SVF

Why differentiation is the way forward for OTT players – Part 2

Continuing with our feature report, in the second and concluding part we look at the scope for creating differentiation in OTT content as well as the challenges involved in this. We will also explore whether a hybrid business model will be a win-win for OTT players.

To recap: Part 1 of this feature report focussed on ways in which OTT players can create differentiation and whether it made sense for the OTT players to specialise in select genres and dominate that space.

Adgully spoke to Greg Armshaw, Head of Media, Asia, Brightcove; Deepak Segal, Head of Content, Applause Entertainment; Deepak Dhar, Co-founder and CEO of Banijay Asia; Vishnu Mohta, Executive Director – SVF; Co-Founder – Hoichoi; and Ali Hussein, Chief Operating Officer, Eros Digital, to seek their insights on the topic.

Scope for creating differentiation & challenges involved

For Greg Armshaw, creating great video content is limited only by the imagination of creators. The challenge is in ensuring that OTT players are able to maximise the available audience size for that content. This involves marketing, recommendations and discovery of the content. This can be as granular as A/B testing one’s thumbnails and posters as well as creating tailored ads to specific market segments.

There are technologies in the market today that can help build more immersive content experiences like interactivity, Augmented Reality and Virtual Reality, but in the short term we would expect to see more experimentation with traditional format lengths and perhaps engagement at the writing and production phases to increase engagement.

As a content studio and as a consumer, we have entered an ecosystem which offers an abundance of exciting content. “Digital streaming being a booming space, it gives creators like us an opportunity to experiment and indulge in content which otherwise gets restricted in the TV or maybe the film industry,” remarked Deepak Segal.

He added that the digital world is a fantastic combination of creativity and commerce and it’s a great time to be in the industry. It is extremely crucial to create content that is different and unique from the rest as today the consumer is exposed to exceptional content across the world. This creates a healthy challenge…Click here to read the full story