iWorld
Idea Cellular to offer live TV, music services
MUMBAI: It’s the charge of the telco brigade. First Airtel and Reliance Jio hared into the content space by announcing their Wynk, Wynk Video and Wynk Games and JioGames, JioCinema, JioTV, JioPlay, JioOnDemand services offering an array of video, music, game chat apps. Now it’s the turn of another telco major – the Aditya Birla group owned Idea Cellular – to do the same. In an investor presentation, the company says it is planning its own range of mobile digital services right from live television to videos to music to games to music to news/magazines to chat and even money transfers.
First off the blocks will be Idea Game Spark (Q3 FY 2017), Idea Videos and Idea Music before the last quarter of FY 2017 (January-March 2017). Idea TV, Idea News/magazines, Idea storage and Idea chat will follow in FY 2018 (April 2017 onwards).
In the presentation, Idea says it expects mobile data usage to sky rocket just like voice over mobile did in the growth phase of wireless telephony. About 1.1 billion Indians will get access to wireless broadband by 2019-2020 (250-300 million in March 2015), and the subscriber base of 3G/4G services is expected to rapidly swell from 130 million in March 2016 to 540 million by 2021. Idea expects data consumption per user to more than treble from the current 475 MB per month in the same period.
In March 2016, it had 22.8 million wireless broadband subs each of whom consumed 642 MB of data per month. Idea explains that its broadband services today are available to 400 million Indians; it is targeting to expand that 500 million by March 2017. It’s on course to have nearly 100,000 data sites active in 17 circles by the end of FY-2017.
With the launch of its digital content and other apps, mobile subscribers are likely to be spoiled for choice and competition is expected to hot up between Jio, Airtel, Vodafone and Idea. For television channels and content creators, however, it’s going to open up new worlds of opportunity.
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
