#TwitterChat: Kranti Gada on why diversifying OTT content is a must
While most players believe that digital natives are the core audience for OTT platforms, Shemaroo Entertainment treats the OTT platform merely as a tool to serve up content to a larger audience in a more direct way. With an unbeatable movie library, Shemaroo Entertainment has ventured into devotional content, Gujarati content, Marathi content, short films, and has also segmented their vast Bollywood offerings into more simple categories. Thus, their OTT platform, ShemarooMe, has truly become one of the most expansive and diverse host of content to cater to the broadest audience base.
With a content library that is constantly expanding and a sharp digital strategy, Adgully joined Kranti Gada, COO, Shemaroo Entertainment, in conversation about their growth strategy, content strategy and perspective on the viewing habits of the Indian consumer. The #TwitterChat took place on July 5, 2019.
Gada has pioneered and set up Shemaroo Entertainment’s mobile business and played a key role in the company’s early adoption of digital platforms. She heads the revenue function of the company to drive extensive and sustainable growth, and is responsible for digital media, DTH and international business verticals. She was instrumental in incubating the company’s expansion into the DTH segment. She is also responsible for introducing the Filmy Gaane segment on Shemaroo Entertainment’s list of offerings.
When asked about the core requirements to create a regional OTT app, Gada replied, “Most important is to connect with the region and think like a local. Your TG should be able to identify with you. You have to ride on the cultural history and demography of the region, while designing the content mix and marketing for #OTT platforms.”
Speaking about the TG, she said that for @ShemarooMe, the company has crafted a segmented approach with genres like Classic Movies, Devotional, Kids, Regional and others. “We have found a sweet spot in the next set of audiences who are not only adopting digital in huge numbers, but also consuming content actively,” Gada added.
Elaborating on the strength of regional OTT players, Gada observed that each region has its content ecosystem on which the community thrives and feels affinity towards. According to her, the ability to participate, support and contribute to this local ecosystem provides an inherent intuitive edge. “It is similar to talking to locals in their dialect, for example, @ShemarooGuj has nurtured #Gujarati Theatre for over a decade; the oneness we feel with this community is beyond business,” she added.
Speaking on the parameters for choosing the subject of the content, Gada remarked, “The beauty of digital is that it lets us focus on narrower target groups as compared to mass media. Hence, the ability to address subjects that are closer to the audiences. Finding a deep-rooted insight or theme that the TG is hugely passionate about is a good place to start.”
The extensive film library is one of Shemaroo’s strengths and films continue to be one of the most popular genres on #OTT platforms. “We are a country full of #AsliFans, for whom movies are a daily staple. The width and depth of our massive library offers every kind of user sizable range of choices, earning us their continuous love,” Gada concluded.