MediAvataar's News Desk
The association will strengthen Voot’s Live Linear channel offerings
VOOT, India’s leading streaming platform, has been relentlessly driving digital transformations to create a wholesome entertainment ecosystem that caters to each segment of their diversified audience. Taking these efforts, a notch higher, VOOT has announced a strategic partnership with India’s leading content powerhouse Shemaroo Entertainment Ltd. to provide its live linear channels Shemaroo TV and Shemaroo MarathiBana to the millions of users of VOOT.
The association will further strengthen VOOT’s current content portfolio and provide unlimited entertainment to its viewers. The users will have access to Shemaroo TV’s popular and entertaining gamut of shows, across various genres likes Mythology, Drama, Horror, and Romance. In addition to this, viewers will have access to Shemaroo MarathiBana, a Marathi movie channel that will entertain VOOT users by offering highly rated Marathi movies.
Commenting on the partnership Gourav Rakshit, COO at Viacom18 Digital Ventures said, “At VOOT, we believe that content is pivotal for the growth of digital platforms. Live TV is one of the highest growing categories amongst videos for the on-the-move digital consumers. We have specifically worked on ramping up this category to ensure our viewers stay connected with their favorite channels of movies and shows, even when they are not in front of a television set. With our partnership with Shemaroo, we believe that our viewers will find content relevant and engrossing. In tough times like these, Shemaroo’s efforts are in line with our idea of bringing engaging and enriching content on board for all our viewers.”
Sharing his thoughts on the partnership, Mr. Sandeep Gupta, COO – Broadcast, Shemaroo Entertainment Ltd said, “Shemaroo’s broadcast business has been entertaining the masses of India since the start of the year and given the circumstances it was all the more necessary to have access to some friendly entertaining distractions. Our partnership with Voot will help us not only strengthen the bond with our audiences even further but also help reach out to a wider set of audience and geography. I am extremely happy and confident that both our channels will be appreciated and loved by Voot users since they have been the first choice for viewers since the launch.”
VOOT has been keeping the country’s spirits high during these challenging times through various partnerships. This association with Shemaroo will further strengthen the current offerings and bring a wider range of content for its viewers.
During Covid, people still thinking about vacation.
New data released by YouGov reveals the destinations which holiday-makers in India are next planning to visit.
Despite the chilling effect that travel restrictions are having on the travel industry, people are still spending time thinking about their next trip, as the ranking reveals.
The ranking shows where people are most likely to visit when they are next in the market to plan a holiday – even if that could be some way off yet.
YouGov’s data is revealed as part of new report called Vacation Dreams – Where the world wants to go on its holidays. It shows that even though traveler’s preferences may be changing as a result of the pandemic, that change is not uniform and that some destinations are faring better than others in the public’s perception.
Eva Satkute Stewart, Global Sector Head for Travel and Tourism at YouGov: “Data from our daily consumer perception survey shows two trends emerging in various parts of the world. First, there’s fatigue from lockdowns and people are thinking about where they might go on vacation next. And second, perceptions of destinations amid the pandemic can change so it’s important for destination marketers to keep an eye on how people see them. At this time it is more important than ever for the sector to know what the public is thinking.
As part of DestinationIndex survey we also measure peoples’ intent to visit destinations and there’s a notable shift in consumer sentiment about travelling long distances, which was at an all-time low at the start of the pandemic. People are again becoming more comfortable with the idea being on the plane for longer and thinking about going to destinations that, at the moment in many cases, have closed their borders to international travel. Our report reveals changes for six select markets in different parts of the world – US, Australia, Germany, India, UAE, and the UK – with increased positive scores towards long-haul travel destinations.”
Created by FCB’s Creative Data Marketing Agency FCB/SIX, ‘me too.’ Act Too
Converts Awareness into Action That Is Permanently Blockchain-Protected
On October 15, 2017, two words thrust into the public consciousness and ignited a global movement: #MeToo. Three years later, FCB Global is honored to help ‘me too.’ Movement founder and activist Tarana Burke launch the next chapter of her organization’s evolution. Brought to life by FCB’s creative data marketing agency, FCB/SIX, ‘me too.’ Act Too is a breakthrough platform and brand campaign that engages the world to take part in ending sexual violence.
On this three-year anniversary of the day the hashtag #MeToo went viral, FCB/SIX introduces ‘me too.’ Act Too, an interactive website and crowdsourced, blockchain-powered tool that encourages people to take action. It’s part of the nonprofit organization’s mission to demonstrate that it’s more than just a hashtag by showing not only survivors but also advocates and allies alike how they can take tangible actions to join the fight against sexual violence.
“FCB Global has been moved by recent events to apply our industry leadership position to catalyze social change,” said Carter Murray, FCB Worldwide CEO. “Fresh off FCB/SIX’s award-winning ‘Go Back To Africa’ campaign, we set out on a bold, new social justice mission: to help the ‘me too.’ Movement define the next chapter of its evolution. It’s been a personal honor to work with Tarana and her inspiring team through our two-year journey and to continue the legacy of their incredibly important work. There’s still a tremendous amount of change needed to win the fight against sexual harassment and assault, but we’re emboldened by the progress made and optimistic for lasting impact ahead.”
From Awareness to Action
‘me too.’ research found that the original hashtag movement in 2017 was effective in waking the world up to the prevalence of sexual violence and giving survivors a powerful voice. However, unlike causes such as climate change or Black Lives Matter, it was less clear where allies fit in or the ways in which they can help. A second challenge was that the success of #MeToo had reduced the movement to a hashtag in certain people’s minds. Working with FCB/SIX, Burke’s team envisioned its next chapter to be about inciting action — such as changes to laws and policies — and increasing the accessibility of the movement so it had an equally important role for advocates and allies, as well as survivors.
To counteract the historic silencing of survivors’ voices, the work involved a novel application of blockchain technology, so that each user’s contribution to the movement is recorded permanently in a public ledger that can’t be silenced, altered or erased.
“Awareness is nothing without action and that’s what we wanted to convey in our next act,” said Burke. “Today, we all have the chance to write another chapter, and to contribute to everyday activism as simple as joining a march or reading a book.”
She added: “Working with FCB/SIX opened my eyes to the possibilities of applying innovative technologies in service of a future free from sexual violence. Through ‘me too.’ Act Too, the history of this movement will be written by the activists themselves, and recorded for posterity to a permanent archive on a public blockchain so that their voices can never be altered, disputed or erased.”
Powered by Everyday Activism
The ‘me too.’ organization worked with the creative data specialists at FCB/SIX to concept, create and build the technology platform and supporting brand campaign. Central to ‘me too.’ Act Too is an “action hub,” an interactive platform featuring:
Nearly 1,000 Actions: Powered by a recommendation engine modeled after best-in-class e-commerce sites, the utility uses intelligence to recommend personalized actions people can take to support the movement. From micro-actions (like watching an educational video) to formal actions (like donating or volunteering), the platform curates suggestions based on each individual’s interests, level of commitment, location and more.
To-Do List: Users can create their own personalized plan, saving meaningful actions and crossing them off as they go.
Blockchain Record: When a user completes an action, they are given a unique block that gets added to the blockchain-powered indelible record, a new way to write history.
Monument to the Movement: For every action taken, a 64-character block image becomes one piece that is stitched together into a larger blockchain visualization, a digital tapestry celebrating iconic forebears, from Harriet Jacobs to Rosa Parks, in the fight against sexual violence.
Recorded in a Public Ledger
Too often, people in power write the narrative, while marginalized voices get silenced or disputed. The FCB/SIX team wanted to change the narrative by shifting focus on to the survivors. The platform is powered by blockchain technology, a decentralized peer-to-peer ledger of transactions often used in handling financial transactions that records an indelible public record.
FCB/SIX global president Andrea Cook explains the concept: “We like the poetry of when you take action, you help bring each of those moments to life and you become part of the movement’s history. Through a novel application of blockchain for activism, FCB/SIX wanted to create a living, irrefutable record of the survivors and allies that can never be erased. Everything about this innovative technology — its openness, peer-to-peer approach and transparency — seemed perfectly suited to our goal. Leveraging FCB/SIX’s position at the forefront of technology, data and creative, we created a breakthrough digital platform for civic engagement. We see this as the face of a New Activism.”
Advocacy Through Amplification
The ‘me too.’ Act Too platform will be supported by a cross-media campaign from FCB/SIX that reaches survivors, advocates and allies alike. Its unique digital mural will be shareable on Instagram and other social media and brought to life in outdoor activations. For example, today, a digital billboard in Times Square and other prominent locations will promote the new platform. Celebrities and influencers will further amplify the campaign on their social feeds. Through a brand partnership program, launch sponsors such as Levi Strauss & Co. can champion an action that resonates with their organizations. For the 360° campaign, FCB/SIX relied on help and support from several IPG sister companies across its network, including Acxiom, Current Global, IPG Mediabrands, ITB Worldwide and UM’s J3.
Statistics show that 1 in 4 women and 1 in 6 men will experience sexual violence in their lifetime, and rates of sexual violence typically rise during states of emergency. The National Alliance to End Sexual Violence has seen that close to 40% of rape crisis centers surveyed noted an increased demand for services in the initial months following the COVID-19 outbreak.
Helping marketers navigate the challenges of addressing racial injustice and leading with purpose
Guest edited by Kai D. Wright, Columbia University Lecturer and Ogilvy Global Consulting Partner
The Black Lives Matter movement has galvanized consumers and employees, demanding brands to identify and double-down on how they respond to racial injustice. Brands now look to move forward effectively in a way that provides empathy, earnestness and empowerment in their engagement with Black communities.
To help marketers navigate these challenges and lead with purpose, WARC, the global authority on marketing effectiveness, has today released the WARC Guide to Brand activism in the Black Lives Matter era, compiling insights and learnings from prominent Black voices in the marketing community.
Guest editor Kai D. Wright, Columbia University Lecturer, Ogilvy Global Consulting Partner, Author and Founder of blacklist 100, comments: "From the streets to boardrooms, Black Lives Matter has unified consumers and employees in fighting racial inequity, demanding more accountability from CEOs, organizations, and brands themselves.
"In the next 30 years, 90% of the US population growth will come from minority audiences, including Black households. This Guide offers research, inspiration, and advice on how to exercise brand accountability. Ultimately, it is a quick-start foundation for ethically activating Black Lives Matter to be relevant among, and resonate with, diverse communities by creating a new growth imperative based on their empowerment."
Cathy Taylor, US Commissioning Editor, WARC, says: "Research shows consumers are demanding brands respond in ways that go beyond donations. This is not just about changing messaging or momentary gestures, it is about the very core of the business ⧿ addressing challenges and taking the right steps to drive long term positive change.
"We are delighted to have worked with guest editor Kai and our many esteemed contributors in our quest to help businesses respond in authentic and meaningful ways to the BLM movement."
Providing guidance for advertisers, agencies and media owners, the report features case studies from brands who've done it well - including, Procter & Gamble, Ford and Netflix - data on changing attitudes around Black Lives Matter, what consumers want brands to do, the internal work that brands have to do towards diversity, equity and inclusion, and how that affects marketing outcomes.
The eight key takeaways highlighted in WARC's Guide to Brand activism in the Black Lives Matter era are:
1. The US is moving toward a majority-minority culture
According to US Census data, in 2014 minorities made up 38% of the country, but by 2060 they will be in the majority at 56%. Marketers should no longer default to white culture. Non-US marketers should note the call for better representation is present in many markets, and lessons from the next wave of brand activism will be relevant globally.
2. Black Lives Matter is bigger than messaging, affecting how brands operate internally and externally
It is not just a multicultural issue; it's a human rights issue. And it's not just about posting a black square in protest on Instagram. For some brands, confronting racial injustice is new territory, but other brands came prepared. What they share is a strong brand purpose and often a history of addressing social issues.
3. Addressing racial injustice is a business imperative
More than a third of consumers have taken action based on a brand's approach to combating racial injustice - and they influence others to act in the same way. Especially in younger demographics, people say they will vote with their wallets and voices in terms of what brands they purchase.
4. Brands need to accept discomfort and be prepared for polarization in addressing racial inequities
Consumers firmly want brands to show solidarity but are torn as to what pace or scale. According to PSB Insights, there is clear polarization around how brands are seen as "responding to the current conversations and protests around racial injustice".
5. Ads that reflect diversity work
A global analysis of over 11,000 ads on Kantar's Link platform showed ads are more likely to get viewers' attention and be remembered if they feature people from diverse backgrounds. They're more enjoyable and involving, and show sales benefits.
6. A brand purpose, alone, is not enough
It only works when brands show true commitment and willingness to change. Visa, Levi's and P&G are committing to diversity, equity, and inclusion (DEI). Visa is reviewing progress every quarter.
7. Media budgeting is overwhelmingly skewed toward the general population
Only 6% of all US media spend of the total $480bn per year is geared toward minority groups. Brands need to act on bringing more equity to media investment.
8. Consumers prefer concrete action
Consumers prefer community investments and internal diversity, over donations. Research by WARC and Wunderman Thompson shows that of 1,006 adults surveyed in the US from Sept 3-9, 47% of Black/African American versus 32% of the general population want brands to change current internal practices and policies.
To complement the Guide, WARC will host two webinars: October 27 with Monique Nelson, Chair and CEO at UWG and Kai D. Wright entitled Marketing to Multicultural Consumers Now and in the Coming Majority-Minority; October 28 with Kantar entitled A Global look at Racial Representation in Advertising.
Paul Coxhill, Managing Director, WARC & Lions Intelligence, added: "WARC is committed to help advance diversity and inclusion in our industry. This Guide, together with our other BLM initiatives, will help brands, agencies, as well as the next generation of marketers, address the challenges and take the right steps to drive long term positive change."
Consumption Soars & SVOD Gains
Q2 2020 Report Highlights Growing Depth Of The Streaming Video Economy In Four Markets: Indonesia, The Philippines, Singapore & Thailand
Netflix and Viu drive premium demand
Vidio extends SVOD growth in Indonesia
iQIYI, WeTV gain in key markets
HBO Go steadily grows in select markets
TrueID leads telco OTT rankings
Total video streaming minutes on mobile grew 30% Q/Q in Q1 2020 across four Southeast Asia markets and a further 19% Q/Q in Q2 to reach 657 billion, according to a study published today by Media Partners Asia (MPA). The report, entitled Southeast Asia Online Video Consumer Insights & Analytics: A Definitive Study, was first published in May 2020 and has been updated to cover research from Q2 2020 across Indonesia, the Philippines, Singapore and Thailand. The report leverages MPA’s proprietary AMPD Research platform.
YOUTUBE, NETFLIX & VIU
According to the report, global AVOD market leader YouTube’s share of streaming minutes was 84% in Q2 2020, driven by free-to-air (FTA) TV content, music and user-generated kids content. Ex-YouTube, total streaming minutes grew 57% to reach 107 billion in Q2 versus 68 billion in Q1. Global SVOD market leader Netflix had 39% share, driven by significant growth in Indonesia, the Philippines and Thailand along with steady growth in Singapore. Leading regional freemium OTT operator Viu had 17% share, driven by Indonesia, the Philippines and Thailand.
Other notable players with material 20% share in aggregate of total streaming minutes ex-YouTube in the four markets included Indonesia’s Vidio, China’s iQIYI, which is expanding slowly across Southeast Asia; WeTV and Line TV in Thailand; and iflix. In Q2, iflix’s assets were acquired by Tencent, which also owns WeTV.
Total cumulative SVOD net additions in the four SEA markets reached 3 million in Q2 2020. Total SVOD paying subs, unadjusted for overlapping users or subscriptions, reached ~10 million in Q2 2020 versus ~7 million in Q1 2020. In Indonesia, SVOD has a long way to go but is showing encouraging signs of growth driven by affordable plans by key operators catering to the mobile mass market. Similar trends are occurring in Thailand though from a higher base. Philippines and Singapore continue to grow steadily.
Netflix remains the largest SVOD player across the four markets with more than ~3.3 million subscribers across the four markets with Viu in second place with an estimated 2.2 million paying subs. Netflix has grown significantly in 1H 2020 on the back of mobile pricing and the popularity of its Korean content, International / US Originals and local acquisitions. Much of freemium operator Viu’s success is driven by its Korean day-and-date dramas & series as well as a handful of local acquisitions and originals in markets such as Thailand.
Other notable gainers include: (1) Emtek / SCMA-owned Vidio in Indonesia, a freemium operator which had 632,000 paying subs in Q2 2020, growing to 804,000 by mid-September and (2) HBO Go with ~400,000 paying and authenticated subscribers in Q2 2020 on mobile, driven largely by direct subs in Indonesia, Thailand and the Philippines. Amongst the big telco aggregators, the most significant is TrueID in Thailand with 1.5 million paying and authenticated subscribers in Thailand.
Commenting on the report’s findings in Q2 2020, MPA executive director Vivek Couto said:
“Online video consumption continued to soar through the pandemic in Southeast Asia during 1H 2020. The growth of premium video services has been significant with a greater scale of consumers paying for online video in large emerging such as Indonesia, the Philippines and Thailand. Global, local & regional platforms are rolling out more affordable OTT plans, catering to a large mobile broadband universe, while also investing in premium entertainment. It’s only the beginning with plenty of more work, investment and execution to be done to create sustained, recurring demand for paid legal SVOD services.”