MediAvataar's News Desk

MediAvataar's News Desk

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Saturday, 08 December 2018 00:00

ZEE5 Announces Strategic Alliance with Zeasn

Over 2.5 million Zeasn connected device users across Asia, the Middle East and Africa will have access to ZEE5’s library of1,00,000 hours of language content

Close on the heels of its global launch, ZEE5, Zee Entertainment Enterprises Ltd’s digital entertainment platform today announced a key strategic alliance with Zeasn, the leading home digital entertainment service provider. The partnership will make ZEE5 available on millions of Zeasn devices across Asia, the Middle East and Africa.

Available across 190+ countries globally, ZEE5 offers the largest width and depth of multi-genre and multi-lingual content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 1,00,000 hours of On Demand content, including Movies and TV Shows, Music, and Health and Lifestyle videos along with a slew of Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels, including ZEE’s best loved channels.

With over 2.5 million Zeasn connected device users now being able to watch ZEE5 across any screen of their choice, this partnership further strengthens ZEE5’s international reach, while giving Zeasn users access to the largest library of over 1,00,000 hours of language content across genres. Over the next year, the ZEE5 app will be made available on all Zeasn enabled devices, offering Whale Eco consumers access to ZEE5’s premium content.

“Asia, Middle East and Africa are among the fastest growing markets in the world for online entertainment content and are key markets for us, given the huge South Asian diaspora, and the universal love for Bollywood content even among the locals there. By enabling over 2.5 million Zeasn users to access our unparalleled content library, this partnership further underscores our commitment to bring the best of language entertainment to viewers across devices of their choice.” said Archana Anand, Chief Business Officer – ZEE5 Global

“Bollywood content has a large number of fans around the world and it is a very important part of the world's cultural treasure. The strategy partnership will enable the consumers to enjoy wonderful Bollywood content efficiently on their smart TV devices, that will greatly help enrich the content of family digital entertainment system.” said Jason He, Chief Executive Officer – Zeasn

India's unique multimodal growth is 2X that of China and 9X that of the US

Boston Consulting Group (BCG) and Confederation of Indian Industries (CII) today released a report, 'One Consumer, Many Interactions', that reimagines the media house of the future. The report highlights the massive, unparalleled change the media and entertainment industry is going through, with the exponential growth of media and type of content available creating a trillion customer touch points. "This change is not the future but rather is here & now," said Sudhanshu Vats, Chairman, CII committee on Media & Entertainment and Group CEO Viacom 18 Media, India. He added, "This is an unparalleled situation even for an industry which has always been at the forefront of disruption. The industry will now need new answers, and will need them fast even on the most fundamental things like talent pool to run our companies, methodology for measuring the impact we are delivering to advertisers on our platforms"

According to the report, India's media consumption has been growing at 9% CAGR over the past six years, which is almost twice that of China and nine times that of the US. But there is still ample headroom for faster growth in the future. The report points to India's unique multimodal growth across all major media, which is unlike any of the other key markets. Kanchan Samtani, Partner & Director, Boston Consulting Group India, elaborated upon this uniqueness: "India is one of the few countries in the world where we are witnessing most mediums growing hand in hand and we see this continuing in the foreseeable future. For example – video consumption on OTT is supplementing linear TV vs. cannibalizing it."

This growth will fundamentally change the way media houses look and operate; the changes will range from rethinking the front end content involving format and language, to reorganizing the back end with newer skill sets and partnership models. New age technologies like artificial intelligence and analytics are getting ingrained in each function of media operations. "The industry has to re-write many definitions and conventions on almost a daily basis. While the erstwhile, fixed prime time for TV for family in the evening remains, many new personal viewing occasions have come via OTT (over the top) screen consumption," observed Karishma Bhalla, Partner & Director, Boston Consulting Group India.

The report showcases real life examples of successful new age media and entertainment companies and highlights the need for media houses to work closely with other stakeholders. In Ms Samtani's view, "The media industry is leveraging technology at a very fast pace. We expect media companies to invest a significant amount of time and resources to create technical prowess as a key pillar of differentiation. Mr. Vats highlighted the call for action: "The questions are manifold but this is a tremendous opportunity for our industry to reimagine itself. We hope that this report helps our industry executives think through the imperatives and drive action."

Excerpts from the Theme Address at CII Big Picture 2018 given by Sudhanshu Vats – National Committee on Media & Entertainment and Group CEO & MD – Viacom18.

Namaskar ladies & gentlemen, many thanks for investing your valuable time with us at the CII Big Picture Summit. It is my privilege to host all of you, over today and tomorrow to discuss, debate and deliberate on the rapidly changing media and entertainment landscape in this country.

The first CII Big Picture event I attended was in 2012, I believe it was also the first edition of the event. As a regular learner at these events, I can say with utmost certainty that a lot of the issues we discussed back then – ambitious revenue targets, radio auctions, TV measurement, digitization and so on – a large chunk of it – while still relevant – are in various stages of development today. And that’s only fair – such is the nature of the beast we ride. Also, this trend of convergence and consolidation – the 2 ‘Cs’ – is a universal one – taking place all over the world. That brings me to the theme of this edition of Big Picture – from convergence to transformation.

This is an interesting thought, convergence is a reality – one that is here to stay. It’s being driven by consumer needs and industry’s response to those needs – meaning that it’ll be a long-lasting phenomenon. Transformation is a much bigger – and more daunting – phenomenon. That said, what do we mean by ‘transformation’? It’s a big word. I’m going to do what my professor at university used to do when we asked her the meaning of a ‘big word’ – throwback 2 bigger words – MORAL DILEMMAS.

On a serious note, I want to take this precious opportunity to share a point of view that may not make headlines like aggressive industry targets do, but is, in my humble opinion, even more important.

If you step back and introspect about all that is happening with our industry across the world, you will agree that we are battling several changes - and most of them are a result of moral dilemmas and our response to them. If we can tackle these dilemmas successfully (and defining success is the hardest part), we can believe that we have transformed.

Interestingly, our rich cultural heritage is a treasure trove of insights when it comes to handling moral dilemmas. I recently had a young director from the South approach me with what he called was a ‘modern adaptation of the Mahabharata – told from the perspective of the Kauravas’. It was an interesting thought and we’re testing it - but that’s beside the point. We all know about Dharamraj Yudhishtira and his half-lie – when he told Drona - on Krishna’s counsel - that Ashvathama is dead. Yudhishtira was referring to an elephant who had died in battle – knowing that Drona would mistake Ashvathama to be his son of the same name. On hearing that ‘Ashvatahama is dead’, Drona put down his arms and was killed by Dhrishtadyumna. Was Yudhishitra right in doing what he did? It’s a debate that divides many till date.

I gave this example to showcase the greyness of moral dilemmas. Let’s look at our industry and the moral dilemmas we will have to face or are facing

· How do we deal with the power we have? What do we do if we find out that our reach and credibility is being used to influence electoral processes across the world?

· How do we ensure fairness in the terms of availability of our content to our consumers and parity across distribution platforms? Especially in a foreseeable future when convergence is going to dial up vertical integration across value chains.

· As consumption moves online, our access to data will increase. In many ways, data will be a competitive advantage and drive advertising revenues and personalized user experiences – what processes do we put in place to ensure it is not misused – how and where do we draw the line differentiating personalization versus privacy?

· Human resources – our people- are our biggest asset – on screen and off it – how do we react when their individual, personal behaviour questions the fabric of the society we want to create? Think of this especially in light of the recent issues around diversity and inclusion that we’ve experienced. It’s important for everyone, but especially so for our industry.

The list of moral dilemmas is endless. We need to be cognizant of these dilemmas – as organizations, industry bodies, policymakers and governments - as we look to scale up our businesses.

I’ve always been an ardent supporter of data and its importance in driving decision making. In this address, I have not used a single data point – because I believe that the course we take over the next decade will be determined more by these fundamental issues of values and how we tackle moral dilemmas than just commercial considerations. Driving consensus will be difficult yet more important than ever before. This is even more so given that India is today amongst the world’s largest ‘open’ media markets and home to a multitude of players from all over and of all sizes.

Yudhishtira had to spend a day in hell to make up for his half-lie. He was willing to spend a lifetime there to atone for his sins. I’m not sure that we are as brave as him. We must tread carefully, follow our dharma in the toughest of times and be patient. Only then will we have truly transformed.

The marquee property honoured the top honchos of the Digital Marketing industry who have paved the path through their vision and innovation 

moneycontrol, India’s No.1 leading financial and business media platform along with Internet and Mobile Association for India (IAMAI) hosted the fourth edition of the Digital Marketers' Awards (DMA). The awards were conceived with an aim to recognize the the spectacular ideas and brilliant minds of the brand custodians, elite marketers and creative honchos who have made outstanding contribution towards groundbreaking advancements and rose above their peers.

Setting the wheels in motion for the evening, the event commenced with an engaging panel discussion between Gautam Shelar, Business Head, Moneycontrol, Suman Srivastava, Founder & Innovation Artist, Marketing Unplugged, Shamsuddin Jasani, Group MD, Isobar, South Asia, Adhil Shetty, CEO, BankBazaar.com moderated by Anant Rangaswami, Editor of MELT on WION, advisor to Unmetric ‘Digital transformation through new innovations: A complete road map’. This was followed by a keynote address by Himanshu Vyapak, Deputy CEO, Reliance Nippon Life Asset Management Limited (RNLAM).

This year, the awards honored path-breaking marketers across banking, digital business, FMCG & consumer durables, automobiles, healthcare, travel, insurance, IT, retail, personal finance & investments, real estate, Most Popular CMO of the Year as well as Best Digital Personality of the Year. The prestigious jury panel chaired by CVL Srinivas, Country Manager, WPP India, comprising of esteemed members like Amit Sharma, Senior VP and Head - Digital & Ecommerce, Max Life Insurance, Prasun Basu, President, South Asia, The Nielsen Company, Anuradha Narasimhan, Consultant, Scripbox.com, Rohit Raj, Co-Founder, Chief Creative Officer, The Glitch, Dolly Jha, Executive Director, Nielson India, Chaaya Baradhwaj, Founder & Managing Director, BC Web Wise and Suman Srivastava, Foundation and Innovation Artist, Marketing Unplugged helped arrive at the big winners of 2018.

The digital sphere has grown exponentially and the event payed a fitting tribute to the force behind the domain’s unprecedented expansion. Amidst the presence of other luminaries, renown actor Varun Dhawan was also awarded “Best Digital Personality of the Year” to acknowledge the widening digital influence he possesses.

Commenting on this edition of the awards property, Mr. Manish Maheshwari, CEO, Network18 Digital said: “Digital Marketing has become one of the most integral and effectual tools today. India is become a vital instrument in driving the world economy, and the digital industry has an undeniable role to play. As we move forward in era of the 4th industrial revolution, disruptive technology have become the way forward. With this edition we aimed to not just celebrate the medium but also those bigwigs who have utilised innovative and creative digital tools to get through to their target audience. As the leading digital platform for financial information, it is befitting for moneycontrol and IAMAI to come together and undertake such an initiative to applaud the pioneers of the industry.”

Gautam Shelar, Business Head, moneycontrol remarked, “The Indian digital landscape houses some exceptional minds that have played a key role in its expansion. There has been an augmented growth in the digital sphere, which has fuelled the level of competition in the industry through differentiated offerings. As one of the early pioneers in the digital industry, we wanted to honour the game changers in the Digital Marketing industry by highlighting the strongest performers of the year. With time, the awards have evolved into one of the most premium platforms that brings together the ingenious minds of the industry who have achieved great heights by adopting effective digital strategies.”

Online video and paid search are driving the growth in global adspend, as advertisers focus on personalised and targeted communications, according to Zenith’s Advertising Expenditure Forecasts, published .

With advertisers now able to use these channels to target with pinpoint accuracy and serve personalised messages, they are increasing both the efficiency and effectiveness of campaigns. Between 2018 and 2021, online video advertising will grow at an average of 18% a year, twice as fast as other forms of internet display advertising and well ahead of any other channel.

E-commerce advertising is poised to transform the advertising market in much the same way that paid search did in the last decade,”

Paid search is not growing as quickly in percentage terms – it will grow at an average of 7% a year over this period – but in dollar terms will contribute even more to global growth than online video. The application of AI techniques, better location targeting, integration with commerce and the rise of ‘in the moment’ search are all making search more effective for advertisers. We forecast that between 2018 and 2021, online video advertising will grow by US$20bn, while paid search will grow by US$22bn. Between them these two channels will account for 60% of the extra ad dollars added to the market over this time.

Online video and television are more important to brand-building than ever

Advertisers commonly use online video together with traditional television, combining television’s broad reach and immersive experience with online video’s ability to target and optimise frequency. Taken together, these two media are becoming more important to advertisers’ brand-building campaigns. Their combined share of adspend in ‘display’ media (i.e. all media except paid search and classified advertising) has risen from 46.2% in 2012 to 48.4% this year. By 2021 we expect television and video to have a combined 48.8% share of global ‘display’ – a higher share than television ever achieved on its own. Taken together, television and online video are working harder for advertisers than ever before.

Global e-commerce advertising starts to accelerate

E-commerce advertising – advertising that sits alongside and within search results and product listings on e-commerce sites – is well established in China, but is only just starting to get going globally. Zenith believes it has the potential to transform the way brands convert customers online, and add about US$100bn of new money into the global advertising market.

E-commerce advertising has risen from 0.8% of all adspend in China in 2009 to an estimated 18.2% this year, driven by investment by companies like Alibaba in turning e-commerce into advertising revenue. Until recently, e-commerce platforms outside China have largely focused on direct sales to consumers at the expense of advertising, but that is now changing. Amazon generated nearly US$5bn in advertising revenue in 2017 as a whole, and in Q3 2018 its ad revenues grew by 122% year on year. Other shopping platforms are following suit by investing in their own advertising activities.

Globally, e-commerce advertising is about as advanced as it was in China at the end of the last decade. Amazon accounted for 0.8% of global adspend in 2017, the same proportion that Chinese e-commerce occupied in 2009. If e-commerce follows a similar path globally to the one it followed in China, it could account for 18% of global adspend by 2027. That’s equivalent to over US$100bn in today’s ad market, representing a huge revenue opportunity for the platforms, and a whole new way for brands to reach customers at the point of purchase. This money typically comes from brands’ commercial teams rather than their marketing teams, from budgets set aside for negotiating with retailers. It is therefore new money to advertising, and should expand the market without cannibalising money spent elsewhere.

Steady growth in global adspend to continue

We estimate that global advertising expenditure will grow 4.5% by the end of this year, boosted by the Winter Olympics, FIFA World Cup and US mid-term elections. Growth will then remain steady and positive for the rest of our forecast period to 2021, at 4.0% in 2019, 4.2% in 2020 and 4.1% in 2021.

Central & Eastern Europe will be the fastest-growing region, with average growth of 6.3% a year between 2018 and 2021, driven by continued strength in Russia, which is growing at 6.8% a year and accounts for 39% of the regional total. Asia Pacific is next, growing at an average of 4.9% a year, or 5.7% a year excluding Japan. India is the stand-out growth market here, growing at 13.5% a year from US$9.7bn in 2018 to US$14.2bn in 2021, when it will become the world’s eighth largest advertising market, entering the top ten for the first time. India has huge potential for further growth, with advertising taking up just 0.3% of GDP, less than half the Asia Pacific average of 0.7%

“Brands are transforming their businesses to take advantages of the new digital opportunities available to them,”

Young advertising markets like India are playing an ever-more-important role in driving global growth in adspend. ‘Mature’ markets – by which we mean North America, Western Europe and Japan – account for 62% of global adspend this year, down from 75% ten years ago. ‘Rising’ markets – by which we mean all markets apart from the ‘Mature’ ones – will contribute 54% of the growth in global adspend between 2018 and 2021, increasing their share of global expenditure from 38% to 40%.

“E-commerce advertising is poised to transform the advertising market in much the same way that paid search did in the last decade,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “It could bring US$100bn in new money into the market over the next ten years.”

“Brands are transforming their businesses to take advantages of the new digital opportunities available to them,” said Vittorio Bonori, Zenith’s Global Brand President. “Better segmentation and targeting, personalised creative and direct transactional relationship with consumers are combining to drive brand growth.”

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