iWorld
Zenith report says online video viewing to cross 1 hour a day
MUMBAI: Consumers across the globe are becoming increasingly engaged with online videos. Zenith’s Online Video Forecasts 2018 reveals global consumers will spend watching online videos more than one hour on average this year. From 2017’s 56 minutes, the average will go up to 67 minutes.
In addition to that, the report also predicts this time span will go up to 84 minutes in the next two years. Viewers from China, Russia and the UK are expected to watch the most online video at 105, 102 and 101 minutes per day respectively.
“It [online video] accounts for almost all the growth in total internet use, and is growing faster than media consumption overall, so it is taking consumption time from traditional media,” the report says.
Still now, ad spends for online video is very less compared to traditional media. The report predicts that by 2020, online video adspend will reach 23 per cent of the size of television adspend. In 2015, online video ad market was 10 per cent of the size of the TV ad market.
“The rapid rise in video viewing makes online video the world fastest-growing advertising format, creating new strategic and creative opportunities. Brands that do not currently have a strategy for online video need to think about getting one,” Zenith’s global intelligence director Jonathan Barnard said.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
