Earlier this yr Toronto-based content firm QYou Media expanded its India presence by incorporating a subsidiary firm QYou India and naming former Sony Footage Leisure president worldwide networks Andy Kaplan as the chairman of the newly shaped subsidiary.
The goal of the firm is to become a premier vacation spot for the easiest unique, digital-first content in India.
Final month QYou Media launched the Q India cellular app on the Google Play retailer. That includes content from native creators and expertise, the direct-to-consumer app goals to broaden Q India’s footprint inside India and to the further tens of tens of millions of expatriate followers of Indian-created content globally.
The corporate has content tie-ups with native creators like Tradition Machine, Pocket Aces, and The Comedian Wallah. The brand new service additionally provides to the 230 million+ shoppers on cellular and TV which might be already partaking with QYou’s curated content by way of partnerships with main TV and cellular suppliers in the area.
TelevisionPost.com’s Ashwin Pinto caught up with QYou Media CEO Curt Marvis to discover out about the firm’s plans.
How has QYou Media grown its presence globally in the previous few years?
The objective from the begin has all the time been to flip QYou into a worldwide millennial leisure model. In the first couple of years, we targeted on making our programming as extensively obtainable as potential by signing distribution offers with the likes of Ericsson and Tata Sky. Since then our international viewers attain has hit the 300 million mark and this may be attributed to our elevated concentrate on creating localized programming and the creation of our Heads Up Every day (HUD) format.
What have been the learnings from working in the digital and multiscreen area?
What we’ve discovered from working in each ‘traditional’ and digital worlds is that neither is best than the different and in reality, the strains between each are beginning to blur. Conventional TV service suppliers are taking a leaf out of YouTube’s ebook by bringing on-line video to their TV audiences.
In the meantime, new media platforms, akin to Fb and Twitter are pursuing the live-streaming content market with gusto, specializing in sports activities broadcasting and enabling their customers to watch excessive profile sporting tournaments comparable to the Olympic Video games. These tendencies are literally creating thrilling alternatives for each TV service suppliers and digital platforms.
QYou Media expects 200% income progress over the subsequent 2-Three years on an annual foundation. What elements will drive this progress?
Over the subsequent few years, our localised codecs will underpin our income progress. We’ve already launched localised codecs in India, Indonesia, Malaysia, Philippines, and Poland, and we plan to broaden into extra markets.
The worldwide shift in the direction of extra culturally related content is pushed by youthful audiences who recurrently view movies from native creators on social media. In consequence, TV service suppliers making an attempt to enter native territories are realising that they want to develop regional programming that will resonate with youthful audiences. It’s one thing iflix is doing extremely nicely in Asia, and it’s why Netflix is making an attempt to compete by doing an enormous push in the area and saying 17 localised exhibits for shoppers in India Thailand, Taiwan, Japan, and South Korea.
Our income progress will even be pushed by the manufacturing and gross sales of our unique codecs corresponding to Heads Up Day by day (HUD). We created Hud as a result of we recognised that there was an enormous alternative to capitalise on the urge for food for e-sports by taking it from on-line video channels and bringing it to a TV format that’s adaptable throughout totally different territories. Many tv manufacturers need to get in on the e-sports motion, however its on-line codecs are usually not TV pleasant due to tournaments typically lasting a number of hours and specializing in complicated video games.
How necessary is Asia in this regard? Which might be your prime three markets going ahead?
Asia, notably the Southeast, is an important marketplace for QYou Media. Cellular video is altering every little thing so quick, however TV will proceed to be related for a very long time. India has been an enormous focus for us, just because of the sheer measurement of the potential attain amongst the 20-30-year-old age bracket that we like to name “Young India”.
We see lots of potential in Asia as an entire. We’re already current in fairly a couple of territories in Asia in consequence of our distribution partnership with iflix, which additionally consists of regionally hosted codecs in Indonesia, Malaysia, and the Philippines.
How are you constructing your presence in India?
To ensure that us to fulfill our ambition of turning Q India into the go-to leisure model for millennials, it’s essential that we now have an area staff in place to help our companions and drive exercise.
We simply introduced the appointment of Krishna Menon as our Chief Income Officer who will be liable for driving promoting and sponsorship income. Krishna is the first senior administration appointment we’ve introduced for The Q India and he will be working with Sunder Aaron, basic supervisor of The Q India, in Mumbai to assist proceed elevating the profile of the model
In the previous couple of months we rebranded to Q India; began working with extra native creators to assist us develop our programming; and launched The Q India cellular app on the Google Play retailer. We’ve much more thrilling issues in retailer for 2019 which, of course, means persevering with to recruit a group of gifted individuals who consider in our imaginative and prescient.
Do you see India’s general digital content journey being comparable to different markets like Japan, the US, Europe or will India thread its personal path?
Each single market is exclusive and has its personal alternatives and challenges, and that is very true of India. Explosive cellular utilization; a millennial and gen z viewers that makes up roughly half of India’s 1 billion inhabitants; and an extremely numerous tradition that’s made up of 22 languages and over 700 dialects means there’s no different area fairly prefer it.
It’s unimaginable to predict precisely what India’s digital content market will appear to be in a couple of years’ time as a result of it’s at present in a state of speedy evolution. Nevertheless, I do consider it will become home to one of the most prolific digital content markets in the world and I’m extremely proud that QYou will be an element of that journey.
In India, the enterprise mannequin for digital content has not advanced for content platforms which work primarily in digital. What do you are feeling about the path that India will head in when it comes to monetisation and profitability of digital content platforms?
India has a excessive progress media and leisure market that’s forecast to be value Rs 2 trillion by 2020, and that will embrace the rise of digital content platforms. The booming cellular market and the large quantity of Younger Indians offers fertile floor for digital content platforms to flourish. The rationale QYou has invested so closely in India is as a result of we see monetisation alternatives for digital-first content, notably in ad-supported enterprise fashions.
That are the native content corporations, creators that you simply work and are wanting to work with for content creation?
We presently work with 101 India, Tradition Machine, Energy Drift, Arre, The Comedian Wallah, Pocket Aces, and POPxo, to identify however a number of, they usually assist us make sure that the content we produce is genuine and will resonate with Younger Indian audiences.
We’re all the time on the lookout for extra gifted creatives that may assist us be sure that our programming stays recent, dynamic and related.
In India, legacy TV continues to be anticipated to thrive in the coming years. Will digital content complement it or take away millennial viewership?
I consider digital content enhances legacy TV and that it will truly assist tv manufacturers keep related to millennial audiences. The twine slicing phenomenon amongst youthful audiences is prevalent in markets resembling the US and Western Europe, however it hasn’t taken off in India but.
Nevertheless, the Indian media and leisure business is evolving at a unprecedented tempo and it’s very attainable that conventional broadcasters and operators will face elevated competitors from digital gamers. Tata Sky has set a precedent by bringing digital-first content to its cellular and TV choices, so it stays interesting to youthful viewers, and I’m assured that extra broadcasters will quickly begin following in its footsteps – perhaps before you assume!
What’s the potential that you simply see in India for QYou Media?
There are a selection of alternatives for QYou in India, however we see monumental potential in the cellular market. Final yr, India overtook the US as the world’s second largest smartphone market, and by 2022 it will virtually have the similar quantity of customers as the whole continent of Europe.
A big proportion of these cellular customers are made up of Younger India. This demographic was born and raised in the digital period, making on-line video content a day by day staple of their leisure weight loss plan. Partnerships with cellular carriers, like Jio, which have nicely over 100 million subscribers have already offered QYou with larger distribution attain and monetisation potential.
That’s not to say that legacy TV as out of date, fairly the opposite. For the previous two years, TV viewership in India has grown by 12% regardless of the widespread availability of smartphones and low cost knowledge and elevated competitors from OTT suppliers like Hotstar and Netflix. Nevertheless, as Younger India continues to become the most profitable age bracket it is crucial that conventional TV service suppliers evolve their choices in line with this era’s consumption habits. Aside from Tata Sky, there are nearly no tv manufacturers concentrating on this viewers, however I consider Q India will help change that.
India is a really native content market. What are your plans to create native content for India which may journey overseas as properly?
QYou Media understands the significance of delivering localised content to a world viewers. Prior to the web, TV service suppliers merely imported subtitled US exhibits into native territories. On-line video platforms, fortunately, modified all of that by offering shoppers with entry to culturally related content that’s created by homegrown expertise.
The programming QYou develops in India is full of native taste. We obtain this by working with some of the area’s prolific YouTube stars whose channels have hundreds of thousands of views and subscribers. It’s a enterprise mannequin we replicate in different nations, like Poland, however the distinction is that we work with Polish content creators and influencers. This strategy ensures that our exhibits are distinctive to the respective tradition and subsequently have extra model stickiness.