siliconindia | | March 20208s per a Boston Consulting Group report, the In-dian OTT market, which is currently valued at $500 million, is expected to reach an astounding $5 billion by 2023. This comes to me as no sur-prise as part of an engaged audience rapidly con-suming OTT content, just about having finished watching reruns of White Collar on Hotstar, and Bones on Netflix, as a result of which I am in a seemingly long-distance relationship with my Television. Mobile has become the primary device for accessing InternetShift from Appointment Viewing to Anytime ViewingThe `good old' television today is competing with the 5Cs OTT has to offer ­ Convenience, Control, Choice, Content and Cost ­ whether it is catching your favorite sporting event while you are travelling, from Formula 1 to IPL, football, hockey and more. Fixed time slots and appointment for watching your favourite sporting events is now a thing of the past, bringing the power of choice and control into the viewer's hands. Content Defines Rules, Engagement & Gets You Real Time Feedback: High cost budget content does not necessarily define the success; it is how engaging the quality of storytelling is. What's more; content creators no longer need to wait till ratings indicate viewership. OTT ­ MEDIA THAT MATTERS?Specializing in Content Marketing & Branding, Priyanka, in her 15-years long career, has been associated with an array of Media & Marketing agencies such as Star Entertainment, Creftsvilla, exchange4media, and Creativeland Asia, to name a few.By Priyanka Mehra, Director - Marketing & Communications, Havas GroupAin my opinionThe success or failure of the show is indicated via so-cial media, which is a fair dipstick to gauge engagement with viewers and sometimes can even provide qualita-tive feedback on shows.Convenience at a Less Cost: Whether it is on your commute to work, or just a relaxed weekend at home, OTT platforms are your constant companions via your Priyanka Mehra, Director - Marketing & Communications
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