Determine, Deliver, Delight

OTT CONTENT CURATION STRATEGY

 AGENDA

Objectives Understanding App Personality Market Review Making a Mark Curation Results
T.G Roadmap
MR. PRIME
AGENDA
MS. POPULAR

Strategic approach to impress the target

- Smart - Young & sophisticated

- Intelligent - Always on the go
- Strategic - Hard to impress
- Desirable
 OBJECTIVES

Identifying the true purpose

 Engage and Entertain Users

 Inspire new users

 Build product obsession

 Multiply the existing content library with

smart packaging

 Achieve consumption target of 180

minute/active user/month
Understanding T.G

 Premium Urban youth

 Aspirational age group (18-35 yrs.)

INDIA UAE
 Smartphone users

 Active mobile content consumers

 Mobile data expense conscious

 Internet friendly & active social media users

 Seek entertainment on the go

 Bollywood & Regional Entertainment fanatics

 Curious, ambitious & fast-paced

 Multilingual audience

 Well Educated
 App Personality

Recognizing Internal & External attributes

 Behaviour
 User Friendly
 Reliable
 Delightful User
Experience

 Language
 Youth centric
 Consistent

 Look
 Premium
 Seamless
 Well-groomed
& attractive
MARKET REVIEW

What’s cooking outside

 VIDEO ON DEMAND
 Heavy Recommendations
 Channel Subscription
 Infinite Playlist
 Offline video viewing feature
 Appointment based viewing
CUSTOMIZATION
 Day Wise Recommendation
 Random content shuffle
 Mood & Day based programming
CONTENT MALL
 Something for Everyone
 Catalogue Content
 Original content programming
MOBILE TV
 Focused on Hindi audience & Packaging
 Star (premium) content 1st on App policy
 Live streaming of sports & events
 Homepage refreshed once in 3 days
 HD Thumbnails
 ATL / BTL
 No Linear Programming
 No Time Based Programming
 TV Shows & Sports heavy programming
 Making a Mark

Influencing consumption pattern

 Visionary
perspective

 3D curation
model(Determine,
Deliver, Delight)

 Content
customization

 Innovative
packaging

 No linear
programming
First step already taken
Curation Roadmap

Internal behaviour

Programming

Packaging

Notifications
 Insights
(Backbone of Content Programming)

1. Internal Insights
- User Buckets
- Hygiene metrics
- User behaviour
- Sunburst
- Success of Recommendation & Personalisation

2. External
- Google, YouTube, Twitter
- Competition analysis
- Calendar events
- Trending topics on traditional media
 Programming Pillars
Foundation stones for expected outcomes

Focused Content Visual

Discovery Appeal Customization Interactivity Experimentation
Content
 I. Focused Content
Doing right things rather than doing things right
INDIA UAE
A. Movies A. Movies Top Languages:
• Romance • Comedy • Hollywood 30%
• Comedy • Romantic • Arabic 30%
• Horror • Drama • Bollywood 30%
• Action • Action • Tagalog 10%
• Horror
B. Languages Top Genres:
• Hindi Basis: B. Languages • Movies
• English • English • Songs
- Consumption pattern
• Telugu • Arabic • TV shows
• - Current influence
Bengali • Hindi
• Punjabi - Other media platforms • Tagalog
• Tamil
• Malayalam C. TV Shows
• On Air Shows
• Drama
C. TV Shows • Youth Oriented Shows
• On Air Shows
• Reality shows
• Youth Oriented Shows
• Comedy
• Reality shows

D. Music
D. Music • Pop
• Romantic
• Romantic
• Dance
• Dance
• Popular Classics
• Popular Classics
II. Content Discovery III. Visual Appeal
Key to maximum engagement Providing a visual treat to eyes
 Seamless UI  Consistent language of creatives

 Recommendations  HD images

 Carousel banners  Appealing Aesthetics

 Programming strategies  More pull rather than push

 Faster call to action

IV. Customization V. Interactivity

Tailored content for each palm Feed-us-back for better service

 Language & genre driven  Response based refinements

 Ratings
 Creatives in regional language(WIP)  Reviews
 Surveys
 Recommended regional content (WIP)  Comments
 Recommendation
 VI.Experimentation
(Moving beyond the traditional path)

a. New Genres b. Aspirational content c. YouTube trends d. Magic Moments

Kids e. Dubbed content
Web series/ Viral content
Biographies & Documentaries Multiple languages
Hollywood
Sports content
Travel & lifestyle

f. Mashups & lyrics videos g. Graphic based experiments h. Free/paid content experiment i. Short Form content j. Live Performances
experiment
Programming Strategies
Programming Strategies

1. Demand meets supply

- Programming as per consumption

- Focussed customer requirements

- Acquisition as per demand

2. Creating habits:

Provide obsession, take control

- Access to one Premium movie per week (movie of the week)

- Fixed placements
 1st in-line content free across categories
 Promotional carousel slot
 Theme based carousel placement

- Daily refreshment of carousel banners

- Content refreshment on alternate days
- Recommendations on similar content
- Effective notifications
 for new content additions
 redirection on particular category or content

- Free and paid content shuffle

- In-app properties
3. Filtered programming

a. Basic Programming – It is the primary filter to provide basic idea about

the content to the customers.

 Category

 Movies
 Music
 TV

 B. Content type

 Long format(full movies)

 Short format(scenes)
b. Comprehensive Programming – Various sub categories will be the basis of
this type of packaging

 Genre based: Comedy Express, Unlimited YRF

Love Hits etc.

 Celebrity based: Being Salman Khan, Bindaas

Parineeti etc.

 Event Specific: Bollywood Patakhe, Birthday

special, movie release etc.

 Day & Time Based: Flirty Fridays, Weekend

Party Hits etc.

 Specials: Best Comedy videos, Best of

2014(songs) etc.
c. R&D Based Programming - The consumption pattern & insights are the basis for this
type of packaging which leads to customer satisfaction & increased consumption.

 Packages with youth appeal: Bollywood ka Bhaijaan,

Baby Doll Special etc.

 Celebrities in news/controversies: Poonam Pandey,

Salman Khan etc.

 Most searched celebrities: Katrina Kaif, Sunny Leone

 Packs with Simple language: Zabardast Hits, Dance

Masti etc.

 Trending topics: Selfie culture, Superhero movies etc.

 Time slot based packaging: Happy Hours, Mid-night

Fun, etc.

 Mood Based: Happy, Work-out, Romantic

 Recency Based: New releases

 Popularity Based: Maya Diab hits, Mona Zaki Movies,

Best of Ed Sheeran, 2015 Top Hits, One Direction
Forever
 Developing an X-Factor
(scope that excites us)

 Exclusive new category

 Hollywood Zone  Bigger music catalogue
 First look & trailers  Trending music videos
 Weekly app premieres  Genre driven showcase
 Genre based programming  Mobile music festivals
- Comedy
- Action/Thriller
- Horror
 Recommendations
Half way through
Curation Roadmap

Programming

External presentation

Packaging

Notifications
 Packaging
Style is equivalent to Substance

 Need
 Grab audience attention
 Avoid monotony & boredom
 Exploitation of untapped content
 Effective delivery of the message
 Increased content consumption

 Basis
 Recent catalogue/ acquisition
 Calendar based packaging
 Latest movie release/event/news
 Trending topics/celebrity/gossip
 Social media trend
 Reviewing competitor strategies
 Word play & re-packaging PACKAGING
 Packaging Strategy
1. Promotional Packaging

Marketing is different from selling

Celebrity association Exclusivity App trailer Coming Soon Pre-rolls World app premiers

Premieres 20thJuly15
2. Innovative 4. Discrete Packaging
Think  Test  Trace  Repeat
a. Artist Based
a. Creating In-app properties b. Genre/ Sub-Genre Based
b. Playlist based packaging
c. Attractive Pack Names

3. Turning OLD into GOLD

Exploiting untapped content

a. Cross promotions with latest event/release

b. Interesting Video Fillers
c. Top 10( A separate category)
d. Smart Content Edits
 CREATIVES FOR APP PROPERTIES

Get ready to meet the

on your mobile

Catch the app premiere on 3rd July @

VMBO

Know more
Everyone will stay amazed from 1st- 7th July 2015

FREE(k) Out Entertainment Week is HERE !!

Target notices Mr. Prime
Curation Roadmap
NOTIFICATIONS

Programming

Packaging

Communication

Notifications
 Notification Strategy For Customer Life Cycle

New Acquisition New Users Engaged Users

• Language wise
• Introduction to product • Consumption basis
• Genre wise
• Introduction to features • Language basis
• Consumption pattern wise

New Users welcome message

Just for You !!
Welcome! Start exploring the world
of Movies, TV Shows, Music and
much more. Enjoy!

Inactive Users Re-engagement

Message
Did somebody say unlimited? We
are waiting for you with the biggest Latest romantic songs added from YRF
and best of Movies, TV Shows and as you like it
Music.

Frequency
Twice a week – Tuesday & Friday (as per Vuclip Search consumption report)
 Experimentation

Big text Big picture

Series based

Content based push Personalised

 Results

• Report analysis

• Understanding
trends

• Evaluating results

• New learnings

• Smarter strategies

• More accurate
programming

• Better results in
future

On Priority
 Hollywood category placement
 Programming flexibility on home page
W.I.P
Scope Analysis in process
 Gamification
 Social media sharing & mentions
 Filters for collection
 App trailer for 1st time users
 Last watched videos section
 Weekly E-mail notifications
 SUMMARY

Objectives Understanding App Personality Competition Making a Mark Curation Results

T.G Analysis Roadmap
Prime gets Popular
 MONTHLY PRIORITIES

JULY AUGUST SEPTEMBER

- App trailer
- New genres - Magic moments
- Coming Soon Pre-roll
experiment - Mashups & lyrics
- In-app properties
- Facebook integration videos
- Hollywood content
- Artists & Events - Dubbed video content
- Graphics experiment
- Video fillers - Regionalization
- Programming
experiment - Top 10 category
- Social media
promotions
 ACTION PLAN FOR JULY

1st- 5th July 2015 6th-20th July 2015

21st july-4th Aug

 New tags on thumbnails  Vibrant thumbnail tags  New banner types

 Music playlist in recommended
section
 Social media promotions
 Artist special programming on
carousal
 First strip with entirely free
content
 Social media promotions
 Genre based music experiment
on carousel banner
 1st strip with only latest content
 Social media promotions

Building Habits
New Additions
 Coming soon carousel banner
 First free thumbnail for each  App trailer
category  Coming Soon pre-roll
 Individual category type carousel  Hollywood Zone
 Placeholder based thumbnail tags  In-app properties
Have a great day !!