Limelight-e4m Webinar: 'Primary objective is to supply good content at the right time'
Panellists discussed the impact of COVID-19 on short-video industry and ways of addressing the unprecedented surge in traffic over the past 100 days
On August 6, exchange4media joined forces with Limelight Network to organise a webinar 'Uplifting the Short-Video Sharing Platforms with New Gen CDNs', where industry experts discussed COVID impact on the short-video industry and ways of addressing the unprecedented surge in traffic over the past 100 days.
The panel featured Ashok Prasad, Founder & CEO, Six87 Communications; Akshay Saini, Co-Founder, Tring App; Bimal Kartheek Rebba, Co-Founder, Trell App; Praveen Verma, CEO & Co-Founder, Tna Tan; Piyush Yadav, Head - Engineering, POPxo; Piyush Kumar, Founder & CEO, Rooter Sports; Shivank Agarwal, Co-Founder, Mitron; Sumit Ghosh, Co-Founder, Chingari; Tushar Vohra, Head Technology, ZEE5 India; Venky Pentakota, CEO, Dubshoot; Vikrant Khanna, Co-Founder & CEO, Mogi App; and Ashwin Rao - Sales Director -India, Limelight Networks; Sudhir Sundrani, Head of Ads Monetization, ShareChat
The discussion was moderated by Ruhail Amin - Senior Editor, exchange4media.
To kickstart the panel, Amin questioned the panellists on the importance of content. Vohra replied, "Great Content and in the large number posses a problem of discovery. Good and quality content is important”.
"Our focus is on helping creators create really great content quality by providing them with a great camera and great tools,” replied Ghosh.
The moderator took the conversation forward by quizzing the panellists on the emphasis that should be put on building great content versus building a strong recommendation engine.
"The primary objective should be to supply good content at the right time. Every platform should have a single objective good content and recommendation engine come together and serve the unified purpose,” replied Rebba.
On being asked about the framework to follow in order to create quality content, Sudhrani replied, “Content should surface at the right time and at the right place. Then only you can incentivize it. And the personalization is the key."
"Our playbook is very simple it gives the best tools of content creation to all the users and let their creativity flow,” added Ghosh about Chingari.
The panellists also addressed issues of technology gaps seen today and how to deliver the best experience possible. Vohra pointed out, "One of the major challenges in user-generated content is copyright”.
Kumar then highlighted another challenge. He said, “One of the tech challenges that we are facing is in the space of data science. We couldn't find some very good resources and therefore we are tied up with the Canadian machine learning company to help us work around with data.”
"We are new in the space, so we focus more on feedback from the user and try to improve our content quality consciously", added Verma.
Pointed towards yet another aspect of short video platform technological problems, Saini added, “Time and Patience is really important. If the video takes 10 seconds to buffer user will switch to different platforms even if there is good content. So we need high-resolution video in a small package”.
So what would the applications look like in the next 2-3 years? Yadav informed, "We will focus on creating regional content and targeting it to increase it by 60%. And will penetrate Tier1- Tier 2 cities”.
"Our focus is down the line, If we go and ask do they have Shareshat, they should say Yes. Reaching the maximum masses is our goal”, added Sudhrani.
The panellists were then posed with the question of whether the apps would cater to a global market or to the Indian one alone. Ghosh said that Chingari will evolve into a very different level and not just be India focused. "We have global ambitions as well in the coming 2-3 years," he emphasised.
Yadav had a different perspective: "Our platform is by the Indian women for the Indian women so will not deviate from that. Global market capture is currently not in the picture."
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