Anjali Raina, Commercial Head of ULLU Digital, is quite optimistic about the future of the OTT platforms. She spoke about the marketing strategies, which the OTT giant ULLU has been practicing. Also she emphasized that web entertainment is the fastest growing sector in terms of revenue. She reiterated that the need of today’s OTT platforms is a good storyline and content which can grab eyeballs. Nothing else matters.
Speaking about the change the country is going through digitally, she said, “Our country is going through a digital revolution. The average consumer’s growing affinity to digital platform is forcing the producers to rethink the old parameters of entertainment consumption and revenue generation. The media industry is expected to reach new heights by 2025. In the next five years, the digital industry and the new technologies will be at a peak.”
She told the listeners that web entertainment has gone through major transformation and is creating new kind of revenue generating models. Also, the OTT platforms are trying to capture data on user experiences to be able to capture more audience and earn more profits. ULLU tries to promote content that is for the masses in order to reach more people.
She emphasized on the need for companies to learn more about what their users need as that is the only way OTT platforms will evolve in the future to make a mark on the web entertainment industry. She said, “The expectations of the viewers have to be met in any condition.”
Engagement of Audiences
“Any genre of content will work on the OTT platform but the content has to be capturing having the right twists and turns. The OTT platforms have a good future and we look forward to keep producing good content”, she said. She gave some hardcore data about the thriving entertainment industry, which proved the scope of further growth. Also, she articulated about the lion’s share which the digital sphere will have in the entertainment sector.
The OTT platforms are gaining more subscriptions and the content is being appreciated by audiences. She told that researchers say that by the end of the year 2020, every person living in developed countries will have at least four OTT platform subscriptions each and that is phenomenal. She touched upon the strategies which the OTT platforms adopt to attract the audience. Another interesting trend is the shift in peak consumption hours, especially during the night.
It was a great learning experience and her talk gave media students insight into the world of OTT platforms and what skills to gather for becoming industry-ready.
ULLU is a streaming platform that allows customers to watch a wide variety of web series, movies and exclusive ULLU Shows.
Anjali Raina serves as the Commercial Head of ULLU Digital having over 19 years of experience. Her key role is to provide commercial and contract management support to ensure commercial interests are optimized. She has also led the Training and Development team for CXO positions in MNCs.
Prior to joining ULLU Digital, she managed the human resources function in small to mid-size companies in industries including aviation, financial services, logistics and education, healthcare, marketing and financial services. Her areas of expertise include compliance and best practices, HR infrastructure and policy and procedural development.
The author, Sikta Mukherjee is associated with Adamas University Media School