Event Coverage
OTT players have many content, technical challenges to overcome: Akamai’s Dev Gupta
MUMBAI: More and more ‘OTT players’ are entering India’s fast churning online video ecosystem in a bid to make something out of the double digit growth rates in digital ads in India. If one were to go by industry estimates some thirty odd new digital video services will launch in this market by the next financial year. Those jumping the gun to make fast money in all this disruption fail to realise the challenges that this new media poses in the long run.
How will all these players co exist and be self-sustaining without a well defined USP when there is only a limited space for apps in smart devices? Which ones will get loyal users and which one will be forgotten in a pile of uninstalled apps?
The key to having an edge over the rest out there is to see the larger picture and build an ecosystem around content, network and technology — something that technology based companies such as LeEco have realised and already implementing through their massive web of CDNs or Content Delivery Networks. While big players have the financial and technological backbone to support CDNs, the emerging players thus turn to media solutions providers such as Akamai to build this ecosystem for them.
Speaking at indiatelevision.com initiative ‘Vidnet 2016′, Akamai’s global VP for Media Solutions Services, Dev Gupta, laid down the fundamentals of what an aspiring or existing OTT player must heed to if it planned to survive in the market till when the space becomes revenue generating.
Global trends such as growing audience size, longer watch hours spent on online videos, and preference for higher bit rate videos or inclination towards high quality streaming point towards the fact that the consumer is not only giving significant time to digital videos but also is picky about the content and how it is served to him or her, pointed out Gupta.
“Add to that the growing number of connected devices options in the market, and the OTT player has already found itself challenged to deliver the right type of content for the right type of device and operating system, in the right format. Easier said than done,” Gupta reiterates.
Gupta insisted it is essential for each player to get the basics right to ensure a seamless service for the end user. ‘It starts with securing the content for the consumers which includes getting the rights and licenses of the content in place, ensuring your distribution channels be it for offline or online viewing and theft proofing the entire content flow from content producer to the audience from end to end,” he stated.
The next important step in ensuring a profitable future in this business is to position oneself as a trustworthy brand that includes protecting the audience’s privacy and their payment information. “If you have content sitting in your servers or clouds, without a doubt there will be people trying to hack into it. Similarly, if you have databases with credit card information of millions of customers, who have put faith in your service by sharing delicate information with you, it needs to be protected as dearly as the content,” Gupta advised.
Having a clear brand strategy in communication is also a must, according to Gupta.
Players with AVOD business model have to especially make sure the advertisement do not dilute the experience of the content. Gupta further added that every player must be ready to handle multiple fold challenges, including different operating systems, devices and formats.
Gupta aptly concluded with a final advice: be nimble.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
