Scope for MFW Nonfiction Content ANKIT BANGA

8/3/2019 Scope for MFW Nonfiction Content ANKIT BANGA

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A STUDY TO EXAMINE THE

SCOPE OF NONFICTION CONTENT

MADE FOR WEB IN INDIA

Research project submitted to the

Manipal University & Whistling Woods International

on partial completion ofIV Semester,

MBA in Media and Entertainment, 2009 - 2011

By

ANKIT BANGA

Under the guidance of

MR. SUBHASH GHOSH (Faculty)

DEPARTMENT OF MEDIA AND ENTERTAINMENT

MANIPAL UNIVERSITY, BANGALORE 560 038


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MANIPAL UNIVERSITY & WHISTLING WOODS INTERNATIONA

ii

DECLARATION OF THE STUDENT

I, Ankit Banga hereby declare that the work, which is being presented in the

project entitled A Study to Examine The Scope of Nonfiction Content made

for Web in India is in fulfilment with the project requirement for MBA in

Media and Entertainment during the year 2009-2011, is an authentic record of

my own work and carried out under the supervision of the guide Mr Subhash

Ghosh.


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CERTIFICATE FROM THE GUIDE

This is to certify Ankit Banga has successfully completed his research project

entitled A Study to Examine The Scope of Nonfiction Content made for Web

in India assigned by Manipal University for MBA in Media and Entertainment

during the year 2009-2011.

Name : Ankit Banga

Register Number : 092516098

Date :

Place : Mumbai

Signature of the Student Signature of the guide

(Ankit Banga) (Mr. Subhash Ghosh)


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ACKNOWLEDGEMENTS

I would like to put forward my sincere gratitude to Manipal University & Whistling Woods

International for giving me this opportunity to explore the New Media Industry even

deeper, by giving me this research project to undergo.

I would also sincerely thank my mentor Mr Subhash Ghosh for his support, guidance,

comments, suggestion at all times without him it would have been difficult to complete the

project.

I would also like to acknowledge the following people for sparing time from their busyschedule and speaking to me and providing me relevant knowledge for this research project.

1. Mr. Pratik Arora, Founder & CEO at Monkwise Associates

2. Ms. Ru Ediriwira, CEO at Castle Media

3. Mr. Jamsheed Gandhi, Editor in Chief at cxotoday.com & channeltimes.com, UTV

News

4. Mr. Nikhil Pahwa Editor & Publisher at Medianama

5. Mr. Diwakar Chandani, Content Head at (IMCL) i-Media Corp Ltd

6. Mr Akshay Padukone, Sr. Digital Media Executive at Set India

It would not have been possible to complete this project, without the support of the

respondents, I would like to thank each respondent for sparing his/her time and providing

me with data, that has led to the completion of this project.

In the end I would also like to thank my family for their support and motivation throughout

this project.

Ankit Banga

MBA (M&E)

92516098


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LIST OF CHARTS AND TABLES

FIGURES PAGE NOS

Figure 1 Growth of Original Web Television Programming 16

Figure 2 Gender Primary Research Consumer Survey 20

Figure 3 Age Primary Research Consumer Survey 20

Figure 4 Education Primary Research Consumer Survey 21

Figure 5 Occupation Primary Research Consumer Survey 21

Figure 6 - Time Spent on Internet & TV, Consumer Survey 23

Figure 7 Division of time on Internet, Consumer Survey 24

Figure 8 Frequency of Videos watched, Consumer Survey 24

Figure 9 Television content watched Online, Consumer survey 25

Figure 10 Frequency of watching television content online, Consumer Survey 26

Figure 11 Buffering Speed Satisfaction, Consumer Survey 26Figure 12 Watched made for web content, Consumer Survey 27

Figure 13 Choice of watching MFW content, Consumer Survey 27

Figure 14 - Online usage over last 3 years 32

Figure 15 Indian Broadband Growth Rate, Source: Dept of Telecom website 33

Figure 16 - Internet Penetration, Source Internet World Stats 33

Figure 17Spencer Wang Report - Why Aggregation & Context and Not Content are King in

Entertainment 34

Figure 18 Spencer Wang Report - Why Aggregation & Context and Not Content are King in

Entertainment 35

Figure 19 How Videos are found, Source: ComScore Global Report 2011 36Figure 20 Nielsens online panel data of U.S. visitors 37

Figure 21 Video Properties,Source: ComScore Video Metrix 2011 38

Figure 22 Average time spent, Source: 4Ps & ICMR Survey 40

Figure 23 Watch Videos regularly, Source 4Ps & ICMR Survey 40

Figure 24 Preferred Website Source 4Ps & ICMR Survey 41

Figure 25 Viewership Graph, Source Youtube statistics as on June 2011 42

Figure 26: Kind of Videos, Consumer Survey 43

Figure 27 Nature of Content, Consumer Survey 44

Figure 28 Spencer Wang Report - Why Aggregation & Context and Not Content are King in

Entertainment 48Figure 29 Nielsens online panel data of U.S. visitors to online TV sites 49

Figure 30 Genre, Source Sony Pix Facebook page 50

Figure 31 Pay for online content, Consumer Survey 51

Figure 32 Range of paying, Consumer Survey 51

Figure 33 Problems paying online, Consumer Survey 52

Figure 34 Prefer Vouchers Consumer Survey 53


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Figure 35 Unique Views, ComScore Report 2011 57

Figure 36 Online Buying frequency, 4Ps B&M & ICMR SURVEY, 2011 58

Figure 37 Mode of payment, Source 4Ps & ICMR Survey, 2011 58

Figure 38 Media Spend Region wise, Kantar Media -Year 2010 59

Figure 39 Online Advertising 60

LIST OF TABLES

TABLES PAGE NOS

Table 1 Self Tabulated from Youtube views 39

Table 2 Nonfiction Shows Viewership, Source Self Compiled from You tube 42

Table 3 Genre & Views of Webisodes, Self Compiled from various secondary data 49


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INDEX

TITLE PAGE NOS

CHAPTER ONE INTRODUCTION 1 5

1.1 INTRODUCTION TO PROJECT 1

1.2 TRENDS 2

1. 3 SIGNIFICANCE OF THE PROJECT 3

1.4 OBJECTIVES & HYPOTHESIS 4

1.5 LIMITATIONS OF RESEARCH 5

CHAPTER TWO - REVIEW OF LITERATURE 6 13

2.1 INDUSTRY QUOTES 6

2.2 MEDIA REPORTS ON SCOPE & GROWTH 6

2.3 REALITY SHOWS 72.4 INTERNATIONAL MADE FOR WEB CONTENT 7

2.5 INDIAN FORMATS OF WEB REALITY SHOWS 8

2.6 EASE OF CREATING NONFICTION CONTENT ON WEB 10

2.7 MONETIZATION OF ONLINE VIDEO CONTENT 10

2.8 FEW WEB SHOWS PULL OF TELEVISION DEALS INTERNATIONALLY 12

2.9 DIGITAL VIDEO IN INDIA - 14 POINTS TO PONDER 12

CHAPTER THREE - CONCEPTUAL FRAMEWORK 14-17

3.1 DEFINITIONS 14

3.2 GROWTH OF ORIGINAL WEB TELEVISION PROGRAMMING 163.3 PRODUCTION & DISTRIBUTION OF WEB SERIES 16

3. 4 TECHNOLOGIES USED IN THE DISTRIBUTION OF WEB CONTENT 17

3.5 AWARDS & FESTIVALS 17

CHAPTER FOUR - RESEARCH METHODOLOGY 18- 22

4.2 RESEARCH METHODOLOGY 18

4.1 RESEARCH DESIGN 18

4.3 PRIMARY DATA 18

4.4 SAMPLE PROFILE 20

4.5 SECONDARY DATA 22

CHAPTER FIVE - DATA ANALYSIS 23- 60

5. 1 EXAMINING THE SCOPE 23

5.2 ASSESSING THE GENRE 43

5.2 ANALYSIS OF MONETISING OPPORTUNITIES 51


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CHAPTER SIX - RESEARCH FINDINGS & CONCLUSIONS 61

6.1 SCOPE OF MADE FOR NONFICTION CONTENT MADE FOR WEB IN INDIA 61

6.2 SCOPE FOR PRODUCTION HOUSES TO CREATE NONFICTION CONTENT MFW 64

6.3 PLATFORM TO BE USED FOR BROADCASTING NON FICTION CONTENT ONLINE 65

6.4 CHALLENGE FOR NONFICTION CONTENT MADE FOR WEB IN INDIA 65

6.5 ASSESING GENRE OF NONFICTION MADE FOR WEB CONTENT IN INDIA 67

6.6 LENGTH OF NON-FICTION CONTENT MADE FOR WEB CONTENT 70

6.7 ANALYSIS OF MONETISING OPPORTUNITIES FOR NON FICTION CONTENT MFW 71

6.8 MARKETING OF NON FICTION CONTENT 73

6.9 RECOMMENDATIONS 75

6.10 CONCLUSION 76

BIBLIOGRAPHY

ANNEXURE 1

ANNEXURE 2


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THE SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA

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CHAPTER ONE - INTRODUCTION

1.1 INTRODUCTION TO PROJECT

onfiction shows as we know today is the favorite genre of all Television

producers. On one hand they generate good revenues for Television Industry and

on the other hand they create a very good platform for thousands of Indian

youngsters who want to achieve heights in their field of interests. With the advent of

technology, the web is not untouched with these nonfiction shows. It seems that though it is

television that is gaining the TRPs with such kind of shows, the future of these shows is on

the web. With the huge surge in internet video on YouTube, Google Video, AOL Video and

others, it is apparent that web-centric entertainment is on the rise. Web reality show is the

premier online destination to learn about and discuss all the latest web reality offerings.

Be it Dancing, Singing, doing Comedy, modeling, award shows, concerts or other talent, the

web these days has everything in its kitty. ibibo, MSN, Hungama.com, Contesttowin.com and

Zatang are coming up with innovative ideas of nonfiction shows for social entertainment.

The list doesnt end here, apart from the ibibo and Zees tie -up, several companies, such as

Campus18, the digital arm of media conglomerate Network 18 Fincap Pvt Ltd, Yamaha

Motor India Pvt Ltd, Bharti Airtel Ltd and online news and entertainment company

Rediff.com are all planning similar moves.

There are 30 to 50 million internet users and 11 million mobile net users in India. The

number of audience is increasing rapidly. Talking about the audience for these contests or

shows, todays youth spends maximum time online and these contests and shows give them

a platform to showcase their talent. Gone are the days when people used to spend their

evenings in front of the idiot box, now people have got more involved with the internet and

have got more interactive as compared to the earlier times. Moreover voting online is free,

therefore we obviously have audience.

It is the success of nonfiction shows on TV that has initiated the response from advertisers

for the Internet. And if done right, experts believe that the Web could be more profitable

N


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environment than TV to harbor the concept of nonfiction shows. Marketers are adopting

new ideas to advertise their brands on web.

As per the brand special programs, games, contests and shows are designed, the brand is

placed in such a way that it gets the maximum eyeballs. This helps in brand recall and

increases the brand popularity. Games/contests on social networking sites and player or

contestant himself also spreads the word, therefore such programs have a wide reach as far

as audience is concerned. Therefore, ROI is very high in such web related shows and

programs.

However, industry professionals believe that online reality initiatives are still very niche in

the Indian market. All these programs or initiatives currently target the youth. In the west,

this market has a mass effect and to bring such an effect, the technology has to be

upgraded, innovative ideas have to be generated and the creatives should be such that they

rope in all the age groups and not only youth. But no matter what the web nonfiction shows

will be a hit in the coming future.

Also as web video continues to grow and mature due to technological advances and

audience awareness, the question still exists of how to monetize it, whether via funding,

sponsorship, or other strategies this project also aims to analyze possible monetizing

opportunities for such content in India.

1.2 TRENDS

There has been a shift in media consumption with youth spending more time online

than watching television

People are now beginning to consume entertainment less on other mediums and

more on the move and alternate screens like Laptop & Mobile

Made for Web-only content has "huge potential" in India because a large majority of

Indian citizens who are below the age of 35 are getting their entertainment via the

Internet rather than through traditional media channels like broadcast television.


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Original entertainment content created for the alternate screens like the Internet or

mobile phones is yet at a very nascent stage in India

Most of the videos posted online are of low quality rips of television content such as

serials, news clips, music videos or consumer generated videos.

There is a lack of non-fiction content on this platform significantly, though this

platform is highly interactive and has a far broader reach.

Increase in internet penetration and speed will supplant this as a medium for

entertainment in India.

Web Series provide users an ability to view them at their convenient time and hence

providing flexibility of time.

1. 3 SIGNIFICANCE OF THE PROJECT

Relevance to media & entertainment industry

Nonfiction Shows have been a popular concept ever since they existed, with creation of web

nonfiction shows the industry will advance to increase in audience share, reach and

interactivity. The concept will also drive in more benefits for advertiser and thus

opportunities to charge premium. With lower production cost and availability of distributionplatform this would also encourage more content creators to generate fresh ideas and

concepts. Thus this project stands relevant to broadcasters, new media platforms and

advertisers.

Relevance to new media industry

New media in this project report is synonym to web. Like we saw a decade ago the threat

posed by the web to print as a media on the similar grounds near is the future when it willpose the same threat to television as media. The trend has begun in the younger generation

who are spending more amount of time on the web than the idiot box. Television in India

which has been facing stiff competition from web in terms of online video consumption,

with nonfiction content created specifically for the web it will have an edge over the


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television. This would garner more and more amount of audience time and also more

players in the Industry. The scope of the project will aim to generate insights into avenues of

creating made for web shows and in order to garner higher share of revenues.

1.4 OBJECTIVES & HYPOTHESIS

OBJECTIVES & HYPOTHESIS

Problem formulation

1. Saturation of Mass Non Fiction Content on television

2. Restricted Interactivity on Television

3. No scope for smaller production houses to showcase their content on television

4. Indian Youth spending more time on the internet than on television

5. Increasing time shift viewing amongst Indian Consumers

Objective

i. Examining the scope for nonfiction content made exclusively for web - Will web

reality shows become a popular concept in India

Sub objectives

ii. Assessing the kind of nonfiction web content that would be audience and advertiser

friendly

iii. Analyzing new and improved methods of Monetizing opportunities for nonfiction

web content

Null hypothesis

Niche Nonfiction content made for web has great scope in India and will be a popular

concept in India


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Environmental factors (that affects the hypothesis)

a. Low Internet speed & Cost

b. Low Quality & Standard of content

c. Non awareness of such content

1.5 LIMITATIONS OF RESEARCH

1. Time constraints: The short span of time for the project is a major limitation, as it

does not allow extensive research to take place.

2. Figures and numbers: A couple of figures quoted in this project are from various

online sources & reports, which at all times does not guarantee accuracy and at times

are estimates. Also primary survey interviews have given approximate numbers and

not accurate one. Though care has been taken to use numbers and figure from

reliable sources only


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CHAPTER TWO - REVIEW OF LITERATURE

2.1 INDUSTRY QUOTES

Gaurav Mishra, CEO, 2020 Social says, Web reality show trend is growing as internet is

providing big platform for different social entertainment. Sites like ibibo and others are

coming up with unique ideas of voting and participating in contests increasing the numbers

of netizens.

Rahul Sharma, Vice President- Brand Solutions, ibibo says, There are a lot of initiatives that

we are doing. We had Aircel iNQ Contest, i-Videostar, i-hunk, freshface, Airtel i-singer, i-

serial star. All these initiatives have enabled us to pull a lot of traffic and since the

applications are interesting more and more people want to be a part of it.

Pradeep Lamba,Media Director, Quasar says, Social gaming is gaining power these days.

Same is the case with online contests and reality shows. This has come up to be the best way

to reach the audience.

Rob Barnett, Chief Exec of My Damn Channel says "There's inevitability to web video that

makes it exciting,"

Jim Louderback, Revision3 CEO says 40 percent of its video plays in US happen through

devices that are connected to the TV set, which means that users are watching web videos

instead of tuning into broadcast and cable programming.

2.2 MEDIA REPORTS ON SCOPE & GROWTH

ComScore reports 86 percent of Internet users in the United States now watch at least one

online video a month. Some of those shows originate on traditional TV, something that Huluspecializes in; others originate online, and that portion is growing.

YouTube last month announced $5 million in grants for online producers. The grants will

seed new content for YouTube, a unit of Google, which has largely failed to persuade big


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television networks and studios to place TV episodes and films on the site. Encouraging more

professional Web video is another way for YouTube to expand its inventory for advertisers.

Nielsen found that the number of viewers who watched online video during prime time

hours in March increased 14 percent to 62.4 million over the course of a year. Meanwhile,

online viewership during the day grew only 1 percent, to 45.4 million.

2.3 REALITY SHOWS

Andy Real reports most people will vouch for MTV Roadies to officially be the first Reality

Show that was telecast on Indian Television. As a matter of fact it is the longest running

reality show in Indian Television. But then 10 years back how many people did you have

watching MTV roadies, and even if there were any it was a certain section of people termed

as GEN X who watched it. Even today it caters only to an audience mostly of the age group

20-30, whereas Indian Idol an out and out copy of the hugely successful American Idol

catered to masses and classes alike.

Due to the vast amount of Reality Shows that are being produced, Real television a channel

from Miditech a media company run by Alva Brothers has come with the idea of having a

television channel whose prime focus will be on reality shows in India.

2.4 INTERNATIONAL MADE FOR WEB CONTENT

a. Ikea-sponsored web TV

Illeana Douglas, long active in independent film, wanted to make a show about a Hollywood

actress who becomes a cog in a blue-collar wheel, she turned to the Web and to an unusual

ally, Ikea. She persuaded Ikea, the Swedish furniture maker, to be the sole sponsor of her

Web video show, Easy to Assemble, in which she plays an employee.

The most recent episodes, from October through February, drew more than 1.5 million

views each month. At home late last month, getting ready for an awards festival where her
http://ezinearticles.com/?expert=Andy_Realhttp://ezinearticles.com/?expert=Andy_Real


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show would be honored, Ms. Douglas was dressed in a yellow Ikea jumpsuit, mimicking her

character.

After a protracted drought, money is trickling back into the professional Web video industry.

So-called branded entertainment deals like the one by Ikea are becoming more common,

helping to nourish new programming. And venture capital firms are also paying new

attention to the industry.

b. Pepsi, IF I can Dream

Simon Fuller, the creator of American Idol, has unveiled a global web reality show called If I

Can Dream, The show will document the lives of five young people trying to make it in

Hollywood. It will be broadcast 24-hours a day on www.ificandream.com. The group of five

comprises a musician, an actor, two actresses and a model and will follow them as they

leave their hometowns and head for Los Angeles and a shared house in the Hollywood.

Viewers will be able to connect with the contestants through text, blogs, MySpace, Twitter

and Facebook as the action unfolds in real-time. Pepsis partnership with If I can Dream is

part of its Pepsi Refresh Project, launching in 2010.

2.5 INDIAN FORMATS OF WEB REALITY SHOWS

1. Microsoft Career factorMicrosoft is using social media as foundation for a web-based reality show following the

career quests of nine participants. You can follow their exploits online (e.g., at work when

the boss

People can follow each participant on Facebook, LinkedIn and Twitter, and the icons are

quite prominently placed. Each participant's page offers tabs to view "status," "video,"

"blog" and "bio." Videos are posted to YouTube, and there are additional social sharing

options on participants' blogs.


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2. Revital Get Fit IndiaAfter successful completion of India Bike Rally, the first ever full-fledged reality contest

online, Bigadda.com, the youth networking site from Reliance ADA Group, has come up with

another reality show, called Revital Get Fit India.

Mandar Natekar, Head for Revenue and Marketing, Bigadda.com, said, It was taken

phenomenally well by our users. Though areas like health and fitness are still very niche in

India, the response was fantastic. We had a total of 3,000-plus registrations from all over

India to participate in Revital Get Fit India, where the maximum response came from

Mumbai, Delhi, Bangalore, Kolkata and Mohali. The final 26 contestants who have been

selected from five cities are very enthusiastic about the show and are highly motivated to

give their best and meet their fitness goals.

3. Maruti Suzuki I Serial StarCampus18s online hunt for the best video talent will give participants, between 18 and 25

years of age, a chance to direct Indias first Internet serial. The best video talent where

participants who are between ages 18 and 25 years can upload their three-minute original

video on the contest site and thereafter be selected, judged and christened the winner, all

on the Web, and by their peers online.

4. Nokia Digital PlayzoneDigital Playzone is an online reality show started by Nokia Nseries. With Digital Playzone,

Nokia Nseries aims to bring together technology enthusiasts and entertainment in an

interactive digital lifestyle format. The Nseries Digital Playzone will be held in seven

countries across Asia. A distinguished panel will screen 15 shortlisted candidates to select

four Technoholics to enter the Nokia Nseries Digital Playzone. The enclosed Technoholics will

race to complete tasks that include performing entertaining acts with the audience through

an increasingly difficult elimination rounds.


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5. Microsoft Office MakeoverThe show requires participants to send in a video clip on Microsofts site, stating why their

workplace is in need of a makeover. The winner would eventually win a makeover for their

workplace.

2.6 EASE OF CREATING NONFICTION CONTENT ON WEB

With the technology that is available you can create a reality show without the backing of a

big producer or television station. This is not to say that you are going to be able to do this in

a matter of hours, but if you are serious you can get the job done sooner rather than later.

According to Webchutneys Rao, the total production costs for an online reality show is close

to Rs35 lakh, while a reality show such as the popular Kaun Banega Crorepati, can cost above

Rs30 crore, according to industry estimates.

2.7 MONETIZATION OF ONLINE VIDEO CONTENT

Online video is where search was in 1999, a major part of the digital media ecosystem is

desperately looking for a business model and a leading ad format. We know what happened

in search, while the early leaders ditched search-as-a-business for portaldom, Google stayed

the course and built a $200 billion company.

Yet, over the past year, online video consumption has soared threefold and it appears that

this might be the year that the medium grows up and sees its revenues take off too (fingers

crossed).Today, as marketers start increasing advertising spending again, they are shifting

more money to online at the expense of traditional media

Naturally, not all online video content is created or valued equally. While marketers will pay

more for super premium content


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If one produces high quality content and build sufficient distribution across a large enough

number of consumer touch points, you can generate more than enough revenue from

multiple sources and platforms to build a profitable, stand-alone business.

Other opportunities for a web show

Ads on the page like Google ads / banner ads etc.

In video ads to promote products. Same as any TV commercial

Video advertising e.g. that you see in YouTube (India has a good player in this field,

Vdopia)

Acquisition by a TV network

Challenges in Monetization of Online Video Content

Lack of Definitions and Standards After All of These Years

The Myth That Branded Content Is a New Thing

It Takes A Different Playbook

Video Consumption Patterns Are Whack

Just Because You Build an Audience, Doesnt Mean The Advertisers Will Come

Knockin

When It Comes to Sales, Sell Your Audience, Not Your Videos

The Myth and Danger of the Viral Video

With Advertisers Sitting on the Sidelines, Partnerships Need to Make Sense for

Producers

Dont Chase Hits

Search and Video are Still Miles Apart

Advertisers View

Kishore, Category Manager VMS, Ranbaxy sponsors for Revital Get Fit India The concept

of a fitness reality show offered perfect synergy with our brand Revital. For over 20 years,


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Revital has stood for fitness among millions of loyal users and is helping people live a fit and

active life with the promise of Jiyo jee bhar ke(Live life to the fullest).

When asked about the kind ofbrand retention in an online users mind vis--vis TV viewers,

Kishore said, Online media definitely offers far superior opportunity for any brand to

engage with its consumers. It also presents enormous possibility for brand innovations like

the Revital online cricket game, which we recently launched. Moreover, for any brand to be

relevant for todays younger generation, digital media is a must.

2.8 FEW WEB SHOWS THAT HAVE BEEN ABLE TO PULL OF TELEVISION DEALS

INTERNATIONALLY

1) Quarterlife was acquired by NBC but was a huge flop. It was the first of its kind.2) Pure Pwnage recently grinned a deal with some Canadian TV

3) The Guild was picked up by Microsoft MSN Video

4) Washington Post itself launched a comedy series based on tweets by celebrities! Its

called Twits

2.9 DIGITAL VIDEO IN INDIA - 14 POINTS TO PONDER

Nikhil Pahwa, Media Analyst expresses 14 points to ponder for the digital Video in India

1. Internet connection speeds: I dont know who watches online streams from home,

certainly not without significant buffering most Internet connections are 256 Kbps, and

that is much too slow

2. Completed Streams: Enough is said about number of videos uploaded, traffic to video

sites etc, but you need to ask how many streams get completed?

3. Destinations Need To Be Social: If youre streaming content, then you cant do online

video without Twitter or Facebook integration, or some means of allowing conversation

between viewers


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4. Preferential Bandwidth and Content Bias:Im concerned about net neutrality and the fair

usage policy in India.

5. 3G vs Wireline: Dont get your hopes up about 3G. Connectivity is erratic, and

inconsistent, even though increase in usage might be reported, and more and more

consumers will get pulled online.

6. IPTV in India is dead on arrival.

7. Advertising: Video pre roll ads should not be more than 5 seconds. If the content is not

compelling, with Indian speeds, people switch off.

8. Discovery: is social. People have global content to choose from, so you need to show

content that is worth talking about.

9. Channels vs Shows:Online, its not about albums, its about singles;

10. Content curation and discovery:Whats that number again 36 hours of video content

uploaded on YouTube every minute? Theres just too much video content, and not enough

discovery.

11. Made For Digital Content:Theres just not enough made for digital content maybe the

business environment means that it isnt sustainable, but I firmly believe that the content

has to be created in order to attract an audience, and the advertising, and not just

repurposed TV.

12. Advertising Rates: You can kill the online video market with low rates.

13. Mobile: is a video content creation tool.

14. News Reporting: I think theres an opportunity in reporting events as they happen

streaming them via the mobile Internet then on to TV.


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CHAPTER THREE - CONCEPTUAL FRAMEWORK

3.1 DEFINITIONS

Definition scope

Scope is defined as an opportunity for exercising the faculties or abilities; capacity for action.

Scope for the purpose of this project is defined examining the ecosystem which involves

production, technological requirements, genre of content, viewers perspective,

monetization opportunities and growth of such a concept in India.

Definition non fiction

Non-fiction or nonfiction is an account, narrative, or representation of a subject which a

person presents as fact. This presentation may be accurate or not; that is, it can give either a

true or a false account of the subject in question. However, it is generally assumed that the

authors of such accounts believe them to be truthful at the time of their composition.

Nonfiction in the context of this project is defined as any reality show, situational shows,

award shows, music concert, travelogues, seminars, webinars or any other content of non

script nature.

Definition web

Web, is a system of interlinked hypertext documents accessed via the Internet. With a web

browser, one can view web pages that may contain text, images, videos, and other

multimedia and navigate between them via hyperlinks.

Define India

Hindi, Bharat. A republic in S Asia: a union comprising 25 states and 7 union territories;

formerly a British colony; gained independence Aug. 15, 1947; became a republic within the

Commonwealth of Nations Jan. 26, 1950. 967,612,804; 1,246,880 sq. mi. (3,229,419 sq. km).

Capital: New Delhi.
http://en.wikipedia.org/wiki/Documenthttp://en.wikipedia.org/wiki/Narrativehttp://en.wikipedia.org/wiki/Facthttp://en.wikipedia.org/wiki/Information_systemhttp://en.wikipedia.org/wiki/Hypertexthttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Multimediahttp://en.wikipedia.org/wiki/Hyperlinkhttp://dictionary.reference.com/browse/Bharathttp://dictionary.reference.com/browse/thehttp://dictionary.reference.com/browse/thehttp://dictionary.reference.com/browse/Bharathttp://en.wikipedia.org/wiki/Hyperlinkhttp://en.wikipedia.org/wiki/Multimediahttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Hypertexthttp://en.wikipedia.org/wiki/Information_systemhttp://en.wikipedia.org/wiki/Facthttp://en.wikipedia.org/wiki/Narrativehttp://en.wikipedia.org/wiki/Document


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Define Web content is the textual, visual or aural content that is encountered as part of the

user experience on websites. It may include, among other things: text, images, sounds,

videos and animations. It defines content broadly as 'the stuff in Web site. This may include

documents, data, applications, e-services, images, audio and video files, personal Web

pages, archived e-mail messages, and more.

Define Web series is a series of episodes released on the Internet or also by mobile or

cellular phone, and part of the newly emerging medium called web television. A single

instance of a web series program is called an episode (the term webisode has been largely

deprecated).

Define Webisode is a short episode which airs initially as Internet television, either

download or stream as opposed to first airing on broadcast or cable television. The format

can be used as a preview, a promotion, as part of a collection of shorts, or a commercial. A

webisode can be part of an already established drama or series or it may consist of entirely

original material. Depending on its purpose, the webisode may or may not be considered a

part of an established program's continuity.


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3.2 GROWTH OF ORIGINAL WEB TELEVISION PROGRAMMING

Figure 1 Growth of Original Web Television Programming

3.3 PRODUCTION & DISTRIBUTION OF WEB SERIES

The rise in the popularity of the Internet and improvements in streaming video technology

mean that producing and distributing a web series is relatively cheap by traditional

standards and allows producers to reach a potentially global audience who can access the

shows 24 hours a day.

The emerging potential for success in web video has caught the eye of some of the top

entertainment executives across the Globe. Web series can be distributed directly from the

producers' websites or online video sites/platforms such as YouTube, Vimeo, or Blip.

1994 to2000

Early Pioneers The Spotbecame the first web soap

2000 to2005

The Birth of Modern Streaming

2006 Independent Web Series Find Early Success

2007

Expansion, Interactivity and Social Networking

2008: Legitimacy of the Medium (Hollywood Takes Notice)

2009: Rise of Original Web TV Programming & Recoginition


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Methods used for distributing Web television series

Streaming from a single or multiple websites.

Downloadable media, in the form of video podcasts or individual files

3. 4 TECHNOLOGIES USED IN THE DISTRIBUTION OF WEB CONTENT

Dirac

HTTP

RSS

RSS enclosure

RTSP

SMIL

WTVML

3.5 AWARDS

The Webby Awards, established in 1995, recognize top web series in comedy, drama, and

reality categories.

In 2008, the International Academy of Web Television was founded with the mission to

organize and support the community of web television creators, actors, producers and

executives. It administers the selection of winners for the Streamy Awards.

Streamy Awards which awards web television and web series content the LAWeb Festival

has been the first event in the world dedicated exclusively to web series.


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CHAPTER FOUR - RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

Exploratory research: The research would explore opportunities and challenges of web

based nonfiction content in India. There demand in terms audience viability and monetizing

possibilities. The report would also explore opportunities in terms of what genre of non-

fiction content would be most viable/friendly for the web.

Analytical Research: This research will be based on critical evaluation of the information

gathered from various sources such as, content developers, advertisers, aggregators,

broadcaster, & consumers. A thorough critical analysis will be been done to understand the

homogeneity in opinions.

4.2 RESEARCH METHODOLOGY

a. Qualitative research

b. Quantitative research

Data collection

4.3 PRIMARY DATA

A. Qualitative researchInteraction with

1. Ms. Ru Ediriwira, CEO at Castle Media

Previously she was the National Head IT - INX Media Pvt. Ltd. She was Responsible for setting

up and running the IT, online and interactive departments and systems for both INX Media

and INX News Pvt. Ltd.

2. Mr. Pratik Arora, Founder & CEO at Monkwise Associates


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Flagship show Company Bahadur, which is also Indias first ever web -series, and

subsequently CultCamp, a video network, we plan to redefine online entertainment in India.

3. Mr. Jamsheed Gandhi, Editor in Chief at cxotoday.com & channeltimes.com, UTVNews Ltd.

4. Mr. Nikhil Pahwa Editor & Publisher at MedianamaHe covers the business of Indian digital media - Internet, Mobile, Media and Entertainment -

for content Sutra, a part of Rafat Ali s exceptional Content Next network of Digital Media

sites.

5. Mr. Diwakar Chandani, Content Head at (IMCL) i-Media Corp LtdHe is handling the online division of MTV Crunch 24*7 online Web show

6. Mr Akshay Padukone, Sr. Digital Media Executive at Set IndiaHe is handling the digital marketing of the The Bannen way an online crime drama series.

B. Quantitative researchAn online survey will be conducted to get the users/viewers/consumers perspective to

examine the following:

a. Internet consumption habits

b. Scope & Need Gap

c. Genre of content

d. Monetization Opportunities

Sample Size: 252

Sample profile: Internet Savy audience of age 12+ both male and female

Instrument: Online Survey via structured questionnaire
http://cultcamp.com/http://cultcamp.com/


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Universe: 4 Metros, Bangalore, Delhi, Mumbai & Kolkata

Sampling Methods:

Simple Random Sampling: This technique was adopted to choose units randomly and

would avoid any kind of biasness and also every individual would have fair chance of

being selected in the sample

4.4 SAMPLE PROFILE

Gender

Figure 2 Gender Primary Research Consumer Survey

Age

Figure 3 Age Primary Research Consumer Survey

Female

49%Male

51%

Gender

41%

56%

1% 2%

Age

15 - 22 years

23 - 30 years

31 - 38 years

above 47 years

old


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Education

Figure 4 Education Primary Research Consumer Survey

Occupation

Figure 5 Occupation Primary Research Consumer Survey

23%

2%

56%

9%

10%

Education

Graduate

Others

Post Graduate

School - uptill

12th

Undergrdauate

6%5%

35%52%

2% 0%

Occupation

Business

Self Employed

Service

Student

Unemployed

(blank)


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4.5 SECONDARY DATA

1. Online Video & Video Ads Metrics In India Comscore & Nielsen Reports, 2011

2. Do We Watch the Web the Same Way We Watch TV? Not Really Neilson Report

2010

3. Report on Feasibility of Webseries In India, by Bharti Panwar in 2010

4. Trends in media consumption a 4Ps B&M & ICMR survey, 2011

5. Video - Web original programming panel discussion at the Streaming Media West

conference in Los Angeles about making money with online video. Moderated by

Jenni Powell, New Media Consultant currently with DeFranco Inc

6. Viewership Analysis of Webseries, Webisodes & Moviesodes on Youtube of

1. Bol Niti Bol

2. Ram & Ria

3. The Next Internet Millionaire

4. Company Bahudar

5. The Bannen Way

7. Internet Broadband Penetration, Dec 2010 a report by the Dept of telecom

8. Total Payments vs. Successful vs. Failure on Internet MediaNamma.com

9. Genre of Webisodes - Consumer Perspective, A survey by SONY PIX on a Social

Networking Site PIX

10.Articles & Reports on Online Entertainment Content

11.Existing Monetization models for Webisodes, Webinars etc

12.KPMG FICCI Report 2011

13.Advertisers Perspective of various web reality shows

14.Online Usage Data Morgan Stanley Comscore Global 2009 report

15.You tube Viewership & Consumption Analysis for videos
http://www.streamingmedia.com/west/http://www.streamingmedia.com/west/


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CHAPTER FIVE - DATA ANALYSIS

5. 1 EXAMINING THE SCOPE

DATA FROM THE CONSUMER SURVEY (Primary)

1) Time Spent on the Internet and on Television

Figure 6 - Time Spent on Internet & TV, Consumer Survey

The majority of respondents spend more time on the internet than on the television. From the

survey results it is evident that the time spent on the internet on an average is more than 3

hours while the average time watching television is less than 2 hours.

2) Division of time spent onlineIf we refer to figure 7 (down), the maximum time spent on the internet follows in the order of

Social networking followed by Official Work followed by Watching Videos followed by Others

and lastly Ecommerce.

0204060

80100120140160

Every

Day - less

than 2

hours

Every

Day -

Less than

3 hours

Every

Day - less

than an

hour

Every

Day - less

than half

an hour

Every

Day -

More

than 3

hours

Once a

week

Others Twice a

week

NoofRe

spondents

Time Spent on Internet & TV

TV

Internet


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Figure 7 Division of time on Internet, Consumer Survey

3) Frequency of watching videos online

Figure 8 Frequency of Videos watched, Consumer Survey

44% of the respondents watch videos everyday mostly, another 25% watch videos twice or

thrice a week and 11% watch at least once a week. A total of 80% of the respondents watch

videos at least once a week.

44%

4%11%

8%

8%

25%

Frequency of Videos Watched Online

Every day (mostly)I dont watch video online

Once a Week

Once in a month

Twice in a month

Twice or Thrice a week

0

10

20

30

40

50

60

1 2 3 4 5

Division of Time Spent on Internet

Official Work Social Gaming Watch Videos E Commerce Others


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4) Websites on which videos are being watchedMajority of the sample watch videos on You Tube. A couple of them watch on Metacafe,

Facebook, Vimeo, Daily Motion, desitvforum & Strike.Tv. A trend has been seen where they

watch videos on official sites of the channels like Espn, Set India, Zee TV, NDTV etc

Few watch videos on Bollywood Hungama, in.com also videos are being watched on Yahoo,

Msn etc. Sometimes they do watch it on Cooldose, Coolindianguy, Ted, Sidereel etc

5) Television content being watched on Internet

Figure 9 Television content watched Online, Consumer survey

Equal number of respondents watches and not watches television content online, though the

majority does not prefer watching television content online.

6) Frequency of watching television content on InternetFrom Figure 10 (down) 35% watch television content online everyday and equally 25% watch

content online rarely around 9% watch only special episodes online.

No

52%

Yes

48%

Television Content Watched online


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Figure 10 Frequency of watching television content online, Consumer Survey

7) Satisfaction Levels with the Internet Speed

Figure 11 Buffering Speed Satisfaction, Consumer Survey

Most of the respondents are just weakly satisfied with the buffering speed of the videos,

probably they dont have an option. The slow buffering speed does not stop them from

watching videos. With the increase in broadband speed this would bring in more scope of

videos being watched online and for a longer length.

Every Day

35%

Only when I

miss it

16%

Others

15%

Rarely

25%

Special

episodes

9%

Frequency of watching Television content

online

Not

Satisfied, 66

Weakly

Satisfied, 94

Satisfied, 58

Strongly

Staisfied, 24

0

20

40

60

80

100

120

0 1 2 3 4 5

Buffering Speed - Satisfaction


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8) Have watched made for web content

Figure 12 Watched made for web content, Consumer Survey

Very few of the people who have watched online videos have watched Made for Web content

be it fiction or nonfiction. Out of the 33% who have watched Made for web content, 93%

have liked the content

9) Would you watch content that is made for web content

Figure 13 Choice of watching MFW content, Consumer Survey

No

67%

Yes

33%

Watched Made for web content

May be, not

sure as of now

22%

No, i prefer

watching on

my televisionsets

13%

Yes, i would

give it a try

65%

Would they watch MFW content


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Only 13% are firm of not watching made for web content, the remaining 87% would watch or

give it a try.

Sample Views & Suggestions

I wasnt aware of the shows made just for the web it might as well require proper

Marketing activities.

One day made for web content will work.

This seems like a concept that can develop a trend in the upcoming years.

I think there is so much content online that people will only watch that and nothing

else even if the content provided is of high quality and better. There has to be a need

for them to watch that content only then the trend will start Some categories mentioned above would interest me to watch web shows but

mostly television anytime a better medium to watch any shows.

Typically stuff is much better to watch on TV. I would only watch something online if

it was free, or I couldn't access TV where I was (like office), or I could only get it on

the net and its great content.

Batter quality of picture and sound with high speed and also easy method of paying

Speed is the only issue. Buffering is something I hate

Let us face it the internet penetration in India is very low around 4%. A lot of

awareness is needed regarding the same as people are conscious buying online.


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DATA FROM THE INDUSTRY EXPERTS (Primary Research)

1. Jamsheed Gandhi Views & Opinions

Scope of Webinars: Webinars have scope; Virtual Conferences have a grown a big way inIndia and so will webinars in India also grow. Internet is becoming more and more accessible

by all and so webinars will have large scope.

2. Ru Ediriwira Views & OpinionsScope of Web Shows: There is scope, but yet why would they want to make content for

web, the bigger picture and reach lies in Television and not the internet in India specifically.

But never the less there is scope for Low cost production houses to create content for the

web as a platform to showcase their content and garner a niche.

Challenges: The major and the most important is PIRACY, a lot of production houses would

not prefer the medium as the levels of piracy are really high on the internet.

Secondly the level of security in terms of exclusivity is a major challenge. Thirdly barriers to

entry on the Internet are negligible leading to stiff competition in the later run and Finally

Monetization or Share of Revenue distribution is also a challenge.

3. Pratik Arora Views & OpinionsMarketing & Promotion: I havent done any paid advertising. Facebook has been

tremendous. For an independent show like Company Bahadur social media was the way to

go. You cannot ignore Facebook & Twitter if you are an independent producer.

4. Diwaker Chandani Views & OpinionsBroadcasting MTV Crunch 24*7 online: The point is that nobody as of now has created a

property like this in India. We tried to make it an extended television property, where people

can watch it beyond television. This would increase the level of engagement with the viewer

as well us give the viewers a liberty to watch at their comfort zone.


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Scope for Web Shows: There is huge scope down there, in terms of content made for the

right target group and the right content you will find viewers for that. For instance, a cookery

channel on youtube has around or more than 80lac viewers which is more than some

television channels would get, there is a huge potential in the platform. At the same time we

need to understand that internet especially in India is not for grandfathers, the right TG falls

between 14years to 44years.

Also, Crunch has been viewed globally through the online platform, so the reach & scope is

infinite. Such content become global properties for lifetime. Finally Time shift viewing is in

an increasing trend, so this too brings an advantage to be on this platform

5. Nikhil Pahwa Views & OpinionsChallenges for Web Shows

1. Discovery: the web is highly fragmented. With, reportedly, 48 hours of content being

uploaded online every single minute on sites like YouTube, it is becoming increasingly

difficult for consumers to find content

2. Asymmetric consumption: consumers of content on TV consume content one show

at a time. The nature of the Internet is such that multiple content is consumed

simultaneously, sometimes.

3. Virality: Difficult to ascertain what makes content viral: whether it is tragic or humor,

what works, what doesnt. Its a hit-and-miss scenario.

4. Cost of content creation: is extremely high, and while creation of individual pieces of

content may not be high, if you combine the hits and misses, the cost adds up.

5. Timeframes: because lifecycle of content on the web is long, you might not know

when sometime becomes viral, and becomes a hit. It might be a day, it might be a

year, it might be a few years.


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Is Web Content Production a low budget production house affair: He does not support that

Non Fiction content made for Web in India is a low budget production house affair now

and rather feels that is a low cost production affair and does not depend upon the type of

production house.

6. Akshay Padukone Views & Opinions

Scope of Creating Webisode of The Bannen way: Recognizing that its audience (Sony Pix) is

increasingly consuming video content online we created content for the online medium.

Very well, amongst our audiences (Our target is SEC A; age 18 to 30 years) the web has an

extremely high reach. The net is a very powerful tool for all marketers in todays day and

age. It is cost effective; high on impact and extremely engaging. This will be the most

effective medium and I think the response will be very good

Marketing Strategies adopted: The channel website is more engaging than ever with new

contests, content and features like the PIX Widget which allows a user to download direct

access to our movie schedule thus making it simpler and more users friendly. In addition to

this we have a special on air promotion for The Bannen Way on PIX. We have also launched

The Bannen Way Contest which can win a lucky viewer a free I PAD.

Audience Response for The Bannen Way: From Feb 1, 2011 - Jun 1, 2011, the following is

the response

Total Page Views: 3,605

Unique page View: 2,049

Average time on Page: 02:15

The time spent on the web site had definitely gone up and we do plan on having more

webisdoes for the future.


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FROM SECONDARY DATA

1. Online usage Over the Last 3 years

Figure 14 - Online usage over last 3 years

Online usage in terms of time spent has considerable increased for Facebook and Youtube

and regular home page have gone down considerably decreased.

2. Broadband Subscribers in India 2007 -2010From the figure 15 (down) the broadband subscribers in India have grown significantly from

1.2 mn in 2009 to around 1.8 mn in 2010. With more growth in states of South & West then

North & East


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Figure 15 Indian Broadband Growth Rate, Source: Dept of Telecom website

3. Internet Penetration GrowthYEAR Users Population % Pen. Usage Source1998 1,400,000 1,094,870,677 0.1 % ITU1999 2,800,000 1,094,870,677 0.3 % ITU2000 5,500,000 1,094,870,677 0.5 % ITU2001 7,000,000 1,094,870,677 0.7 % ITU2002 16,500,000 1,094,870,677 1.6 % ITU2003 22,500,000 1,094,870,677 2.1 % ITU2004 39,200,000 1,094,870,677 3.6 % C.I. Almanac2005 50,600,000 1,112,225,812 4.5 % C.I. Almanac 2006 40,000,000 1,112,225,812 3.6 % IAMAI2007 42,000,000 1,129,667,528 3.7 % IWS2009 81,000,000 1,156,897,766 7.0 % ITU2010 100,000,000 1,173,108,018 8.5 % IWSFigure 16 - Internet Penetration, Source Internet World Stats

The growth rate of Internet is faster than any medium in India. The penetration of internet is

around 100 million users as of 2010 and the broadband users with speed 256 Kbps are

around 40 million users.
http://www.itu.int/http://www.c-i-a.com/pr0106.htmhttp://www.c-i-a.com/pr0106.htmhttp://www.internetworldstats.com/usage/use009.htmhttp://www.internetworldstats.com/http://www.itu.int/http://www.internetworldstats.com/http://www.internetworldstats.com/http://www.itu.int/http://www.internetworldstats.com/http://www.internetworldstats.com/usage/use009.htmhttp://www.c-i-a.com/pr0106.htmhttp://www.itu.int/


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4. You tube Videos Views Less Reach than television

Figure 17 Spencer Wang Report - Why Aggregation & Context and Not (Necessarily) Content are King in

Entertainment

If we look at videos of you tube each of them has a significantly lesser viewership much lesser than

the reach of television. Only .33% videos have been watched by more than 1 million viewers. Majority

(around 53%) of the videos on you tube have been watched by less than 500 people

5. 1Startling Facts about Indian Online Video Consumption

One such activity that is catching the worlds attention is online video viewing. In India 7 out

of 10 internet users watch online videos. They watch 58 videos for a total of 5 hours a month

on an average. It is also observed that only in the month of January about 30.2 million

Internet users watched videos which constituted 72% of the World population. Most of

these videos are watched on You tube and Facebook. A total of 780.7 million videos were

alone watched on Google sites in the month of January. Although India ranks sixth in this

regards it has made its presence felt on the globe.

1This article was posted by Raoh after analysis of ComScore Global Report 2011 & Google Analytics on March 2011 on his

website http://www.rainbowskill.com/computers/startling-stats-of-online-video-viewing-in-india.php
http://tctechcrunch.files.wordpress.com/2010/01/image4.png


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6. Views Fizzle out soon


Entertainment

From the figure 17 we see that the trend of video being views on you tube is not consistent

and it does apply to all videos being watched on the internet. 50% of the views a video gets is

on the 1st14 days.


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7. How are videos found online

Figure 19 How Videos are found, Source: ComScore Global Report 2011

45% of videos watched on the internet come from direct navigation, where viewers go and

conduct a research.


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8. Reasons for watching television on the internetWhat are some of the reasons you watch TV shows on the Internet?

Question %

I forgot to watch a specific episode when it aired on TV 54%

I am catching up on the current season of programming because I missed a large

number of episodes47%

I am catching up on a past season of a program before the next season airs 33%

I forgot to record a specific episode with my DVR or TiVo when it aired on TV 32%

Another member of my household watches another program at the same time as the

show I want to watch 18%

I watch TV programming online when I am at work 12%

I watch TV programming online when I travel 12%

Source: The Nielsen Company January 2009

Figure 20 Nielsens online panel data of U.S. visitors

9. Top video destinations from IndiaFrom the figure 21 (down) No surprises to see that Youtube which is one of Googles sites

leads the pack but social networking is right next with Facebook leading as a no.2 player for

video consumption in India! Followed by other video sharing sites like Metacafe, Yahoo, Daily

motion and others. Network18 with its sites like ibnlive.com and in.com ranks ahead of

Rediff.com which has iShare


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Top Video Properties in India**Based on Total Unique Viewers , January 2011

Total India Audience, Age 15+ Home & Work Locations*

Total Unique

Viewers (000)

Videos (000) Minutes per

Viewer

Total Internet : Total Audience 30,155 1,755,186 302.8

Google Sites 23,563 785,417 101.0

Facebook.com 6,637 30,091 12.4

Metacafe 3,937 33,808 35.3

Yahoo! Sites 2,843 10,960 13.0

Dailymotion.com 2,720 24,128 56.5

VEVO 1,374 4,010 30.1

Network 18 1,229 5,525 109.0

Rediff.com India Ltd 861 2,930 5.0

Microsoft Sites 845 4,890 20.2

MIPS.TV 782 3,414 49.8

Figure 21 Video Properties,Source: ComScore Video Metrix2011

10.No of hours on the Internet & Genre of videos watched2a. Among online video viewers surveyed

65 percent browse internet for more than an hour

45 percent spend more than 30 minutes on online videos

b. Entertainment and movie videos are most popular

2Vdopia along with Nielsen Report


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11. Webisodes & Webseries Episodic ViewsBol Niti BOl Views

June 26th, 2010 29,091

June 29th, 2010 57,729

July 18th, 2010 10,442

July 14th, 2010 18,453

July 30th, 2010 43,010

Ram & Ria Views

Nov 27th, 2007 24,478

Feb 20th 2008 3,129

Company Bahudar Views

Aug 10th, 2010 911

Aug 14th, 2010 550Nov 4th, 2010 1083

April 14th, 2011 296

The Next Internet Millionaire Views

Episode 1 2242

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

Episode 24 3644Table 1 Self Tabulated from Youtube views

The number of views that some Webisodes like Bol Niti Bol, Ram & Ria & The Next Internet

Millionaire has got is amongst the few 7% of you tube views which get more than 3000

views.


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12.Average time spent on Networking

Figure 22 Average time spent, Source: 4Ps & ICMR Survey

62% of the Metro Indian spend 4-8 hours a day on Social networking Sites.

13.Watch Online videos regularly

Figure 23 Watch Videos regularly, Source 4Ps & ICMR Survey

77% of respondents watch videos on a regular basis be it from websites or uploaded by friend


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14.Preferred Website to watch videos online

Figure 24 Preferred Website Source 4Ps & ICMR Survey

86% of respondents prefer watching videos on youtube and a couple of them watch on yahoo

& Metacafe

14. IPL Views on you tube

Hindustan Times, 11 February 2011 in an article Google keen to stream live sports on

YouTube reported

Faster broadband speeds and high user demand in India will drive content to be presentedand consumed in different ways such as social media, videos and streaming of music and

movies.

For instance, Hindustan times reported, YouTube streamed live telecasts of IPL matches on

its website the first time the company showed a major sporting event live. The IPL channel

received viewers from over 200 countries and territories, and grew from 2 million channel

views on the first day of the IPL to 54 million at the end of the season. IPL was the number

one YouTube sports channel and the number one channel on YouTube India.

15.Indian Reality Shows on web Online ViewershipDance India Dance - Lux Dance India Dance Season 2 Dec. 19 '09 - Vadodara Audition Part 5

Total views: 1,198,786 Ratings: 1171 Comments: 702 Favorites: 1,378

Likes: 1127 Dislikes: 44


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Graph of views

Figure 25 Viewership Graph, Source Youtube statistics as on June 2011

Television Non Fiction Content Views on Youtube

Show Average Views Maximum Views

Dance India Dance 20,000 views 1,198,786 views

Roadies 15,000 views 3,72,125 views

Big Boss 40,000 views 3,00,065 viewsEmotional Atyachaar 25, 000 views 71,303 views

Entertainment Ke leye kuch bhi karega 10,000 views 82,664 viewsTable 2 Nonfiction Shows Viewership, Source Self Compiled from You tube

Non-fiction content has higher views than fiction content. Much Higher views are seen for

audition then for regular episodes parts. Inconsistency has been seen in views no loyalty.

Content which has higher entertainment value and lighter as a concept has more views than

others.


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5.2 ASSESSING THE GENRE

FROM THE CONSUMER SURVEY (Primary Research)

1) Kind of videos being watched online

Figure 26: Kind of Videos, Consumer Survey

Majority of the respondents watch music videos & movie trailers on the internet. Also

another 13% like watching jokes and viral videos. Considerable number of respondents watch

international & sports content. Only 4% watch videos that are specifically

2) Nature of content preferred to be watched online

From Figure 25 (down) respondents prefer to watch more or less non-fiction content made

for web. In terms of genre comedy content made for web is preferred most. Also theres a

considerable audience for concerts, news, reality shows & cricket.

Advertisements -

Virals ads and Jokes

and all

13%I dont watch videos

online

1%

Movie Trailers

20%

Movies

7%Music Videos

24%

Others

7%

Sports Content

8%

Television Content u

have missed or you

want to catch up

9%

International Content

7%

Made for internet

videos/content such

as Shows which are

specifically made for

web

4%

Kind of Videos being watched


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Figure 27 Nature of Content, Consumer Survey

Sample Views & Suggestions

The content needs to be very interesting for one to pay and watch the show. The

good thing will be that you don't have to wait for the show like watching on TV and

also no worries of missing it. But for me to watch something online, needs to be

something that I cannot watch on TV, like some restricted content, like bolder topics

and shows like entourage, californication which cannot to be shown on Indian

television but are good entertainment.

Content like awards, news, conferences/seminars etc or something like that would

be of some use. Anyways, Good Luck!

However if its Americanized like lets say Seven was a rip-off from Heroes or an

Indian take on FRIENDS etc i would watch it if it was modern hip and English. Esp.

since there's no Indian Channel exclusive for Indian English content.

0 10 20 30 40 50 60 70 80 90

Nothing i dont want to watch videos on web

Reality Shows

Confrences & Seminars

News Video Content

Concerts

Situational Comedy

Fiction Shows - Daily Soap Opears

Cricket Matches

Award Ceremonies

Others

No of People

GenreofContent

Nature of Content


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FROM THE INDUSTRY EXPERTS

1. Pratik Arora Views & Opinions:

Genre: A web-series in India has to be different from whats on our TVs. There are plenty ofreality shows on TV. That can be avoided. Fiction is the way to go. TV doesnt have

intelligent sitcoms. That can be done. I am working on the pre -production of a new series

which will be a thriller.

Length: Web shows should be more or less under 10 minutes is the right approach because

the attention span of an internet surfer is really short as compared to a TV viewer.

2. Ru Ediriwira Views & OpinionsGenre: Niche & Cult content would be the best suitable to be made for web. There is large

window for Seminars, Conferences, Trade fairs and Business Exhibitions etc to be showcased

online to large group who werent able to attend the conferences and probably has chances

to be monetized as well. But again this is also very niche in nature.

3. Diwaker Chandani Views & OpinionsGenre: See definitely, Soap sagas will not work on the online platform, the target segment as

I mentioned before is different and the platform and its guidelines are also different.

Conferences and seminars are generally Business 2 Business in nature, so the market is small

and would majorly be done as part of deliverables to the client.

E learnings on the other hand can be kind of content that would work, Internet or Videos is

an Infotainment platform so even it is seminar or e-learnings it should have some kind of

entrainment value to it. Also highlights will or may work and not boring educational

programs.


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Guidelines TV vs. Internet

What you produce or broadcast on television you have to remove amateur content

but internet gives you more freedom on what you broadcasting over it. In terms of

bolder content and unedited versions has an audience online.

For Television specifically for a Reality Show like Crunch which has tape footage of

more than 24 hours every day has to be compressed and put in a capsule of 45

minutes, Where as internet gives you the liberty to break down into clips and

showcase them on the platform

Television is a medium is a push medium where as internet is a pull medium. This

significantly defines how the system works in each. I mean internet somebody will

only watch if they like the content and have an interest in it is when they will pull the

content, where as television, sometimes becomes a no choice option and hence is a

push medium.

To garner a significant share of viewers for Made for Non Fiction content, the content

has to be intrusive and engaging. Probably Live Footage might add a star.

Length: An average time spent on the website varies from 5 minutes to 10 minutes and

sometimes go up to 15 minutes. There have been some episodes or clips which people have

watched for more than 40 minutes as well.

4. Nikhil Pahwa Views & Opinions

Genre

Humor: is most likely to become viral. Needs to be non offensive, but quirkly, with

new gags instead of recycled ones. Political humor might work better than most.


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Cult: something unexpected, surprising, and urban. Essentially something that can be

experimented with by the viewers. For example, the Coke + Mentos videos that went

viral a few years ago.

Length: 5-8 minutes clips are best; typically, clips of not more than 10 minutes to a

maximum of 15 minutes. Multiple clips for longer content.

Will Non Fiction content made for web in India be niche in nature?

He strongly supports that Non Fiction content made for Web in India is/will be Niche in

nature

Is there more scope for nonfiction content over fiction content?

He does not support that Non Fiction content made for Web in India has more scope than

fictional content made for web. He says it depends upon the type of content


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FROM THE SECONDARY DATA

1. Low attention span


Entertainment

Only 10% of the audience has an attention span of more than 5 minutes and majority of

them have an attention span of less than 1 minutes

2. Watch television programming online with one or as groupFrom the Figure 27 (down) TV content watched online is majorly watched alone unlike

television which is watched in group, a trend which is similar to India.


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Figure 29 Nielsens online panel data of U.S. visitors to online TV sites

3. Genre & Time Span breakdown of existing webisodes, webseries & moviesodesS/No Name of the

Webisode

Genre Description Average

Views

No of

minutes

episode

1. ibibo iHunk Non Fiction Talent

recognition

platform

8500

participated

NA

2. Aitel ibibo singer Non Fiction Singing Talent

hunt

30,000K Likes 2 min

3. Bol Niti Bol Fiction Video Dairy 60,000 Views 2-3 min

4. Company Bahudar Fiction Sit Com 1000+ views 10-12 min

5. Ram & Ria Fiction Sit Com 25,000 views 3-4 min

6 The next Internet

Millionaire

Non Fiction Mind Hunt 1000 + views 10 min

7 The Bannen Way Moviesodes Crime Drama 4000+ 6-7 minTable 3 Genre & Views of Webisodes, Self Compiled from various secondary data

If we analyze the above table we see shorter content have higher views taking examples of

Ram & Ria has more than 25,000 views, similar trend is seen on Bol Niti Bol & Airtel Ibibo

Singer.
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/02/solitaryviewing1.png


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4. Kind of webisodes consumers/viewers want to watch

Figure 30 Genre, Source Sony Pix Facebook page

A survey done by Sony Pix to understand the genre of webisodes the viewers would want towatch online. Comedy is the most preferred with 300 people preference followed by Action

preferred by 174 people


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5.3 ANALYSING MONETISING OPPORTUNITIES

FROM THE CONSUMER SURVEY

1) Pay for online content

Figure 31 Pay for online content, Consumer Survey

67% of the people do not prefer paying for online content

2) Range of paying for a series of 10 episodes after watching two free episodes

Figure 32 Range of paying, Consumer Survey

No

67%

Yes

33%

Pay for online content

100 Rs for 10

episodes

55%

20 Rs for 10

episodes

10%

30 Rs for 10

episodes2%

50 Rs for 10

episodes

33%

Range of Paying


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Out of 33% who are ready to pay for online content55% do not mind paying Rs 100 for 10,

around 33% do not mind paying Rs 50 for 10 episodes if they liked the first two free episodes.

3) Problems paying online

Figure 33 Problems paying online, Consumer Survey

21% of the respondents feel that why should I pay when I get it all free otherwise. Around

45% respondents yet do not find convenient to pay through credit card/debit card for various

reasons including they do not trust online payment whereas out of the 33% who are ready to

pay online 9% find no problem paying online.

I dont have a card to

pay online

7%

I dont trust in

online payment

18%

I want it all

free, i will not

pay at all

3%

Never tried or

thought off

9%

No problem

at all9%

Paying through

credit card/debit

card

27%

The sum is too

low, to be paid by

credit card

6%

Why should I pay

when I get it all free

otherwise

21%

Other

28%

Problems Paying Online


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4) Prefer buying Vouchers

Figure 34 Prefer Vouchers Consumer Survey

*Vouchers similar to the mobile recharge vouchers being available at all retail outlets

71% of the respondent would not mind paying for content using vouchers or online cards.

Sample views & suggestions

People here down in India would hate to pay because privacy here rocks and you get

anything and everything for free

Paying for it might not work, since we always look and get attracted to what is free.

Actually , it will be cool if there is option of easy recharge as in u have a account in

which u have cash only for online shopping be it anything. It will save the trouble of

actually getting u r debit/credit card and all that jazz, hmmm nice idea though!

For a really LOW cost, I wouldn't mind paying to watch episodes online provided:

a. I get really good speeds [No buffering]

b. Payment method being very convenient [The voucher idea appeals to me]

Currently I would prefer advertisements to paying, mainly due to the convenience

hence the mass success of YouTube."

May be

29%

No

29%

Yes

42%

Prefer Buying Vouchers


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FROM THE INDUSTRY EXPERTS

1. Pratik Arora Views & Opinions

Subscription Possibilities: No one will pay me to watch the show. I can only make moneythrough advertising.

Monetizing of Company Bahudar: As of now I havent monetized company bahudar. I used

to upload on Vimeo. But then Vimeo isnt very popular in India. People may search for hindi

comedy on YouTube and I may get a few clicks but none at all on Vimeo. So now I have a

channel on YouTube (cultcamp) which has Company Bahadur and will have all other shows in

the future, besides it will all be consolidated on a single YouTube channel. I hope rising views

on the channel will lead to revenue-sharing with Youtube.

2. Jamsheed Gandhi Views & OpinionsMonetization Webinars: Webinars in India today are sold on the concept of Add on, an

event company pitches for an event to clients and as add on they offer them Webinars as

well. This is not pure content and therefore there is no monetization as far as subscription is

concerned. They are mostly sponsored or advertiser funded.

3. Ru Ediriwira Views & OpinionsMonetization Possibilities: Likewise the primary mode of monetization for such content is

via Advertising, most of the shows; rather all of the made for web shows online today are

primarily advertiser funded. As far as Subscription is concerned, there are fewer possibilities

in this end. Niche content like I said Seminars might have little scope.

4. Diwaker Chandani Views & OpinionsMonetization Possibilities: Globally if we see subscription is the revenue model. In India it is

still very minimum but yes there is an increase in application downloads over smart phones,

people have begun though slowly to download paid and free application. So definitely

tomorrow is a market. Viewer would not mind paying if the content is Apt.


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Currently the only option to monetization is advertising and if we see most of the content

made for web is Advertiser funded or producer funded.

5. Nikhil Pahwa Views & OpinionsMonetization Opportunities other than advertising: Payment for online content through

mobile networks might also be feasible.

Challenges in Online Payments: Payment mechanisms on the web are tedious, and the

propensity to buy is low. The completion of purchase depends entirely on the number of

steps involved in purchase, and with Credit Card, Debit Card, Netbanking online and mobile,

the additional step of verified by visa, 3D secure and on mobile with the One Time

Password, makes it tedious and consumers abort the purchase unless essential.

In India Major revenue for non-fiction content made for web will always be advertiser

driven?

He strongly supports that Non Fiction content made for Web in India will always be

advertiser driven only

6. Ashish Padukone Views & OpinionsOn Subscription Model:The subscription model still hasnt picked up here since piracy is a

major issue. It all depends on how content is packaged and the exclusivity. Also Sony Pix is a

niche channel and our content is also niche in nature. We dont want viewers to not watch

our web show because it is paid.


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FROM SECONDARY DATA

1. WatchMojo Monetization Models

WatchMojo.com is one of the largest producers, publishers and syndicators of video contentfor broadband platforms, including the Web, wireless and out-of-home digital video

markets.

We produce original video programming across the Automotive, Business, Education,

Fashion, Film, Food, Health, Music, Parenting, Politics & Economy, Space, Sports, Science,

Technology, Travel, Video Game categories, providing a one-stop solutions for media

companies looking to cost-effectively leverage the power of online video to serve their end

users with appropriate, practical, informative and entertaining content.

WatchMojo generates revenue through:

a) Monetizing its library through a mix of licensing and syndication revenues by offering

clients the right mix of quantity, quality and frequency,

b) Providing a safe and ad-friendly environment for marketers to advertise alongside of,

c) Lending its expertise to craft promotional messages for media companies and

marketers who seek to leverage its unique production and multiplatform distribution

capabilities

2. Online Video Overview unique viewers

Online Video Overview Across Select Markets January 2011

Total Audience, Age 15+ Home & Work Locations*

Source: comScore Video Metrix

Total Hours % Reach


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Unique

Viewers

(000)

per

Viewer

Web Pop

United States 154,292 15.8 85.2%

Brazil 34,378 7.7 84.8%

United Kingdom 31,914 18.3 82.5%

India 30,155 5.1 71.8%

Australia 10,580 7.7 78.6%

Singapore 2,344 10.7 81.4%

Figure 35 Unique Views, ComScore Report 2011

One of the interesting aspects in favor of video advertising is that India ranks 4th in the world

when it co

Documents

Scope for MFW Nonfiction Content ANKIT BANGA