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<ul><li><keyword id="2214311" type="General" weightage="20" keywordseo="mx-player" source="Orion">MX Player</keyword> has launched a new premium ad-free service called <keyword id="12138454" type="General" weightage="20" keywordseo="mx-gold" source="Orion">MX Gold</keyword> with a pay later option.</li><li>Users can now watch ad-free shows and movies on the platform whenever they want and pay for them later.</li><li>MX Player will start its ‘Watch-Now-Pay-Later’ service in partnership with Paytm PostPaid.</li></ul>MX Player — the video streaming platform owned by the Times Internet — launched a new premium ad-free service called MX Gold with a pay later option. Unlike other OTT players like Netflix, Amazon Prime and Disney+ Hotstar, users can now watch ad-free shows and movies on the platform whenever they want and pay for them later. MX Gold — priced at ₹299 for an entire year — is the first ‘Watch-Now-Pay-Later’ offering by a streaming service. “We are breaking the mould of how entertainment has been consumed till date,” said Abhishek Joshi, business head of MX Player. MX Player will start its ‘Watch-Now-Pay-Later’ service in partnership with Paytm PostPaid, but it will onboard other partners in the time to come. The development was first <a href="https://economictimes.indiatimes.com/tech/technology/mx-player-to-allow-users-to-watch-first-pay-later-for-paid-service/articleshow/91947568.cms" data-type="tilCustomLink">reported</a> by Economic Times. “Entertainment has always been a 'pay first experience later' phenomenon, and we intend to change that. If you don't have money to spare at this juncture or do not have your payment details handy, this initiative will let you navigate your way out of trouble, and you can pay when it suits you,” said Joshi. The company believes that the arrangement gives more time to the customers to pay and makes it much easier for them to decide what to buy. It also claims that the feature would make customers less likely to hesitate while deciding what to watch. The company currently has 175 million active users in India and over 275 million monthly active users worldwide. According to data by utilities comparison and sales company Selectra, MX Player app has over 500 million downloads. Disclaimer: Times Internet is a part of Bennett, Coleman and Company Limited (BCCL), which also publishes Business Insider in India. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/stock-market/news/ril-maruti-suzuki-tata-motors-bajaj-auto-among-stock-to-watch-out-for-on-june-2/slidelist/91953190.cms" style="">RIL, Maruti Suzuki, Tata Motors, Bajaj Auto among stock to watch out for on June 2</a> <a href="https://www.businessinsider.in/business/corporates/news/infosys-could-remain-the-vendor-of-choice-even-if-recession-comes-say-analysts/articleshow/91952813.cms" style="">Infosys could remain the ‘vendor of choice’ even if recession comes, say analysts</a> <a href="https://www.businessinsider.in/business/telecom/news/mukesh-ambanis-jio-lags-behind-airtel-which-is-the-top-telecom-brand-in-india/articleshow/91935279.cms" style="">Mukesh Ambani's Jio lags behind Airtel which is the top telecom brand in India</a>

This OTT player lets you ‘watch now and pay later’

<ul><li>With a recent funding of $110 million funding from Times Internet and Tencent, MX Player closed 2019 on a good note, however the challenge for the platform has been to get viewers to engage with its content library on a daily-basis. </li><li>On the back of its varied content range, interactive content plan, and a mix of partnership content and originals, MX Player is hopeful of grabbing the number one spot in the OTT space soon. </li><li>Gautam Talwar, Chief Content Officer, MX Player shares the next big plan for the platform in 2020. </li></ul>For MX Player, 2019 ended on a rather good note. The platform’s web-series Queen, which was originally made in Tamil, saw an overwhelming response from other parts of the country. The series was later dubbed in Hindi, Bengali and Telugu. Post-launch, the platform saw an upsurge in its downloads on the Google app store and started trending on spot one for a week. On the back of its varied content range that caters to different audiences across age groups, interactive content plan, and scale of users, MX Player is hopeful to be the number one player on every metric in a few years. “I hope to be the absolute number one in the OTT segment in two-three years. We are second in line and there’s no reason why we shouldn’t be on the top of the pile in three years. The scale of the app is very large and with all the metrics including watch-time and everything else, we should be galloping towards the number one position very soon,” expounds Gautam Talwar, Chief Content Player, MX Player. It also received a $110 million funding from Times Internet and Tencent towards the end of 2019, helping it inch closer towards its goal of becoming the number one player. Plan for the New Year The home-grown platform has about 175 million Monthly Active Users (MAUs) and stands at 75 million on its Daily Active Users. This is where the bridge exists. While the number of app downloads and MAUs have increased dramatically, for MX Player, the challenge has been to get viewers to engage more with its content library on a daily-basis. Therefore, in 2020, the agenda is to get its audience to watch more content on its platform. “We have new audience coming in on a daily basis. The whole point is to make sure that they start watching our programs. We want to deliver to them the content that they want to watch, and for us, that is the real challenge, not really getting the downloads,” shares Talwar. MX Player further aims to build a vast content library with interactive tools for its audience, to partner with more networks and launch 20 originals in different languages. Innovation and interaction are going to be another focus areas in 2020. “I think with every product we put out into the market, there are massive improvements in the features of the product and we will keep improving them on a regular basis. Interactivity with the content, on the other hand, is going to be the next big trend for us. We're working very hard to ensure that our consumers interact with every piece of content that we launch,” adds Talwar. As far as the advertisers are concerned, the platform has seen a steady growth there, too. “Overall, the platform is growing -- the numbers are growing, watch-time is growing -- there is no reason why advertisers should not follow,” says Talwar. Content Marketing Strategy Since its inception, the marketing strategy for MX Player has been 'Everytainment'. It provides a varied content library that caters primarily to Tier II and Tier III audiences. In 2019, originals such as Hey Prabhu!, Aafat, Hello Mini, Im'Mature, and Love Ok Please performed well for the platform. Explaining the strategy behind these shows, Talwar said, “Every human being watches content basis a certain need gap -- a certain emotion that he wants to feed and therefore, we make sure that apart from the large shows that we have in the pipeline, we take this mood of the viewer into consideration, and then a programming and content strategy is followed to satiate that particular need gap. This is why we make sure that the programming is across genres. We understand our audience very well and try and build on that, and our marketing also reflects that.” While the plan for the new year is yet to be set in motion, right now, MX Player is pinning its hopes on its latest launch ‘Queen.’

MX Player aims to beat Netflix, Amazon Prime and ZEE5; confident of becoming No 1 by 2023

<ul><li>As <keyword id="10411622" type="UNKNOWN" weightage="20" keywordseo="ott-consumption">OTT consumption</keyword> sees an uptick, <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword> cuts down video streaming <keyword id="1588632" type="PERSON" weightage="20" keywordseo="Data-consumption">data consumption</keyword> by half. </li><li>MX Player upgrades to video encoding and compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half.</li></ul>Online video consumption in India has grown exponentially, accounting for 80% of consumer internet traffic. But the user experience continues to remain highly dependent on data usage and network speed. MX Player, India's entertainment super-app with over 200 million Monthly Active Users has become the world’s first OTT platform to upgrade its video encoding &amp; compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half. MX Player as well as MX TakaTak users will be the first in the world to experience the benefits of H.266, enabling them to consume higher quality HD video streams with significantly less data consumption. With H.266, MX Player users will be able to stream more content with less data and network bandwidth - video streams will load faster and buffer less since they require only half (or less) the data it would need otherwise. H.266/VVC is the world’s most advanced video codec designed to succeed H.264/AVC and H.265/HEVC used by most of the streaming video services worldwide today. Unlike its competitors, the H.266 upgrade makes MX Player the first OTT platform in the world to deploy this technology. <div type="image" title="image" msid="83537290" hostid="261"></div> <keyword id="1005666" type="PERSON" weightage="20" keywordseo="Karan-Bedi">Karan Bedi</keyword>, CEO, MX Player and MX TakaTak said, “Video consumption dominates internet usage wherever you go across India, but the quality of experience deteriorates in areas with inconsistent data networks. The new standard is an opportunity for MX Player to give millions of users, regardless of where they are, an exceptional streaming experience that allows them to consume content the way content creators intended: faster loading, buffering-free, and true-to-life HD quality.” Sidd Mantri, SVP Product, MX Player further added, “At MX Player, the future is now. We relentlessly focus on raising the customer experience bar for Indian users. We were amongst the 1st few OTTs to deploy AV1 that reduced data consumption by 20-30% compared to H.265. With H.266, we are taking it to the next level. H.266 offers the most advanced video compression standard available in the world and reduces data usage by more than 50%. Many users in India live on daily data consumption caps, so with H.266 they can watch more as well as watch better on MX Player.”

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

<ul><li><keyword id="2214311" type="PERSON" weightage="20" keywordseo="Mx-player">MX Player</keyword>'s original series Aashram featuring Bobby Deol, has become the first series in India to garner 300 million+ streams in less than a month. </li><li>We speak to <keyword id="1381405" type="PERSON" weightage="20" keywordseo="Gautam-Talwar">Gautam Talwar</keyword>, Chief Content Officer, MX Player to find out the strategy behind it and the platform’s plan to double down on the production of original content once we resume normalcy. </li></ul>Aashram has become MX Player’s best performing original content as the series has already garnered 300 million streams in less than a month. Gautam Talwar, Chief Content Officer, MX Player, said, “Aashram would be one of the top series seen in this country. We have just crossed 300 million streams in less than a month. It has actually surpassed our expectations and broken most of our internal records -- whether it would be the number of streams we have seen or the number of new users that have come onto the platform because of Aashram has been historic for us. Even if you compare it across the industry, it would be one of the top ranking shows in this country.” Aashram has also helped MX Player grow stronger in its existing markets by 130-140%. MX Player was able to achieve these numbers because of its large distribution. It currently has 75 million Daily Active Users and 200 million Monthly Active Users. They also used all their media vehicles to drive more traffic and get new users. It upped its media plan by going 360-degree including Out of Home, radio and TV. On how it all started, Talwar said, “Work on Aashram started about 2 years ago when I had just joined. We knew a world we wanted to tell a story within and started with Habib Faisal writing a brilliant story for us. He had these mind-blowing characters in his mind whether it was Baba Nirala, Sati, Ujagar and Pami -- he gave us the bible and then we took it to the captain of the ship, Prakash Jha himself. He added so many more layers to the writing and gave it the real vision that was needed to create a show of this scale.” During the on-going pandemic of about 28 weeks, between originals and acquired content, MX Player has launched 27 shows -- which is around one show a week. After seeing great response for its originals such as Aashram and Times of Music, MX Player is also planning to double down its production of original content. Sharing the content pipeline for the coming months, Talwar said, “We are going to double down on our originals. We are launching one on October 07. It is called High. It is again a show that we are proud of. It is at par with international shows. There are a couple of shows that we have already shot and are getting post-produced. One of them is Aashram Season 1 Part 2. So, we are sorted till January.” MX Player has used the lockdown period quite smartly. It realised it has a content-hungry audience and tried to launch content for every mood. As they call it, MX Player is ‘Everytainment’ -- a platform that satiates every need gap and polished its scripts. “All of us went through the 6-months of no shooting period so that has put us on a fast track now. As soon as the unlock happens, we hope to put a lot more shows on the floor to shoot them. They do take their time. Each and every show has a lead time of about a year and a half. So that is going to be a challenge. We have used the lockdown time to make sure that the writing is taken care of,” shared Talwar. MX Player’s vision is to stand true to its proposition i.e., have enough content to satiate every need gap. For more details on Aashram’s performance, watch our interview with Talwar here: <div type="Video" msid="78353252" hostid="261" title="MX Player's Aashram is the only series in India to garner 300 million+ streams in less than a month" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=78353252"></div>

MX Player’s Aashram garners 300 million+ streams in less than a month

<ul><li>Netflix is the most popular streaming service to watch Korean dramas and movies.</li><li>But there are other apps like Prime Video and Viki where you can watch Korean content.</li><li>You can also watch Korean dramas and movies dubbed in Hindi and other Indian languages.</li></ul>It’s no secret that Indians love <a href="https://www.businessinsider.in/tech/apps/news/amazon-prime-video-to-take-on-netflix-with-10-new-k-dramas/articleshow/87869220.cms" data-type="tilCustomLink">Korean dramas and movies</a> especially since the start of the pandemic last year. According to Netflix, K-Drama viewership in India increased more than 370% in 2020 from 2019. The K-Drama and K-Movie craze actually started around a decade back in the northeastern states of India during the days of CDs and DVDs. But now there are so many platforms where you can easily watch the latest Korean content. Netflix is the most popular streaming service for Korean movies and drama in India. But there are other apps and services available where you can watch Korean content. If you’re bored or looking for some new Korean content then you can try out these streaming services. Amazon Prime Video Amazon Prime Video is the latest entrant in this segment. It recently started streaming Korean dramas including popular ones like True Beauty, The Penthouse, and Mr. Queen. There are new and old Korean dramas that you can watch on Prime Video, and some of which aren’t available on Netflix. Prime Video is available with Amazon Prime membership priced at ₹179 per month, and ₹1,499 per year. Viki Viki is a popular streaming service for not just Korean dramas but Asian dramas and movies in general. If you want to watch the latest Korean dramas then Viki is one of the best apps you’ll get. The app is available for free but with ads. You can also subscribe to Viki at ₹299 per month or ₹3,099 per year. MX Player MX Player is another great destination for Korean dramas and it also offers dubbed audio in Hindi and regional languages Tamil and Telugu. MX Player streams over 50 Korean dramas including Pinocchio, Heirs, Kill Me Heal Me, The Penthouse and more. MX Player is also available as an ad-based free service or you can get it for ₹199 per year. IQIYI IQIYI is primarily for Chinese dramas and shows but it also streams Korean dramas. You can also watch popular anime like Jujutsu Kaisen and Haikyu on IQIYI. The app has a lot of content to stream and popular Korean dramas. You can watch shows for free with ads or subscribe to IQIYI starting at ₹159 per month. SEE ALSO: <div type="Article" hostid="261" msid="73666376" title="How to restore deleted contacts on Android" mstype="2" mssubtype="0"></div>

Where to watch Korean dramas and movies in India

<ul><li>Only one out of the <keyword id="6074821" type="UNKNOWN" weightage="20" keywordseo="top-ten-apps">top ten apps</keyword> is from India.</li><li>New smartphone users are driving the growth in app downloads in India.</li><li>Social media <keyword id="6354741" type="UNKNOWN" weightage="20" keywordseo="Apps">apps</keyword> dominate the list of top ten apps downloaded in India.</li></ul>Not only is the Indian smartphone market setting new records when it comes to smartphone sales, it is also setting records when it comes to app downloads. Indian users have downloaded over 4.8 billion apps in the first quarter of 2019, beating US which came in second with 3 billion downloads. According to a report by app intelligence company Sensor Tower, Indian smartphone users downloaded 29% more new apps in the first quarter of 2019 year-on-year. Apps from countries like the US and China dominated the downloads – nine out of ten apps in the list are owned by companies from these two countries. The availability of affordable 4G smartphones and cheap 4ZG data helped India surge in terms of app downloads. According to <a href="https://sensortower.com/">Sensor Tower</a>’s head of mobile insights, Randy Nelson, the first major uptick in app downloads was seen in 2016, coinciding with Reliance <keyword id="2003276" type="COMPANY" weightage="20" keywordseo="Jio">Jio</keyword>’s launch of 4G LTE services. Elaborating on this, Nelson said, “The growth in app installs we’re tracking in India is closely tied to the growth in new smartphone owners there, particularly Android users. Since the growth is closely tied to new smartphone users — that will be the largest factor in its stability.” Top ten most <keyword id="8470803" type="UNKNOWN" weightage="20" keywordseo="downloaded-apps-in-india">downloaded apps in India</keyword> According to a report from app intelligence agency App Annie, nine out of the top ten apps downloaded in India are created by international players. Of these, four are owned by US companies and five by Chinese companies. Indian apps Hotstar and MX Player missed out on the top ten list. While Hotstar managed to cross the 100 million downloads number, MX Player came in close with 98 million. 
	<div type="Slideshow" msid="72977234" hostid="261" title="Top ten most downloaded apps in India" firstImageMsid="72977558" slideCount="10"></div>



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These are the top 10 most downloaded apps in India

<ul><li>Actor Bobby Deol's <keyword id="9422601" type="UNKNOWN" weightage="20" keywordseo="digital-debut-series">digital debut series</keyword> "<keyword id="8398807" type="PERSON" weightage="20" keywordseo="aashram">Aashram</keyword>" will premiere on August 28 on MX Player. </li><li>The 51-year-old actor took to social media to share the premiere date and first look teaser of the web series, directed by filmmaker Prakash Jha. </li><li>The series also features <keyword id="62704" type="PERSON" weightage="20" keywordseo="chandan-roy-sanyal">Chandan Roy Sanyal</keyword>, <keyword id="1403180" type="PERSON" weightage="20" keywordseo="Aaditi-Pohankar">Aaditi Pohankar</keyword>, <keyword id="2501305" type="PERSON" weightage="20" keywordseo="Darshan-Kumaar">Darshan Kumaar</keyword>, and Adhyayan Suman in pivotal roles. </li></ul> Actor Bobby Deol's digital debut series "Aashram" will premiere on August 28 on MX Player. The 51-year-old actor took to social media to share the premiere date and first look teaser of the web series, directed by filmmaker Prakash Jha. "Here is the first look of #Aashram, I am looking forward to seeing it together with you all on August 28, 2020 only on @MXPlayer. @prakashjha27 @IamRoySanyal @AaditiPohankar @DarshanKumaar @AdhyayanSsuman," Deol wrote on Twitter. The series also features Chandan Roy Sanyal, Aaditi Pohankar, Darshan Kumaar, and Adhyayan Suman in pivotal roles. Deol is also awaiting the release of his Netflix film "Class of 83", produced by <keyword id="1671" type="PERSON" weightage="20" keywordseo="Shah-Rukh-Khan">Shah Rukh Khan</keyword>'s Red Chillies Entertainment. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/india-stock-brokers-hit-by-sebi-direct-market-access/articleshow/77198064.cms">India's broking industry just got the shock of its life – SEBI may soon allow investors to trade directly on the exchanges</a> <a href="https://www.businessinsider.in/business/corporates/news/ril-has-a-sobering-quarter-if-not-for-jio-and-bp-stake-sale-it-would-have-been-much-worse/articleshow/77264366.cms">RIL has a sobering quarter⁠— if not for Jio and stake sale to BP it would have been much worse</a> <a href="https://www.businessinsider.in/defense/news/comparison-of-indias-rafale-fighter-jets-with-chinese-latest-j-20-fighter-jets/slidelist/77238828.cms">India’s Rafale fighter jets — Here’s how it stacks up against Chinese J-20</a>

Bobby Deol's first web series "Aashram" to release on August 28

<ul><li>After declaring that <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> would never have ads, CEO Reed Hastings announced the arrival of advertisements on the platform as it struggles to meet its revenue goals in India.</li><li>In fact, Netflix is renegotiating deals to put ads on its platform globally and will launch first in countries that have more mature advertising markets.</li><li>Amazon Prime Video is the only over-the-top platform now that doesn’t have brand ads.</li><li>While Netflix, Amazon Prime all started as subscription video-on-demand platforms, experts say that in an increasingly competitive marketplace, they will find it difficult to sustain without ad revenue.</li><li>Disney+Hotstar was one of the first platforms to introduce a hybrid model in India and that seems to be the future of streaming platforms.</li></ul>Netflix CEO Reed Hastings, once famously said that it will <a href="https://www.gadgetgram.com/2020/01/28/netflix-will-never-have-ads-according-to-its-ceo/">never have ads </a>on its platform. Hastings, who had once said that ads exploit users, is now looking at ads to grow revenues. The streaming giant Netflix, which introduced India to the world of international OTT entertainment, slashed its subscription price but is yet to find its foot in the market. “The thing that frustrates us is why haven’t we been as successful in India. But we are definitely leaning in there,” Hastings said earlier this year. On July 20, it reported that it has lost a million subscribers globally. And it looks like it’s losing its sheen in the Indian market too. Disney+Hotstar is the most downloaded OTT app in India, followed by MX Player and ZEE5, as per App Annie’s State of Mobile 2022 <a href="https://www.businessinsider.in/tech/enterprise/news/could-the-days-of-mooching-off-netflix-accounts-come-to-an-end-in-india-heres-what-experts-say/articleshow/90372447.cms">report</a>. Netflix India didn’t make it to its top 10 either in a crowded market place with over 40 OTTs vying for consumer attention. <div type="image" title="ott" msid="93000134" hostid="261" caption="&amp;lt;p&amp;gt;CLSA&amp;lt;/p&amp;gt;"></div> Netflix said that its ad plans will start in the most mature markets first, but the Indian market has already reached there. Advertising will bring more revenue to Netflix, Amazon and <keyword id="2739840" type="General" weightage="20" keywordseo="hotstar" source="Orion">Hotstar</keyword> While some <a href="https://www.dailymail.co.uk/sciencetech/article-10805345/Netflix-users-threaten-CANCEL-subscriptions-starts-showing-adverts.html">users </a>were concerned about having to ‘skip ads’, advertisement-based video on demand (AVOD) models are money churners for OTT players. According to the TMT<a href="https://www2.deloitte.com/in/en/pages/technology-media-and-telecommunications/articles/big-bets-on-smartphones-semiconductors-and-streaming-service.html"> Predictions 2022 report</a> by Deloitte, AVOD is expected to garner more revenue than subscription-based video on demand (SVOD). The report predicts that India’s AVOD market will double from $1.1 billion in 2021 to $2.4 billion in 2026. However, it also predicts similar growth for SVOD from $0.8 billion to $2.1 billion. The overall OTT space in India is expected to grow at a CAGR of more than 20% to reach $13-15 billion over the next decade. Advertisement, subscription and a wide content library -- future of OTT should be hybrid Netflix’s struggle in India points to the beginning of a new era. After Netflix introduces ads, India’s OTT ecosystem will never be the same. Netflix and Amazon Prime are the only two mainstream platforms in India without ads now. Experts are confident that Amazon Prime will continue to hold its ground and not follow Netflix’s suit. “Amazon Prime is unlikely to follow the AVOD format as the OTT service is a bundled service and comes along with a faster delivery for Amazon’s e-retail channel, almost like a deal sweetener. Also, Amazon has deep pockets and is under no pressure to create profits independently for this service,” N Chandramouli, CEO of brand intelligence and data insights firm TRA Research told Business Insider India. Chandramouli thinks that the OTT landscape will continue to have both SVOD and AVOD formats, and a combination of the two. <keyword id="959269" type="General" weightage="20" keywordseo="ott-platform" source="Orion">OTT platform</keyword> Disney+Hotstar has been able to gain an edge here. It has been operating on a hybrid model that gives consumers more choices across plans and even limited content which is ad supported. “Since AVOD is still in its inception, the consumer reaction to it is yet to be gauged. However, both formats will have their base and both are likely to exist side-by-side,” he added. But it’s not only the SVOD players who’ll make the switch but AVOD players will too. MX Player, which has 34% market share as per CLSA, has been operating on an AVOD model. A month ago, it moved to a hybrid model and launched its annual subscription plan MX Gold at ₹299. Lloyd Mathias, business strategist and independent director said that video streaming platforms will increasingly move to AVOD. “Despite a growing OTT market, a 100% dependence on subscription revenue may not suffice for OTT platforms. While Netflix, Amazon Prime all started as subscription VOD platforms, in an increasingly competitive marketplace, they will find it difficult to sustain without ad revenue. There is so much content available free through a combination of user-generated content (UGC) and through AVOD platforms like YouTube, that consumers are spoilt for choice,” Mathias told Business Insider India. In the long run, Mathias said that a hybrid model may be the most viable for both consumers and content providers. “OTTs can hook users with free content (AVOD) and then entice them to pay for premium (SVOD) content along the way. The revenues from a hybrid stream will also make it possible for the OTTs to commission and carry exclusive high-quality content,” said Mathias.

OTT platforms can survive in the Indian market if they go the Hotstar-way

Netflix India lags behind MX Player, Hotstar and ZEE5 in terms of downloads

Mumbai, Mar 25 () With people staying at home during the 21-day lockdown called by Prime Minister Narendra Modi, the streaming services in India have decided to temporarily suspend HD and ultra-HD services to ensure smooth running of internet services.The lockdown, a measure taken to contain the spread of the coronavirus in the country, will lead to more traffic on the cellular network infrastructure, a release from the digital industry said post the meeting of key players."It was unanimously agreed that as an exceptional measure, all companies will immediately adopt measures, including temporarily defaulting HD and ultra-HD streaming to SD content or offering only SD content, at bitrates no higher than 480p on cellular networks. These voluntary measures will be in effect until April 14. All participants are immediately taking measures," the release said.The virtual meeting on Tuesday was called by Uday Shankar, Chairman, Star &amp; Disney India and attended by NP Singh (Sony), Sanjay Gupta (Google), Ajit Mohan (Facebook), Sudhanshu Vats (Viacom18), Gaurav Gandhi (Amazon Prime Video), Punit Goenka (Zee), Nikhil Gandhi (Tiktok), Ambika Khurana (Netflix), Karan Bedi (MX Player) and Varun Narang (Hotstar). BK BKBK

Lockdown: Streaming platforms suspend HD, ultra-HD services until April 14

<ul><li>Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive lockdown gains </li><li>With streaming services under pressure to provide new content frequently and producers trying to not lose money in films, web premiers might be another new normal. </li><li>Moreover, a KPMG report suggested that OTT platforms should look at gaming as an extension to their ecosystem offerings. </li></ul>Streaming services are the only bright spot for the millions who are isolating at home during lockdown. With ample leisure time and fewer options, usage of streaming platforms surged. Most of the 35 streaming giants in India — <keyword id="3960758" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Videos">Amazon Prime Videos</keyword>, <keyword id="6245082" type="UNKNOWN" weightage="20" keywordseo="ZEE5">Zee5</keyword>. Voot, Hungama, AltBalaji, MX Player — witnessed a record growth fueled by quarantine. The Big Boost During the lockdown, there was a 265% increase in OTT traffic since February last week — in spite of the drop from HD to SD, according to Internet Exchange operator DE-CIX. The five services that gained the most are Amazon Prime Videos, Netflix, Youtube, Zee5 and Hotstar. Disney+ — which was launched soon after India locked itself down —<a href="https://techcrunch.com/2020/04/08/disney-has-more-than-50m-subscribers/"> added 8 million users </a>within a week. Whereas, Netflix India — which was earlier losing to the homegrown market — too <a href="https://www.businessinsider.in/finance/news/exclusive-app-tracking-data-for-netflix-reveals-the-countries-where-usage-spiked-in-march-and-suggests-strong-viewership-heading-into-q1-earnings/articleshow/75162782.cms">saw at least an 8% growth in Q1FY20 driven</a> by its cheapest mobile online plan at ₹199. Zee5, a homegrown OTT platform, saw 36% growth during the lockdown. Whereas its foreign arm, <keyword id="7124509" type="UNKNOWN" weightage="20" keywordseo="ZEE5-Global">Zee5 Global</keyword> saw a 60% surge in users across the world including the Middle East and Canada. Alt Balaji, yet another homegrown platform, saw a 60% growth in its subscription. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">OTT services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Change in viewership due to Covid-19 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Netflix India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+8% in Q1 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Zee5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+36% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hungama Play </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+20% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Eros Now </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+70-100% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">MX Player</td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">130% surge on engagement </td></tr></tbody></table> A short-term spike or a long-term gain A<a href="https://rollingstoneindia.com/how-the-coronavirus-is-impacting-audio-and-video-streaming-in-india/"> Nielsen report</a> predicted that lockdown can trigger a 60% rise in content consumption in India. Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive gains post lockdown. Hence, when Netflix recently said it added a record 15.8 million paid subscribers globally, it also added that it is treating it as “<a href="https://techcrunch.com/2020/04/21/neflix-q1-earnings/">a short-term spike” and the growth will gradually decline. </a> A KPMG report, however, believes that OTTs are likely to see continued accelerated growth. "While the same levels of consumption may not be achieved once we overcome this pandemic, there is definitely a new and higher normal that is likely to be established when it comes to time spent on OTT platforms," Girish Menon, Partner and Head, Media and Entertainment, KPMG in India told Business Insider. Moreover, Menon believes consumers are likely to develop a habit of consuming video online during lockdown which would later drive subscription growth. However, According to Karan Bedi, MX Player, OTT platforms might witness some immediate dip post lockdown, but the overall base and average time spent would continue the rise. With shooting of new TV series being delayed and movie theatres closed, services with large, legacy libraries and fresh content, have an inherent advantage. “A new normal has been witnessed as consumers adapt to the evolving situation of the pandemic. We feel this pattern will stay as it is in the post-COVID-19 era as well and perhaps there will be some incremental change in the overall user growth,” Aparna Acharekar, programming head of ZEE5 India. Ferzad Palia, who heads Voot Select in India too thinks the same. Rohit Paranjpe who heads SugarBox Networks believes new content will continue to enthuse people. The pressure on OTT services to release new content more frequently may also go up. Also, OTT players too should not be happy just retaining users and will have to engage them more. Apart from films, KPMG in a report suggested OTT platforms look at gaming as an extension to ecosystem offerings. “OTT will look to bring their consumer’s value in other areas: from aggregating other third party content providers who are not competing with them to promoting and pushing other adjacent services, like fitness and food delivery apps, and education platforms,” said Lior Friedman, VP - global partnerships and strategy at Amdocs Media. Directly onto OTT platforms With streaming services under pressure to provide new content frequently and producers trying to not lose money in films products, web premiers might be a new normal. Lakshmi Bomb featuring Akshay Kumar might release on Disney+Hotstar. MUBI is premiering Pablo Larrain’s film ‘Ema’ in India, UK and Ireland on May 2. Whereas, Zee5 is also considering premiering movies directly on its platform in the near future. AB Anni CD will be yet another film to be released directly on Amazon Prime Videos. Akshay Bardapur, the producer of the movie that stars Amitabh Bachchan said, “We didn’t want to keep audiences from watching two megastars. Also, it made sense to recover losses by selling content to the OTT.” But big-budget movies are preferring to hold back. Recently, the makers of Ranvir Singh starrer movie ‘83 said they will release the film in theatres first even <a href="https://mumbaimirror.indiatimes.com/entertainment/bollywood/ranveer-singhs-83-to-not-release-on-ott-platforms-makers-aim-for-theatrical-release/articleshow/75401861.cms">if they had to wait for six or nine months. </a> “While producers of movies that have a reasonable budget may experiment with releasing movies directly on OTT platforms or opt for a pay-per-view model, bigger films are unlikely to be released until later this year or next year,” says Neeraj Roy, founder and CEO of Hungama Digital Media. See also: <a href="https://www.businessinsider.in/entertainment/news/cinema-halls-may-not-open-in-india-until-june-end/articleshow/75407053.cms">Cinema halls may not open in India until June end</a> <a href="https://www.businessinsider.in/entertainment/news/lockdown-watchlist-want-to-binge-watch-a-show-that-lasts-a-week-try-these-long-running-shows-on-netflix-amazon-prime-disney-hotstar-and-others/articleshow/75173116.cms">Lockdown Watchlist: Want to binge-watch a show that lasts a week? Try these long-running shows on Netflix, Amazon Prime, Disney+ Hotstar and others</a>

Streaming platforms who are on a new high — are hosting web premiers and might even expand to gaming

<ul><li><keyword id="149966" type="COMPANY" weightage="20" keywordseo="IAMAI">IAMAI</keyword> has announced the adoption of a comprehensive implementation toolkit in furtherance to the Universal Self-Regulation Code for Online Curated Content Providers.</li><li>The Code has been adopted by seventeen (17) leading Online Curated Content Providers in India. </li><li>The present set of signatories include <keyword id="6245082" type="COMPANY" weightage="20" keywordseo="ZEE5">ZEE5</keyword>, Viacom 18 (Voot), Disney+ Hotstar, <keyword id="2976376" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Video">Amazon Prime Video</keyword>, <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>, SonyLiv, <keyword id="2214311" type="PERSON" weightage="20" keywordseo="Mx-player">MX Player</keyword>, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play. </li><li>The Tool Kit is effective from 10 February 2021.</li></ul>The Internet and Mobile Association of India (IAMAI) has announced the adoption of a comprehensive Implementation Toolkit (Tool Kit) which is in furtherance to the Universal Self-Regulation Code ('Code') for Online Curated Content Providers (OCCP) that was put in motion on September 4, 2020. The core purpose of this Tool Kit is to provide for procedures to effectuate the various provisions of the Code; assist the signatories in fulfilling their commitments and responsibilities as set out in the Code; and to achieve effective self-regulation goals as envisioned by the signatories in the Code. Importantly, the effort of the Signatories, through this Tool Kit, is to also address feedback received from Ministry of Information and Broadcasting inter-alia, on the issues of conflict of interest and prohibited content. The Code has been adopted by seventeen (17) leading Online Curated Content Providers in India. The present set of signatories include ZEE5, Viacom 18 (Voot), Disney+ Hotstar, Amazon Prime Video, Netflix, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play. The Tool Kit is effective from 10 February 2021. The all-inclusive 'Implementation Toolkit' will assist signatories in seamless transition to self-regulation and guide them on various dimensions like: Relevant laws of the land which will be adhered to by the signatories: <ul><li>Fair and transparent functioning of the grievance redressal mechanism, with escalation to an Advisory Panel with independent members</li><li>Training programs for creative and legal teams of OCCPs to enhance the knowledge and nuances of laws that govern content</li><li>Awareness programs for consumers to help increase understanding and use of age rating, content descriptor &amp; parental controls</li><li>Implementation of a detailed audit and compliance mechanism</li></ul> Amit Goenka, Chair, Digital Entertainment Committee, IAMAI said, “The Universal Self-Regulation Code, which is signed by the Country’s top video streaming services marks a watershed moment in the history of the online streaming industry. Today, with the adoption of ‘Implementation Toolkit’, it further strengthens our (OCCPs) commitment to augment consumer empowerment and creative excellence for the Indian entertainment industry to grow multifold. This Tool Kit amplifies all the critical points that were addressed in the Code signed last year and aims to address feedback received from the Ministry of Information and Broadcasting, particularly on strengthening the grievance redressal mechanism. It further sets out clear tentpoles that the OCCPs need to undertake to achieve a common goal of entertaining millions of Indians responsibly.” Furthermore, IAMAI will constitute first of its kind ‘IAMAI Secretariat for the Code’ comprising of representatives of the signatories to the Code and IAMAI which will administer the implementation of the Code and the Toolkit. IAMAI aims to develop a process to seek periodic updates from the Signatories regarding their progress with respect to compliance with the provisions of the Code.

Netflix, Amazon Prime Video, Disney+ Hotstar, MX Player along with 13 other OTT players sign up for IAMAI's new implementation toolkit

New Delhi [India], January 16 (ANI): Argentine superstar <keyword id="20025988" type="General" weightage="20" keywordseo="lionel-messi" source="keywords">Lionel Messi</keyword> on Tuesday won the Best <keyword id="20205759" type="General" weightage="20" keywordseo="fifa-mens-2023-award" source="Orion">FIFA Men's 2023 award</keyword> after beating <keyword id="20205760" type="General" weightage="20" keywordseo="erling-halaand" source="keywords">Erling Halaand</keyword> and <keyword id="20005245" type="General" weightage="20" keywordseo="kylian-mbappe" source="keywords">Kylian Mbappe</keyword> to secure the top spot. After sealing his eighth Ballon d'Or in 2023, the <keyword id="19918543" type="General" weightage="20" keywordseo="inter-miami" source="keywords">Inter Miami</keyword> player has now been the first player to ever win the award while playing in the Major League Soccer (MLS), and his third time winning the prestigious award. All the top three players, <keyword id="19945360" type="General" weightage="100" keywordseo="messi" source="keywords">Messi</keyword>, Mbappe, and Halaand did not attend the ceremony in London. The 36-year-old stayed in Miami for their first preseason game of the 2024 campaign. Messi's side Inter Miami will start their 2024 MLS campaign against Salt Lake on February 22. However, before that, they will lock horns against Al Nassr in a friendly match on February 1, which will see the iconic face-off between the Argentine and Cristiano Ronaldo. The year 2023 saw Messi leaving Paris Saint Germain (PSG) after which he joined the MLS side as a free transfer. For Miami, the eight-time Ballon d'Or scored 11 goals after appearing in 14 matches. Messi won the Ligue 1 title with PSG in 2023 before joining the Miami-based side, where he won the 2023 Leagues Cup - a competition between MLS and Mexico's Liga MX sides - scoring 10 goals. On the other hand, Spaniard Aitana Bonmati won the Best FIFA Women's Player 2023 on Tuesday. The 25-year-old won three more major titles in 2023 for FC Barcelona, including UEFA Women's Champions League, Liga F, and Supercopa de Espana Femenina.

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