iWorld
Vidnet 2019 set to lead engaging discussions on the OTT industry
AMUMBAI: As over-the-top (OTT) platforms have started capturing audiences from tier II, tier-III cities, beyond the top metro cities, all major players in the ecosystem have upped their investment significantly. Both international and homegrown players are trying to win more consumers with original content, innovative marketing strategy, and right distribution partnerships.
Despite the fact that the market is thriving, certain challenges like content protection, regulatory issues, monetisation, lack of measurement system are bothering video streaming services. Indiantelevision.com's flagship event Vidnet 2019 summit is ready to facilitate conversations on the opportunities and challenges of the ecosystem.
Various studies have also indicated the bright future of video streaming in India. A recent PricewaterhouseCoopers (PwC) report said that India’s video streaming service is set to grow at a compounded annual growth rate (CAGR) of 21.82 per cent to reach Rs 11,977 crore by 2023. Moreover, media agency Zenith also predicted that by 2021 Indian consumers will spend 79 minutes per day on mobile internet, up from 54 minutes today.
The summit is hosting panel discussions on OTT streaming piracy, OTT-telco relations, challenge of content protection, monetisation, consumer engagement, technology’s influence on storytelling along with other topics.
Red Chillies Entertainment Gaurav Verma, The Linus Adventures founder and chief evangelist Sunil Lulla, House of Cheer founder and CEO Raj Nayak, Viacom18 Digital Ventures COO Gourav Rakshit, ZEE5 Global chief business officer Archana Anand, Viu India country head Vishal Maheshwari, Sony Pictures Networks India digital business head Uday Sodhi, IndiaCast Media Distribution group CEO Anuj Gandhi, Amazon Prime Video India originals head Aparna Purohit will participate in the sessions along with other veterans from the industry.
"It is still day 0 in the Indian OTT landscape and the category has already witnessed exponential growth fuelled by affordability, accessibility and availability of data. Most of the growth in the category is on the back of marquee Indian originals and catch-up content from network TV. With evolving audience preferences, content consumption has now become device and screen agnostic, presenting significant growth opportunity for the category," Viacom18 Digital Ventures COO Gourav Rakshit said.
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
