Scope for Made for Web Content in India

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This is a research project on "Scope of Made for Web Content in India"

Compiled and sourced from various interviews, primary research and secondary research.

This is a presentation of the complete report.

In case you find it useful do write to me at
banga.ankit@gmail.com

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Scope for Made for Web Content in India

  1. 1. • Saturated Mass Non Fiction Content What is the• Restricted Interactivity problem?• Limited scope for low budget production houses• Increasing time spent Internet• Increasing time shift viewing
  2. 2. A STUDY TO EXAMINE THE“SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA” Buffering
  3. 3. OBJECTIVES &HYPOTHESIS RESEARCH METHODOLOGYINSIDE DATA ANALYSIS Scope, Genre, Monetization, Marketing & Challenges RECOMMENDATION CONCLUSION
  4. 4. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA OBJECTIVESOBJECTIVE Examining the scope for nonfiction content made exclusively for web HYPOTHESIS Niche NonfictionSUB OBJECTIVES content made for web has great scope in India and will be a popular concept in India
  5. 5. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA RESEARCH METHODOLOGY SECONDARY DATAPRIMARY RESEARCHQUALITATIVE1. Mr. Pratik Arora, Founder & CEO at Monkwise Associates2. Ms. Ru Ediriwira, CEO at Castle Media3. Mr. Jamsheed Gandhi, Editor in Chief at cxotoday.com &channeltimes.com, UTV News4. Mr. Nikhil Pahwa Editor & Publisher at Medianama.com5. Mr. Diwakar Chandani, Content Head at (IMCL) i-Media Corp Ltd6. Mr Akshay Padukone, Sr. Digital Media Executive at Set IndiaQUANTITATIVESample Size: 252Instrument: Online Survey via structured questionnaireUniverse: Metropolitan IndiaSampling Methods: Simple Random Sampling
  6. 6. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA QUICK SAMPLE PROFILE 86 % are 97% are educated over between the age high school of 15 to 30 years 51% Almost 52% are students and the remaining 48% are into service, business, 49% self employed or unemployed.
  7. 7. DATA ANALYSIS
  8. 8. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 1. TIME SPENT ON THE INTERNET IS MORE THAN THE TIME SPENT ON TELEVISION ON DAILY BASIS TIME SPENT ON INTERNET & TV 160 45 percent spend 140 No of Respondents 120 more than 30 100 80 minutes on online 60 videos every day 40 20 -Vdopia along with 0 Every Every Every Every Every Once a Others Twice a Nielsen Report 2010 Day - Day - Day - Day - Day - week week less than Less less than less than More 2 hours than 3 an hour half an than 3 TV hours hour hours Internet
  9. 9. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 44% watch videos everyday, 80% 2. CONSUMERS HAVE BEGUN TO CULTIVATE THE HABIT watch videos at OF WATCHING VIDEOS ONLINE least once a week. People Buffer and watch Equal number of respondents watch and not watch television content online.Emergence of
  10. 10. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 3. MAJORITY OF THE RESPONDENTS WHO HAVE SEEN MADE FOR WEB CONTENT HAVE LIKED IT 93% of 33% respondents who have watched Made for web content have liked it 4. RECEPTIVE TOWARD NON FICTION CONTENT MADE FOR WEB WOULD YOU WATCH MFW CONTENT May be, not sure as of now 22% Yes, i would No, i prefer give it a try watching on 65% my television sets 13%
  11. 11. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 5. A LARGE AMOUNT OF TIME IS SPENT IN OFFICE OR AT WORKPLACE No Television Access 8:6:2 working Ratio in India 6. TIME SHIFT VIEWING No appointment Viewing 7. HIGH LEVELS OF ENGAGEMENT Comments & Contests Advertising Potential 8. GLOBAL REACH Expats Audience & IPL 200 countries – 2mn to 54 mn
  12. 12. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 14. THE SUCCESS OF PREVIOUS 9. BIG TELEVISION PLAYERS ENTERING THE GAME WEBISODES & WEBSERIES IN INDIA Bol Niti BOl Views SET India & Balaji June 26th, 2010 29,091 June 29th, 2010 57,729 July 18th, 2010 10,442 10. INCREASE IN BROADBAND PENETRATION IN INDIA July 14th, 2010 18,453 July 30th, 2010 43,010 2% in 2003 to up to 9% in 2010 Ram & Ria Views Nov 27th, 2007 24,478 – Dept of Telcom Feb 20th 2008 3,129 Company Bahudar Views 11. PLATFORMS LIKE GOOGLE TV, IPTV BROADENING THE Aug 10th, 2010 911 SCOPE Aug 14th, 2010 Nov 4th, 2010 550 1083 April 14th, 2011 296 12. LOW BUDGET PRODUCTION HOUSES The Next Internet Millionaire Views Episode 1 2242 13. LOW BARRIERS TO ENTRY Episode 2 861 Episode 3 5385 Episode 4 52,657 Episode 5 1573 . Maruti Suzuki The hunt Views Episode 1 759 Episode 3 433 Episode 4 654
  13. 13. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA A. 15 POINTS - EXAMINING THE SCOPE 15. TELEVISION NON – FICTION CONTENT POPULARITY ON YOU TUBE SHOW AVERAGE MAXIMUM VIEWS VIEWS Dance India Dance 20,000 views 11,98,786 views Roadies 15,000 views 3,72,125 views Big Boss 40,000 views 3,00,065 views Emotional Atyachaar 25, 000 views 71,303 views Entertainment Ke leye kuch bhi karega 10,000 views 82,664 views Dance India Dance - Season 2 Vadodara Audition Part 5 Total views: 11,98,786 Ratings: 1171 Comments: 702 Favorites: 1,378 Likes: 1127 Dislikes: 44
  14. 14. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA B. ASSESING GENRE Made for internet KIND OF VIDEOS videos/content such as BEING WATCHED Shows which are specifically made for web 4% Advertisements - Virals ads and Jokes and all International Content 13% 7% I dont watch videos Television Content u have online missed or you want to 1% catch up 9% Movie Trailers Sports Content 20% 8% Others 7% Music Videos Movies 24% 7%Nonfiction Content has higher viewership than fictional content onlineThere is a need for exclusive content made for webTARGET GROUP AGE: 14 to 44 years
  15. 15. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA B. ASSESING GENRE MADE FOR WEB CONTENT ONLINE - CHARACTERSTICS Entertainment, Exclusive, Intrusive & Engaging It Should be Niche targetedSource: Spencer Wang Report, 2009
  16. 16. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA 1. HUMOUR B. ASSESING GENRE Nature of Content 2. ACTION Others Award Ceremonies Cricket Matches Genre of Content Fiction Shows - Daily Soap Opears Situational Comedy Concerts 3. SEMINARS & News Video Content WEBINARS Confrences & Seminars Reality Shows Nothing i dont want to watch videos on web 0 10 20 30 40 50 60 70 80 90 No of People 4. REGIONAL CONTENT 5. BOLDER CONTENT 6. INDIAN ENGLISH CONTENT 7. CONCERTS
  17. 17. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA B. ASSESING GENRE LENGTH LENGTH OF NON-FICTION CONTENT MADE FOR WEB 5-6 minutes clips CONTENT are best & Maximum of 10 minutes Multiple clips for longer content. Shorter content have higher views SHORTER FORMATS Not more than 8- 10 episodes 5min Audition have high viewershipSource: Spencer Wang Report, 2009
  18. 18. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAC. ANALYSIS OF MONETISING OPPORTUNITIES “I don’t want to PAY FOR ONLINE CONTENT RANGE OF PAYING pay for Yes 50 Rs for 10 episodes online 33% 33% 100 Rs for 10 episodes content No 67% 30 Rs for 10 episodes 20 Rs for 10 55% ” 2% episodes 10% **Only if they liked the first two free episodes which again is uncertain. ***Buying also includes paying for online tickets
  19. 19. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAC. ANALYSIS OF MONETISING OPPORTUNITIES PROBLEMS OF PAYING FOR ONLINE CONTENT PROBLEMS PAYING ONLINE No problem at Paying through The sum is too all credit card/debit low, to be paid by 9% card credit card 27% 6% Never Other Why should I pay tried or 28% when I get it all thought free otherwise off 21% 9% I don’t trust in I want it all online payment I don’t have free, i will not 18% a card to pay pay at all online 3% 7%
  20. 20. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAC. ANALYSIS OF MONETISING OPPORTUNITIES KEY REVENUE MODELS 1. ADVERTISING & SPONSORSHIPS (PRIMARY) 2. LICENSING & Consumer Preference SYNDICATION India ranks 4th in the world when it comes to unique viewers of video content. ComScore Report 2011 Neilson Stats prove the effectiveness of Online Ads 3. SUBSCRIPTION 4. AFP’s Maruti Suzuki I Serial Star
  21. 21. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAC. ANALYSIS OF MONETISING OPPORTUNITIES “Actually , it will be ALTERNATE PAYMENT MECHANISM cool if there is option of easy 1. PAYING THROUGH VOUCHERS recharge as in u PREFER BUYING VOUCHERS have a account in which u have cash 12356789234556 only for online May be Yes 42% 29% shopping be it Rs 30 anything. It will No save the trouble of 29% actually getting u r debit/credit card 2. USING MOBILE NETWORKS and all that jazz, hmmm nice idea though!” - Respondent (Consumer Survey)
  22. 22. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAD. MARKETING OPPORTUNITIES KEY MARKETING STRATEGIES FOR Market the name and NON FICTION CONTENT MFW keep it Short, Simple & ONLINE CONTENT Contextual Be available on various platforms Use Social Networking Websites extensively Other websites like the regular homepages should be equally used Incorporate Engagement Strategies
  23. 23. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAE. CHALLENGES Low INTERNET SPEED Inadequate AWARENESS QUALITY of Content Building LOYALTY Piracy on Digital Medium MONETIZATION INFINITE content - Discovery & Recovery ASYMMETRIC consumption NON consistent views
  24. 24. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAE. RECOMMENDATIONS • Build Relationship with fans. • Think about the Business & Marketing side as you BEGIN • Crack Barter Deals • Create Pilot episode • Create a Brand Connect • Be Available on Multiple Channels • Use SNS Effectively • Create Shorts Formats And • Create great Content
  25. 25. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIAE. CONCLUSIONThere is huge potential and scope for nonfiction content made for web in IndiaThe major problem is Infinite Content, Internet speeds, penetration, quality of contentand making people pay for online content.The habit of viewing online content is varied from other mediums.Use of apt engagement tools Comedy, Lighter & Entertaining content will always do well.All in all, this project results in an optimistic approach on the prospects of nonfictioncontent made for web in India.
  26. 26. THANK YOUPresentation & Research by Ankit Banga banga.ankit@gmail.com 9892212357 Buffering Complete
  27. 27. Key Findings from a report on the effectiveness of preroll ads by Vdopia along with Nielsen Report in India58 percent of respondents recall seeing pre-load videoads.Among respondents who recall seeing pre-load videoads: 83 percent clicked at least once on a pre-load ad54 percent clicked more than once on a pre-load ad78 percent have replayed a video ad at least once69 percent think video ad is interesting87 percent have no aversion to seeing pre-load videoads
  28. 28. S/N Name of the Genre Description Average Views No ofo Webisode minutes episode1. ibibo iHunk Non Fiction Talent 8500 NA recognition participated platform2. Aitel ibibo singer Non Fiction Singing Talent 30,000K Likes 2 min hunt3. Bol Niti Bol Fiction Video Dairy 60,000 Views 2-3 min4. Company Bahudar Fiction Sit Com 1000+ views 10-12 min5. Ram & Ria Fiction Sit Com 25,000 views 3-4 min6 The next Internet Non Fiction Mind Hunt 1000 + views 10 min Millionaire7 The Bannen Way Moviesodes Crime Drama 4000+ 6-7 min

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