iWorld
‘Integrated video’ key to TV’s digital transformation, aids cost optimisation
MUMBAI: Ooyala, a global provider of video monetisation technology and services, today published a new report, “The Lifecycle of Content: From Production to Monetisation,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.
The research, which included input from both traditional and new media operators across multiple geographies, identifies common concerns and challenges due to the new era of TV and its digital transformation to over-the-top (OTT) delivery. All participants agree OTT is necessary to match audience demands and grow video businesses, however, it also cites new pressures on finance and resources. Primary challenges include:
The integration of, and interoperability between, new and legacy infrastructure
* The need to produce more with limited or no increase in investment or ongoing spend
* The management and distribution of an ever-rising number of OTT video endpoints
* The lack of standardisation and automation of metadata
* The underutilisation of metadata to improve experiences, enable personalisation and, subsequently, achieve greater monetisation
Futuresource finds fully optimized integrated video solutions that connect disparate systems and workflows is essential to reduce the mounting pressure from OTT. Operators will seek greater efficiencies and economies of scale at every step in media operations—from production to distribution. Respondents are turning to automation for improved productivity across production workflows and metadata insertion. Further, greater data collection from OTT viewing will reduce risk in content investments, as acquisition and commissions are more tightly aligned to consumers’ viewing preferences.
“Due to the many hurdles to still overcome, most media and broadcast organizations are not yet fully realizing the potential of integrated video solutions and automation,” said Head of Broadcast Technology at Futuresource Consulting, Adam Cox. “The continued rise of multi-platform content delivery is placing ever greater pressures on operations. Therefore, a successful approach to absorbing initial investment and operating costs, in addition to seeking alternative monetization strategies, is imperative.”
“The report is indicative of the sheer complexity that content providers face in today’s world of global audiences, global operations and global opportunities,” said Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe. “Achieving greater productivity for our customers is top of mind so they can maximize their resources and revenue, without letting scale burden their operations.”
iWorld
Talk to your telly: JioHotstar’s new AI voice feature reads your mood to suggest shows
The streaming giant ditches the scroll for a “conversational” AI that understands moods, cricket and Hinglish
MUMBAI: The era of the endless scroll may finally be over. JioHotstar has officially flicked the switch on its “Conversational Voice Discovery” (CVD) feature, a high-tech overhaul designed to turn the hunt for a Friday night film into a natural chat. Developed in a landmark partnership with OpenAI, the tool moves beyond clunky keyword searches, allowing users to find content by describing their mood, context or even the most bizarre viewing scenarios.
The feature is vision of Uday Shankar, vice chairman of JioStar, whose goal is to eliminate “content overload” by replacing the tedious, traditional scroll with natural dialogue. By leveraging ChatGPT’s ability to grasp context and cultural nuance, the new mobile interface allows users to bypass menus entirely, turning search into a seamless conversation.
The launch, which rolled out across India this month, sees a ChatGPT-powered interface integrated directly into the heart of the app. Instead of typing “action movie” into a sterile search bar, viewers can now speak to their devices as if they were asking a well-read friend for a tip. For now, the feature is exclusive to the mobile app, with a rollout for Connected TV (CTV) expected in later phases.
Beyond the keyword
The CVD feature is built on what JioStar calls “Multilingual Cognitive Search.” It is designed to interpret nuance rather than just matching text. If you tell the app, “I’ve had a long day, give me something mindless and funny,” it won’t just look for those words in a title; it will sift through 300,000 hours of library content to find a light-hearted sitcom or a stand-up special that fits the vibe.
The tech is natively multilingual, catering to India’s diverse linguistic landscape. Users can switch effortlessly between languages—asking for “Koi light-hearted comedy dikhao” (show me some light-hearted comedy) or requesting a “Thriller hai but zyada dark nahi chahiye” (a thriller that isn’t too dark).
Real-time curiosity and live sports
Perhaps the most ambitious aspect of the rollout is its integration with live sports. During a high-stakes cricket match, the AI acts as a digital companion. Fans can ask, “Who is the top scorer right now?” or “Show me that last wicket again,” and the system will pull the relevant data or clips instantly. It even attempts to explain the “why” behind the crowd’s energy, responding to prompts like, “Why is everyone reacting like that?” by contextualizing on-field events.
A shift in streaming strategy
The move is part of a broader reimagining of the entertainment experience following the massive merger between JioCinema and Disney+ Hotstar. Uday Shankar noted that the goal is to make premium entertainment “truly accessible” by embedding AI at the core of the user journey. By anticipating culture and context, the platform hopes to kill off “decision fatigue.”
For OpenAI, the partnership represents a major play in the Indian market. Fidji Simo, the head of applications at OpenAI, said the goal was to turn a “one-way” passive consumption experience into a “deeply personal conversation.”
As the feature goes live for millions of subscribers, the message from Bombay House is clear: the remote control is becoming obsolete. Whether you’re looking for a show that “feels like a rainy Sunday afternoon” or a crime series with a “strong female lead but not too violent,” all you have to do is ask.
