Week at a glance: BARC move on outlier policy; OTT developments

Row over outlier policy: Has BARC formed its two-man committee in haste?
Following the heated debates over its outlier policy, the BARC India Board has constituted a two-member committee to independently review the data authentication process as well as suggest ways to smoothly streamline the process. The committee comprises Former BARC India Chairman Nakul Chopra and Pravin Tripathi, who has been part of the outlier policy from the outset. 

#TwitterChat: Vishnu Mohta’s gameplan for regional OTT space is simple & effective
As part of our continuing efforts to bring to the fore, various aspects and issues related to the OTT industry in India, Adgully engaged with Vishnu Mohta, Executive Director, SVF Entertainment; Co-Founder, Hoichoi, in a #TwitterChat on the ‘The appetite for regional content in India’. 

Marketers look beyond television, tangible RoI, and eyeballs for ICC CWC 2019
Despite TV making up as much as 85 per cent of the spends for the ICC Cricket World Cup 2019, many marketers are looking closely at digital and on ground activations to reach Cricket fanatics during the tournament. 

#CannesDo: The key learnings from Cannes Lions 2019
While India was the 13th most awarded advertising nation, we did not make out with a greater number of Lions compared to the previous year and left Indians clamouring for “Yeh dil maange more”. However, there were a number of key trends that emerged in the advertising awards of relevance to the industry. 

Netflix, Amazon Prime among biggest spenders on OOH in urban India: Industry experts
OTT platforms have opted for OOH knowing about its influence and its power to reach larger audience in a set timeframe. The biggest spenders on out-of-home advertising slots in urban India right now are OTT digital platforms such as Netflix and Amazon Prime Video, according to industry observers. 

TRAI should not seek to regulate OTT services: Star India
The Telecom Regulatory Authority of India (TRAI) sought to address various issues related to the functioning of the OTT industry in India in it consultation paper on ‘Regulatory Framework for Over-The-Top (OTT) communication Services’. Submitting its comments on the paper, Star India said that TRAI should not recommend any further regulation than which already exist, nor should it seek to regulate OTT communication services as they are not telecommunication services. 

Minimal regulatory barriers & technology cornerstone of OTT growth: ZEEL
Zee Entertainment Enterprises Ltd (ZEEL) has stressed on low entry barriers for new entrants, minimal regulatory barriers and technological advancement as being the cornerstone of growth of the OTT sector for investments, innovation and consumer interest. 

OTT promo wars: Netflix’s out-of-the-box move Vs ZEE5’s OOH blitz
OOH and digital have become the primary mediums when it comes to show promos. Adgully takes a look at two contrasting campaigns launched recently by two leading OTT players – Netflix and ZEE5 for their new web series ‘Leila’ and ‘Kaafir’, respectively. 

From Thali of Comedy to multiple genres, Amazon Prime Video ups its game
Amazon Prime Video is all set to launch the second season of its Unscripted Original Series – ‘Comicstaan’. ‘Comicstaan’ thus becomes the first Indian Amazon Original to launch a second season. Launched as part of Prime Day 2019 celebrations, the 8-episode hunt for India’s next big comedy sensation will commence from July 12, 2019. 

We want to produce Oscar-worthy shows: Ali Hussein, Eros Now
Ali Hussein, COO, Eros Now, speaks to Adgully on Eros Now’s strategy to tap the Tier 2 and 3 markets, leveraging social media and more. Counterpoint Technology’s latest report on the OTT market in India, has brought much cheer to the Eros Now camp. As per the report, the on-demand South Asian entertainment video service from Eros International had the most engaged users, with 68 per cent of its users indicating that they watch content on the platform daily. 

Infotainment, kids prime focus for Discovery; OTT service to launch in 2020
For Megha Tata, who took charge as the Managing Director - South Asia, Discovery Communications India, in April this year, the focus would be on being the unparalleled leaders in the infotainment genre. 

66% of Hotstar viewership came from audience beyond big metros
Hotstar, India’s largest premium streaming platform, once again shattered records by hitting an unprecedented daily active user number of 100 million during the India vs. Pakistan match on 16th June, making this the highest-ever single day reach for the platform. Underlining the fact that Hotstar’s viewership continues to grow across the width and breadth of India, 66% of the 100 Mn users came in from towns beyond the big metro cities. 

Republic Media Network expands content solutions vertical, launches R.Fluid
Arnab Goswami-owned Republic Media Network announces its new venture R.Fluid which thrives on creating strong platform-agnostic content-led opportunities for brands. Keeping brands at centre, R.Fluid weaves stories that result in an unforgettable experience for the brand’s consumers. 

ASCI pulls up ET Now, HUL, Voltas among 114 advertisers for misleading ads
During the month of April 2019, ASCI investigated complaints against 206 advertisements, of which 49 advertisements were promptly withdrawn by the advertisers as soon as they received the ASCI communication. The Consumer Complaints Council (CCC) of ASCI upheld complaints against 114 advertisements out of 157 advertisements evaluated by them. 

IAMAI rejigs leadership; Amazon India’s Amit Agarwal appointed as Chairman
The IAMAI has instituted its new leadership team in their 15th Annual General Meeting held of Tuesday. Amit Agarwal, head of Amazon India was appointed as chairman. He will be taking over the reins from Rajan Anandan, former Google, vice president for South East Asia. He will be assisted by Dhruv Shringi, co-founder & CEO, Yatra, who will be vice chairman. 

Publicis Communications India elevates Vandana Verma to COO, Arc Worldwide
Publicis Communications India has promoted Vandana Verma to COO, Arc Worldwide, India. Vandana will continue to report to Saurabh Varma, CEO, Publicis Communications, South Asia. She had joined Publicis Groupe in 2012 as VP to set up the Groupe’s experiential offering. 

Ericsson creates a brilliant cinematic experience for its 5G ‘Power for Easy’ drive
To give a further boost to its 5G drive, Ericsson recently rolled out its global brand campaign – “Power for Easy”. The campaign sees Ericsson partnering with high-profile influencers around the world to highlight how 5G will change our lives. 

Case Study: How Xiaomi sold 2 million Mi TVs in India over 15 months
Mi TV’s Say it, See it campaign is creative and yet a simple story showcasing Mi TV, and a family’s usual day-to-day interaction around it, thus highlighting how the Mi TV is very much an integral part of families and consumers’ lives in India. 

BARC Wk 25: Zee TV reaches No. 2 in R+U; Re-entry of Taarak Mehta
BARC India data for Week 25 (Saturday, June 15 to Friday, June 21) of 2019 [HSM (U+R) : NCCS All : 2+ Individuals], saw some upheavals in among the top 5 channels as Zee TV gained further grounds, reaching the second spot on the back of the strong performance of three of its top shows.


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