After witnessing the success of integrating gamification around sporting events on ZEE5, the platform is now expanding gamification efforts to include both non-fiction and fiction properties, aiming to enhance user interaction across various content types, Abhirup Datta, Head of AVOD Marketing and YouTube Revenue at ZEE5 India, said.
Datta highlighted the immense relevance of gamification for today’s audiences, noting its vital role in enhancing user engagement.
In a conversation with Marketing Mind, he detailed ZEE5’s AVOD model and future strategies, providing insights into the platform’s roadmap and key initiatives. He said that the second half of the year begins with the festive season and they have a strong lineup of exclusives, including direct-to-AVOD releases and post-theatrical content.
This month, ZEE5 debuted Barzakh, a web series featuring Fawad Khan. Additionally, they have also launched a sci-fi comedy series titled Loop 11:47, which is an original creation from Zee Cafe. This series will be available exclusively on ZEE5 AVOD.
“Besides this, we have an exciting lineup of exclusive content scheduled for release each month. In addition to this, we will be expanding our offerings by creating content centered around the festive season. This includes repurposing and refurbishing archival shows and events. For instance, we will continue our tradition of live streaming Ganesh Chaturthi Aartis from Pandals, engaging with our ZEE5 AVOD audience and enhancing their viewing experience,” Datta said.
“Moreover, in Bengal, we will be live-streaming the Durga Puja celebrations, including the Pandals, to keep our audience engaged. Additionally, we frequently launch film festivals to stay top-of-mind. These festivals involve converting selected SVOD titles to AVOD and introducing new AVOD content. We also hosted a Monsoon Film Festival, with similar initiatives planned for the future. Alongside these events, we run brand campaigns to maintain our relevance. For instance, we executed the ‘ZEE5 Apna TV’ campaign during the IPL season and will continue to roll out similar campaigns,” he added.
Datta highlighted that as a brand, they embody a blend of deep-rooted tradition and progressive vision. So, when it comes to our content, they select themes that carry profound meaning and social significance, reflecting ZEE5’s commitment to both heritage and forward-thinking perspectives.
“Festive periods are crucial for us because they represent a prime opportunity for advertisers to engage with the largest audience possible. Advertisers tend to invest where the maximum viewership is, and this is where the distinctive advantage of OTT platforms comes into play,” he said.
Unlike other media, OTT allows for precise targeting. For example, if an advertiser wants to focus on the Kochi market, the Kerala region, or a specific demographic within Kerala, they can achieve this level of specificity. This capability enables both large companies and small retailers to collaborate with ZEE5 to effectively reach their desired audience.
“Additionally, OTT platforms like ZEE5 offer a unique opportunity for contextual advertising. For instance, if you have content related to skincare, contextual advertising can enhance relevance and engagement. That will be also key as advertisers look to scale and drive this clutter of distractions for consumers. As advertisers seek to cut through the noise, building a compelling narrative and ensuring the right audience is reached at the right time becomes crucial. ZEE5 is committed to developing and offering these targeted advertising solutions to our consumer base,” he added.
While discussing the recent standout campaigns ZEE5 launched for its AVOD offering, Datta highlighted that they launched a campaign named ‘ZEE5 Apna TV’ during the IPL cricket season, which was followed by the World Cup. This campaign was specifically designed to address the issue faced by many women who miss their favorite TV shows due to cricket matches.
“We introduced a unique campaign called “Serial Killer”. This playful concept posed the question, “Do you have a serial killer at home? Is your husband a serial killer?” The idea was to humorously highlight how cricket is interrupting their TV time, making it a fun way to connect with the audience,” he said.
“Our campaign, which spanned six major languages, achieved outstanding results. It strongly resonated with women, leading to a notable increase in ZEE5’s engagement, even amidst the ongoing cricket season,” he added.
Another impactful initiative was the ‘#NoNaariNoStory’ campaign for Women’s Day. This campaign highlighted the essential role women play in stories and in life itself. Through this concept, they developed imagery and campaigns featuring only male protagonists to illustrate how incomplete a story appears without women.
Datta also explained key factors fueling the expansion and increasing acceptance of the AVOD model in India. He mentioned that the AVOD industry is currently thriving, with a global CAGR of approximately 14%. India has significantly contributed to this growth. Several factors are driving this trend.
“Consumers increasingly seek content that aligns with their cultural backgrounds and linguistic preferences. AVOD platforms address this need by offering both region-specific and global content, making premium stories accessible for free. This strategy has greatly enhanced consumer engagement and content sampling across India,” Datta said.
“Television remains our core driver of awareness and consumption, while live sports and major events contribute to spikes in viewership. However, the key challenge is to engage and retain viewers consistently,” he added.
Furthermore, he went on to say that technological advancements also play a crucial role. The expansion of mobile internet, faster connectivity, and the proliferation of smartphones are fueling growth in tier 2 and tier 3 markets. Additionally, the rise of smart TVs is a significant trend, as more consumers invest in connected TVs, leading to a noticeable increase in AVOD viewership. Together, these factors are contributing to the burgeoning success of the AVOD sector.
“Our focus, which has been a priority, is on connected TV (CTV) devices. We are concentrating on creating relevant advertising for consumers on connected TVs while ensuring that the user experience remains uninterrupted. This is the direction we are committed to and are actively developing,” Datta said.
He went on to say, “Our approach offers advertisers several advantages, including precise targeting, optimal timing, and well-crafted content with strategic product placement. This ensures that advertisers can effectively reach their desired demographic. Additionally, we integrate advertisers into compelling storytelling narratives, enhancing the overall value proposition for AVOD.”
Datta emphasised that everything is meticulously measured on OTT platforms, providing comprehensive analytics that empower advertisers to make informed decisions and achieve better ROI.
“We are also heavily investing in regional targeting, allowing smaller retailers to engage in micro-targeting and reach their audience with greater precision,” he said.
Moving on, he provided an in-depth analysis of the current trends influencing the AVOD industry in India, which include the rise of smart TVs, which are significantly impacting viewership patterns. Historically, high consumption rates were concentrated in metropolitan areas, but now, a shift toward Tier 2 and Tier 3 markets is being witnessed. This transition underscores a growing demand for high-quality, premium storytelling content.
“For example, recent releases such as Barzakh, Kam Chalu Hai, and Loop 11:47 demonstrate a commitment to delivering well-crafted narratives. These shows, offered free of charge, reflect the evolving consumer appetite for superior content. In the realm of AVOD, the goal is to maximise viewer engagement and attract advertisers by offering compelling content. To achieve this, the focus will be on attracting top creators and expanding the content library,” Datta said.
“For Zee, our strengths lie in our regional programming and classic shows. By reintroducing cult classics like Hum Paanch from our archives, we aim to enhance discoverability and cater to diverse audience preferences,” he added.
Furthermore, he pointed out that India is often described as price-conscious, rather he believes that it is value-conscious. Whether investing time or money, Indians seek significant value in return. The trend of both AVOD and SVOD growing together will persist. As consumers continue to evolve and migrate into the OTT space, both models are expected to thrive over the next four to five years.
“An intriguing question is what elements will remain constant amidst change. In my view, the emphasis on high-quality stories will endure. Building a platform that features compelling stories and skilled storytellers, while ensuring a superb user experience, whether AVOD or SVOD, will continue to be essential for success. This core principle is expected to remain stable over the next five years,” he added.
For ZEE5, engaging consumers and retaining their attention on the platform presented significant challenges initially. Datta believes that addressing these issues requires a focus on the type of stories presented to viewers.
“We have observed that our audience is diverse, spanning various social strata, languages, and cultural backgrounds. To cater to this wide array, we are developing a substantial amount of localised and regional content. This involves collaborating with local and regional creators and producers to deliver content tailored to their preferences. For instance, a viewer in Delhi might be interested in a Malayalam film from Kerala. To address this, we are also cross-pollinating content to enhance its relevance,” he said.
“Furthermore, creating a local flavor involves implementing hyper-local activations and fostering deeper connections with our audience. This can be achieved through gamification and other innovative strategies. These initiatives are crucial for building a successful and engaging platform that resonates with the diverse interests of our viewers,” Datta added.
He also underscored that the primary challenge for the AVOD model in India is engaging and retaining consumers effectively. Attracting users to the platform is just the beginning, it’s crucial to maintain their interest with compelling storytelling and to keep the brand prominent in their minds. This is where impactful brand campaigns become essential. However, these campaigns must be backed by high-quality content. Without strong, engaging content, consumers are likely to lose interest.
Furthermore, Datta explained that the significance of tier 2 and tier 3 content cannot be overstated. India’s diverse landscape means that these regions are not homogeneous, they encompass a broad spectrum of audiences with varied content preferences.
In tier 2 and tier 3 markets, some consumers seek high-quality, sophisticated content, while others have different tastes and requirements.
“To address this, it is crucial to effectively incorporate local content creators, publishers, and stories into our narrative. Our approach involves working closely with each region, whether north, south, east, or west, to infuse our content portfolio with a rich, regional flavor that resonates with the distinct preferences of these audiences,” he added.
Highlighting how OTT platforms are leveraging gamification to enhance user engagement, Datta noted that gamification is incredibly relevant for today’s audiences, as it plays a crucial role in fostering deeper engagement with users.
“Our focus has primarily been on integrating gamification centred around sporting events, which has proven effective. Additionally, we have incorporated hyper-casual games, known for their high engagement levels and repeat play. These games are available on our platform, reflecting their popularity,” he said.
“Looking ahead, we are expanding our gamification efforts to include both non-fiction and fiction properties. This development is a key part of our strategy to enhance user interaction across various content types,” he added.
In conclusion, Datta highlighted ZEE5’s AVOD’s unique position in the competitive OTT landscape, stating that their core strengths lie in two key areas.
“First, we pride ourselves on our deep regional connection and our ability to engage with the true essence of Bharat. This regional flavor sets us apart. Second, we have a rich history and legacy in our programming. We are reviving beloved classics like Hum Panch, Pavitra Rishta, and others, offering these cherished shows to new audiences who may not have experienced them growing up,” he said.
Moreover, they are dedicated to providing an exceptional user experience. Their goal is to ensure that every visitor to our platform enjoys a seamless and intuitive navigation experience, reflecting their commitment to top-notch user experience and interface design.
“ZEE5 stands out from other OTT platforms due to its exceptionally engaged and diverse consumer base. Unlike many competitors, we have cultivated a deeply invested audience that spans various markets, making our user engagement uniquely robust and extensive,” he said.
