Swiftnlift Business Magazine Announces '10 Best Media & Entertainment Start-ups in 2021'

www.swiftnlift.in
MAY 2021
Impact of
COVID-19 On
Indian
Media and
Entertainment
Industry
Arrivals of OTT
10 Best Media &
Entertainment
Startups in
2021
AAJ Media
Productions
TURNING YOUR IMAGINATION INTO REALITY
Mr Anannya Sengupta
Mr Anannya Sengupta
Co-Founder and Director
Netflix
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verify viewers

The entertainment industry is loaded with extraordinarily talented
people. But the true, genuine originals, they're rare.
– Peter Falk
www.swiftnlift.in
MAY 2021
Impact of
COVID-19 On
Indian
Media and
Entertainment
Industry
Arrivals of OTT
10 Best Media &
Entertainment
Startups in
2021
AAJ Media
Productions
TURNING YOUR IMAGINATION INTO REALITY
Mr Anannya Sengupta
Mr Anannya Sengupta
Netflix
testing
feature to
verify viewers

Nilesh Sabe
Chief Editor
- Nilesh Sabe
I’ve wanted to be there not just by virtue of being the editor but
because I had something to say something that might join us for a
moment in that miraculous way words can. Many thanks to my team
for the work undertaken. I am delighted to bring you this magazine. I
am really encouraged by the feedback received from the readers and
the institutions/companies which are in association with our magazine.
Some print pieces have complementary components such as additional
coverage, advertisements and still photography. There are regular
columns by the editors with reflective articles to provide a window onto
various technologies and importance of media and entertainment.
The cover story has featured Mr. Anannya Sengupta aka Jijo Sengupta
who is the Co-Founder and Director of the AAJ Media Production.
AAJ Media Production is a Media House with its upcoming presence
in the entertainment industry globally. Its main focus is to provide a
confluence of Live Action and CGI.
SwiftNLift magazine is not just a print or digital anymore but everything
we do derives from its long-standing character, approach and quality
- while we continue to produce the print publication with as much
dedication as ever.
From the Editor…

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Chief Editor
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MAY 2021
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Cover
Story
AAJ MEDIA
PRODUCTIONS
WHY DO WE NEED
ENTERTAINMENT?
INDIA’S
ENTERTAINMENT
INDUSTRY AND
ECONOMY
ENTERTAINMENT
AND SOME
ELEMENTS
ARTICLES
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Nexus Stories
Publication
18
FREIZEIT MEDIA
30
ROADTRIP
INNOVATIONS
38
MONK-E
26
BROCHILL
34
INFLUNC
42
HAMMERPLAY
22
FANPLAY
32
STARTUP STORY
40

10 Best Media &
Entertainment
Startups in 2021
“A huge deal of passion goes
in every story that we make
bringing a fulfilled sense of
heart and mind united with a
global appeal.”

is a Media House with its upcoming presence in the
entertainment industry globally. Its main focus is to
provide a confluence of Live Action and CGI. The
Holly-Bolly Way is its stylistic approach merging
the nuances of Hollywood & Bollywood to provide
an enriching experience in presenting your stories.
The company was incorporated in the year 2017.
Mr. Anannya Sengupta aka Jijo Sengupta is the Co-
Founder and Director of the company. The company
has gained momentum with determination along
with its more than 23 amazing casts and crew. The
offices are located in Thane (India), New York, Los
Angeles, and Singapore.
Below are the highlights of the conversation between
Swiftnlift Business Magazine and AAJ Media
Production. We are glad to share this exclusive
conversation with all the readers.
Tell us about your company. Its Vision
and Mission.
Indeed, there's an entire anecdote about how AAJ
Media Productions began. Taking you to my youth
days, I was constantly entranced by movies and
it was something that motivated me. I grew up
watching kid's shows and was interested in them
and consistently anticipated more. During every one
of these years, I emphatically understood the sense
and presence of a story in each and everything and
every component. Being a child, we watched kid's
shows and not legitimate movies. Eventually, when
you grow up, you comprehend, you see the world,
you experience it and that causes you to comprehend
the power of storytelling. I was intrigued with the
possibility of storytelling and that moved me a great
deal. I was adequately lucky and favored to get the
chance of reading for my bachelor's in New Media and
Interactive Development and master's in Films and
Animations from Rochester Institute of Technology,
New York, USA.
In those days, I was getting good opportunities from
renowned production houses. However, I needed
to start a differentiated media production house in
India, my own country, and my home, where I was
born, where I grew up. in my own country, and
my home, where I was born, where I grew up. This
brought forth AAJ Media Productions. Conceived out
of this force of narrating and understanding that we
can add to media outlets, AAJ Media had its humble
start. I aim to make a commitment to films, where
AAJ Media Production

I create a feeling that makes individuals not simply
follow it for it, but actually, ponder on them. That is
the distinction I want to make.
I don't comprehend why individuals talk about vision
andmission?AsfarasImightbeconcerned,Ithinklife
is a journey of visuals and recollections that we need
to exemplify that in an association that will release
its potential. I believe there are hidden treasures of
stories and memories residing in every corner. That
is the whitespace that is institutionally not tended
to. This is all about AAJ. Since I comprehend that
Story exists in all things, I need to basically accept
each brand, each individual, each corporate. They
encapsulate a film within and they need to tell that.
In this way, the mission of AAJ is to recount stories in
the entertainment industry as well as for people and
brands.
What were the constraints you faced at
the time of inception?
My initial challenge was how would I make an
interpretation of my dream in the real world? Frankly,
one of the imperatives confronted was finding a
group, to begin with. At the point when AAJ Media
Productions began, I had countless things in my
brain, countless things that I needed to say, such
countless things I needed to do, and clearly, I can't
do them all alone. I accept that by itself, we can do
so little yet together, we can accomplish such a great
deal. I wanted my dream team to have information,
capacities, interesting abilities, and a feeling of a
creative mind and being able to face challenges past
the standards. It gets hard to fabricate a group having
the correct individuals, who can be a piece of your
way of life, can really comprehend your vision and
become a piece of an entire to become together.
Today, I am glad to have the option to make a group
of youthful personalities who will take part in this
excursion together to change over our dream into
a design and then deliver. This joined work has
prompted a few honors and acknowledgments. We
have received more than two dozen awards that we
have accomplished some ground-breaking work.
What services do you provide to the
customers? Why should one prefer you?
The services that we give are as entertainment through
stories and film. Other than the entertainment
industry, we likewise serve brands and people. We
accept that each person and brand have their own

storiestotell,thatistheplacewherewecrafttheirstory
through our lens. We make a stage for independent
companies to endeavor carefully. We have created the
ability in understanding our customers' vision and
mission in recounting their story.
Like filmmakers, we catch their accounts through the
camera as well as catch the enthusiastic part of their
story.WhatmakesAAJMediaProductionsremarkable
and unmistakable is the effective methodology that
we follow. We consolidate the subtleties of Hollywood
and Bollywood by blending the thoroughness and
language of old-style filmmaking alongside the
feelings and sparkles of Bollywood. We named this
expressive methodology the "Holly - Bolly Way". This
empowers us to give an advancing involvement by
introducing our stylistically distinctive stories.
What personality traits, skills, and
education do you think a production
house must have?
Don't you think all the production houses need to
be cool and stylistic in their way? That is the manner
by which any individual hopes to see a media
production company being unique and cool from
the top to the base. Indeed, I emphatically accept that
Skills and Experience can be mastered however in
the long run what makes a difference is the character
of a company that can't be learned or educated. It
should be embedded inside, where it develops. There
ought to be that X factor which I would say is cool.
You need to have a personality, sufficient abilities,
and knowledge for saying a story. Humor, however,
is an extraordinary expansion of your story. You
need to have both SKILL and WILL. One ought to
have an emanation simultaneously and a demeanor
that makes your essence strong. One ought to be
cautious in filmmaking simultaneously it ought to be
enamoring. Motivation is something that makes any
production house acquire strong traction. Overall, a
production house should have motivation, covering
the X elements, be it emanation, being cautious, and
charming simultaneously.
What do you think makes you successful
and how do you measure that success?
Indeed, for me, the idea of accomplishment is basic
and beyond the common meaning of materialistic
achievement. I feel achieved when I make individuals
consider life through the stories that I tell. Certain
elementsmakemefeelfruitfulwhenIcanchangeone's
attitude through film. For me being fruitful is having
the option to make the crowd associate through my
films and their characters. It gives me tremendous
delight when one comprehends the vision of my
movies. On the off chance that the crowd underlines
the stories and out of them regardless of whether a
single viewer gets propelled and moved from the
story that would be the measure of my success. Every
event of storytelling is in itself a progression towards
success. My component of accomplishment is the
internal sense of achievement and fulfillment that I
get. Aside from that, I really have faith in developing
with others. Success is one part that is an internal
journey of ‘what I can do for myself and the other
way to look for is the search for ‘what I can do for
you. Here you can be an individual, a colleague, a
customer, or an organization. So, the crowd for whom
we make our movies, the achievement is tied in with
defining reachable objectives and executing them. It's
not about what others say.
Whatwasthemostmemorableexperience
you had in your journey as a filmmaker?
Quite possibly the most intriguing things about
filmmaking are that there is a mixture of art and
science. It's the lethal combination that propelled me

to take up science during my bachelor's and fine arts
for my master's degrees.
During my bachelor's, I have perceived a ton about
the technicalities of the media and entertainment
industry.
I'm a creative individual and yet, I get science and
have an aptitude for technology. I love the way that
the combination of art and science can make magic
with regards to Storytelling. I might want to explain
this with the assistance of an extremely intriguing
allegory called 'Angel's Cocktail'. It's about the feelings
you need to summon in the crowd and the individual
'emotion cocktail' that a decent story makes.
Normally, when you watch good films, your hormones
are going through an angel's cocktail. Allow me to
elaborate on this. There are three unique kinds of
hormonescalleddopamine,oxytocin,andendorphins
that rush through your body while watching a good
movie. The main hormone is 'Dopamine' which is
liable for your mind-sets. Likewise, when you feel
anticipation or you become inquisitive, your body
discharges Dopamine. The subsequent one is my
favorite. In less complex terms, it's identified with
compassion. When you feel for others and try to be
in their shoes and your body releases ‘Oxytocin’. The
third hormone is 'Endorphins' which is answerable
for laughter. While you watch a comedy film that
makes you laugh, your body secretes the endorphins.
In the event that you join these feelings and put them

in a film, you are playing the lethal combination of
the best sensations of human desire.
Actually, when you watch a horror movie, your body
discharges dopamine since you expect something
however there is a stress hormone excessively called
'Cortisol' which gets delivered when you feel stressed
in the wake of watching a ghost. For this situation,
your body encounters the 'Devil's Cocktail'. This
everything is unadulterated science yet the creativity
here controls the progression of hormones in a human
body with the assistance of a good film. It's superb to
see the conversion of science and art together which
when joined can assist in recounting incredible
stories with people. Subsequently, my most significant
involvement with filmmaking is to discover that I can
bartend and serve enthusiastic emotional cocktails to
my audience through my movies.
How do you handle setbacks?
Difficulties are typical in the film industry since things
never go as moved toward sets. Sometimes an actor is
late, a tripod is broken, the camera's battery depletes,
the light fuse goes off, and sometimes someone is
sick. So the primary concern about difficulties is to
consistently have two great reinforcement plans.
Assuming one doesn't have them, as I would see it's
notsomuchastheplan.Idon'tcaretogiveanyreasons
when a plan goes haywire without a reinforcement
plan. Thus, I comprehend that there are issues yet
I will be readied and that is the means by which I
have prepared my group and the production house
to consistently have a good reinforcement plan. On
the off chance that something doesn't work out in any
event we have the plan to fall back. As such, if there is
no boat there must be a daily existence coat to cruise
through. Throughout everyday life, we as a whole
realize that misfortune is the start of the following
push ahead.
Can you describe emerging trends you've
noticed in media and entertainment?
Truly, I don't perceive any arising pattern. From
what I see, there is obvious proof of the tremendous
expansion of content and expanding screen time.
Things are going everywhere, starting from the
absence of attention to the absence of substance to
the impulse-driven conduct of the crowd. Very little
work is occurring on content in the standing of bits
of knowledge and profundity. In this way, it's all over
and I figure I won't tell a particular pattern, however,
I am sure that individuals are watching more content.
There are long and short-form contents that are
getting devoured across different OTT and social
media platforms. The component of watching a film
along with family, the way how the film was born, and
how true to life things appeared is gradually getting
changed into a totally different encounter of force
based stuff since you are cooking and at the same time
watching content and you are additionally browsing
the web while watching a film, so you are specifically
turning into an audience. So, those are some of the
trends that I see across a diverse set of audiences. That
means different behavior, consumption patterns, and
focus on forms than substance. So, I cannot talk about
just any generic trend. I am also willing to see how
these things will unfold in the future.
What are your upcoming projects?
We are dealing with a totally different sort of web
series that will serve a mitigating menu on the platter.
I figure my web series will be a pleasant boost to the
Indian market where we are going into the realm of
animation. Other than the web series, we are likewise
dealing with two additional movies, one will be a
feature and the other will be a semi-feature which is
in between a short and a feature film. Likewise, we
have more music recordings on our rundown. We are
likewiseintendingtolaunchanall-outonlineacademy
to teach aspiring individuals who want to become
filmmakers. The courses will help them learn, make,
sell their movies and how to make them productive
through the art and science of filmmaking.

Nexus Stories Publication is one of the leading
publication houses. It was incorporated in the year
2016. The office is located in Surat, Gujarat. The
publication house has gained momentum under
the mentorship of K B Joshi, who is the Founder
of the company. Nexus is Techno-Savvy, thinks
outoftheboxandworkswithadvancedtechnology.
The team works hard and is extraordinary which
aims to rise “Make in India'' and “vocal for local.”
Below are the highlights of the conversation
in between Swiftnlift Business Magazine and
K B Joshi. We are glad to share this exclusive
conversation with all the readers.
Tell us about your company. Its
vision and mission.
'Nexus Stories Publication' that is working for
writing and creative writers based on innovative
ideas and 'NexusEcart' that is a strong
medium as an ecommerce site acclaims
Nexus Group set up in 2016 arranged at Surat,
Gujarat. We are doing our level best to give
notable published platforms to newcomer
writers to motivate them.
Nexus Stories is the book
publishing association where
we are promoting writers by
encouraging free of cost book
designing of paperback and eBook
alongside ISBN. We do publish
books in English, Hindi, and
Gujarati languages. We have
+4000 community members,
+20 published books, +12
countries readers, and +80
enlisted writers and presently, 10
books are under designing.
Nexus Stories
Publication
10 Best Media &
Entertainment
Startups in 2021
18 MAY 2021 SwiftNLift

What were the constraints you faced at
the time of inception?
It is hard to get acknowledgement as a newbie
writer and that is the reason book selling is
turning out to be a large test in current time. A
similar issue I felt after my first book launched in
Aug 2016. However, there were many data analysis
and Nexus Stories set up in soul for accomplishing
something else for writer / reader and started this
organization in Sep 2016. However, Full spine stir
fired up from Sep 2020.
What services do you provide?
We are giving book designing; editing, formatting,
ISBN allocation, translation, book cover design,
ecommerce book selling website (with Zero
Selling fees) and Amazon kindle book publishing
and social media marketing. Moreover, we are
transforming data from other media with no
inclination, which is useful to writers by marketing
We are making all sorts of abstract books that
have a pitch of motivation, short stories, fiction,
non-fiction, poems, novel, learning, knowledge,
spirituality, ethics and life experience in the
heart delicate nexus of words through which
reader’s interfaces with writer or Vis-a-versa.
We are selling our books through our own
ecommerce site www.nexusecart.com.
Furthermore, we are selling paperback through
Amazon, Flipkart, and Snapdeal in India just as
at global level moreover. Amazon kindle books
are additionally accessible all through the globe
through which will pay-out the sovereignty add
up to separate writers according to commonly
concurred conditions.
We are arranging free of cost story-writing
contests at National level, award distribution
and issue certificate with ISBN. It has truly
got vital strong activity for impending writers
which had been begun in 2016. A considerable
lot of our colleagues got great opportunities in
media subsequent to getting a platform like the
one we gave. By god elegance, we have kept on
supporting our group during pandemic 2020.
Contest motto is -
"Write something that compels us
to study and study something that
compels us to change."
We as Nexus Stories, transparently trying to give
a global-earning platform to writers with zero
expense. We are donating books at government
offices, school / college libraries, Kalam library -
Gujarat, Gujarat Sahitya Akadami - Ahmedabad
and also at the places where we feel that people
do respect the books/authors. Our books are
appreciated through CMO / PMO.
Our vision and mission is -
"To enhance the connectivity
between visionary readers and
writers by facilitating platforms."
K B Joshi
Founder
19
MAY 2021 SwiftNLift

our radiant writer through the campaign 'Vocal
for Local.'
Whatarethe3coreideasofpublishing
any book?
We do believe in these three core ideas while
publishing any book
1. Book Subject, Research & Analysis
2. Target Audience
3. Book Marketing & Selling Strategy.
Tell us, how you organize, plan and
prioritize your work?
It is on a first come first serve basis however, our
services are free yet we esteem consumer loyalty
and great quality work with zero complaint.
We have a small all-rounder group of 5 people
who are doing statistical surveying and analysis,
conceptualizing marketing, and continuing
working on advanced processes on media.
What challenges do you face in the
world of complete digitisation?
Actually there are many challenges but currently
we struggled with digital marketing and publicity
of our eCommerce website for our start-up.
Challenges were also because of Amazon Kindle
utilization for especially Gujarati language
because of limited audience.
What’s the best way to market any
book?
“Vocal for local” shows the importance of books
and how it will help in reader life, Books objectives
should be firm and there must be selection of
correct audiences. Whereas writers themselves
can only do the best marketing of their books.
What are your upcoming projects?
Our upcoming projects are as follows:
1.
Corona warriors – The true inspirational
stories in Hindi, English, Gujarati.
2. Digital Education after COVID – A bunch of
research papers.
3.
Importance of Geeta and Yagnopavit in
Gujarati.
4.
Inspirational short stories in Hindi and
Gujarati.
5. Short stories on ‘save water’.
6. Basics of Fabrication Technology.
7. Books on poems, articles and many more.
More information can be accessed:
https://nexus-stories.com

Hammerplay
H
ammerplay is a premier Independent Game
development studio based out of Chennai,
India with leading talents highly focused
on building unique and engaging games for new and
emerging platforms. We are currently focused on
building some fun online multiplayer games targeting
the rising e-sports segment. Check our website out to
learn more about us.
We are a premier Independent Game Development
Studio based out of India focused on developing
unique and original games across various platforms
External development
We offer external game development services to
domestic and Worldwide Studios. Be it full Game Dev
or Game Art projects - hit us up!
Original IP
We build fun and slick single and multiplayer games
that we publish on various emerging platforms.
Our culture
At Hammerplay, we place culture above the actual
work we do. It is the core of our functioning as
Producing Games On Various Platforms With
Significant Expertise In PC/Mobile Game
Development And Art Outsourcing.
Vijay Srinivasan
Director
10 Best Media &
Entertainment
Startups in
2021

an independent studio; it is what we often preach,
practice and iterate across. It enables us to have that
much needed creative liberty and space; work with
each other without any formal barriers and bond like
school kids. We are also a radically different studio with
a greater emphasis on flat team structure eliminating
the need for leads and supervision offering a new level
of control. And hey, after all where else you get to be
wearing T-shirts and Flip flops to work!
Jan 2021 - Announcing our latest title
“Battle Legends”
Let’s just call it our most ambitious title to date.
One of those passionate games that we worked on
during the entirety of the lockdown and something
we are very proud of. It’s a game built with solid
Multiplayer networking tech, fully server authoritative
with the client-side prediction (sorry Hackers!), lag
compensation and a whole tech blog worthy of stuff
that we sure would write about down the line.
The best part is that the game is extremely light and
packaged in a very simplistic form. No large downloads
or complexities of a typical Battle Royale or multiplayer
game. Load the game in a jiffy and have a blast. The idea
was to build a fun shooter for the masses that anyone
and everyone can pick up, play for a few minutes and
have real fun! This isn’t to say that the game doesn’t
offer variety or depth. The game features a host of
cool characters, skins and customisation options that
players typically expect in these genres.
We always had this idea of building a shooter with a
verystrongIndianinfluenceculturallyandthematically
and this game was the perfect opportunity to do that in
a very fun and light manner. You can pick and choose
from various Avatars who carry a lot of personalities
and allow for equipping some cool skins. We wanted
the emotes to be a lot more special where the players
can exchange ‘Punch Dialogues’ (famous one-liners)
that the Indian audience generally loves from daily
walks of life. We continue to iterate and polish the
game and are gearing up for a soft launch very soon!
Head to the Games page to check the gameplay trailer
out. More to follow…
Carrom Play
July 2020 - Announcing our latest title “Carrom Play”
One of those cool titles we managed to build and
deploy amidst the first wave of lockdown. A great
deal of attention to detail was put into, create that
sophisticated and elegant looking game. The game is
currently live on MX player garnering a steady user
base and will be out on other popular platforms soon.
We continue to add several other features in a view to
expanding the game.
23
MAY 2021 SwiftNLift

We are on live MX Player!
As part of our IP initiatives on new and emerging
platforms, we are glad to partner with MX Player
and have started to publish some of our H5 titles on
their platform which is one of the leading OTT and
Entertainment Apps in India and globally. Check out
our games on the MX Player App and stand a chance
to earn cash rewards! We are also launching more titles
soon, stay tuned!
Rage Road- Our latest release on
MPL
Rage Road, one of our latest games is out now
on MPL. We had a blast building the game
and it’s a blast to play too. It is one of those
super fast-paced explosive arcade/action
games that keep you at the edge every time
you play whether you pick up your phone
for a quick snackable session or be with it
for hours together. Check out the game now
on the MPL App and see if you can defeat
an opponent or two to stand a chance to win
some real money!
Tank Wars - Our latest release on
Jio Games
We recently published a simple action/
arcade game on Jio games (playable on
Jio Phone). Simple Left/Right controls to
move your Tank and shoot an onslaught of
enemies across never-ending stages. The
game is garnering a solid DAU and is one of
the top games currently on the stores. Check
it out on the Jio Phone!
Building for E-sports and the
future!
We are officially on Android now and the
best part is we have been developing E-sports
titles for the next generation of gamers.
Don’t look us up on Google Play - you won’t
find us there just yet. We are instead looking
at new and emerging platforms. We have
partnered with one of the latest and largest
Mobile games platforms where we can
deliver super fun and competitive titles that
can be enjoyed by millions of users.
Apart from being able to take some of our existing
games there, we are also building some exciting PvP
(real-time multiplayer) games which is a great new
chapter for us as we are one of the very few studios in
the country building real-time Multiplayer experiences
for the future! Watch out this space for more games
reveal soon and check out our games section to learn
more about the games.

4 Years - Yay!
We finish 4 years as of this September and the ride
keeps getting better for us! We take this moment to
thank each of our clients/partners for continuing to
work with us and more importantly believing in us.
Of course we can’t be pulling this without our beloved
team members and their family and a special shout out
and thanks goes to them! Upwards and Onwards!
Speciality
Mobile Game Development, PC/Browser Games,
High-qualityGameArt,3DCharacterArt,Animations,
Concept Art, 2D Background Art, PC Game
Development, Game Development, HTML5 Games,
Unity3D, Environment art, Esports, Multiplayer
Games, and PvP Games.
25
MAY 2021 SwiftNLift

W
earea360°creativedigitalmediaorganization
that unifies Talent Management, Video
Production, Social Media Management, and
Influencer Marketing under one roof. We ensure that
your brand has it all to catch eyeballs and spread waves
across social media. We are an ensemble set of young
creators who specialize in all things digital.
WHAT BREWS IN OUR BOARDROOMS?
We are a bunch of young, passionate trendsetters who are
led by some of the most credible names in the industry.
So when you tap onto the digital universe with us, we
ensure you are heard without getting lost in the echo of
trends.
Ranveer Allahbadia, Co-Founder
Counted amongst one of the forerunning media
creators, Ranveer has impacted millions of lives with his
motivational content spread across various social media
platforms.
With a massive fan following acquired from his YouTube
channel, BeerBiceps, he has been our valuable Co-
Founder who has helped in shaping the digital growth of
various brands with a tinge of influencer marketing.
He is also credited with hosting India’s brainiest podcast
called The Ranveer Show where he explores struggles
and success stories of distinguished personalities from
all walks of life.
Ranveer Allahbadia is a social media entrepreneur,
motivational speaker and men’s style blogger.
His company BeerBiceps Pvt Ltd runs both an English
and a Hindi channel as well as multiple social media
blogs. Fitness, fashion, entrepreneurship, personal
finance, yoga - they teach you all of it!
WHY MONK-E?
Monk-E is a 360° creative digital media organisation
that unifies Talent Management, Video Production,
10 Best Media &
Entertainment
Startups in
2021
Monk-E
Creative Digital Media Organization That Unifies Talent
Management, Video Production, Social Media Management,
And Influencer Marketing Under One Roof.

Ranveer Allahbadia
Co-Founder
Social Media Management and Influencer
Marketing under one roof. Conceptualised
by Viraj Sheth and Ranveer Allahbadia, we
are an ensemble set of young creators who
specialise in all things digital.
Our areas of expertise:
1. INFLUENCER MARKETING
Redefining digital marketing with the
influencers that help your brand grow.
2. SOCIAL MEDIA MANAGEMENT
Digitalmediatrendsacrossallsocialmediaplatforms,
leave it to us to break the internet.
3. DIGITAL ADVERTISEMENT
Shaping emerging brands while envisioning their digital growth with
potential brand placements.
4. VIDEO PRODUCTION
We tell stories that your audience needs to hear and see. We produce the
magic in HD.
WHY MONK-E?
Monk-E is a 360° creative digital media organisation that unifies Talent
Management, Video
Production, Social
Media Management
and Influencer
Marketing under one
roof. Conceptualised
by Viraj Sheth and
Ranveer Allahbadia, we
are an ensemble set of
young creators who
specialise in all
things digital.
27
MAY 2021 SwiftNLift

E
ntertainment is necessary for everyone, and
anyone that says otherwise is ignorant. It might
not seem apparent, but entertainment plays a
very big role in ensuring that people live normal and
happy lives. Over the years, with the introduction of
better entertainment avenues, people have started
consuming entertainment more. This is simply because
of the importance that it holds. If you are wondering
what these benefits are, here they are.
The advantages of entertainment
 Relives stress
If you get stress, one of the best treatments is to get
a worthy distraction. Entertainment is one of the
best distractions you can get. When you get quality
entertainment, your mind thinks of other things, and
releases endorphins, hormones that are responsible for
feeling good. This is a better way to deal with stress, as it
gives you some time off to relax and prepare your mind
for recovery.
 Provides employment
The entertainment industry is one of the largest
employers. From the street magician to the galaxy of
stars we see on TV, they are all earning a living because
of entertainment. It also plays a great role in fostering
the economy in that a lot of tax is collected from the
industry. This is one of the top reasons why it should be
supported and allowed to thrive.
Nurtures culture
You might not notice it, but a lot of human cultures is
modelled around entertainment. When you go for a
date, most people might go to the movies—or at least in
the ’90s, over the weekend you might meet with friends
Why Do We Need
Entertainment?

and watch a game together. This list could go on and on,
but one thing that remains clear is that entertainment
plays a great role in nurturing and maintaining culture.
 Promotes talent and creativity
Entertainment is one of the top industries that focuses
on promoting talent and creativity. It is all evident from
the countless tech developments used in movies, and
the talented acting that we get to watch daily. While
it is important to focus on other formal industries,
entertainment should get sufficient support, especially
when it comes to recognizing talent and creativity.
Conclusion
These are some of the benefits that entertainment has.
Has seen, it does play a very important role in ensuring
that we all get some peace of mind, a good aught, and
help maintain our economy at the same time. The
next time you go to entertain yourself, remember how
important that is.
29
MAY 2021 SwiftNLift

Freizeit Media
F
REIZEIT MEDIA is one of the leading
and forthcoming firms offering the best
content streaming experience to its
subscribers. FREIZEIT MEDIA is an India-
based company that offers an Over The Top
(OTT) Platform providing web series, short
films, documentaries, and blogs.
The term FREIZEIT is made from the German
words ‘Frei’ and ‘Zeit'. ‘Frei’ means Free and
‘Zeit’ means Time. Hence, FREIZEIT MEDIA
believes it is best to utilize your free time with
us. Entertainment of the viewers is the main
guiding light with which Freizeit Media works.
Inspiration behind
There are some fascinating ideas that we have
related to this project. It will give us a creative
process to give life to an idea, and make it more
emotional. We are making viewer engaging
videos, Documentaries, and any Web series in
our mind. we feel like..we should watch. We are
always looking forward to discovering more
stories about the creative process.
India-Based Media Service Provider And
Production Company
Neha Singh
Founder
10 Best Media &
Entertainment
Startups in
2021

Film making
It requires creativity and passion. * It comes at the
expenses of experience. * It’s a dream I’ve been holding
for a while.
Overview
Here this website review is an easier way for critics to
assess a film’s overall quality. And evaluations of a film.
In concluding we can say, This is based on the formal
and thematic elements of life.
Activity management
I have landed a great job at a digital advertising
agency, marketing team. We are working on this
website projects for an educational and motivational
institution.
Director’s desk
FREIZEIT MEDIA Pvt. Ltd. is an India-based media
production company located in Noida, Uttar Pradesh.
It was founded in 2019 by Neha Singh. She is the heart
of the firm and she is a vibrant lady who is always
passionate about their work.
"FREIZEIT MEDIA is a media service provider that
gives users access to enjoy the service. FREIZEIT
MEDIA is an India-based media service provider and
production company located in Noida, Uttar Pradesh.
It was founded in 2019 by Neha Singh.
Providing subscription-based streaming service
is the primary business of the company and it
offers numerous online streaming movies and
documentaries, including in-house produced movies
as well. Aspiring filmmakers, actors, writers, or anyone
interested in creating streaming content can rely on
FREIZEIT MEDIA for providing them with the right
infrastructure that is vital for their growth."
31
MAY 2021 SwiftNLift

Introduction
The skills-based games such as Quizzes and
Trivia will be available on the platform to
play.FanPlay is India's first user-hosted live
real money Game Show platform. It offers
a platform where influencers can engage
their user base in paid live game shows- thus
adding the social element that has been
missing in the Real Money space for so long.
What do we do?
We are India’s leading gaming app and one
of the fastest-growing platforms offering live
online games to earn real money. Available
on both Android and iOS, Fanplay
organises live quiz games hosted by social
media celebrities. We aim at providing an
exciting and interactive gaming experience.
Catering to expanding Indian gaming
10 Best Media &
Entertainment
Startups in
2021
Fanplay
A Platform For Hosts From Across The Globe To Host Live, Video
Based, Real Money Contests And Games.

Bharat Gupta
Co-Founder
industry, Fan play promises a vast lead
over competitors by offering hassle-free
money transfers.
Bharat Gupta
Co-Founder & CEO FanPlay | Mobile
Gaming and Entertainment
Founded by an IIT-ISB team, Bharat
Gupta and Pritesh Kumar, FanPlay looks
to create a unique proposition in Real
Money Gaming (RMG) with live video
integration and takes social gaming to the
next level with high interaction between
the hosts of the games and players. Among
the real money quiz game applications, both
BaaziNow and Qureka, launched in 2018, have
more than 10 million downloads each on the
Play Store. FanPlay, is the latest entrant in the segment
and is looking to have over five lakh users on its app by the
end of this year.
“The days of passive consumption are over. Active participation is the
new way for content consumption. Consumers don’t just watch TV
or video on their phones, they want to participate. The best example
is the IPL. People just don’t sit behind the TV - they play games (at
times multiple) related to the match they are watching. This active
participation is clear from the massive demand for products like the
Hotstar’s Watch and Play or Fantasy Sports like the Dream11 and
Mobile Premier League,” said Bharat Gupta, Co-founder and CEO of
FanPlay.
We aim at providing an exciting and interactive gaming experience.
Catering to expanding Indian gaming industry, Fanplay promises a
vast lead over competitors by offering hassle-free money transfers.
How To Install
1. Go to Privacy Protection - Special Permission - Install Unknown
Apps and Allow Permission to Chrome.
2. Click on “Download FanGame Pro” to start the download.
3. Tap “OK” to complete the download. FanGame Pro is 100% safe &
secure. 4. Open the App and register to Play & Win
Hence
We are India’s leading gaming app and one of the fastest-growing
platforms offering live online games to earn real money. Available on
Android, Fanplay organises live quiz games hosted by social media
celebrities. We aim at providing an exciting and interactive gaming
experience
33
MAY 2021 SwiftNLift

Brochill
B
roChill is an AI-Driven Vernacular content
platform used to share images, videos, stickers,
personalized video quizzes, lyrical songs, life
quotes, funny quotes, video jokes and wishes among
friends. BroChill is available in Hindi, Telugu, Tamil,
Kannada, Malayalam, Gujarati and Bengali, Bhojpuri.
One can enjoy BroChill with friends in native
languages. With BroChill one can make their Lyrical
videos, WhatsApp stories with their photos, Good
morning, Good Afternoon, Good night Stickers in
video and image format in a single click. Be it a birthday,
anniversary, festival, New year or any special event on
BroChill everything can be edited with your photo to
share as video stories/status and stickers on Whatsapp,
Messenger, Facebook. BroChill offers editable lyrical
songs with photos and magic effects. Jokes, Movies,
Quotes on Lifestyle, Inspiration, Love, Video Memes,
Lyrical songs, Games are an integral part of BroChill to
share as Status/Stories on Whatsapp, Instagram.
Bhargav Dath, Co-Founder
Freethinker; Addicted to insights; Dreamer; Blockchain,
AI and Quantum computing enthusiast, I have a deeper
understanding of Blockchain, Artificial Intelligence
and Machine Learning to create industry disruptive
solutions. Having a thorough understanding of all 3
emerging technologies, I also have a compelling passion
Content Creation and Entertainment Company
Bhargav Dath,
Co-Founder
10 Best Media &
Entertainment
Startups in
2021

to experiment and discover innovative products to help
your industry grow.
I and my other two partners started Vitwit, an
Enterprise software development, AI and Blockchain
product services start-up in India. We provide ML, AI,
Blockchain solutions in addition to Tech and Cloud
architectural strategies.
Ouryounganddynamicteamhasabroadmulti-industry
expertise in various sectors – Education, eCommerce
platforms, Recruitment product suite, Stock prediction
engine, and Crop disease detection.
A strong believer in the “yes, we can” approach, my
strengths include outstanding interpersonal skills
along with developing business automated solutions
to empower businesses with intelligent systems. As a
strategic thinker, I have always consciously focused on
minute details and the big picture to see the world in
new ways.
Vitwit lives by the motto of - ‘Right interactions build
great solutions.’ That’s the reason our team has constantly
been appreciated by our clients for understanding the
pain points of their industry efficiently and for effectively
communicating to get the work done punctually and
with proficiency. We believe in building long-term
relationships that last for a lifetime. If you would like
to connect with an Artificial Intelligence & Blockchain
Integration Thought Leader, feel free to message me
through my profile.
Our platform connects you with people and helps
you share your ideas, opinions and emotions with the
world. We believe in the freedom of expression and in
empowering people to fully express themselves in a new
age digital society. The users of our Platform are diverse
and multilingual, and the content and comments they
post here reflect their culture and belief. The community
here is receptive to a variety of content, but the Platform
is accessed by a variety of audiences, including minors.
Industries - Entertainment
Company size - 11-50 employees
Headquarters - Hyderabad, Telangana
Type - Privately Held
Founded - 2019
Specialities
Monthly Million Users
35
MAY 2021 SwiftNLift

I
ndia’s film, television, and online video services
industries (together referred to as “creative
industries” in this report) represent a combined
revenue of about INR 93k cr (US$ 13.3 bn) – a little
over half of the country’s total media and entertainment
(M&E) industry revenue. They generate a gross output
of INR 115k cr (US$ 16.5 bn) and employ 8.5 lakh
(850,000) people. This is the direct impact created by
these industries. But their total impact is far more.
In an earlier report, we discussed that the creative
industriesgenerateatotalimpactthatisdisproportionate
to their direct impact – the multiplier effect. Including
indirect and induced effects, we estimate that these
industries generate a gross output of as much as INR
349k cr (US$ 49.9 bn) i.e. 3 times the direct gross output,
and employ as many as 26.6 lakh (2.6 mn) people i.e. 3.1
times direct employment! In addition to this, creative
industries also create an impact in several important
ways that are not captured by just the numbers above.
These industries can connect people, cut across cultural
and political divides, act as a source of identity and
expression, and shape attitudes and thought processes.
They are uniquely powerful tools to aid national
integration, deliver social messages and project India’s
culture and influence on the global stage. India has
a vibrant film, television and online video services
industry, and is brimming with potential. It is the largest
producer of movies in the world and has the largest
India’s Entertainment
Industry And Economy

DTH and the second-largest pay-TV subscriber base in
the world.
The online video services sector is poised for rapid
growth. Smartphones with screen sizes exceeding six
inches are available in India for just INR 7,000 (US$
100). Connectivity is cheap, with an average price per
GB for wireless data of INR 7.0 (US$ 0.1) - the lowest in
the world by far! This has unlocked an insatiable appetite
for data, with Indian wireless subscribers consuming on
average 10.4 GB of data per month. Data usage strongly
correlates with video consumption, and the rapid
increase in the number of video streaming services
(from 9 in 2012 to more than 35 in 2019) indicates the
massive potential that market participants see in India.
The government and policymakers have demonstrated
positive intent in many ways, including designating
the Audio - Visual Service Sector (under the M&E
industry), as a “Champion Service Sector”, forming
effective bodies such as the Maharashtra Cyber Digital
Crime Unit (MCDCU) and passing novel and practical
rulings like the recent Delhi High Court judgement to
tackle the problem of mirror/ redirect/alphanumeric
websites.
However, hurdles and challenges remain. To put the
creative industries on a higher growth trajectory, the
government and stakeholders could consider the
following three key recommendations.
 Create a culture that respects and values intellectual
property (IP). This could borrow core elements
from the powerful “Swachh Bharat Abhiyan”, which
set about creating a culture of cleanliness and
responsibility. If India wants to promote innovation,
creating an environment that cherishes IP is
nonnegotiable.

Opt for “light touch” regulations, let market forces
run their course and avoid frequent tweaks to
regulations, thus enabling the industry to plan rather
than to react.

Continue the focus on ease of doing business. Enable
the opening of new movie screens and help to better
India’s under-screening problem, and focus on
simplifying processes that can ease film shooting in
the country. Now is also the opportunity to adopt the
forward-thinking ideas contained within the 2016
National IPR Policy.
Conclusion
Implementation of this policy in letter and spirit
may result in India having one of the most vibrant IP
jurisdictions in the world. Lastly, the key takeaway
from our last report continues to remain relevant.
Policymakers and stakeholders could consider the total
impact created by the creative industries and note that
growth (positive or negative) in these sectors is expected
to produce a magnified impact on the economy through
the multiplier effect.
37
MAY 2021 SwiftNLift

Roadtrip Innovations
of activity. Helmed by well-experienced professionals
from the projected fields of activity, it is the constant
innovation that will be the catchword for future visions.
The activity focus of the company is media in any form
– right from the radio to the latest OTT platforms and
related apps. Road Trip Innovations shall also take up
Events as part of its public outreach programs. Creation
of content across all forms of media and its Marketing,
Media Operational Leasing, Equipment and Floor rental
Equally Comfortable With LIVE, Studio And
Location Programming.
10 Best Media &
Entertainment
Startups in
2021
T
imes change. And adaption is the key to survival.
This is much more true in the realm of media.
With the rapid pace at which technology is
being outdated, it has become imperative that one
remains equally updated. And it is this need that has
made a company like Road Trip Innovations (Pvt) Ltd
a necessity.
Road Trip Innovations is a Private Limited company
that has media and public outreach as its core areas

are some of the key branching areas. Road
Trip Innovations can offer full facilities
for production and post-production at
competitive rates, using the best and most
modern technical and infrastructural
support.
Road Trip Innovations will always be
the presence of the Media. Its constantly
watchful updates would ensure its future
relevance. Road Trip Innovations, now and
ever after.
MEDIA SERVICES
WeprovidethebestinclassMediaservicesincludes,
the PR work, TV/Radio programs production etc
EVENTS
We provide the complete end-to-end event management
starting from Event planning, coordination, executing
etc
CONTENT&MARKEING
We provide, best in class content and marketing
services includes, including content creations, publish
and distribution through various media to achieve the
business goal
MEDIA OPERATIONAL LEASING
We are providing the media operational leasing for
various media platform, where they can avoid the
headache of day to day operations
EQUIPMENT RENTAL
We provide equipment for television and video/audio
production from production equipment like camera,
lights, vision mixers, audio systems
FLOOR RENTAL
Roadtrip Innovations provides floor rental in Kochi's
with ample parking facilities. The facility situated at the
heart of the city with ease of access.
POST-PRODUCTION FACILITY
We provide the post-production facilities includes but
Prakash C Menon
Head Of Content
not limited to, Editing suites, graphics suits, Audio
recording facilities etc
MEDIA PRODUCTION FACILITY
Roadtrip Innovations have experience hands in
Television production, Serials, Digital media, Web
series, Events productions etc. We also provide Live
Video production and telecasting and Radio production
Roadtrip Innovations Private Limited
Television creative with over 22 years of experience in
television production, programming and packaging.
Managed and directed numerous TV shows for the
innovative initial concept, through development to final
production. Equally comfortable with LIVE, studio and
location programming.
Conclusion
I have been through the entire range of activities
associated with television, administration. As part of
Asianet, I had Conceived and directed many successful
television shows and ground events. Asianet Plus and
Kiran TV to top slots during my period.
39
MAY 2021 SwiftNLift

Startup Story
S
tartupStoryMedia (Startup Story Private
Limited) is the largest entrepreneurship
network in the world, helping people stay
connected and learn more in the startup world.
Backed by a comprehensive content rights
management and analytics platform, with both an
online destination as well as mobile apps. If it ain't
on TV, it's on StartupStoryMedia.com
Young entrepreneurs young stories
Startup Story is one of the promising organisation
creating platforms for young entrepreneurs to
express themselves and their journey. It is leading
as a brand consultancy and business coaching
platform with the mission to inspire, express and
prosper.
Voice of success
Startup story is a voice for all the entrepreneurs
with their struggles and stories of success.
We aim at educating people about the hurdles and
challenges that an entrepreneur can face while
taking their ideas to another level.
Platform With The Mission To Inspire, Express And Prosper.
10 Best Media &
Entertainment
Startups in
2021
Anil Bakshi
Founder

Booming rapidly
Started a year ago with the countless number
of ideas in mind, we are now a ladder for young
entrepreneurs.
Besides, we have published numerous stories that
not only inspire the youth but also contribute to
the ever-growing world of entrepreneurs.
Anil Bakshi, Founder at StartupStory
Media
A successful serial entrepreneur, who is at the helm
of various successful startups and enterprises, he
skilled professional with unparalleled business
acumen and marketing skills, with 11+ years of
industry experience. Constantly seen as a people’s
person and leader with a strong grasp in the field
of marketing, business consultation, and coaching,
he possesses the first-hand experience about the
current startup scenario and a deep understanding
of today’s market.
Journey
Founded StartupStory Media, one of the fastest-
growing digital media firm in the country,
offering creative solutions to business challenges.
StartupStory Media is a brand consultancy &
business coaching platform which aspires to be
your daily source of inspiration, knowledge and
education. Through the services of live interviews,
podcast series, startup news bulletin, events and
storytelling, we aim to help you learn from the
lives of the exceptional.
Share and chill
Live interviews would provide an insight into the
unheard and extraordinary stories of successful
entrepreneurs.Thestoriesofinspirationaljourneys,
ideas and growth. Each interview will uncover
a new account of challenges and opportunities
encountered by entrepreneurs, starting from how
the business idea was initiated, to how it grew and
finally took the prosperous shape. This initiative is
designed to expose you to the knowledge residing
beyond the books and encourage you to take
unconventional paths!
Animesh Shukla
A budding entrepreneur with excellent team
management and groundbreaking sales and
marketing skills. He is a calm observer and a
strong decision-maker. Being an undergrad from
IIT Dhanbad, he always implements research-
backed methodologies. He is a tech-savvy expert
best known for his business analytics and strategic
planning. He always tries to come up with
innovative and creative solutions to challenging
problems and takes them as learning opportunities.
What do we do?
Startup Story, Entrepreneurs, Stories and news
of startups, SMBs, Research, Reports, Expert
Insights, Resource Articles, Founders Interviews,
Campaigns and Promotions, Visibility and
Connections, Startup Events, Startup Jobs, Startup
Stories, Founders Stories, Startup Ideas, and
StartupStory Tv- a collection of best entrepreneurs
videos.
Industries: Online Media
Company size:11-50 employees
Headquarters: New Delhi
Type: Privately Held
Founded:2020
41
MAY 2021 SwiftNLift

S
tarted fresh in 2019, We at Influnc provide all types
of content creators on a single platform to showcase
their talents or products, giving them a chance to
interact with fellow content creators and increasing their
reachamongtheaudience.Wealsohelponlinebusinesses
grow, creatively showcasing their products. Available on
every social media platform, we work hard to make sure
you are recognised. With people from almost everywhere
in this nation, We started this company almost a year ago.
Our motive is to bridge the gap between all diverse types
of influencers, content developers and the public. In
addition, we try our best to help grow small businesses,
online or offline, all are welcome.
We plan to become the common link and provide a
platform for the best of the talents, products, or services
to be able to reach out to the maximum audience and be
available to everyone at a go.
INFLUNC is a company which brings influencers and
bloggers close to the audience so that they can know the
proper way to go about blogging and post meaningful
content.Wedoworkshopeventsbycallingtopinfluencers
as our speakers who talk to the audience by conducting
tasks, engaging with them directly.
A day full of events for the audience to test their blogging
skills,tolearnhowtogoaboutproperblogging,marketing
for the sponsors through the influencers, games for the
fun element and EDM night to end with a kick. Bloggers
more than 100k will market your brand. Influencers
who have 500k followers will promote by the video and
posts on their page. Meet new faces and a lot of youth
for the maximum promotion of your brand. Promotion
on a large scale because influencers are the new faces
whom the youth and people depend. We are the event
management company and we do our events in colleges
who give us the permission for the venue, we will bring
the influencers who will promote the brand and we’ll also
give you guys the promotion.
What exactly does an influencer do?
an influencer marketer promotes a brand mostly on
10 Best Media &
Entertainment
Startups in
2021
Influnc
Blogging, Marketing For The Sponsors Through
The Influencers

Mehak Lohia
Founder & CEO
social media platforms and gets paid. it
is as simple as it sounds. this is known as
influencer marketing.
influnc provides an exclusive platform to
content creators who have the potential to
come up with something great. we feature
them on our Instagram page which positions
them as expert brand collaborators.
How to begin the journey?
the first step is to connect with us. we are
already excited to work with people like you.
sign up for your first campaign. start creating
content and get within your first campaign!!!
become one of the top paid influencers.
Growth is never by mere chance; it is the result of
forces working together. Allow us to be your partner in
your growth journey and witness the growth in a short
period.
ThejourneyofInfluncbeganin2019.Fromthebeginning
itself, we at Influnc were focused to redefine the word
‘Influencer’. We had the vision to leverage social media
to showcase talent in such a way that’s never been done
before.
And presently, we are proud to showcase the impact
we’ve made. We want to share our success in that front
of you through our social media platforms. All types of
content creators can showcase their talents on a single
platform thus, getting a chance to interact with fellow
content creators and increasing their reach among the
audience.
Mehak Lohia - Founder and CEO
Karamveer chakra award winner building her first
company who wants to travel the world till her legs
are working and her heart is screaming. Also, a young
enthusiast who dreams to help companies with HR
services. A young individual working for college students
helping to deal with mental health issues.
 Discover
Our goal is to deeply discover our client’s needs.
 Define
Define business requirements. Evaluate business process
and application alternatives.

Design
Design, Evaluate current technical architecture

Develop
Develop detailed requirements of the project

Deploy
Deploy application
 Deliver
On-demand Post-implementation support
Now, we also help online businesses grow, creatively
showcasing their products and services, and engaging
their audience and thus resulting in more conversion. We
have our presence on every major social media platform,
and we believe that your success is our success. Your
business will undergo a blissful change with our help.
43
MAY 2021 SwiftNLift

Demand for entertainment
The first one is the key role of the demand for
entertainment. In nearly all the settings we consider,
the consumer demand for media content is largely due
to demand over timeentertainment, with the economic
impacts emerging as a by-product. Children watch
television because it’s fun, and are (very) unlikely to
think of the possible impacts on their education. Adults
choose to watch a violent movie or to follow a soap
opera for entertainment value, disregarding possible
effects on their aggression or family values.
This implies that selection into a particular media is
likelyunrelatedtothepreferenceforparticulareconomic
outcomes – say, education, violent crime, or fertility.
The overarching role of the demand for entertainment
is reflected in the fact that people spend a large share
of their time on media entertainment – in the US,
the average amount of time spent watching television
(which is just one form of media entertainment) is 2.7
hours per day, half of the people’s leisure time.
The demand for entertainment differentiates the
applications surveyed from the analysis of political or
financial impacts of the media. The exposure to political
information often reflects a direct demand for political
Entertainment And Some
Elements

content, as Stromberg (2015) and Gentzkow et al. (2015)
stress. The exposure to financial-themed media like
CNBC also reflects the interest in investment advice.
Media choice
We incorporate this insight into a simple model of
media choice, building on Dahl and DellaVigna (2009).
We assume that consumers choose the optimal use
of time between several activities, some of which are
media activities and some of which are not. For example,
consumers decide whether to follow a soap opera or to
go out with friends. The activities are chosen impact
relevant economic outcomes – like education, violent
crime, and fertility – but these effects are not considered
as part of the utility-maximising choice, simplifying the
analysis. We derive comparative statics of parameters
capturing some of the identifying variations in the
media studies.
Direct and substitution effects
This takes us to the second key theme – direct versus
substitution effects. We stress that there are two main
sourcesofvariationofmediaeffectsinthisentertainment
setting. The first is a shock to the entertainment value of
a channel, or to its cost, which affects the audience for
that particular medium.
For example, violent movies are of higher quality on a
particular weekend (a positive demand shock), or soap
operas become more widely available in a given year (a
positive cost shock). In both cases, as the comparative
statics indicates, the resulting media effect estimates
incorporate both a direct effect and a substitution effect.
The cinema release of a movie like Hannibal implies that
more people will be watching a violent movie and thus
will be doing less of the second-best alternative activity.
The net effect of this shock on crime, for instance,
depends on the comparative effect of violent movies
on crime relative to the effect of the alternative activity
on crime. Similarly, to understand the impact of the
introduction of a soap opera, we need to consider the
activity and content that it is substituted for. Thinking
through the substitute activities and evaluating the
estimated impact as a net impact, relative to substitutes,
is a key takeaway of this approach.
Ourmodelalsohighlightsthesecondsourceofvariation
– a direct shock to the content of the media. Suppose
that an episode of an ongoing soap opera features a
gay couple or an occurrence of suicide. This change in
content is likely to leave the utility-maximising choice of
media entertainment mostly unaffected, especially if the
content of the episode is unanticipated. Still, the content
may affect economic behaviour, say through imitation.
In this case, the estimated media effect captures the
direct impact of the media, since the consumption of
substitute activities is held constant.
Identification and time horizon
The third key theme for the survey is the role played
by identification and time horizon. Take the analysis
of imitation of media behaviour. The first question of
interest is whether there is a short-run imitation effect
after a media episode features a particular behaviour.
A second question is if there are long-term imitative
effects of prolonged exposure.
To identify the first question, high-frequency variation
in the content of a widely seen outlet is sufficient. But for
theidentificationoflong-runeffects,oneneedsplausibly
exogenous variation across places and overtime in
the introduction of a media outlet that carries unique
content. The variation in identification determines the
type of media affects one can credibly estimate.
45
MAY 2021 SwiftNLift

Swiftnlift Business Magazine Announces '10 Best Media & Entertainment Start-ups in 2021'

Swiftnlift Business Magazine Announces '10 Best Media & Entertainment Start-ups in 2021'

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