iWorld
India’s OTT video market to expand at 40% CAGR by ’20; RecoSense wins F&S award
MUMBAI: Over-the-top (OTT) video delivery has opened up business opportunities for new entrants as well as existing media companies. Frost & Sullivan’s 2016 Over the Top (OTT) Video Market Update, India, 2016 finds that the OTT video market in India has over 20 market participants and could expand at a CAGR of 40% to 355 million in terms of unique video viewers by 2020. As OTT video delivery becomes imperative for media companies, it is essential to understand the importance of customer engagement with insightful recommendations and content delivery. RecoSense provides a platform that uses automation and can help track user behavior across the Internet. It then interprets content recommendations suitable for a viewer and prolongs user engagement on a site with personalization. It also offers analytics with visualization and a content management system to enable OTT providers realize the efficacy of their services.
RecoSense, an innovative venture providing SaaS-enabled platform for Data Intelligence, has been felicitated with the ‘India OTT Video New Product Innovation Award’ at the 2016 Frost & Sullivan India Best Practices Awards held in Mumbai recently. Its SaaS-enabled platform is built on complex Graph Computing, Analytics, and Machine Learning frameworks that can facilitate efficient personalization and customer engagement for rich media content.
Congratulating RecoSense, Frost & Sullivan Global Innovation Center and Digital Media Practice research director Vidya S. Nath said, “There are three inherent problems that exist for an OTT service provider — offering an attractive video library, which is easily searchable; understanding the behavior and likes of their target audience; and keeping them engaged on their site or application as long as possible. RecoSense’s service helps solve some of these challenges as it offers a customizable platform that helps in effective discovery, personalization of recommendations, and user analytics.”
RecoSense CEO Amith Srinivas said, “RecoSense will leverage this platform to pioneer data intelligent automations for digital content to reach the suitable target users. RecoSense will strengthen the indigenous Knowledge Graph IP and build expertise in the data science areas of personalization, recommendation, and analytics. We are grateful to our customers, our team for their committed efforts, and our investors for their contribution to achieve this milestone and seek continued support from the industry to reach higher goals.”
The award recipient was judged on a variety of parameters that included financial performance rate, addressed unmet needs, key achievements, implementation of best practices, customer service experience, and brand equity. It involved in-depth primary interviews of various industry participants and secondary research conducted by Frost & Sullivan. Frost & Sullivan’s Growth Innovation & Leadership Awards identify companies that exhibit exemplary growth potential, attributed to high quality solutions and superior service capabilities.
RecoSense uses artificial intelligence and machine learning to enable automatic keyword generation, effective meta tagging, and effective recommendation engine. OTT viewership in India is highly fragmented due to diverse and multiple languages and preferences. This trend has boosted the creation and aggregation of a sizable inventory of regional content. RecoSense’s clients are leading companies in the industry, both in India and abroad, providing Video Streaming networks, Digital Publisher networks, YouTube networks, Ad networks, and e-Commerce.
RecoSense offers data intelligent platform for Metadata Generation, User Personalization, Content Recommendation, and Analytics. Given the exponential growth of digital media content across categories of Entertainment, News, Business, Sports, Music, etc.,
Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage visionary innovation that addresses the global challenges and related growth opportunities that will make or break today’s market participants.
iWorld
Inside Studio Blo: Meet Joel James the boy who codes by day and composes by night
The 23-year-old co-founder rewriting India’s AI film story, one algorithm and arpeggio at a time
MUMBAI: Here is a fun riddle: What do you get when you cross a coder with a composer, hand him a film studio, and let him loose on Hindi cinema? The answer, apparently, is Joel James, co-founder and chief of innovation at Studio Blo, India’s pioneering AI film studio. At 23, he is only just warming up.
Ask him how his two worlds, music and technology, manage to coexist without one swallowing the other, and he barely pauses. “They’re more connected than they sound,” he says. “Music is essentially programming, it’s all about patterns. Since day one, I’ve been drawn to finding patterns. In music, it’s about discovering patterns that make people groove, and in tech, it’s about building efficient patterns that make things work. One is emotional, the other is functional, but both come from the same instinct.”
That instinct, it turns out, is rather a useful one to have when your job is to convince an entire creative industry that the robot is not coming for its lunch.
“AI doesn’t replace creativity, it reduces friction.”
The conversation around artificial intelligence and the arts has, for some years now, produced more heat than light. Artists worry. Labels panic. Op-ed writers have a field day. James finds it all slightly beside the point. “Every generation has had tools that were initially seen as shortcuts, synths, sampling, autotune, but they eventually became part of the creative language,” he says. “AI is no different.”
He has a case study to hand. While scoring a feature film, he used AI to explore four distinct choir styles from different regions of India before settling on recording an actual choir in the North East. “AI helped us get there faster,” he explains. “It let us test, iterate, and refine instead of guessing for weeks.” The point, he insists, is not that AI created something impossible. It is that it let him fail fast, test an idea, discard it, and try again, without the usual cost in time and money that makes experimentation a luxury most productions cannot afford.
The synth did not kill the guitarist. The loop pedal did not bury the drummer. AI, James argues, is simply the newest instrument in a very long orchestra, except this one occasionally surprises you.
“There have been moments where AI generates something slightly off, like a vocal texture that isn’t perfect but has character,” he says, with what sounds like genuine affection for the glitch. “Those imperfections can feel very human. I’ve used a few of those because they add unpredictability and texture that I might not have created intentionally.” The machine makes a mistake; the composer hears music. It is, in its way, a rather elegant partnership.
“Creators often lose momentum because production can be slow, expensive, or technically complex.”
This philosophy, that the best technology is the kind that gets out of your way, shapes everything Studio Blo is trying to do. “The biggest problem is friction between idea and execution,” James says. “At Studio Blo, we focus on fixing the boring parts, streamlining tools and workflows so that directors and creators can focus purely on creating.” It is the unglamorous mission statement of a generation that grew up watching brilliant ideas die in pre-production, not for lack of talent, but for lack of time and money.
It is also what brought him to the table with Shekhar Kapur, the legendary filmmaker whose credits span continents and decades. The collaboration, James describes, is less a mentorship and more a genuine exchange. “Experience is honestly the new currency,” he says. “Someone like Shekhar sir brings decades of storytelling instinct and a completely different worldview shaped over time. What I bring is new energy and the ability to enable that storytelling through technology, and sometimes even express those stories through sound in a new way. The intersection of experience and new-age tools is where the magic happens.” At 23, that is either a very wise observation or a very good line. Possibly both.
James has also worked with artists in the UK, and the difference in attitude, he says, is telling. “Interestingly, India is more open in many ways. We move at light speed when it comes to adopting new things. There is still some resistance, but that’s natural. Globally, there’s curiosity mixed with caution, but Indian creators tend to adapt very quickly once they see real value.” Given that India has historically adopted, adapted, and made entirely its own everything from the tabla to the synthesiser, this ought to surprise precisely no one.
“The hardest part is just trying to look serious all the time.”
Running an AI film studio at an age when most of one’s peers are navigating their first performance reviews comes with its own particular pressures. James is refreshingly candid about them. “It’s more psychological than anything else,” he says. “My role is to take on the stress but not let it affect me when it actually matters. I approach it a bit like athletes my age do, staying mentally sharp without burning out.” He pauses, then grins. “And sometimes, the hardest part is just trying to look serious all the time.” Fair enough. Keeping a straight face while building the future does sound like a full-time job in itself.
For all his enthusiasm about what AI can do, James is clear-eyed about what it cannot. A million generated songs a minute, he says, will never replace the thing that makes music matter. “Volume doesn’t replace identity. What makes music special is perspective, your story, your taste, your cultural context. AI can generate options, but it can’t replicate lived experience.” And then, with the confidence of someone who has actually thought this through, “I genuinely believe live music is about to rise more than ever. In India especially, audiences are shifting toward live experiences, and that’s where authenticity really stands out.” A concert ticket, in other words, will always carry more feeling than a playlist. AI can fill your headphones; it cannot fill a room.
Which brings him to perhaps the most paradoxical of his projects, FAIMOUS, a platform using AI to protect artists from AI. As deepfakes grow slicker and voice-cloning becomes trivially easy, the Indian music industry faces an identity crisis, quite literally. “With FAIMOUS, the focus is on identity protection and controlled usage,” James says. “As AI makes replication easier, it’s critical to build systems where artists have ownership over their voice, likeness, and creative output. It’s about enabling ethical, authorised use, not just preventing misuse.” Using the tools of disruption to defend against disruption is a very 21st century sort of paradox, and one James appears entirely unbothered by.
“Just do the hard part, it’s not that deep.”
At the end of all of it, the choir experiments and the AI glitches, the legendary collaborators and the deepfake battles, the composing and the coding and the effort to look serious, we ask him what he would tell a young artist who is afraid that AI will take their job. He thinks for approximately no time at all.
“Just do the hard part, it’s not that deep.”
Five words, delivered with the easy confidence of someone who has already stopped worrying and started building. Which, when you think about it, is the most useful piece of career advice that any algorithm, artificial or otherwise, could ever generate.
