iWorld
ZEE5 makes user registration mandatory to augment segmentation and targeting capabilities
KOLKATA: ZEE5 today announced its plans to enrich its audience data by building quality and diverse audience clusters with engagement capabilities in a cookie less world. The ConTech platform takes a strategic step towards making ‘user registration mandatory’ and thus augmenting astute audience segmentation and targeting capability.
Brands are slowly shifting their marketing budgets to digital platforms as the digital medium becomes all pervasive and consumers increase time spent on this medium. Taking cue from that, ZEE5 with its futuristic Ad:tech construct, promises to build rich customer profiles, serve hyper-personalised content recommendations and ad targeting, based on the holistic personas of these customers to improve experiences and deliver precise targeting for advertisers in a brand safe environment.
ZEE5 India expansion projects business head and product head Rajneel Kumar said, “Data enrichment is the way forward. We are cognizant of the cookie less future and want to reduce dependencies on using third party data significantly. Rise of a new data-driven world, addressable, accountable and increasingly automated is upon us, and brands are longing to create more individualized experiences that can tap into the targeting and personalisation capabilities available within the digital video realm. With a robust Ad:tech architecture at play, we want to empower the advertiser to do end to end optimisation on the back of cutting-edge technology coupled with ZEE5’s massive reach and rich consumer profiles.”
ZEE5’s indigenous CDP platform ‘Infonomix’, a key offering from ZEE5 Ads, will allow brands to leverage the flexibility and the prowess of Ad Suite to target precisely and harness segmentation for very measurable results. The convergence of data from various sources including, social data from the recently launched HiPi – a short video platform, will allow Infonomix to not only power the content discovery on the platform but also support CLM team to devise a personalised push notification strategy.
With the uncertainty on when the lockdown will end, ZEE5, India’s Entertainment Super-app foresees not only increased consumption from existing customers but also many new customers joining the platform for the first time in the coming months. ZEE5 aims to ramp up their content strategy but also, their consumer insight data points for hyper-accurate and hyper-relevant content and ad optimization.
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.
