iWorld
Vidnet 2019 to discuss how to engage the OTT consumer
MUMBAI: While user acquisition comes in the priority list of over-the-top players in India, maintaining consumer engagement also seems to remain a challenge. Although a number of new users are flocking to OTT platforms, many of them don’t stay on the platform for long. To stay relevant in the highly competitive market, OTT players should focus on consumer needs to keep them engaged.
At the stage of Vidnet 2019, experts from the industry will discuss on the topic – Competing for Consumer Engagement. The session will provide insights on different approaches adopted by platforms to keep their subscribers hooked.
Many reports have indicated that brand loyalty is not very high among digital audiences as a number of apps are abandoned pretty quickly. Poor app interface, lack of personalised content and recommendation, and lack of quality content are among the most important causes of this challenge.
Easier content discovery, data-driven marketing approach with the use of AI and machine learning, tracing consumer behaviour properly can help the platforms to overcome this challenge. As retention of consumer should be given equal priority to customer acquisition, the panel discussion on 3 October at Vidnet stage will dive deep into the topic.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
