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IAA Conversations: Myth that small screen may not be good for long content viewing is breaking

The knowledge Sharing Session on ‘Overview & Insights of OTT’ touched upon the future of technology enhancing streamlining of content and the growth of content consumption

The India Chapter of International Advertising Association (IAA) organized ‘IAA Conversations’, a thought leadership platform with Ajit Mohan, CEO, Hotstar & Ashish Bhasin, Chairman  & CEO South Asia - Dentsu Aegis Network at Indian School of Management & Entrepreneurship (ISME), Lower Parel, Mumbai. The session was moderated by Megha Tata, COO, BTVI.  The partners for the event were BTVI & Sakal Media Group & ISME.

Ajit Mohan mentioned that people’s appetite for video consumption is on a rise and smart phones accelerate this possibility. The myth that small screen may not be good for long content viewing is slowly breaking.  The power of accessible, curated real stories online is strengthened through technology. OTT has lent us the ability to leverage stories and transform experience. OTT has helped to marry the engagement ability of a television with the consumer understanding of OTT. Cricket has helped people to come to this platform.

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Ashish Bhasin said that tectonic shifts are happening online. ‘Where there are eyeballs there go the numbers. 13-14% market is digital. Video consumption will increase with smart phones. As of now there is a 22-24% penetration. In India every medium holds the potential to grow. The big problem in the ecosystem for the medium to grow is the standardization of currency to measure multimedia reach.

Ramesh Narayan, President, IAA India Chapter said, “As a responsible industry Association, The India Chapter of the IAA has found this a great way of engaging the youth and at the same time amplifying the message on a national basis.”

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