Chang­ing the Game

How to get eye­balls with­out spend­ing much.

The Brand Reporter - - FRONT PAGE - By Anir­ban Roy Choudhury anir­ban.choudhury@afaqs.com

Not al­ways does one need to spend a lot to cre­ate qual­ity and cap­ti­vat­ing con­tent. VOOT’s ex­per­i­ment with Bigg Boss is a great ex­am­ple of that. The En­de­mol Shine-pro­duced Bigg Boss is a daily TV show that airs on Hindi GEC — Colors and is one of the mar­quee TV prop­er­ties in In­dia. Vi­a­com18’s dig­i­tal video-on-de­mand plat­form has used the TV as­set as a tool to get a huge number of eye­balls on the advertising based video-on-de­mand (AVOD) plat­form. Apart from the TV episode, VOOT has ‘Un­seen Un­dekha’ and ‘Cut­less’, dig­i­tal shows cre­ated with the con­tent that was shot but not used in the TV broad­cast.

Gau­rav Gandhi, COO, Vi­a­com18 dig­i­tal ven­tures, terms this as ‘Con­tent around Con­tent (CAC) strat­egy.’ “For Bigg Boss this year, we are all set to cross 1 bil­lion views on VOOT and of these, con­tent ex­clu­sively cre­ated for VOOT (not on TV) con­trib­utes 55 per cent (ap­prox­i­mately),” he adds. Other than stock footage from the Bigg Boss house, this year VOOT has cre­ated a magazine show - Bigg Buzz - hosted by Be­ing In­dian fame, Sahil Khat­tar and for­mer Bigg Boss con­tes­tant Priya Ma­lik.

“The show fea­tures trend­ing tweets, com­ments, re­views, memes, GIFs, posts and videos cre­ated by Bigg Boss fans. Our an­chors have their eyes and ears open for any­thing that is cre­at­ing waves on social me­dia with re­gards to Bigg Boss,” in­forms Gandhi. In the show, the two an­chors dis­cuss the week gone by and in some cases, speak to evicted con­tes­tants to get in-house gos­sip for the view­ers.

VOOT’s team works closely with the Colors con­tent team and En­de­mol Shine and the dig­i­tal ver­sions are ex­e­cuted un­der the su­per­vi­sion of VOOT’s per­son­nel. “Bigg Boss is like a cricket match, what you see on TV are the high­lights. A fan will say high­lights are amaz­ing, let me go and see more and that’s when they come to Un­seen Un­dekha and Cut­less. The au­di­ence is the same so we work closely with the TV team, but the pur­poses are dif­fer­ent; so we have a VOOT creative team which looks af­ter the con­tent,” adds Gandhi.

Since Gandhi talks about sports, to put it into per­spec­tive, VOOT is now one of the top three dig­i­tal video-on­de­mand plat­forms in In­dia in terms of number of view­ers and it reached this feat with­out any sports con­tent in

Apart from the TV episode, VOOT has ‘Un­seen Un­dekha’ and ‘Cut­less’, dig­i­tal shows cre­ated with the con­tent that was shot but not used in the TV broad­cast.

its port­fo­lio. Sports is con­sid­ered one of the big­gest crowd-pullers in In­dia and Hot­star, which is sec­ond only to YouTube in In­dia, has gar­nered huge num­bers be­cause of its sports of­fer­ings. “For us, to some ex­tent, Bigg Boss does what sports do for other plat­forms. This is the prop­erty that goes on for about 100 days ev­ery year and it’s just like a ma­jor sport­ing event,” opines Gandhi.

It’s not only view­ers, Bigg Boss rakes in se­ri­ous dol­lars for the videoon-de­mand plat­form too. Gandhi’s sales team has roped in five spon­sors for Bigg Boss on VOOT. Dabur Red Gel has as­so­ci­ated it­self as ti­tle spon­sor while Emami Fair and Hand­some Laser 12, Timex Watches, Goibibo, and Mc Dow­ell’s No 1 Soda have joined as part­ners. “In ad­di­tion, we have over 20 ad­ver­tis­ers who are as­so­ci­ated with in­ven­tory on the prop­erty,” in­forms Gandhi.

“In ab­so­lute terms, Bigg Boss makes more money for us than any of our other VOOT prop­er­ties. In fact, this is one of the largest en­ter­tain­ment prop­er­ties on dig­i­tal in In­dia. It goes on for over 100 days and is truly a mass prop­erty, pop­u­lar across the length and breadth of the coun­try,” Gandhi adds.

Dabur was once a reg­u­lar on TV dur­ing a Bigg Boss ad break, “We have been as­so­ci­at­ing with the show for a long time now. Bigg Boss, as a for­mat, is sticky and view­ers watch it for the whole sea­son; it is not one of those prop­er­ties where peo­ple come and go,” says Ra­jiv Dubey, head-me­dia, Dabur In­dia.

How­ever, the Ayurvedic prod­uct spe­cial­ists are not present on TV this year, “The TV space has be­come very crowded now and here on VOOT, we are the ti­tle spon­sor, so we are dif­fer­en­ti­ated from the rest and have a notable pres­ence, we are not just one in the crowd. To me, we are as good as Appy Fizz on TV and we have in­vested far less com­pared to the TV buy­ers,” in­forms Dubey. ■

“Bigg Boss makes more money for us than any of our other VOOT prop­er­ties. In fact, this is one of the largest en­ter­tain­ment prop­er­ties on dig­i­tal in In­dia.” GAU­RAV GANDHI

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