MediAvataar's News Desk
The findings of the report revealed that Amazon Prime Video was the preferred platform of choice amongst respondents with a 30.60% market followed by Netflix, Hotstar and ZEE5 respectively
Amazon Prime Video’s popular crime thriller Paatal Lok ranked as the only Hindi web series in the list of most watched original content on OTT
Gulabo Sitabo, the first Hindi film to have a direct-to-stream release, topped amongst the movie releases in India
Amazon Prime Video emerged as the most-watched OTT platform as per a recent study conducted by the Data Sciences Division of Dentsu Aegis Network (DAN) India. With the OTT industry witnessing a resounding rise in viewership, the report, titled 'Now Streaming: The Indian Youth OTT Story', that sampled Gen Z and Millenials, revealed that Amazon Prime Video was the most preferred OTT platform with 30.60% respondent share. This was followed by Netflix (29.60%), Hotstar (18.07%) and ZEE5 (5.33%) respectively.
Continuing to regale audiences with a diverse content library that caters to as many as 200 countries around the world, shows and movies streaming on Amazon Prime Video topped the most-watched charts according to the report. The popular crime-thriller Amazon Original Paatal Lok ranked alongside global heavyweights Money Heist and Breaking Bad that stream on Netflix. Gulabo Sitabo, the very first Bollywood movie to have a direct-to-streaming release in Indian OTT history, ranked amongst the top-three movies alongside Thappad, another film currently streaming on Amazon Prime Video.
As per the survey, these OTT services, were the most popular source of entertainment for the millennials and Gen Z with 65% of them consuming video content on it over TV. The report also revealed that OTT platforms outshone all other popular “lockdown based recreational activities” by a very significant margin - with 70% of the youth turning towards OTT based entertainment to pass their time.
Another interesting finding of the report revealed that Comedy ranked amongst the most preferred choice of genre for among both GenZ as well as millennials, who looked for a source of laughter as they spent ample time at home. However, when it came to educational-based content like science fiction or documentaries, millennials were far more inclined towards this form of content compared to Gen Z. Comedy, Thriller and Action based entertainment were the top 3 preferences of the Gen Z audiences while millennials were more inclined towards the Sci-Fi genre than thrillers.
The OTT regulation recommendations by TRAI is a progressive judgement that upholds the Digital India vision of the Government and will help achieve the vision of the National Digital Communication Policy (NDCP) as envisaged by the Ministry of Telecommunications.
The Internet and Mobile Association of India [IAMAI] welcomes the recommendation by the Telecom Regulatory authority of India (TRAI) suggesting no regulatory intervention on Digital services based on data services by telecom operators referred to as Over The Top (OTT) services.
IAMAI highlighted that the fair and transparent stakeholder’s consultation process followed by TRAI has allowed for the right voices to be heard and the decision taken by TRAI is a reflection of this process. The association has engaged with TRAI on this matter on every occasion as a stakeholder over the years.
The issue of OTT regulation, evolving from the earlier net neutrality and discriminatory pricing debate was hedged on the argument of revenue loss for telecom operators due to popularity of digital services over conventional telecom services. The brunt of the attack was on messaging services that has led to SMS services being obsolete and VOIP calls at affordable rates that makes ISD calls irrelevant. The arguments for ‘same services same rules’ which was later modified to ‘functional substitutability’ asking for parity in terms of both economic impact and level playing field have both been refuted by TRAI in its recommendations.
IAMAI expresses gratitude to TRAI for upholding the Association’s longstanding position that digital services are not similar to conventional telecom services or even comparable to them in terms of regulating them. TRAI has also acknowledged the fact that the argument for economic loss does not hold given digital services lead to added revenues for telecom services in terms of data consumption. The decision to allow market forces to deal with the economic aspects of the popularity of OTT services is a landmark decision that augurs well for the fast-emerging digital services sector in India.
TRAI has also satisfactorily addressed the concerns of security and privacy by giving due recognition to the ongoing developments and has categorically refuted any need for regulatory intervention in this regard. IAMAI had highlighted in its submission that the various new regulatory provisions like Personal Data Protection Bill adequately address all such concerns and hence no further interventions were required.
On the overall issue of Regulation of OTT services, TRAI recognizes the various global development taking place and suggests putting matters on hold till more clarity emerges. IAMAI reiterates that the digital services under consideration are suitably regulated by the Information Technology Act or the forthcoming Data Protection framework or cybersecurity provisions being discussed. The sector is as well-regulated as any telecom service and any future needs can be adequately addressed without stifling its development.
IAMAI expresses optimism that the Indian digital sector will respond positively to these recommendations that allows the sector to evolve unfettered.
Cricket fever just went up a few notches
The wait is over. The most exciting season of cricket is finally here! While we’re gearing up to watch our favourite players and teams on screen, Flipkart Video is giving cricket fans an opportunity to put their cricketing insights to good use and win prizes. Launching on 18th September, cricket legend Virender Sehwag and popular cricket show host Samir Kochhar will come together to present an interactive cricket show, Power Play with Champions on the Flipkart app.
The action-packed show will bring together Sehwag’s expertise and Samir’s repartee, as they discuss India’s favourite cricket series, while providing audiences a chance to use their cricketing knowledge to predict different aspects of the match and win many prizes. As hosts, the duo will engage in fun banter, narrate interesting incidents and share exciting cricket trivia, through the innovative format of the show.
Speaking about the show and the upcoming matches, Virender Sehwag said, “This year has been unlike anything in the past, for all of us and for the sport. Technology has played an important role in keeping us together through these times. Flipkart Video has combined technology with the burning passion that India shares for cricket, to create an interesting offering like Power Play with Champions. Personally, I miss the thrill of being on the field with the crowds cheering, and a show like this gives me an opportunity to engage with the audience. It also builds a sense of community, especially during this time. I am eager to be back on screen with Samir and I am looking forward to a very promising season of cricket. I wish all the teams the best of luck.”
“I’ve had a longstanding association with cricket, and I enjoy the sport as much as any other fan. I couldn’t be more excited about hosting this interactive show with Flipkart Video, this time talking about the one thing I truly enjoy with none other than Viru paaji! We’ve all eagerly waited for this tournament to begin and what better way to sweeten the deal than to allow people to win prizes while enjoying the game. And while I’m going to miss the action in person, it makes me happy that I still get to keep people entertained,” said Samir Kochhar.
Power Play with Champions will give the users a chance to play the quiz every day. Guided by the expert opinions shared by Sehwag and Samir, the 6 predictive questions will challenge the users’ knowledge and predictive skills related to the game. Users will be tested on various parameters of the game, the teams, players, runs to be made, and wickets that will be taken. Viewers who get 3 of the 6 questions correct once the match is over will be declared winners and win exciting prizes.
‘Swashbuckling opener’ Virender Sehwag has had an iconic cricket run, holding several ODI and Test records. As a seasoned player and former Captain of the Indian team, he brings decades of expertise and a deep understanding of the strategy involved in the game. Samir Kochhar has been hosting cricket shows for over a decade and will bring his mass appeal along with his enthusiasm for the sport.
Power Play with Champions by Flipkart Video launches on the Flipkart app on Friday, 18th September. Users can access the show by clicking on the Video icon at the bottom right of the Flipkart app’s homepage.
Made authorities approve usage of BRT-corridor for cycling
Indore, the cleanest city of India, now has another reason to boast about- a full-fledged cycling corridor. In a recently concluded initiative, MY FM, the radio arm of DB Corp Ltd., inspired the whole city to put-on their cycling gears and do some ‘CycleGiri’. The week-long activity involved MY FM RJs motivating Indorians and fellow professional cyclists to join the initiative to make Indore a cycling haven. The RJs also highlighted the city-authorities about the challenges faced by cyclists and requested them to make the BRT corridor a cycling zone during its non-operational hours. The appeal was positively welcomed by the authorities and with the support of Mr. Shankar Lalvani, a Member of Parliament, the Indore-BRT corridor will now be a cycling zone from 5 to 7 AM every day.
From people who’ve had weight-issues due to the recent lockdown to people having immunity-related concerns, MY FM’s Cyclegiri had been special to every Indorian. The initiative also supports Indore’s long-term relationship with environment-protection and public health.
Commenting on the activity, Mr. Rahul Namjoshi, COO, MYFM, said “Looking at the challenges we all are facing right now, MY FM is continuously committed in making every citizen mentally and physically fit. We recently culminated Cyclegiri in Chandigarh, which garnered an overwhelming response. With Indore’s Cyclegiri we went a step ahead to successfully start a movement that, we hope, would inspire the whole nation towards constructive thinking and positive well-being”.
After sweeping the awards night as debutants last year, Wunderman Thompson India did an encore at the 2020 awards night
Bagged 12 blue elephants, 1 bronze elephant and 38 baby elephants for some of the biggest brands across multiple diverse categories
For the second time in a row, Wunderman Thompson India has put up a dominant performance at the recently concluded Kyoorius Creative Awards (KCA) 2020, winning a total of 12 blue elephants, 1 bronze elephant (Creativity for good) and 38 baby elephants for some of the biggest brands across multiple diverse categories. The agency’s Facebook Thumbstoppers campaign was its most awarded campaign sweeping a total of 7 Blue elephants and 21 in-book wins (baby elephants) across categories such as ‘Film Advertising’, ‘Digital Marketing’ and ‘Mobile Marketing’ followed by Lux’s ‘The Soap with a Lump’ which picked up 2 blue elephants in ‘Direct Marketing Communications’, ‘Experiential Marketing & Activations’. ‘The Soap with a Lump’ campaign was also honoured in the ‘Creativity for Good’ category with a bronze elephant. The agency’s ‘The Lynching’ campaign for Turtle bagged 2 blue elephants in ‘Film craft’.
Wunderman Thompson’s ability to inspire growth through the combined forces of creativity, data and technology was on show with the agency scooping up awards across multiple categories from digital and mobile to film, film craft, social impact, experiential and innovation.
Commenting on the wins Tarun Rai, Chairman and Group CEO, Wunderman Thompson South Asia, said, “As debutants last year, we had swept the awards show. I am very happy that we did an encore this year. I am happy for other reasons too : 1) that we won these awards for our mainline clients, 2) that all our offices contributed and 3) we won across diverse categories – from Digital and Mobile to Experiential and Direct Marketing, besides films and film craft. This is the creative strength and capability of the ‘new’ Wunderman Thompson. Congratulations to the winning teams and to Senthil for leading from the front!”
Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, added, “Our performance at Kyoorius Creative Awards (KCA) has been consistently good over the last 2 years. In fact earlier this year, Wunderman Thompson India was the only full-service Indian agency to be featured in The Drum’s ‘World Creative Rankings Report’ of the ‘Most awarded agencies in APAC’. The journey continues with 12 BLUE ELEPHANTS, 1 BRONZE ELEPHANT AND 38 BABY ELEPHANTS across some of our biggest brands in the country from Unilever to Facebook to Turtle and The Times of India across diverse categories. We will work harder and create more gold standard work this year to ensure that WT shines through and triumphs in 2021 with market leading work.”
Held every year, the Kyoorius Creative Awards (KCA) in association with One Club of Creativity, organisers of the One Show, seek to honour, recognise and award the most outstanding work in Indian advertising, design, and marketing communications.
Breakdown of Wunderman Thompson India’s wins:
07 Blue Elephants - Facebook Thumbstoppers
02 Blue Elephants - Lux ‘The Soap with a Lump’
02 Blue Elephants - The Lynching Film for Turtle
01 Blue Elephant - Mumbai Mirrored
01 Bronze Elephant (Creativity for Good) – Lux ‘The Soap with a Lump’