Published: November 20, 2018 |
MICA Ahmedabad’s Centre for Media and Entertainment Studies (CMES), is delighted to announce the first OTT platform report "Indian OTT Platform- Streaming the New Age Narrative" of the country. The report is made in collaboration with Communication Craft Ahmedabad.
This report was launched at MICA’s Mindspeak Session on Novmeber 18, 2018. Piyush Mishra, Film Actor, Dr. Shailendra Raj Mehta, President and Director, MICA and Chirag Dagli, Director, Communication Crafts unveiled the report. It can be viewed and downloaded from MICA’s website.
This report on the OTT sector covers key insights about the present ecosystem of the OTT platforms in India and gives insights into various applications available for the consumers. Indian OTT ecosystem is now far more competitive with major global players signing content licensing deals with Indian content generators. Video is the highest consumed category in the digital space. Media and Entertainment industry of India is rather small compared to the global markets. Indian M&E market is USD 22.7 billion but has a high growth rate of 13% moving forward. India’s 1.35 billion consumers, the growing internet penetration and speed, and the improving smartphone penetration are attracting many global players.
The report talks in depth about different OTT applications and the kind of reach it has and the future outlook of various segments and key trends. The present report will enable academia and industry to converge and discuss research based solutions for future issues and challenges.
This rapid growth of video consumption has created an opportunity for international studios and content owners to generate additional revenue. By 2020, India is expected to become the second largest video viewing audience globally.
Dr. Preeti Shroﬀ, Dean - MICA, "The Institute has been one of the ﬁrst academic institutes to recognise the disruption and promise of the digital revolution and associated transformation by incorporating Digital, Media and Entertainment Management and Communication subjects.”
Dr. Shailendra Raj Mehta, President and Director, MICA added "MICA is keen to examine the challenges and opportunities brought forth by the digital revolution in India and in the world and to contribute to knowledge creation and dissemination in this area."
Dr. Darshan Ashwin Trivedi, Area Leader Media and Entertainment Area added, “While there are questions as to how the digitally enabled world is going to change the Indian M&E markets altogether; the country has started taking steady steps towards the world of Over the Top (OTT) platforms.”
Chirag Dagli, Director - Communication Crafts added "It is now for the media networks and production studios to decide if they are ready to adapt to this brave new world. The OTT platforms with sophisticated streaming technology and vibrant content mix is their comeback."
Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.
Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.
Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.
|Vaneet Chhibber||Maithili Shriyan|