02 December 2020 01:57

MediAvataar's News Desk

MediAvataar's News Desk

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In an industry-first move, social media analytics firm, Twitteet released its analytics report featuring 20 categories today.

The report features Twitter engagements of politicians, journalists, business leaders, sportspersons, movie stars, authors, chefs and comedians from October ‘20.

Expectedly, Prime Minister Narendra Modi topped the overall Indian Twitter engagement rankings with over 7.2 million engagements. In the intensively competitive Journalists category, News Nation’s Deepak Chaurasia topped Twitter engagement with a whopping 1.88 million engagements. In the Business Leaders category, Anand Mahindra towers over others with over 4 lakh engagements.

The IPL was the flavour of the season for cricketers, where expectedly India captain and expectant father Virat Kohli topped Twitter engagement with 2.4 million engagements. Among Indian sports persons, outside of cricket, Olympic medallist and pro-boxer Vijendra Singh tops with 4.27 lakh engagements. Sonu Sood’s humanitarian work during the pandemic saw huge resonance on Twitter where even at a Twitter following of a tenth of superstar Shah Rukh Khan (Sonu Sood’s 4.6 million followers to SRK’s 41.3 million followers) he topped Twitter engagement among Bollywood Stars with a phenomenal 2.4 million engagements.

In other categories, Comedians and Start-up founders made their mark. Among comedians, Kunal Kamra topped impressively with 1.1 million engagements. Cred Founder Kunal Shah led the Business Founders category with 60K engagements and Paytm’s Vijay Shekhar Sharma was next with 23K engagements.

Speaking at the launch of the Twitteet October Report, co-founder Sandeep Amar said, “Twitteet is one of the leading social business intelligence, social monitoring and actionable insights solutions firms catering to businesses and marketing leaders around the world. We run daily analysis of social media engagements and then mine actionable insights from them. At some level, a leader's Twitter engagement gives one sense of his/her connection with their target audience and the issues that matter to them. We hope to sharpen our insights over time and offer a wider range of targeted products across social platforms and geographies.”

Entries invited from content creators across 190 countries~

“A singular chance to showcase your work to audiences across the globe and attain fame instantly”

50 Shortlisted entries across genres and languages to be premiered on ZEE5

In line with its vision of bringing the best of entertainment content across languages to the fore for audiences across the globe and encouraging local talent across countries, ZEE5 Global, the largest OTT platform for South Asian content, today announced the launch of a Global OTT Content Festival. A first-of-its-kind across global OTT platforms at this geo-scale, the Content Festival will give independent filmmakers, students of cinema, and young content creators a global platform to showcase their talent on and find audiences in 190+ countries.

Through the Content Festival, ZEE5 Global is inviting entries for content created in any language across fiction and non-fiction TV shows, movies, documentaries, stories, short films, music videos and more. The duration for music videos or albums can be between 3 to 5 minutes, and audio-visual content comprising of episodic content, film, web-series etc. must have a minimum duration of 30 minutes.

Participants are required to send in their entries to This email address is being protected from spambots. You need JavaScript enabled to view it.. Entries will be open for a month. An expert panel of judges at ZEE5 will shortlist the top 50 entries which will then be premiered exclusively on the platform. ZEE5 will also drive promotional efforts around the content globally on behalf of the filmmakers.

The Content Festival is expected to attract the largest aggregation of entries across languages from multiple markets. Not only is the Festival a singular unique opportunity for content creators to attain global fame instantly, but it will also add vastly to the slate of language content already available on ZEE5.

Archana Anand, Chief Business Officer, ZEE5 Global, said, “As a global platform, we’re often approached by people across markets for opportunities to showcase their content on ZEE5. We’re thrilled therefore to be announcing the ZEE5 Global Content Festival, a first of its kind initiative across global OTT platforms at this geo-scale, to give aspiring and budding content creators a chance for instant global recognition. An initiative like this will not only bring to the fore hidden gems from different countries but also add vastly to our already rich content library, and I eagerly look forward to watching the shortlisted entries.”

It is a well-understood dynamic that younger consumers are more frequently earlier adopters of new products and services. The subscription online video world is certainly no exception, and the most rapid uptake of the category of products including Netflix, Disney+, Amazon Prime Video and Apple TV+, has—to date—been among the 18-24 and 25-34 year old age brackets.

In the UK and US, the typical 18-24 year old now believes they spend an average of over 1 hour 40 minutes each day watching videos via subscription video-on-demand services. And the 25-34 year old group shows similar behaviour. By contrast, the older age brackets consume much less content via video-on-demand. 55-64 year olds in the USA believe they spend roughly 40 minutes each day watching subscription online video, while their UK counterparts spend just 20 minutes.

Given the extensive period of time over which online video products have been available in each market, one might conclude that older consumers will remain loyal broadcast viewers (and subscription online video products will stay a minority contributor to their viewing patterns) for some time. However, the pace of change of viewing behaviours has been rapid over the last year. The average UK and US 55-64 year old's subscription OTT viewing increased by over 50% between Q3 2019 and Q3 2020.

Perhaps most importantly, the data indicates that each age group now lags the next by just one year. The average 55-64 year old's daily subscription video-on-demand viewing now matches that of the average 45-54 year old's viewing in the prior year—roughly 20 minutes in the UK and 40 minutes in the USA. Similarly, the average 45-54 year old is currently watching the same volume of subscription video-on-demand as their 35-44 year-old counterparts watched on a typical day in Q3 2019.

At face value, this trend would imply that by 2025, 55-64 year olds will be watching as much subscription video-on-demand as 18-24 year olds do now. But to assume this would likely be premature. 2020 has been a unique year, and demand for entertainment content during lockdown has temporarily accelerated some of the underlying sectoral and behavioural changes. Nonetheless, the speed of the viewing shifts which have occurred during the last 12 months indicates that under the right conditions and with the right incentives, video consumption behaviours can change very rapidly indeed.

Source:Ampere Analysis

Oprah sits down with the 44th president in a candid conversation covering his legacy, democracy, race and the American Dream on “The Oprah Conversation”

The 44th president of the United States, Barack Obama, will be Oprah Winfrey’s guest on a new episode of “The Oprah Conversation,” premiering globally on Apple TV+ on Tuesday, November 17 at 9 AM ET / 6 AM PT. The episode will be available to watch for free through Tuesday, December 1.

In their candid conversation, Oprah and President Obama explore the transformative years leading up to his historic presidency, and reflect on the aspirations, perseverance and accomplishments that brought him to the White House, and the monumental expectations placed upon him during his pivotal time in office.

“This book was worth the wait,” said Oprah Winfrey. “Everybody who reads it is going to be on this journey from the grueling and monotonous grind of the campaign, to taking us inside the Oval Office and the Cabinet Room and the Situation Room and sometimes, even the bedroom. This book has both the intimacy and the grandeur coming through in this memoir, and I have so been looking forward to speaking with him about all of it.

Insightful and deeply personal, the memoir reveals President Obama’s introspective and genuine humanity, which propelled and sustained his journey to the presidency and beyond.

Customers can enjoy President Obama’s memoir, “A Promised Land,” on Apple Books. The memoir is available as an ebook or audiobook narrated by President Obama himself.

“The Oprah Conversation” is a timely Apple Original series that features Oprah leading intimate discussions with today’s foremost newsmakers, thought leaders and masters of their craft, exclusively on Apple TV+. Filmed remotely and incorporating audience engagement, Oprah hosts conversations that aim to bring truth and perspective to a range of topics shaping our world, revealing gripping stories of human connection.

The series continues to explore impactful and relevant topics with fascinating thought leaders from all over the world, and also offers poignant conversations between Oprah and change makers such as Emmanuel Acho, host of the provocative web series “Uncomfortable Conversations with a Black Man” in a two-part episode; Professor Ibram X. Kendi, best-selling author of “How to Be an Antiracist”; Bryan Stevenson, Equal Justice Initiative founder and best-selling author of the memoir that inspired the acclaimed film “Just Mercy”; global music icon Mariah Carey; Oscar-winning actor and humanitarian Matthew McConaughey; legendary Grammy Award winner Stevie Wonder; and quintessential songwriter and storyteller Dolly Parton.

“The Oprah Conversation” is available now, alongside “Oprah Talks COVID-19” and “Oprah’s Book Club,” on Apple TV+, which has set records as the only new streaming service to instantly launch globally in over 100 countries, and to have been honored with 118 awards nominations and 39 wins and accolades in its first year.

These past few months have been amongst the toughest challenges to have ever been endured by a majority of the population in India and around the world. We’ve been through a lot this year. Right from living in confined spaces, the entire work-home situation, minimal human contact, having to be low-key on the big days etc. These are just a few of the adjustments that one has had to make to live and survive in these tough times.

But with certain hygiene protocols and social distancing in place, the unlock India initiative has brought some relief to the populace and marketplace as well. Now with the onset of the festive season, brands are making a beeline to reach out to their consumers with messages of hope and assurance, and the fact that they are with them all the way through this pandemic.

Citi India has emerged a frontrunner in pushing this message and has rolled out its ‘Celebrate with Citi’ initiative that seeks to give people the time to appreciate and pamper oneself and also get rewarded in the process.

Diwali is one of India’s biggest festivals with huge cultural significance. Marked by the coming together of families in celebration of traditions, the period is earmarked for indulgences. It is the time when we spend time with our loved ones, exchange gifts and feast together with friends and family.

This year however is a different one. Ever since the pandemic hit, emotional, physical and financial uncertainty was looming at large. Over a period of time, people started embracing the new normal and showcasing resilience all through, looking forward to the situation normalizing soon.

In light of the market realities around this year’s festive period, Publicis India put together the campaign thought ‘We Deserve to Celebrate’, relating to the current consumer sentiments. Everyone is going through a lot this year, living in confined spaces, the entire work-home situation, lack of any human contact whatsoever, having to be low-key on the big days, finally it’s the time to get some back, to appreciate ourselves, pamper ourselves, reward ourselves. With Citi’s great offers and discounts, it led to Citi playing an organic role in enabling consumers in their respective festive journeys and making them ‘Celebrate with Citi’.

Commenting on the ad campaign, Arnika Dixit, Head - Digital Sales & Marketing, Data & Client Experience, Citi India said: “Citi has conceptualized an insight led campaign ‘This Diwali, celebrations toh bante hain’ that captures the sentiments and positivity around the festive season and reminds us that ‘we deserve to celebrate the good things in life, this festive season’. The campaign is live across multiple platforms with some unique immersive experiences and a communication route that resonates with everyone in the most relevant way this festive season.”

The festive campaign theme ‘This Diwali, celebrations toh bante hain’ will be amplified across social and digital media. Some of the initiatives being planned include – influencer marketing, newsletters, greetings, new festive offers, ongoing digital and social media engagement contests and amplification.

The campaign will also be pushed heavily on various social and digital media channels such as Facebook, Instagram, Google, YouTube, news platforms, entertainment channels, targeting users with affinity towards ecommerce purchase, etc.

Speaking on the creative thought process, Sanju Menon, COO – Publicis Ambience & Publicis Beehive said: “The campaign traverses the many adjustments that people have made during these past few months and how they can bounce back to being their joyful best with Citi as their motivating financial partner. With Diwali being the biggest festival of India, it was apt to bring back the celebration and joy among families so that they get away from the gloom and focus on the positives that this festival has to offer with their near and dear ones. Of course, with Citi being by their side enabling many of their wishes to come true along the way.”

Team Credits:

Client: Citibank

Team: Arnika Dixit, Abhilasha Nagpal, Sneha Maheshwary, Gaurav Nijhawan, Kamna Mathur, Ravi Karothiya, Rishi Jethi, Anubhuti Jain, Vandana Sharma.

Agency: Publicis Worldwide

COO: Sanju Menon

Planning: Akshaya Karanth, Gaurav Kumar

ECD: Rajshekar Patil

Creative: Amit Malik, Dinesh Vankute, Darshan Jalgaonkar, Uday Sawant, Vibhay Kodere, Nasir Patel, Sayali Kadam, Priyata Ecka, Alexander Savarimuthu,

Account Management Team: Sirish Suveer, Noorbanu Qureshi, Ambreen Khan, Avikal Gala, Jheel Shah, Shriya Singh


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