MxMIndia

Category: Digital

  • While ABP recorded 8.3 lakh real-time concurrent live users, Republicworld saw over 65,000 users

    ABP News, Republic max views on YouTube on Counting Day

    By A Correspondent

     

    Although television is still the preferred medium for watching news television, that on the internet is rising steadily. A quick scan on Vidooly (https://vidooly.com/live-stats/indian-election-results-2019-on-youtube) by MxMIndia saw the ABPNews touch 8.32 lakh concurrent users at around 10am, and Republicworld had 65,000 users at 11am. These were the highest amongst Hindi and English news channels.

     

    Interesting, the Republicworld grew to around 80,000 users in the evening that of the Hindi news channels dipped by evening.

     

     

  • TV channels who were early adopters of OTT platforms will enjoy a distinct advantage, writes Indrani Sen

    Will Skinny Bundles work in India?

     

    By Indrani Sen

     

    I recently read an interesting article “TV Industry Eyes Hybrid Linear, On Demand OTT services” in www.emarketer.com based on the findings of Digital TV Europe’s “Industry Survey 2019.” According to the survey, nine in 10 industry professionals worldwide had positive outlooks on the two-year growth of “skinny bundles,” or subscriptions that offer both linear and on-demand OTT services as against subscription of only SOVD services like Netflix and Amazon Prime Video.

     

    The term “skinny bundle” was first coined to describe pared-down cable TV packages in the United States. In recent times, the concept of ‘skinny bundle’ has been introduced into the digital video sphere with an aim to describe either linear OTT services that offer customizable channel packages or a service that combines linear and on-demand content, as defined in the Digital TV Europe’s survey. As the article explains “The latter definition alludes to linear OTT services like Sling TV and fuboTV, which now have subscriptions that offer additional access to premium, on-demand content from services like HBO and Showtime. But it also represents SVOD services like Hulu, which bolstered its offerings with Hulu with Live TV, a linear service. (Source: https://www.emarketer.com/content/tv-industry-eyes-hybrid-linear-on-demand-ott-services?ecid=NL1001)

     

    In the US and other European countries, there is a growing trend of “cord-cutters” every year, referring to the consumers who are cancelling their subscription to cable and opting for other digital services. There are also a significant number of “cord-nevers” among younger generation (those who have never subscribed to traditional cable). It would be interesting to wait and watch what impact the growth of mobile internet in India has in the next few years on the cable TV and Dish TV subscribers.

     

    This model of skinny bundles can be adopted easily to suit the Indian TV industry, against our unique scenario of rapidly growing access to internet through mobile phones. Among the various options of skinny bundles shown in the above chart borrowed from the article, the option of Multiplay services (TV bundled with fixed and mobile broadband and telephone) looks like an ideal solution for Indian TV industry in near future.

     

    To sum up, it is going to be an exciting time for Indian TV industry from 2020 onwards with constant changes and innovations in the way of doing business. Needless to mention that the TV channels who were early adopters of OTT platforms will enjoy a distinct advantage.

     

     

  • A celebration of the many firsts a bride experiences in life after her wedding

    PGI India’s digital campaign is an ode to every bride

    By A Correspondent

     

    #MyFirstEvara, PGI India’s digital campaign celebrates rare firsts in a new bride’s life. The campaign is supported by a short film conceptualised by Dentsu Webchutney that captures overwhelming moments that any bride would relate to.

     

    Said Sujala Martis, Director, Consumer Marketing (PGI): “For every bride the fragile vulnerability of a key transition preoccupies her mind. There is a sense that everything will change. A shroud of expectations, explicit/implicit/self-driven surrounds the young woman. Its only important influences like her partner or her MIL who can smoothen any potential rough edges & lead her towards the liberation she dreamt of. Hence, the relevance and importance of the many firsts that follow immediately after. They form the founding blocks of a new life & are truly “Rare”. Charged with emotional meaning what better metal but Platinum to mark them with.”

     

     

  • Nielsen digital ad ratings provides independent view of key digital video platforms’ audience

    Nielsen adds measurement for Youtube Mobile

    By A Correspondent

     

    Nielsen has announced it has expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional countries that includes India.

     

    Said Dolly Jha, Head – Media, Nielsen South Asia: “As more people watch video across digital platforms and devices, Nielsen’s comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption, especially since YouTube accounts for a large share of mobile video advertising in these countries.”

     

     

  • The account will be managed out of Lowe Lintas Bangalore

    ShareChat appoints Lowe Lintas as its creative partner

     

     

    ShareChat has appointed Lowe Lintas to handle its creative duties. The mandate predominantly includes promoting app downloads and increasing the number of average daily users.

     

    Commenting on the appointment of Lowe Lintas, Sunil Kamath, Chief Business Officer, ShareChat said: “We have found an able partner in Lowe Lintas to help us connect better with our customers and strengthen preference for ShareChat. Their well-rounded experience across industries, strong planning and creative firepower gave us the confidence that together we can deliver not just a great marketing campaign but effective business results.”

     

    Talking about the win, Hari Krishnan, President, Lowe Lintas added: “ShareChat is a brand that is born out of love and pride. The interface, the features, the number of regional languages offered, etc., are proof of a well thought through Social Platform that is designed for India and by Indians. We were blown away by the popularity of the brand amongst regular users. We’re excited about this partnership and look forward to making ShareChat the social platform of choice for India.” The account will be managed out of Lowe Lintas Bengaluru.

     

     

  • The set of four TVCs highlight the role of parents as their child’s first teacher

    4 TVCs to promote Byju’s Early Learn app

    By A Correspondent

     

    Edtech major Byju’s has announced the launch of its ad campaign – Byju’s Early Learn app featuring Shah Rukh Khan. Conceptualised and created by Spring, these ad films bring to life the role that parents play in their child’s formative years. In the films, Shah Rukh Khan is seen interacting with children and helping them complete puzzles.

     

    Said Mrinal Mohit, Chief Operating Officer, BYJU’S – The Learning App: “We are thrilled to launch the ad campaign for our brand new product for lower grades with Shah Rukh Khan. Our ad films are specially targeted at parents with children studying between Class 1 and 3 and to help them understand and embrace tech-enabled learning. We strongly believe that parents, being their child’s first teacher, can ensure that their children have the best holistic early learning experience, making them lifelong learners. The core objective of each of our four ad films is to demonstrate to parents how learning can be fulfilling and fun at the same time using a technology-powered tool like ours.”

     

     

  • The campaign reassures that genuine support can always lead to breakthroughs

    Amazon India launches its latest campaign ‘Apno Ka Saath’

    By A Correspondent

     

    Amazon India unveiled its latest campaign ‘Apno ka Saath.’ Conceptualised by Ogilvy, the ‘Apno ka Saath’ campaign highlights products across categories, convenience of shopping and reliable delivery in a subtle, non-intrusive style.

     

    Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “We all have some inhibitions while trying something new but we change our perspective when someone we trust shares new information. Keeping this insight in mind, the ‘Apno ka Saath’ campaign shows the journey of two brothers who trust each other and Amazon.in to get everything they need in one place.”

     

    Added N Ramamoorthi, President-Ogilvy Group Companies – South: “Amazon.in is a trusted shopping destination for millions of customers across the country. The several benefits of shopping on Amazon.in are often introduced to someone by his or her circle of trust. We used this emotional insight of “Apno ka saath ho to sab kuch hai aasaan” as a true reflection of the role that Amazon.in and it’s ‘apni dukaan’ position plays in the lives of customers.”

     

     

  • The mandate pre-dominantly includes media planning for the brand’s first commercial in Tamil language

    Mediacom wins ShareChat mandate

    By A Correspondent

     

    ShareChat has appointed MediaCom to handle its media mandate. The mandate pre-dominantly includes media planning for the brand’s first commercial in Tamil language.

     

    Commenting on the partnership, Sunil Kamath, Chief Business Officer, ShareChat said: “Tamil Nadu is one of the fastest growing userbase for ShareChat. With the campaign ‘Tamizhan da! Un Nanben da! we want to celebrate ShareChat’s success in the market. We are extremely excited about our first brand advertisement in Tamil and we believe that MediaCom’s experience and understanding of the market will help us penetrate and grow in India with their unique planning tools.”

     

    Said Navin Khemka, CEO, MediaCom South Asia, on the win: “Regional content is substantial, and it has captured the Indian market over time as the mass demand for it is growing exponentially. Also, the penetration of such platforms is more because of the varied features they offer. We are very excited to partner with ShareChat and help in growing the popularity of the brand.”

     

    The account will be managed and supervised by the MediaCom Delhi office under the supervision of Sudipto Chatterjee, General Manager, MediaCom.

     

     

  • Mobile video traffic is fueling the total data traffic as users are spending more time streaming and sharing video, notes Ericsson report

    Data usage per smartphone highest in India

     

    By A Correspondent

     

    The information is this report is based on what telecom major Ericsson has put out in the Ericsson Mobility Report, June 2019 edition released yesterday (June 19) in India. But given that digital – and specifically mobile data – is driving the Indian media,the data provided in the report assumes important and provides strong indicator on the shape of things to come.

     

    According to the Report, the India region has the highest average usage per smartphone, reaching 9.8 GB (gigabytes) per month at the end of 2018. Increased numbers of LTE subscriptions, attractive data plans being offered by service providers, and changing video viewing habits of the young have driven monthly usage growth.

     

    The report also predicts that the total mobile data traffic per month in India is expected to increase at a CAGR of 23 percent from 4.6 EB (exabytes) in 2018 to 16 EB by 2024. The total smartphone subscriptions in the region will reach 1.1 billion by 2024 growing at 11 percent CAGR, whereas the total mobile broadband subscriptions in India are expected to grow at CAGR of 13 percent from about 610 million in 2018 to 1.25 billion in 2024. Mobile broadband technologies now make up more than 50 percent of subscriptions.

     

    As the evolution towards more advanced technologies continues in India, LTE is forecast to represent 82 percent of mobile subscriptions by the end of 2024 compared to 38 percent in 2018. The LTE subscriptions in India are expected to grow at a CAGR of 17 percent from 450 million in 2018 to 1.16 Billion in 2024. Video will continue to drive data usage and we see monthly data usage per smartphone increasing from 9.8 GB in 2018 to 18 GB by 2024 growing at 11 percent CAGR.

     

    Mobile video traffic is fueling the total data traffic as users are spending more time streaming and sharing video. This is expected to continue, as video is embedded in all types of online content. In addition, surveys of smartphone users worldwide indicate that they expect 5G to bring the network performance needed for immersive media formats and applications. Streaming 360-degree video and augmented/virtual reality should start to be a significant factor in mobile traffic growth while enhancing user experience as 5G is rolled out, and compatible devices are successively introduced.

     

    Said Nitin Bansal, Head of Ericsson India and Head of Network Solutions, South East Asia, Oceania and India: “LTE will remain the most dominant access technology in the region up to 2024 even as 5G subscriptions are expected to grow during this period. Based on the latest Consumer Lab study done by Ericsson, we have found that Indian smartphone users are willing to pay more than 66 percent premium for 5G services. In fact, more than half of smartphone users in India expect their own provider to switch to 5G or will wait a maximum of six months before moving to another provider that does.” The Ericsson 5G Consumer Potential study also reveals that one in five smartphone users’ data usage could reach more than 145 GB per month on a 5G device by 2025.

     

    The June 2019 edition of the Ericsson Mobility Report forecasts 1.9 billion 5G subscriptions – up from 1.5 billion forecasted in the November 2018 edition – an increase of almost 27 percent.

     

    Other forecasts have also increased notably as a result of the rapid 5G uptake. 5G coverage is forecast to reach 45 percent of the world’s population by end of 2024. This could surge to 65 percent, as spectrum sharing technology enables 5G deployments on LTE frequency bands.

     

    Communication service providers in several markets have switched on 5G following the launch of 5G-compatible smartphones. Service providers in some markets are also setting more ambitious targets for population coverage of up to 90 percent within the first year.

     

    The strong commitment of chipset and device vendors is also key to the acceleration of 5G adoption. Smartphones for all main spectrum bands are slated to hit the market over the course of this year.  As 5G devices increasingly become available and more 5G networks go live, over 10 million 5G subscriptions are projected worldwide by the end of 2019.

     

    The uptake of 5G subscriptions is expected to be fastest in North America, with 63 percent of anticipated mobile subscriptions in the region being for 5G in 2024. North East Asia follows in second place (47 percent), and Europe in third (40 percent).

     

    Added Fredrik Jejdling, Executive Vice President and Head of Networks, Ericsson: “5G is definitely taking off and at a rapid pace. This reflects the service providers’ and consumers’ enthusiasm for the technology. 5G will have positive impact on people’s lives and businesses, realizing gains beyond the IoT and the Fourth Industrial Revolution. However, the full benefits of 5G can only be reaped with the establishment of a solid ecosystem in which technology, regulatory, security, and industry partners all have a part to play.”

     

    Total mobile data traffic continued to soar globally in Q1 2019, up 82 percent year-on-year. It is predicted to reach 131EB per month by the end of 2024, at which time 35 percent is projected to be over 5G networks. There are 1 billion cellular IoT connections globally, a figure that is expected to rise to 4.1 billion by the end of 2024, of which 45 percent are represented by Massive IoT. Industries using Massive IoT include utilities with smart metering, healthcare in the form of medical wearables, and transport with tracking sensors.

     

    Read the full Ericsson Mobility Report June 2019

    Read the full Ericsson Consumer Potential Study 2019

     

    *All figures referring to India region also cover Nepal and Bhutan

  • Kerala Tourism makes its debut on TikTok to leverage the platform  to promote the state’s tourism

    TikTok showcases exciting travel destinations with #YehMeraIndia

    By A Correspondent

     

    TikTok has announced the India edition of its global in-app travel campaign, #TikTokTravel. The local in-app campaign #YehMeraIndia showcases India as a key global travel destination by inviting TikTok users to share their travel moments with the world.  As part of the campaign, Kerala Tourism launched its official account on TikTok and will be leveraging the platform to promote the state’s tourism.

     

    Said P Bala Kiran IAS, Director of Kerala Tourism: “We are thrilled to be one of the first state tourism boards to come onto TikTok and be part of #TikTokTravel and #YehMeraIndia. We truly believe that TikTok as a platform will effectively help us further promote Kerala as an attractive tourist destination in India. In fact, it is very encouraging to see that a number of Kerala’s travel hashtags already have millions of views on TikTok. There couldn’t have been a better time for us to kick-start our TikTok journey. TikTok’s global reach allows us to showcase Kerala’s myriad offerings to the world and we hope that people would like to visit the state themselves to experience all the wonderful destinations after discovering and sharing these TikTok videos.”

     

    Added Sachin Sharma, Director of Sales and Partnerships, TikTok (India): “We are thrilled to roll out our TikTok Travel campaign in India which aims to bring to life the beautiful landscape, colourful culture and unforgettable experiences and moments that the country has to offer to travellers. We hope it will encourage more and more people to pack their bags and explore this wonderful country, not only to know it better but also to broaden their own mental horizons. Embracing the spirit of TikTok, the #TikTokTravel campaign transcends all boundaries and celebrates diversity. Through this campaign, we are looking forward to TikTok becoming the go-to destination for the various travel moments, as seen and experienced by our community of over 200 million users in India.”

     

     

  • And why streamed services offer more bang for the buck, writes Ranjona Banerji

    Goodbye, Satellite TV. Hello, OTT!

     

    By Ranjona Banerji

     

    I can actually remember the last few times that I watched a TV broadcast through a set-top box subscription in the past three months. The 2019 Lok Sabha election results on May 23, the French Open and the Halle Open, which finished on Sunday. One major news event and tennis.

    Last week, I got an urgent call from close family friends, in their early 80s. Their Fire Stick wasn’t working! What were they to do? How would they cope. I had helped fix up this Fire Stick only months ago. It turned out to be an internet problem and by that evening, they had rushed out and bought a back up internet device. They have, you know, satellite TV and all that. But.

    Convenience and choice. That’s what we want. I pay as much for Netflix as I do for TataSky but I feel that Netflix gives me more bang for my buck. There is no extraneous matter, there are no rain clouds to disrupt transmission and there are no intrusive text messages. It is a seamless experience, which I can share with friends and family. I have the whole Star package on satellite TV. But how does one watch Game of Thrones or Masterchef Australia on a satellite subscription, 24 hours late or worse, three months late? Instagram told me who won last year before the serial was aired on TV, so Hotstar it is!

    The television industry hasn’t fully twigged on yet, I fear. “Television is here to stay,” says one head honcho. “Streaming services are a disruption,” feels another. The coffee has gone cold, gentleman, before you’re even woken up to smell it.

    The manufacture of TV sets will possibly continue until we get live interactive walls built into our homes or something. But buying a cable TV subscription or a satellite TV subscription, how long will that continue? There was a time when we had antennas, remember? Where are they now? Wirelesses? Storytelling around a fire in the village? Under a tree? Things change.

    My Father is 81. He watched cricket and the news on subscription TV for two nights this week and decided that since nothing had changed, he’s done with it. Back to streaming.

    Years ago, when sports channels refused to show the tennis tournaments I wanted to watch, I learnt how to stream and taught my parents too. Given the way the internet and its services have improved since then, watching sports online is a breeze. And a legal breeze too. The same providers which won’t show you tournaments on subscription TV, will stream them on their online platforms. Go figure!

    For viewers, the choice and variety in OTT platforms is a huge boon. Apart from Netflix and Amazon Prime, there are all the traditional TV channels which offer online services. Hulu is awaited. All we need is for the BBC to twig on! It’s not just English though. OTT platforms are picking up in Hindi, Bengali, Tamil. It’s just a matter of time. Manufacturers have jumped in with Smart TVs. Google needs to rework the roadblocks on Chromecast to stay in the game. So that we have more choices.

    The multiplier or whatever the jargon is, has to be improved internet services. And after that, the spread of smart phones. Indian TV companies may be happy that as long as India remains at this level, and feel that they are safe. Maybe. But for how long? I know no young people who actually sit down and watch TV in the traditional sense any more. And increasingly, all the older people I know have jumped ship too.

    Of course, people being people. They still get confused. A US-based Christian group petitioned Netflix to stop the Terry Pratchett-Neil Gaiman show, Good Omens.

    https://www.theguardian.com/books/2019/jun/20/petition-netflix-cancel-amazon-prime-good-omens-christian-neil-gaiman-terry-pratchett

    Netflix sarcastically agreed.

    https://www.thedrum.com/news/2019/06/24/netflix-sarcastically-bows-erroneous-petition-calling-good-omens-ban

    The show runs on Amazon Prime. Ah well.

    It is an excellent show though. Funny, irreverent, clever. And you can “binge-watch”! I do.

  • Ten experts on friendship from around the world contributed to the report to contextualise the data

    Snapchat study throws up friendship mantras of Indians

    By A Correspondent

     

    Snap Inc. released a global study of 10,000 people across Australia, France, Germany, India, Malaysia, Saudi Arabia, the UAE, the UK and the US to explore how culture, age, and technology shape preferences and attitudes around friendship. Ten experts on friendship from around the world contributed to the report to contextualise the data.

     

    “Snapchat’s commitment to enabling self expression and connecting real friends compelled us to explore the attitudes, values and perceptions that shape friendship across cultures and generations,” said Amy Moussavi, Snap Inc. head of consumer insights. “While friendship may be different across regions and age groups, it plays a universally central role in our happiness and we are committed to finding new ways to celebrate and elevate it through Snapchat.”

     

    In India, friendship is the most celebrated human relationship with a wealth of popular culture – from songs to movies – extolling its influence on our lives. The Friendship Report also provides an insight into how Indians think of and relate to their friends compared to the rest of the world.

     

    Also, Indians have on average six best friends. Only Saudi Arabians have more with 6.6, while the UK ranks the lowest with an average of only 2.6. Interestingly, not only do people in India have more friends overall, they also want more; with 45 per cent of respondents indicating they would like to expand their social circle.