Yahoo! India adds 20+ advertisers for video content

Though Yahoo! India is a late entrant in the video content space, it has something different and promising to offer to its consumers & advertisers

e4m by Rahul Dubey
Updated: Feb 20, 2012 7:08 AM
Yahoo! India adds 20+ advertisers for video content

With an aim of reaching out to close to 80 per cent of mobile and Internet users in India, Yahoo! India recently forayed into the online video content space in India. The global digital and search engine company is offering exclusive and licensed video content online for the Indian audience, which it believes, will benefit advertisers and content generators across the digital space. The company is already in talks with over 20 leading advertisers.

Though Yahoo! is being considered a late entrant in the video content space, it has something different and promising to offer to its consumers and advertisers. While the content will not be user-generated, what will add to the existing optimism is the process of check posts that will allow only licensed and clutter-free content to both content providers and consumers. While many digital publishers believe in mass content provision and consumption patterns, Yahoo! believes that there is a lot to explore and offer as there are over 100 million Internet users in India and soon all of them will be consumers of video content. The offering and positioning of Yahoo! India is licensed and premium content online. The company is also in the process of devising technology that will help reduce infrastructural hurdles and streaming lethargy in slow-connectivity belts.

Who can generate content?
While the content will be strictly licensed, generation of online videos will offer limited scope to user-generated videos on Yahoo! channels. The company will, however, offer video propositions across all genres like Bollywood news, feature, movies, sports, news, lifestyle and entertainment. The content will be sourced from production companies, television channels, film producers or local stringers. To avail all-encompassing video content, Yahoo has tied up with a few leading content providers, including some news channels like Aaj Tak, Star News, NDTV, Headlines Today, Newzstreet, ANI, Star Majha, and Star Ananda. Similarly, initial movies partner of the publisher are the likes of Digit 9, Shemaroo, Ultra, Star Entertainment, PVR Pictures and Shree International, among others. In the GEC and other TV categories, the partners include Star Plus, Star One, Star Jalsa, Star Vijay, Star World, 9XM, Channel [v] and Star Pravah.

Targeting advertisers
In the initial phase of its launch, the company has over 20 advertisers on its roster and is trying to rope in more in the immediate future. But how does Yahoo! India stand out to provide a better proposition to its viewers? “No advertiser today wants to see his content or advertisement online with hundred other such content that are not clean and do not hold copyright certification,” remarked Vishal Maheshwari, Senior Director and Sales Head at Yahoo! India. Though Yahoo is a late entrant as compared to its closest competitor Google, Yahoo! is confident of its success and expansion of the genre in near future as video consumption grows in India alongside increase in digital consumption and mobile Internet penetration.

Mobile videos: The next destination
Yahoo is also open to video generation on mobile platforms in the long run. As a company associated with a wider range of advertisers and content providers, the mobile offerings would also take off, Maheshwari said. He further said that currently only smartphone users utilising 3G connectivity were active in video content through mobile phones, along with the growing number of tablet users. While the growth of tablets is still in its nascent stage, growth of smartphones has also not been extremely promising as against expectations.

However, the industry is optimistic about the growth of mobile and smartphone compatible video content in near future in India. Ranjan Kapur, Country Manager, WPP India, remarked, “The sheer number of mobile phone users is promising. 3G connectivity is one issue that India is dealing with, but its slow penetration is not a hurdle. Soon, one-fourth of the advertising industry will be driven by mobile devices.”

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