Terence Lewis, Remo D’Souza and a host of renowned choreographers from the industry to teach different dance forms to customers.

Commenting on the association with Airtel Digital TV, Madhuri Dixit said, “Our vision for Dance with Madhuri is to take the expression and passion of dance to everyone. With Airtel Digital TV’s reach, we do believe that millions of people can now learn how to dance right in their living rooms. So excited to launch this service!"

Adding to which, Neeraj Kumar, Business Head-RnM Moving Pictures Pvt Ltd. said, “With detailed courses and well-structured dance lessons, viewers can learn more than 25 different dance forms like Bollywood, Kathak, Bharatnatyam, Jazz, Salsa, Hip Hop, and many more, on this service. With Airtel Digital TV’s in-roads, now, everyone will have the access to learn from the best choreographers of the country.”

Announcing the launch of the channel, Richa Kalra, Product Manager - DTH, Bharti Airtel said, “As a customer obsessed brand, we are constantly innovating for newer ideas to enrich their lives. Launch of Let’s Dance in partnership with India’s most popular dancing icon Madhuri Dixit is one such innovation which is aimed at enabling customers to learn dancing from the best of dancers and choreographers in the country. We invite all our customers to make the most of the new channel.”

In an introductory offer, the channel will be available for Re.1 the first 15 days, post this, customers will have to pay Rs. 45 per month for the SVOD. Customers can subscribe to the channel with a simple missed call to 9109121282 from the registered telephone number of their Airtel digital TV account.

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Bringing out the voice of Bharat through the political survey: Umang Bedi, Dailyhunt

With the elections nearing, President of Dailyhunt says the voice & opinion of local language Internet users motivated Dailyhunt to come up with 'Trust of the Nation' survey

Apeksha Mishra 1 week ago

Umang Bedi

Dailyhunt announced the results of its political survey, Trust of the Nation, conducted along with Nielsen India as Knowledge Partner. With over 50 lakh responses, the survey reveals how Bharat believes a second term for Prime Minister Narendra Modi will provide a better future. In an interview to exchange4media, Umang Bedi, President, Dailyhunt narrated how the voice and opinion of local language Internet users of Bharat motivated Dailyhunt to come up with this poll survey, more so at a time when elections are around the corner. Bedi also spoke to us about Dailyhunt’s mobile ad revenue growing a 100 per cent year on year as Indian language content goes mainstream.

Edited excerpts: 

What inspired the idea behind #DailyhuntTRUSToftheNATION poll survey?

The world’s largest democracy is India and we at Dailyhunt, an Indic platform are recording the pulse of Bharat through this poll survey. Today is not about politics, it is about democracy. This is an opportunity for us to bring out the voice of Bharat. 
Dailyhunt’s unique value proposition of over 70 per cent of users being from tier-2, 3 and 4 cities helps us to reach out to the heart and expression of the Bharat. The second fundamental driver behind this survey was based on how 80 per cent of our users on the platform have preferred political news as an interest. With the upcoming elections, this is an opportune time for the vibrant democracy around Bharat to express themselves in their local language on whom they trust the most for their nation.

Isn’t the timing and results of the poll acting a lot in favour of BJP, more so when the election dates are close by? How is this not a political propaganda?
 
Serving as an Indic platform the results of Dailyhunt Trust of the Nation poll survey is all about the voice of democracy, interestingly at a time when we are about to get into the election phase. This is not about politics or poll prediction instead it is about our Bharat and Loktantra. The motivation behind this political survey conducted along with Nielsen India, the gold standard in this space is thoroughly because of the local language Internet users of Bharat. The poll questions, the content, the leaders in this poll survey are chosen as per the political score based on who is most talked about and content which is read and shared the most on our platform. As this is a national poll, we have considered top eight leaders who are there consistently across these affinity marks.

While marketers are enamoured by digital advertising, how is Dailyhunt efficiently recording data metrics in order to monetise viewership, in an era where trust is at the lowest?

We go through severe checks and balances around our data. We ensure that all our data is audited by a third party. The last audit we did was with Deloitte. Secondly, we measure metrics very critically around impressions, time spent, around CDRs which we transparently forward the information back to the advertisers. We work pro-actively with partners and advertisers to improve on these key metrics. Advertisers are able to gain confidence only if you share information transparently. This also helps to improve on metrics over time and this is the journey Dailyhunt is on.

With recent controversies about fake news, fake traffic etc. what key measures is Dailyhunt adopting to in order to combat such threats to our democracy? 

Dailyhunt is taking fake news as a problem in a very serious way. We solve it uniquely unlike other tech platforms. Dailyhunt does not allow user-generated content. All our content comes to us from 1500 plus publishing partners and over 10,000 professionally generated content creators who we have licensed arrangements with. Therefore, we license all our content.

Secondly, using AI and machine-learning languages, we rate the publishers using Publisher quality score and Content quality score. In this, we look at how the content has been laid out, what is being said and the user’s reaction. We also channel it back to the publisher in case of any derogatory images or content. Even for the content that we license, we develop the publisher and content quality score in order to ensure that we are nowhere next to even the borderline of fake news.

What are your thoughts on Indian language content going mainstream? How relevant do you think it is in monetising the platform and leveraging Dailyhunt's mobile ad revenues?

There is a myth that exists in the market that a local language consumer is a low socio-economic consumer. When you look at media, TV is the largest chunk of media with over 50 per cent market share on the $10 billion being spent on advertising. Ninety per cent of content on TV and advertising is non-English. Ten of the top TV channels are also non-English. Hence, the marketers believe that this is the platform to reach out to as it gives a high reach. Today, our mobile ad revenue is growing a 100 per cent year on year.

When it comes to the Internet, post Jio the shift has changed. Local languages are going mainstream in terms of sheer velocity and volume. With current Internet base being 420 million, 230 million plus are local language users whereas 175 million are English users. Nine out of 10 new Internet users are local language users. By 2022, there will be 800 million people on the Internet in India with nearly 600 million being local language users. Dailyhunt is leveraging this trend, to grow and become the largest local language Indic platform in India. Therefore, we are driving infinite reach and distribution, secondly we are growing engagement with video, and thirdly, we are looking at unleashing the monetisation opportunity. Over the next three years, we believe that we could get to anywhere between 10-20 per cent of market share of the digital ad revenues. This, fundamentally because of the massive shift to video unleashes many opportunities around pre-roll, mid-roll, brand sponsorship, content marketing and unique levels of targeting.

How is Dailyhunt helping publishers organise themselves for digital success?

Today most publishers in India have their own independent digital platforms as well. On the other hand, we have a 155 million monthly active users which acts as a reach aggregator for that publisher. Speaking about news, depending on the nature and genre, can have a very limited shelf-life. Within this finite time, for their content we drive maximum number of views for our partners. We drive over 30-60 per cent of traffic of most partners large or small. We also drive over 30-50 per cent of the total monetisation that they make as we do revenue shares with them.
This is how we are helping them grow their traffic. What we also do is, we partner with comScore, such that the attribution of traffic goes back to the publishers so that they can view their rankings go up.
 

Senior Correspondent, exchange4media, Delhi Apeksha reports on technology and the digital domain. She is a B.Tech graduate turned media professional with 6+ years of experience working in the broadcast industry as a business reporter, and has done social media marketing.

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Screenage: Taking the journey to the next mobile frontier

Panel of industry experts discuss the trends, opportunities and the growing scope of monetisation and engagement, amongst other things in OTT space

exchange4media Staff 1 week ago

ScreenagePanel

There is an explosion of entertainment options in OTT video, mobile audio is evolving constantly, the journey to the next mobile frontier is growing at a rapid pace. What are the opportunities lying ahead with so much happening?

At the Screenage Marketing Conference Sandeep Reddy, Country Sales Head, Media - Akamai Technologies held a panel discussion on the above with industry experts Abhishek Joshi, CMO & Head of Business Partnerships, MX Player - Times Videos, Amit Khanduja, CEO, BIGFLIX, Rajiv Singh, Head, Ad sales and Monetisation, SonyLIV and Ramakrishnan Laxman, Head of Digital Business, ABP Live.

See the video or continue reading:

Reddy started off the discussion throwing a question at Joshi on the role of digital in the overall ecosystem. “Where are we today?” he asked. Joshi answered, “Mobile is the next frontier not as an ‘either,’ ‘or’ screen but as an ‘and’ screen. The biggest challenge we face as to how to make it as an ‘and’ screen which our consumers will access and engage with even while they are in front of the TV. As a result, we are fighting for screen time, mindshare, and engagement.” Reddy witnessed the above with the impressive viewership of IPL on both broadcast and digital. “Definitely, there’s room for everybody.”

This ‘and’ screen statement also gained more ground with the primetime for digital being different from television. Singh threw light on the same, “For the upcoming India vs Australia series, its T20 matches start at 2.30 pm of what we call as the digital timeband where the consumption is mostly male-driven.” He added, “Our non-cricket behaviour also replicates TV where the peak hours are between 4.30 pm and 11 pm. On the series we believe that 90 per cent of the traffic will be during that period of time, some of it will go to highlights and other sections. Tests start at 9.30 am or early morning which would drive digital traffic to it.” 

When it comes to news, the biggest challenge is its consumption across different platforms. Laxman added, “We see content constantly evolving. Personalisation to news is another big area to work on. Soon there might be the need to provide news to the consumer based on his location, where he is travelling. You will see that happening.”

Talking on engagement Reddy posed a question to Khanduja on how movie-on-demand services like BIGFLIX can get the watch time on movies to go up higher. “We are trying to see how we can target a genre specific to a user. It’s all about customisation for us. So what the user will watch next is important for us in our mix. If we can bridge that gap between what the user watches and is expected to watch the consumption pattern goes up significantly. Leveraging the technology, understanding the user and ability to market on a one-on-one basis are important factors,”

Khanduja answered. The panellists dwelled more on engagement, having pan-Indian content offerings and the threatening issue of piracy that’s grappling movie space especially more. “It’s important to have everything for everyone. That’s why you will see pan-Indian content on every platform across the board. I want to be pan-India focused. Regional is a part of it,”

Joshi explained the need for pan-Indian content for every OTT service. The digital space in India is always on the lookout for new streams of monetisation. How that can be worked out in the news space Reddy asked Laxman. Laxman felt that with news being mostly an ‘advertising-funded product’ and given the huge traffic coming online in the last few years advertisers are yet to leverage on it. “Bulk of it is still performance and e-commerce-driven. Brand advertisers need to start shifting their budget online which isn’t happening. In the UK 50 per cent of the advertising is digital. Here we are way behind,”

Laxman expressed concern. Joshi agreed saying that he is yet to see a brand build its branding only on digital “Even digital brands don’t build it on digital. So the marketers or agencies need to wake up to the fact that we can also deliver value (in building brands).” But the shift is happening. Singh confirmed that brands are moving to digital. “We are getting digital-heavy campaigns. 90 per cent of brands are coming back to us on a monthly basis. Availability of inventory for a lot of players have shot up through roof. Advertisers are targeting content through programmatic. That will happen next year. We are seeing far more revenue jumps and will see it next year also,” Singh seemed confident.

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