November 24, 2022

AVOD/ SVOD and the Future of OTT Advertising

Ever since its launch, the OTT ecosystem has been moving ahead on subscription revenues or following an SVOD monetisation policy, where the focus has been on onboarding a growing subscriber base. Though there have been OTT platforms that have veered towards an advertising-supported system or an AVOD monetisation policy, SVOD has been the prime system. Now, OTT players are experimenting with different pricing policies and also introducing lower-priced packages with ads. Even hitherto SVOD platforms like Netflix are making a move to AVOD, not just in India, but globally as well. The panel discussion on ‘AVOD/ SVOD And The Future of OTT Advertising’ focused on the monetization aspects of OTT platforms. The panel discussion was a part of Day 2 of the 4th edition of SCREENXX Summit & Awards 2022. Shekhar Banerjee, Chief Client Officer & West Head, Wavemaker India, was the Session Chair, while the panelists included: Pooja Sahgal, Chief Marketing Officer, Park Avenue Sanchita Roy, Head of Strategy, Havas Media Group India Siddhartha Roy, Chief Executive Officer, Hungama Rakesh CK, Head - SVOD & Business Strategy, Arha Media (aha) Shekhar Banerjee started the discussions by noting that a lot of advertisers are confused. There are too many choices. India is a very large country. It is the only country where TV is still growing, roughly around 900 million TV consumers, within that smartphone users are between around 650-700 million, and 400-450 million social media users, then there is short form video which has exploded in recent times, roughly around 200 billion users, and then there are video platforms called OTT, then there is YouTube, and cost intensive, heavy duty who are working with OTT players, who are basically licensing or building their own original content, ranging between 50-120 million, depending on the platform and the market where they play. “That’s the choice which is there for the consumers,” Banerjee said, adding, “At the same time for customers like marketers, ad agencies – I personally work with a lot of clients like Netflix, L’Oreal, Dream11, Vodafone Idea – and it is very interesting to see how they have a very distinct way of using these platforms – from almost full funnel, whether building reach, to bottom of the funnel, customer acquisition, everywhere.” Giving an FMCG’s perspective, Pooja Sehgal noted that FMCG is a very old industry and the fundamentals of marketing have not changed much. “The key fundamental which we all learn is consumer centricism. All the media data that we have about where the consumer is spending time, what is they are really engaging with, and that great metrics that we have, which is ROI, keeps the consumer at the centre. Keeping the financial metrics as the goalpost, we work very closely with a lot of media agencies, partnering with them to get this rich consumer data, and really seeing across the funnel what are our key objectives. Very often you have to continuously build the brand,” she added. Sehgal further said, “I am still a big believer in building top of the funnel. So, we use a lot of television, but now I think OTT has really added to it. Initially we were using it 4-5%, but now almost 20%, so we are adapting to the changing needs of the consumer and really seeing how they are evolving. Towards the end of the funnel, there was a belief that video did not really lead to conversions, but now we are seeing video aiding a lot of conversions, having that link to e-commerce. So, I think OTT is now helping us from top of the funnel to end of the funnel; it’s really a win-win for all of us. It is making our choices more complex and varied and making us more focused and meaningful.” Sanchita Roy noted that what has really changed in the last two years is the way consumers are today consuming media. “During the lockdown we are put into a situation where there was no original content happening on TV. So, a lot of consumers turned to the OTT platforms to get their daily dose of entertainment. Today, we are seeing a drop in linear TV. Due to increased smartphone penetration and with subscription costs coming down, the adoption of OTT as a platform is only going up. And somewhere it complements whatever you are doing on TV, to actually build your top of the funnel metrics. Today we have around 40+ OTT players in the market, and it is only going to become increasingly bigger and better. With measurement coming in, it will be easy to track what the ROI is, what the deliverables are and therefore it is easy to plan,” she added. Speaking about aha OTT platform, Rakesh CK said, “When we started our journey two years back, the niche that we defined for ourselves was to be in the space of regional, and we took cues from television. 50% of the television audience is consuming regional content. And now as we look at OTT, 35% of the consumption is also for regional language, outside of Hindi. So, there is a clear space that we saw in the regional space and down South with all the great things happening with movies – the movies going national and a lot of blockbusters coming out of South. It has just accelerated the growth that we saw in that space.” Siddharth Roy said, “In my belief, it is going to be all about what are the kind of efficiencies that each of us on an independent manner or through an aggregated manner bring to the table. So, clearly consumer is king. They are going to get products and services which could come in an aggregated manner, or they may specifically choose. In our case, in music we are singularly independent with 65-75 million users, but when it comes to video, we used the bespoke because we saw the opportunity that you could be independent, but on a bespoke structure if you can get aggregated into super apps, you will generate usage. And you will generate consumption, and there will be a value proposition that the platform and the service will have. So, I believe its early days and you are going to see a lot more of this, with lot more experiences coming in. For brands, too, it is a great place to be in. Because India is truly getting into video, that, to me, is where brand engagement, stories, and all of that can be told.”
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November 18, 2022

Get ready to rock at Shibani Kashyap’s maiden, all-access concert in the metaverse, a Hungama ArtistAloud initiative, powered by Heftyverse

~ Featuring the firebrand performer, the free-for-all concert will be hosted in the Metaverse powered by HeftyVerse on 1st July at 6 pm ~ National, 01st July 2022: Hungama has a surprise for all music lovers! Attending concerts got a whole lot cooler as the Hungama ArtistAloud and HeftyVerse, a Hungama Digital Media initiative, are teaming up to present their very first metaverse event. The Shibani Kashyap Metaverse Concert, an initiative by Hungama ArtistAloud, will see Shibani in her maiden metaverse concert, set the stage on fire in the Metaverse powered by HeftyVerse at 6pm on 1st July. That’s not all, as fans will get to experience this high-octane concert from the comfort and convenience of their homes, absolutely for free. The concert will feature Shibani Kashyap, popularly known as the ‘Jingle Queen’, belt out her popular hits such as Sajna Aa Bhi Ja, Zinda Hu Mai, Nazakat Hai along with recent chartbusters like Wanna Be Free, Chaandni Raatein, Ye Kaise Bheed Hai amongst others. Over the fantastic stage created by HeftyVerse, Shibani’s digital avatar will interact with the avatars of the audience, just like an actual concert. Grooving to the chart-topping numbers as Shibani performs, the audience will get the rare chance to be in close proximity with her. Sharing her excitement to perform on the metaverse for the first time, Shibani Kashyap said, “Metaverse holds the key to the future of entertainment. From being the first artist on Hungama ArtistAloud, to now being a part of their first concert in the Metaverse, I feel truly blessed to be associated with the ever-evolving Hungama Digital. As an artist, I’m always looking forward to performing in new ways, and with this concert of such a grand scale, I’m thrilled to see how the virtual avatars will groove to the beat. It’s an unmissable evening and I hope that my fans and music lovers all across the world shower their love on us.” Watch the powerhouse of talent live at the Shibani Kashyap Metaverse Concert. Register now on live.heftyverse.xyz
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November 18, 2022

Hungama HiLife enters the league of smartwatches with the launch of ‘G1’ Bluetooth 5.0 Smartwatch

~Customers of G1 will enjoy free subscriptions of Hungama Music and Hungama OTT Play for a year, along with a Cleartrip voucher of Rs500 on all domestic flights~ National, 13th September 2022 - Hungama, India’s leading digital entertainment company, which recently forayed into lifestyle products with its brand ‘HiLife’, has made a big splash in the category of smartwatches with its new G1 watch. Manufactured in India, G1 comes with an in-built mic, speaker, and entails an array of cool features such as Bluetooth 5.0 calling and music and camera control with 210 mAh battery and a 1.69” wide screen capable of 240x280 - pixel resolution. With an IP67 rating, G1 also provides handy health and wellness applications such as 24*7 heart rate monitors, blood pressure monitor, Spo2 trackers, and physiological cycle reminders. HiLife’s action-packed G1 is priced at Rs 3,499/- and will be available for purchase on leading online marketplaces. Beyond its combo of competitive features at an affordable price, G1 customers will also get a grand dose of entertainment with year-long free subscriptions of Hungama Music and Hungama OTT Play, along with a Cleartrip voucher of Rs500 on all domestic flights. HiLife offers affordable and superior-quality digital lifestyle and audio accessories and has a wide range of products lined up for launch soon. About Hungama HiLife: A part of Hungama Digital Entertainment Pvt. Ltd., Hungama HiLife is lifestyle brand that offers products to enhance the user’s entertainment experience. Guided by its parent company’s philosophy of innovation, these products combine technology with ergonomics to provide elegantly designed accessories at an affordable price. The entire range includes products that make the entertainment experience more immersive and real. About Hungama Digital Media Entertainment Pvt. Ltd.: Hungama is a leading digital entertainment company in South Asia. Founded in 1999, Hungama has remained at the forefront of the Internet revolution in India and created exceptional digital experiences by combining entertainment and technology. With the aim to include more consumers under the umbrella of digital entertainment, Hungama has worked towards introducing destinations that make digital content consumption simpler and at the same time, enriching. Hungama’s portfolio covers a wide spectrum of services that have touched over a billion lives in more than 190 countries. These include Hungama Music – a popular music streaming platform, Hungama Play – the go-to destination for video streaming, Hungama HiLife – lifestyle products that enhance the entertainment experience, Hungama Artist Aloud – a platform for independent artists, Bollywood Hungama – the leading destination for entertainment news and Hungama Games – a developer, publisher, distributor, and marketer of mobile games. Leveraging its distribution and aggregation strengths, Hungama is also able to work with telecom, DTH, ISP and OEM partners to create unique and engaging entertainment destinations for consumers. Over the years, Hungama Digital Media has garnered the trust of the investor community and has received investments from Intel Capital, Bessemer Venture Partners, Xiaomi, Rare Enterprises, and others. Headquartered in Mumbai, Hungama also has offices in Delhi NCR, Dubai, Singapore, and Dhaka. For more information, please visit www.hungama.org
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November 18, 2022

HiLife’ launches audio accessories Bounce 301 Earbuds and Jump 201 NeckBand

~Curated for the Indian Consumer, available both online and the retail market~ India, 08 July 2022: Hungama, India’s leading digital entertainment company, which recently forayed into lifestyle products with its brand ‘HiLife’ launches two new audio accessories Bounce 301 Earbuds and Jump 201 Neckband. With product names synonymous with an active lifestyle, these are custom-made solutions for the uber fast generation, whether engaged in fitness, gaming, entertainment, meetings or just for meditation. Ensuring accessibility, these smart features enriched products will be available both online on platform like Amazon, Flipkart & Snapdeal as well as in the retail market. The fast-growing maker of novel, affordable, and superior quality digital lifestyle and audio accessories, also has a slew of products lined up for launch, in the near future. Both audio accessories are ergonomically curated to ensure users enjoy an immaculate audio output whether for music, gaming, entertainment, or talk, while maximising efficiency and providing comfort to the ears. 1. Bounce 301 Earbuds Aptly titled Bounce, these wireless earbuds offer absolute comfort even when performing high decibel physical activity like bouncing. Designed with electro-dynamic drivers / balanced armature drivers, these earbuds deliver studio-like sound quality. With a battery life of 400 mAh, it has a 36-hour playtime, on a single charge. Its has touch sensor control and Hall Switch Sensor Effect, and is synced with built in voice assistants Siri and Google. The earbuds come with ingress protection IPX4, which makes it water resistant, perfect for someone looking to enjoy an acoustic music experience alongside workout or early morning running sessions. The earbuds have all other regular features like Bluetooth wireless connectivity for quick pairing, superfast charging case and are made from premium quality material that is both sturdy and sustainable. It is priced competitively at INR 1999. 2. Jump 201 Neckband These wireless, stylish and Sleek neckbands are aesthetically fabricated to give a premium impression for use, whether at work, home or during fitness routine. With a battery life of 170 mAh, it churns 12 hours of uninterrupted playtime on a single charge. It has access control on the neck band, it offers Hi-Fi sound, punchy bass and a pristine listening experience. It is also synced with built in voice assistants Siri and Google. Its sweat and water-resistant features come with ingress protection IPX5. Crafted with a silicone build, it sits comfortably on the ears even for long hours of use and is both durable and sustainable. It is priced competitively at INR 799. Talking about the new launches from Hungama HiLife, Siddhartha Roy, CEO, Hungama Digital Media said, “At Hungama, our aim is to deliver exceptional services and products for our audiences and consumers. This year we are excited to launch the first series of our new products, Bounce301 Earbuds and Jump 201 Neckband, which are comfortable and affordable for our consumers.” Yala Technologies Pvt. Ltd distributer Anubhav Mathur, CEO said, “The audio accessories market holds great potential, and the strengths of the very experienced Yala Tech Team will help realise new opportunities by reaching new age consumers in the progressively converging technology market. We assess that this market is poised to grow in double digits, and we are excited at the prospect of associating with HiLife, in accelerating the reach of the products and growth of business.” About Hungama HiLife: A part of Hungama Digital Entertainment Pvt. Ltd., Hungama HiLife is lifestyle brand that offers products to enhance the user’s entertainment experience. Guided by its parent company’s philosophy of innovation, these products combine technology with ergonomics to provide elegantly designed accessories at an affordable price. The entire range includes products that make the entertainment experience more immersive and real. About Hungama Digital Media Entertainment Pvt. Ltd.: Hungama is a leading digital entertainment company in South Asia. Founded in 1999, Hungama has remained at the forefront of the Internet revolution in India and created exceptional digital experiences by combining entertainment and technology. With the aim to include more consumers under the umbrella of digital entertainment, Hungama has worked towards introducing destinations that make digital content consumption simpler and at the same time, enriching. Hungama’s portfolio covers a wide spectrum of services that have touched over a billion lives in more than 190 countries. These include Hungama Music – a popular music streaming platform, Hungama Play – the go-to destination for video streaming, Hungama HiLife – lifestyle products that enhance the entertainment experience, Hungama Artist Aloud – a platform for independent artists, Bollywood Hungama – the leading destination for entertainment news and Hungama Games – a developer, publisher, distributor and marketer of mobile games. Leveraging its distribution and aggregation strengths, Hungama is also able to work with telecom, DTH, ISP and OEM partners to create unique and engaging entertainment destinations for consumers. Over the years, Hungama Digital Media has garnered the trust of the investor community and has received investments from Intel Capital, Bessemer Venture Partners, Xiaomi, Rare Enterprises and others. Headquartered in Mumbai, Hungama also has offices in Delhi NCR, Dubai, Singapore and Dhaka. For more information, please visit www.hungama.org
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November 1, 2022

Hungama Play launches Season 2 of its successful Hindi anthology ‘Ratri Ke Yatri’

~The show comprises FIVE unique dramatic episodes set in red-light areas~ ~The anthology features popular actors Rashami Desai, Sharad Malhotra, Shakti Arora, Monalisa, Shefali Jariwala, Adaa Khan, Bhavin Bhanushali, Abigail Pande, Priyal Gor, Mohit Abrol, Meera Deosthale, and Aakash Dabadhe~ National, 11th October, 2022: Hungama Play, a leading OTT entertainment platform owned by Hungama Digital Media, has launched the much-awaited second season of its popular original anthology show, Ratri Ke Yatri. After receiving an overwhelmingly positive response from viewers on the first season, Ratri Ke Yatri 2 features five unique, thought-provoking stories set in red-light areas. The show is headlined by an ensemble cast from the television and film industry that include Rashami Desai, Sharad Malhotra, Shakti Arora, Monalisa, Shefali Jariwala, Adaa Khan, Bhavin Bhanushali, Abigail Pande, Priyal Gor, Mohit Abrol, Meera Deosthale, and Aakash Dabadhe. Directed by Anil V Kumar, the show is produced by Anil V Kumar Productions in association with Hungama Originals. Each story of this hard-hitting anthology revolves around a character that visits a red-light area for the first time and has a highly unusual experience. This season provides glimpses of characters from all walks of life. From a politician’s self-righteous henchman hating anything that doesn’t conform with his views; a couple willing to go to extreme lengths to marry each other; a groom running away from his wedding; a mysterious visitor confronting a rival, to a local thief who finds fortune in a brothel, everyone’s lives change within one night. Some find solace and closure in a brothel, while others find wisdom and freedom, and they all walk away gaining virtues they have been lacking all along. Speaking about the show, Siddhartha Roy, CEO, Hungama Digital Media said, “At Hungama, our focus has been to produce an entertaining and thought-provoking content that engages and intrigues the audience while adding substantive value to every narrative. With the first season of Ratri Ke Yatri being a massive success, we felt compelled to create more such impactful stories. Ratri Ke Yatri 2 offers a whole new variety of tales with incredible performances. We are certain that these powerful stories will strike the right chord with the audience.” Sharing his excitement about the series, Anil V Kumar, Founder, Anil V Kumar Productions said, “The heart-warming response from viewers acted as a driving force for me to explore other intricacies for the show. My aim with every story was to delicately highlight the anomaly between several factors that exist in red light areas and relatively bring that through each character. I’m glad to have such a supportive team of actors and crew onboard, who have contributed exceptionally. I hope that the audience showers their love on the show like before. Talking about her role, Rashami Desai said, “My character has given me a chance to depict a woman with a unique perspective. She exudes wit, wisdom, determination and intelligence. I’m excited to be a part of a show that defies societal norms and stigma that comes along with the subject. Starring alongside Abigail and Mohit was a great shooting experience for us altogether.” Sharad Malhotra said, “As the first season soared heights in viewership, I was extremely stoked to be a part of Season 2. My character is that of a man deeply in love with his partner, but their union is met with an obstacle that they must overcome together. While my role isn’t superstitious, he is strong-willed and will leave no stone unturned to be with the love of his life. That resonates with my reality and I‘m excited for the audience to see me in this avatar.” Shakti Arora said, “My character has a staunch belief system. Everything is either black or white, with no room of grey for him. His emotions are difficult to gauge and hence, he is unable to understand that humans as a species cannot be distinguished in such an iron-fisted manner. It is then that the firm beliefs held by my character are challenged by a strong female character played by Adaa. Adaa is an absolute delight to work with and I look forward to a positive response from the audience.” Speaking about the show, Monalisa said, “Beauty and its elements have been witnessing a sea change overtime. Beyond conventional standards, beauty has evolved to be more inclusive. My episode deals with the pivotal question: What really consists of beauty? Getting into the skin of my character was challenging and equally liberating for me.” Shefali Jariwala said, “I couldn’t miss being part of a series whose first season has already been immensely successful. To be able to breathe life into characters that have not been perceived by society in the right direction further prompted me to take up this challenge. I’m thrilled to be working alongside such a spectacular team and receive guidance from Anil V. Kumar Sir, who has a legacy of his own.” Adaa Khan said, “Mine is a bold character who speaks her mind. The reason that drove me to pursue this role was her unapologetic stance throughout the show. It was a delight to be working under the direction of Anil V Kumar, who has always envisioned shows with unique and interesting concepts. I was happy to work with Shakti and the passionate team.” Bhavin Bhanushali said, “It was an interesting experience to work on a show with such a unique concept. We tend to be conditioned with certain perceptions about others and fail to be mindful enough to educate ourselves and maintain a broader perspective towards life. I’m delighted to work with Anil V Kumar, who delivers great content and is a director par excellence. I hope that the audience enjoys this season as much as they did the first.” Abigail Pande said, “I’m elated to be a part of another anthology series on Hungama Play with such a unique concept. Every relationship goes through highs and lows, and marriage is not an exception. My character is a reminder to break free from what doesn’t serve you best and realise your worth. I hope the audience loves my character.” Priyal Gor said, “Throughout my episode, my main aim was to break the misconceptions surrounding the subject matter and bring out nuances through my character that will urge the audience to change their perceptions. I play Laila, who continues to be kind and a gentle person despite her hard life. This role was a great learning experience for me, as it pushed me to work outside of my comfort zone. I hope that the audience appreciates the effort that went into it.” Watch the trailer of Ratri Ke Yatri 2 here – https://www.youtube.com/watch?v=fDfKhZK_sKY About Hungama Play: Owned by Hungama Digital Media Entertainment Pvt. Ltd., Hungama Play is amongst the premier video on demand apps in the country. Featuring an extensive library of long-form and short-form content, Hungama Play provides an enriching entertainment experience to all users. With its foray into original programming, Hungama Play is also playing a key role in redefining digital content in India. Through Hungama Originals, the platform is creating shows that go beyond conventional storytelling and offer quality narratives to digital audiences. Besides originals, Hungama Play’s content bouquet includes over 5000 films in English, Hindi and regional languages, in addition to a vast catalogue of more than 1500 short films. The library is complemented with 7500+ hours of kids and television content in multiple languages, along with over 150,000 short-format videos across various genres like music, film gossip, humour, spiritual and more. Hungama Play has created multiple customer touchpoints and is available on various platforms and ecosystems. This includes Hungama Play on Vi Movies and TV, Airtel Xstream App, Amazon Fire TV Stick, Tata Sky Binge, DishSMRT Stick, ISPs, Smart TVs, web and apps on Google Playstore, Apple Store and Huawei AppGallery. Hungama’s strategic association with Xiaomi also enables consumers to enjoy Hungama Play on Mi TV. For more information, please visit www.hungama.org
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June 22, 2022

Hungama Play announces its latest Hindi original – Dhappa, starring notable personalities from the TV and film industry

National, 24th May, 2022 - Hungama Play, a leading OTT platform owned by Hungama Digital Media, today launched its latest Hindi original show, Dhappa. Headlining the anthology is an ensemble cast led by TV and film actors such as Monalisa, Jay Bhanushali, Abigail Pande, Krissann Barretto, Vishal Singh, Sanam Johar, Smriti Khanna, Abhishek Kapur, Samridh Bawa, Dishank Arora, Sakshi Sharma, Varunn Jain and Mohit Duseja. Dhappa has five unique love stories, each with a peculiar twist and hints of comedy and drama. Love is pure and eternal, but not all stories of romance are smooth, especially those that come with their share of suspicious glares and are often turned into juicy gossip. Dhappa is a collection of five such stories of romance. Whether it is a couple struggling to buy contraceptives in a town where everyone knows everyone, a professor being friends with her young student, a bride-to-be who conceives a little earlier, than expected, or two friends who are being forced by their families to tie the knot, a sudden funeral disturbing the plan of a couple planning to enjoy their wedding night before the actual night, these couples try their best to save their relationship from the prying eyes of their relatives and neighbors. Only time will tell if they will succeed, or not. Watch the show to find out how they dodge every obstacle to save their love life. Speaking about the show, Siddhartha Roy, COO, Hungama Digital Media said, “We believe in experimenting with good stories and performances that viewers enjoy. Over the years, we have been able to create a library of original content that has received global appreciation. Local, relevant and entertaining tales, sometimes driving home a message and makes the cut. Dhappa is one such collection of stories. The genres of comedy and romance when brought together always enkindle a tickle in the heart, bring back memories and a smile on the face. The anthology also sparks a discussion around the stigmas faced by couples in society with a touch of light-hearted content. We hope the audience will enjoy it.” Actor Monalisa, on her part, adds, “It feels wonderful to be a part of Dhappa. The fact that couples in smaller towns face a lot of stigmas to stay close to each other is a revelation for sure. Their love life is much like the hide and seek game. My character, Mira is a young at heart woman who is somewhat trapped in the mundane married life. She wants the love and attention of her husband and what entails further is something which every viewer will enjoy while watching the series. I feel there are a lot of Miras out there and we want to reach out to all of them through this simple and engaging story. I hope that the audience will enjoy watching her, yet at the same time understand the issue and how it could be addressed.” Versatile Actor Jay Bhanushali shares, “I've always wondered and been amazed at how couples in small towns of India court and date each other, and I'm glad to have got the chance to live this experience with Dhappa. The love stories are interesting, funny and have that undertone of unnecessary struggle even though one is not committing a crime.” Smriti Khanna comments, “The digital medium has offered performers and storytellers a platform to experiment with different styles of storytelling and acting. Dhappa is a culmination of small town stories of love with an interesting element of fun. I hope that the audience will share a hearty laugh and experience, yet at the same time understand the stigmas and how they could be addressed.” Abhishek Kapur says, “Dhappa reminds us of our childhood days, when we enjoyed playing hide-and-seek. While those games were played just for fun, the version of the same game that these young couples indulge in is out of compulsion to save themselves from prying eyes of their relatives and neighbours. I'm sure audiences will thoroughly enjoy these stories.” Celebrated dancer and artist, Sanam Johar shares, “I am overjoyed to be a part of the series through which I could relive my love for Abigail but with a new twist. Dhappa is a collection of pure , kind-hearted, and innocent love stories that takes you to the small towns of the country. I can’t wait for the audience to watch the show and shower us with their love on these five adorable stories.” Adding to the same, Abigail Pande commented, “This is my second stint with Hungama Play and it is even more exciting with Sanam as my co-star. Each story in the show captures the essence of romance in a small town city and I am glad through the show we are able to showcase the same, connecting our audience with an innocent romance. I hope audiences enjoy our show as much as we enjoyed being a part of it.” Says Vishal Singh, “Dhappa is a unique show that showcases the life of small town cities and their fights against the society as they navigate their way through love. Every episode takes the audience on a nostalgic trip to a small town or their childhood to celebrate the essence of small town life. It was wonderful to collaborate with the cast and crew of the show yet again for another exciting and different storytelling experience”
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AVOD/ SVOD and the Future of OTT Advertising

November 24, 2022

Ever since its launch, the OTT ecosystem has been moving ahead on subscription revenues or following an SVOD monetisation policy, where the focus has been on onboarding a growing subscriber base. Though there have been OTT platforms that have veered towards an advertising-supported system or an AVOD monetisation policy, SVOD has been the prime system.

Now, OTT players are experimenting with different pricing policies and also introducing lower-priced packages with ads. Even hitherto SVOD platforms like Netflix are making a move to AVOD, not just in India, but globally as well.

The panel discussion on ‘AVOD/ SVOD And The Future of OTT Advertising’ focused on the monetization aspects of OTT platforms. The panel discussion was a part of Day 2 of the 4th edition of SCREENXX Summit & Awards 2022. Shekhar Banerjee, Chief Client Officer & West Head, Wavemaker India, was the Session Chair, while the panelists included:

Pooja Sahgal, Chief Marketing Officer, Park Avenue
Sanchita Roy, Head of Strategy, Havas Media Group India
Siddhartha Roy, Chief Executive Officer, Hungama
Rakesh CK, Head - SVOD & Business Strategy, Arha Media (aha)

Shekhar Banerjee started the discussions by noting that a lot of advertisers are confused. There are too many choices. India is a very large country. It is the only country where TV is still growing, roughly around 900 million TV consumers, within that smartphone users are between around 650-700 million, and 400-450 million social media users, then there is short form video which has exploded in recent times, roughly around 200 billion users, and then there are video platforms called OTT, then there is YouTube, and cost intensive, heavy duty who are working with OTT players, who are basically licensing or building their own original content, ranging between 50-120 million, depending on the platform and the market where they play.

“That’s the choice which is there for the consumers,” Banerjee said, adding, “At the same time for customers like marketers, ad agencies – I personally work with a lot of clients like Netflix, L’Oreal, Dream11, Vodafone Idea – and it is very interesting to see how they have a very distinct way of using these platforms – from almost full funnel, whether building reach, to bottom of the funnel, customer acquisition, everywhere.”

Giving an FMCG’s perspective, Pooja Sehgal noted that FMCG is a very old industry and the fundamentals of marketing have not changed much. “The key fundamental which we all learn is consumer centricism. All the media data that we have about where the consumer is spending time, what is they are really engaging with, and that great metrics that we have, which is ROI, keeps the consumer at the centre. Keeping the financial metrics as the goalpost, we work very closely with a lot of media agencies, partnering with them to get this rich consumer data, and really seeing across the funnel what are our key objectives. Very often you have to continuously build the brand,” she added.

Sehgal further said, “I am still a big believer in building top of the funnel. So, we use a lot of television, but now I think OTT has really added to it. Initially we were using it 4-5%, but now almost 20%, so we are adapting to the changing needs of the consumer and really seeing how they are evolving. Towards the end of the funnel, there was a belief that video did not really lead to conversions, but now we are seeing video aiding a lot of conversions, having that link to e-commerce. So, I think OTT is now helping us from top of the funnel to end of the funnel; it’s really a win-win for all of us. It is making our choices more complex and varied and making us more focused and meaningful.”

Sanchita Roy noted that what has really changed in the last two years is the way consumers are today consuming media. “During the lockdown we are put into a situation where there was no original content happening on TV. So, a lot of consumers turned to the OTT platforms to get their daily dose of entertainment. Today, we are seeing a drop in linear TV. Due to increased smartphone penetration and with subscription costs coming down, the adoption of OTT as a platform is only going up. And somewhere it complements whatever you are doing on TV, to actually build your top of the funnel metrics. Today we have around 40+ OTT players in the market, and it is only going to become increasingly bigger and better. With measurement coming in, it will be easy to track what the ROI is, what the deliverables are and therefore it is easy to plan,” she added.

Speaking about aha OTT platform, Rakesh CK said, “When we started our journey two years back, the niche that we defined for ourselves was to be in the space of regional, and we took cues from television. 50% of the television audience is consuming regional content. And now as we look at OTT, 35% of the consumption is also for regional language, outside of Hindi. So, there is a clear space that we saw in the regional space and down South with all the great things happening with movies – the movies going national and a lot of blockbusters coming out of South. It has just accelerated the growth that we saw in that space.”

Siddharth Roy said, “In my belief, it is going to be all about what are the kind of efficiencies that each of us on an independent manner or through an aggregated manner bring to the table. So, clearly consumer is king. They are going to get products and services which could come in an aggregated manner, or they may specifically choose. In our case, in music we are singularly independent with 65-75 million users, but when it comes to video, we used the bespoke because we saw the opportunity that you could be independent, but on a bespoke structure if you can get aggregated into super apps, you will generate usage. And you will generate consumption, and there will be a value proposition that the platform and the service will have. So, I believe its early days and you are going to see a lot more of this, with lot more experiences coming in. For brands, too, it is a great place to be in. Because India is truly getting into video, that, to me, is where brand engagement, stories, and all of that can be told.”

Hungama HiLife enters the league of smartwatches with the launch of ‘G1’ Bluetooth 5.0 Smartwatch

November 18, 2022

~Customers of G1 will enjoy free subscriptions of Hungama Music and Hungama OTT Play for a year, along with a Cleartrip voucher of Rs500 on all domestic flights~

National, 13th September 2022 - Hungama, India’s leading digital entertainment company, which recently forayed into lifestyle products with its brand ‘HiLife’, has made a big splash in the category of smartwatches with its new G1 watch. Manufactured in India, G1 comes with an in-built mic, speaker, and entails an array of cool features such as Bluetooth 5.0 calling and music and camera control with 210 mAh battery and a 1.69” wide screen capable of 240x280 - pixel resolution. With an IP67 rating, G1 also provides handy health and wellness applications such as 24*7 heart rate monitors, blood pressure monitor, Spo2 trackers, and physiological cycle reminders.

HiLife’s action-packed G1 is priced at Rs 3,499/- and will be available for purchase on leading online marketplaces. Beyond its combo of competitive features at an affordable price, G1 customers will also get a grand dose of entertainment with year-long free subscriptions of Hungama Music and Hungama OTT Play, along with a Cleartrip voucher of Rs500 on all domestic flights.

HiLife offers affordable and superior-quality digital lifestyle and audio accessories and has a wide range of products lined up for launch soon.

About Hungama HiLife:
A part of Hungama Digital Entertainment Pvt. Ltd., Hungama HiLife is lifestyle brand that offers products to enhance the user’s entertainment experience. Guided by its parent company’s philosophy of innovation, these products combine technology with ergonomics to provide elegantly designed accessories at an affordable price. The entire range includes products that make the entertainment experience more immersive and real.

About Hungama Digital Media Entertainment Pvt. Ltd.:
Hungama is a leading digital entertainment company in South Asia. Founded in 1999, Hungama has remained at the forefront of the Internet revolution in India and created exceptional digital experiences by combining entertainment and technology. With the aim to include more consumers under the umbrella of digital entertainment, Hungama has worked towards introducing destinations that make digital content consumption simpler and at the same time, enriching.

Hungama’s portfolio covers a wide spectrum of services that have touched over a billion lives in more than 190 countries. These include Hungama Music – a popular music streaming platform, Hungama Play – the go-to destination for video streaming, Hungama HiLife – lifestyle products that enhance the entertainment experience, Hungama Artist Aloud – a platform for independent artists, Bollywood Hungama – the leading destination for entertainment news and Hungama Games – a developer, publisher, distributor, and marketer of mobile games. Leveraging its distribution and aggregation strengths, Hungama is also able to work with telecom, DTH, ISP and OEM partners to create unique and engaging entertainment destinations for consumers.

Over the years, Hungama Digital Media has garnered the trust of the investor community and has received investments from Intel Capital, Bessemer Venture Partners, Xiaomi, Rare Enterprises, and others.

Headquartered in Mumbai, Hungama also has offices in Delhi NCR, Dubai, Singapore, and Dhaka. For more information, please visit www.hungama.org

HiLife’ launches audio accessories Bounce 301 Earbuds and Jump 201 NeckBand

November 18, 2022

~Curated for the Indian Consumer, available both online and the retail market~

India, 08 July 2022: Hungama, India’s leading digital entertainment company, which recently forayed into lifestyle products with its brand ‘HiLife’ launches two new audio accessories Bounce 301 Earbuds and Jump 201 Neckband. With product names synonymous with an active lifestyle, these are custom-made solutions for the uber fast generation, whether engaged in fitness, gaming, entertainment, meetings or just for meditation. Ensuring accessibility, these smart features enriched products will be available both online on platform like Amazon, Flipkart & Snapdeal as well as in the retail market. The fast-growing maker of novel, affordable, and superior quality digital lifestyle and audio accessories, also has a slew of products lined up for launch, in the near future.

Both audio accessories are ergonomically curated to ensure users enjoy an immaculate audio output whether for music, gaming, entertainment, or talk, while maximising efficiency and providing comfort to the ears.

1. Bounce 301 Earbuds
Aptly titled Bounce, these wireless earbuds offer absolute comfort even when performing high decibel physical activity like bouncing. Designed with electro-dynamic drivers / balanced armature drivers, these earbuds deliver studio-like sound quality.

With a battery life of 400 mAh, it has a 36-hour playtime, on a single charge. Its has touch sensor control and Hall Switch Sensor Effect, and is synced with built in voice assistants Siri and Google. The earbuds come with ingress protection IPX4, which makes it water resistant, perfect for someone looking to enjoy an acoustic music experience alongside workout or early morning running sessions.
The earbuds have all other regular features like Bluetooth wireless connectivity for quick pairing, superfast charging case and are made from premium quality material that is both sturdy and sustainable.

It is priced competitively at INR 1999.

2. Jump 201 Neckband
These wireless, stylish and Sleek neckbands are aesthetically fabricated to give a premium impression for use, whether at work, home or during fitness routine. With a battery life of 170 mAh, it churns 12 hours of uninterrupted playtime on a single charge. It has access control on the neck band, it offers Hi-Fi sound, punchy bass and a pristine listening experience. It is also synced with built in voice assistants Siri and Google. Its sweat and water-resistant features come with ingress protection IPX5. Crafted with a silicone build, it sits comfortably on the ears even for long hours of use and is both durable and sustainable.
It is priced competitively at INR 799.

Talking about the new launches from Hungama HiLife, Siddhartha Roy, CEO, Hungama Digital Media said, “At Hungama, our aim is to deliver exceptional services and products for our audiences and consumers. This year we are excited to launch the first series of our new products, Bounce301 Earbuds and Jump 201 Neckband, which are comfortable and affordable for our consumers.”

Yala Technologies Pvt. Ltd distributer Anubhav Mathur, CEO said, “The audio accessories market holds great potential, and the strengths of the very experienced Yala Tech Team will help realise new opportunities by reaching new age consumers in the progressively converging technology market. We assess that this market is poised to grow in double digits, and we are excited at the prospect of associating with HiLife, in accelerating the reach of the products and growth of business.”

Hungama’s portfolio covers a wide spectrum of services that have touched over a billion lives in more than 190 countries. These include Hungama Music – a popular music streaming platform, Hungama Play – the go-to destination for video streaming, Hungama HiLife – lifestyle products that enhance the entertainment experience, Hungama Artist Aloud – a platform for independent artists, Bollywood Hungama – the leading destination for entertainment news and Hungama Games – a developer, publisher, distributor and marketer of mobile games. Leveraging its distribution and aggregation strengths, Hungama is also able to work with telecom, DTH, ISP and OEM partners to create unique and engaging entertainment destinations for consumers.

Over the years, Hungama Digital Media has garnered the trust of the investor community and has received investments from Intel Capital, Bessemer Venture Partners, Xiaomi, Rare Enterprises and others.

Headquartered in Mumbai, Hungama also has offices in Delhi NCR, Dubai, Singapore and Dhaka. For more information, please visit www.hungama.org

Hungama Play launches Season 2 of its successful Hindi anthology ‘Ratri Ke Yatri’

November 1, 2022

~The show comprises FIVE unique dramatic episodes set in red-light areas~

~The anthology features popular actors Rashami Desai, Sharad Malhotra, Shakti Arora, Monalisa, Shefali Jariwala, Adaa Khan, Bhavin Bhanushali, Abigail Pande, Priyal Gor, Mohit Abrol, Meera Deosthale, and Aakash Dabadhe~

National, 11th October, 2022: Hungama Play, a leading OTT entertainment platform owned by Hungama Digital Media, has launched the much-awaited second season of its popular original anthology show, Ratri Ke Yatri. After receiving an overwhelmingly positive response from viewers on the first season, Ratri Ke Yatri 2 features five unique, thought-provoking stories set in red-light areas. The show is headlined by an ensemble cast from the television and film industry that include Rashami Desai, Sharad Malhotra, Shakti Arora, Monalisa, Shefali Jariwala, Adaa Khan, Bhavin Bhanushali, Abigail Pande, Priyal Gor, Mohit Abrol, Meera Deosthale, and Aakash Dabadhe. Directed by Anil V Kumar, the show is produced by Anil V Kumar Productions in association with Hungama Originals.

Each story of this hard-hitting anthology revolves around a character that visits a red-light area for the first time and has a highly unusual experience. This season provides glimpses of characters from all walks of life. From a politician’s self-righteous henchman hating anything that doesn’t conform with his views; a couple willing to go to extreme lengths to marry each other; a groom running away from his wedding; a mysterious visitor confronting a rival, to a local thief who finds fortune in a brothel, everyone’s lives change within one night. Some find solace and closure in a brothel, while others find wisdom and freedom, and they all walk away gaining virtues they have been lacking all along.

Speaking about the show, Siddhartha Roy, CEO, Hungama Digital Media said, “At Hungama, our focus has been to produce an entertaining and thought-provoking content that engages and intrigues the audience while adding substantive value to every narrative. With the first season of Ratri Ke Yatri being a massive success, we felt compelled to create more such impactful stories. Ratri Ke Yatri 2 offers a whole new variety of tales with incredible performances. We are certain that these powerful stories will strike the right chord with the audience.”

Sharing his excitement about the series, Anil V Kumar, Founder, Anil V Kumar Productions said, “The heart-warming response from viewers acted as a driving force for me to explore other intricacies for the show. My aim with every story was to delicately highlight the anomaly between several factors that exist in red light areas and relatively bring that through each character. I’m glad to have such a supportive team of actors and crew onboard, who have contributed exceptionally. I hope that the audience showers their love on the show like before.

Talking about her role, Rashami Desai said, “My character has given me a chance to depict a woman with a unique perspective. She exudes wit, wisdom, determination and intelligence. I’m excited to be a part of a show that defies societal norms and stigma that comes along with the subject. Starring alongside Abigail and Mohit was a great shooting experience for us altogether.”

Sharad Malhotra said, “As the first season soared heights in viewership, I was extremely stoked to be a part of Season 2. My character is that of a man deeply in love with his partner, but their union is met with an obstacle that they must overcome together. While my role isn’t superstitious, he is strong-willed and will leave no stone unturned to be with the love of his life. That resonates with my reality and I‘m excited for the audience to see me in this avatar.”

Shakti Arora said, “My character has a staunch belief system. Everything is either black or white, with no room of grey for him. His emotions are difficult to gauge and hence, he is unable to understand that humans as a species cannot be distinguished in such an iron-fisted manner. It is then that the firm beliefs held by my character are challenged by a strong female character played by Adaa. Adaa is an absolute delight to work with and I look forward to a positive response from the audience.”

Speaking about the show, Monalisa said, “Beauty and its elements have been witnessing a sea change overtime. Beyond conventional standards, beauty has evolved to be more inclusive. My episode deals with the pivotal question: What really consists of beauty? Getting into the skin of my character was challenging and equally liberating for me.”

Shefali Jariwala said, “I couldn’t miss being part of a series whose first season has already been immensely successful. To be able to breathe life into characters that have not been perceived by society in the right direction further prompted me to take up this challenge. I’m thrilled to be working alongside such a spectacular team and receive guidance from Anil V. Kumar Sir, who has a legacy of his own.”

Adaa Khan said, “Mine is a bold character who speaks her mind. The reason that drove me to pursue this role was her unapologetic stance throughout the show. It was a delight to be working under the direction of Anil V Kumar, who has always envisioned shows with unique and interesting concepts. I was happy to work with Shakti and the passionate team.”

Bhavin Bhanushali said, “It was an interesting experience to work on a show with such a unique concept. We tend to be conditioned with certain perceptions about others and fail to be mindful enough to educate ourselves and maintain a broader perspective towards life. I’m delighted to work with Anil V Kumar, who delivers great content and is a director par excellence. I hope that the audience enjoys this season as much as they did the first.”

Abigail Pande said, “I’m elated to be a part of another anthology series on Hungama Play with such a unique concept. Every relationship goes through highs and lows, and marriage is not an exception. My character is a reminder to break free from what doesn’t serve you best and realise your worth. I hope the audience loves my character.”

Priyal Gor said, “Throughout my episode, my main aim was to break the misconceptions surrounding the subject matter and bring out nuances through my character that will urge the audience to change their perceptions. I play Laila, who continues to be kind and a gentle person despite her hard life. This role was a great learning experience for me, as it pushed me to work outside of my comfort zone. I hope that the audience appreciates the effort that went into it.”

Watch the trailer of Ratri Ke Yatri 2 here – https://www.youtube.com/watch?v=fDfKhZK_sKY

About Hungama Play:

Owned by Hungama Digital Media Entertainment Pvt. Ltd., Hungama Play is amongst the premier video on demand apps in the country. Featuring an extensive library of long-form and short-form content, Hungama Play provides an enriching entertainment experience to all users.

With its foray into original programming, Hungama Play is also playing a key role in redefining digital content in India. Through Hungama Originals, the platform is creating shows that go beyond conventional storytelling and offer quality narratives to digital audiences.

Besides originals, Hungama Play’s content bouquet includes over 5000 films in English, Hindi and regional languages, in addition to a vast catalogue of more than 1500 short films. The library is complemented with 7500+ hours of kids and television content in multiple languages, along with over 150,000 short-format videos across various genres like music, film gossip, humour, spiritual and more.

Hungama Play has created multiple customer touchpoints and is available on various platforms and ecosystems. This includes Hungama Play on Vi Movies and TV, Airtel Xstream App, Amazon Fire TV Stick, Tata Sky Binge, DishSMRT Stick, ISPs, Smart TVs, web and apps on Google Playstore, Apple Store and Huawei AppGallery. Hungama’s strategic association with Xiaomi also enables consumers to enjoy Hungama Play on Mi TV.

For more information, please visit www.hungama.org

Hungama Play announces its latest Hindi original – Dhappa, starring notable personalities from the TV and film industry

June 22, 2022

National, 24th May, 2022 - Hungama Play, a leading OTT platform owned by Hungama Digital Media, today launched its latest Hindi original show, Dhappa. Headlining the anthology is an ensemble cast led by TV and film actors such as Monalisa, Jay Bhanushali, Abigail Pande, Krissann Barretto, Vishal Singh, Sanam Johar, Smriti Khanna, Abhishek Kapur, Samridh Bawa, Dishank Arora, Sakshi Sharma, Varunn Jain and Mohit Duseja. Dhappa has five unique love stories, each with a peculiar twist and hints of comedy and drama.

Love is pure and eternal, but not all stories of romance are smooth, especially those that come with their share of suspicious glares and are often turned into juicy gossip. Dhappa is a collection of five such stories of romance. Whether it is a couple struggling to buy contraceptives in a town where everyone knows everyone, a professor being friends with her young student, a bride-to-be who conceives a little earlier, than expected, or two friends who are being forced by their families to tie the knot, a sudden funeral disturbing the plan of a couple planning to enjoy their wedding night before the actual night, these couples try their best to save their relationship from the prying eyes of their relatives and neighbors. Only time will tell if they will succeed, or not. Watch the show to find out how they dodge every obstacle to save their love life.

Speaking about the show, Siddhartha Roy, COO, Hungama Digital Media said, “We believe in experimenting with good stories and performances that viewers enjoy. Over the years, we have been able to create a library of original content that has received global appreciation. Local, relevant and entertaining tales, sometimes driving home a message and makes the cut. Dhappa is one such collection of stories. The genres of comedy and romance when brought together always enkindle a tickle in the heart, bring back memories and a smile on the face. The anthology also sparks a discussion around the stigmas faced by couples in society with a touch of light-hearted content. We hope the audience will enjoy it.”

Actor Monalisa, on her part, adds, “It feels wonderful to be a part of Dhappa. The fact that couples in smaller towns face a lot of stigmas to stay close to each other is a revelation for sure. Their love life is much like the hide and seek game. My character, Mira is a young at heart woman who is somewhat trapped in the mundane married life. She wants the love and attention of her husband and what entails further is something which every viewer will enjoy while watching the series. I feel there are a lot of Miras out there and we want to reach out to all of them through this simple and engaging story. I hope that the audience will enjoy watching her, yet at the same time understand the issue and how it could be addressed.”

Versatile Actor Jay Bhanushali shares, “I've always wondered and been amazed at how couples in small towns of India court and date each other, and I'm glad to have got the chance to live this experience with Dhappa. The love stories are interesting, funny and have that undertone of unnecessary struggle even though one is not committing a crime.”

Smriti Khanna comments, “The digital medium has offered performers and storytellers a platform to experiment with different styles of storytelling and acting. Dhappa is a culmination of small town stories of love with an interesting element of fun. I hope that the audience will share a hearty laugh and experience, yet at the same time understand the stigmas and how they could be addressed.”

Abhishek Kapur says, “Dhappa reminds us of our childhood days, when we enjoyed playing hide-and-seek. While those games were played just for fun, the version of the same game that these young couples indulge in is out of compulsion to save themselves from prying eyes of their relatives and neighbours. I'm sure audiences will thoroughly enjoy these stories.”

Celebrated dancer and artist, Sanam Johar shares, “I am overjoyed to be a part of the series through which I could relive my love for Abigail but with a new twist. Dhappa is a collection of pure , kind-hearted, and innocent love stories that takes you to the small towns of the country. I can’t wait for the audience to watch the show and shower us with their love on these five adorable stories.”

Adding to the same, Abigail Pande commented, “This is my second stint with Hungama Play and it is even more exciting with Sanam as my co-star. Each story in the show captures the essence of romance in a small town city and I am glad through the show we are able to showcase the same, connecting our audience with an innocent romance. I hope audiences enjoy our show as much as we enjoyed being a part of it.”

Says Vishal Singh, “Dhappa is a unique show that showcases the life of small town cities and their fights against the society as they navigate their way through love. Every episode takes the audience on a nostalgic trip to a small town or their childhood to celebrate the essence of small town life. It was wonderful to collaborate with the cast and crew of the show yet again for another exciting and different storytelling experience”

Media Center

November 24, 2022