Speaking about the opportunity in the OTT and VOD segment, Archana Anand, Business Head, ditto TV, said “The opportunity is very huge in OTT and VOD segment. As you can see, all broadcaster and content majors are coming out with their own OTT platforms. However, where do you see the opportunity? You see the opportunity from a consumer habits such as what consumer wants to watch? When he wants to watch and how he wants to watch and this just us, ensuring that we are in tune with the consumer and moving in that direction.”
In past two years, India witnessed boom in this segment with the entry of numerous OTT service providers including broadcasters, international video aggregators such as Netflix and major content providers such as TVF and AIB.
According to Anand, OTT and VOD screens are not eating up the TV viewing space. In fact she believes that these platforms are extending that space.
“With every new technology comes in, all that happens is an extension. More people start consuming that content. OTT is going to be there co-existing with pay-TV. More content consumption will happen. Long-time back, movie theatre people thought that when TV comes, nobody will go to theatres anymore. But people are going to theatres and at the same time watching TV as well. Thus, it’s not like moving from one to the other screen. It’s just an extension”, expressed Anand.
Recently, Zee Digital Convergence Limited’s (ZDCL) OTT platform ditto TVhas launched its web series titled Strugglers, which went on air last week on 22nd March. Targeting the youth audience, the series revolves around the four boys struggling to make it big in Bollywood. The group of boys has the same ambition but later go on a roller coaster ride of unexpected happenings, heartbreaks and much more.
“Struggler is a part of our original content launch. Earlier we have launched Chords of Change and now we brought Strugglers, which is a raunchy, youth connecting fun web series”, added Anand.
She also informed that ditto TV is in process of recreating the magic of famous Hip Hip Hurray, but in the modern context.
Anand has taken over as Business Head two month ago and prior to that she was serving as VP and head – global business development, performance marketing and life cycle management at the company.
Expressing her thoughts on the journey so far, she said, “It’s been a fantastic journey and we got lots of things planned. We are in process to deliver lot of excitement in the future, but I won’t comment on that at the moment.”
ArchanaAnand, Business Head shared her views exclusively with Indian Media Book at Casbaa India Forum 2016
