30 October 2020 00:53

MediAvataar's News Desk

MediAvataar's News Desk

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Mzaalo, a blockchain-based Video Streaming application announced the launch of its AVOD platform.

The gamified video ecosystem is designed to reward consumers for viewing content on the platform. Mzaalo's system is secured by blockchain, trusted infrastructure for content and brands to own engagement and commerce for their users.

The AVOD platform offers consumers 50,000+ hours of premium content from over 25 content partners. The content library features a mix of Bollywood and Regional Movies, Original series, music videos, linear television programing and more that will be available in Hindi and nine other Indian regional languages.

The wide-ranging content catalogue will attract users who can enjoy an immersive experience in which they can earn for watching content, interacting with the community, inviting friends as well as sharing, liking, and commenting on social media platforms. The process of watching content and being incentivized in the form of blockchain-based rewards adds to Mzaalo's credibility in building engagement, loyalty and driving growth.

The earned reward coins are stored in the users' digital wallets and can be spent on premium experiences, physical merchandise, partner products and services, digital goods, games, and charitable giving. Mzaalo plans to on-board established brand partners spanning across range of categories such as health & fitness, fashion, accessories, electronics, travel, wellness, and much more.

Commenting on the launch, Mr. Vikram Tanna, COO, Mzaalo said, "Technology is increasingly becoming the centre of every human interaction. Also, brands today are adopting to innovate and engage with users by creating bespoke, experiences without disrupting the entertainment journey. Mzaalo’s consumer centric ecosystem is the first to reward consumers for their time and attention. Moreover, our engagement algorithm is designed for advertisers to build valuable user–brand experiences based on data transparency and privacy.”

Mzaalo has conducted consumer research across the country to understand user sentiments towards sharing personal data on various platforms and the process of selecting winners and rewarding customers. Understanding the requirement of user privacy and data protection, Mzaalo created an ecosystem that addresses consumers' needs by providing a rewarding entertainment experience in a trusted environment.

Mzaalo shall adopt a secured Decentralized Ledger Technology (DLT) to establish a trusted entertainment ecosystem where participants derive value from their contribution to the network. Additionally, users will be empowered to take control of their digital identity and shall be gratified for valuable behavior such as providing engagement on the platform through recommendations and for bringing peers onto it.

̶ The Kantar CX+ report evaluates the CX performance of companies in the Telecom, Media and Technology sectors, using the Kantar’s unique CX+ index.

̶ CX+ is the only sector specific index to look at brands in the context of their category. It uses customer centricity as its core to evaluate CX performance of a company.

We are living in an era where experience is everything – whether it is experience derived out of consuming or using a physical product or a service. Majority of CEOs believe that customer centricity is key for driving business growth, in this era of experience. However, there is still a big gap between ambition and reality; while nearly all CEOs in India see the need to become customer-centric, just 37% of consumers believe companies offer truly customer-centric experiences, according to the Kantar CX+ study.

The new CX+ TMT report released by Kantar today evaluates companies in the sector based on a unique combination of their experience scores, on dimensions that are critical to the customer’s journey.

The basic premise of CX+ is that brand and customer experience have become synonymous, in this increasingly connected environment. Thus, the roadmap to delivering a holistic experience is based on 5 key CX success factors:

1. Clarity of brand promise

2. Empowered employees

3. Empowered customers

4. Creating lasting memories

5. Reinforcement of brand choice

Additionally, the study also identifies each brand’s Experience Gap – which quantifies the difference between the Brand Promise and the actual customer experience delivered.

The CX+ index for each brand is derived based on a combination of the CX Performance and the Experience Gap.

The TMT study covered Telecom Network Providers, Media Streaming Platforms and Handheld Devices. In this study conducted in early 2020, clear winners emerged in each of the sectors.


Commenting on the launch of the CX+ TMT report findings, Sushmita Balasubramaniam, Domain Lead for CX and Commerce - South Asia, Insights Division, Kantar said: “The landscape across the TMT sectors has changed drastically over the last one year. Consumers’ adoption of and dependence on digital, whether for basic everyday living, working, studying or entertainment has presented enormous challenges to companies in these sectors. And, the changes in usage of products and services will also mean that customer priorities on the kind of experience they are seeking will be different from the pre-COVID era.”

Our CX+ study reveals that for many companies across these sectors, there is a large gap between the brand promise and customer experience. The companies who emerge as leaders are those who have delivered a superior customer experience that is matched with a strong brand promise thus giving them a distinctive ‘Experience Advantage’ over competition.

In the current scenario, there are some things which, with time may go back to the way they were, but many things will not. It is critical for companies to recognize and understand what customer expectations and priorities are going to be in the coming future. And, brands that will succeed are those who will adapt and innovate to cater to these new emotions and behaviors.

We have evidence that putting customer centricity at the core can protect brands from major economic disruptions.

This is the most opportune time for companies in the tech sector to review their strategies and take the current challenges head on. The customer is in a mood to explore and experiment.

Soumya Mohanty, Chief Client Officer, South Asia, Insights Division, Kantar, said “In the current scenario, with tech convergence and emerging global media giants, the world will see vigorous competition in the TMT sector. This is an arena where tech credentials will become increasingly hygiene, CX will be critical. As network services providers, handheld device brands and streaming media providers, all will leverage customer data to build personalised journeys, CX and owning the relationship with the end user will become increasingly important.”

Some key findings that underline the clear benefits of delivering strong customer experience – in the three TMT sectors:

Telecom/ network providers:

̶ Brands that lead in the CX+ Index have 1.5x higher engagement levels than those at the lower end of the index.

̶ The likelihood of their customers remaining loyal to them increases by 1.5x. While the likelihood of their customers recommending them increases by 1.6x

̶ Delivering on basics is critical for a telecom provider – price benefits, at the same time delivering on basics of connectivity and customer support.

Media Streaming platforms

̶ The leader brand is seen as being 1.6x times more customer centric than those at the lower end of the index.

̶ The leader has 1.8x higher engagement levels

̶ Retailers that lead in the CX+ Index are 1.7x more likely to be recommended than those at the lower end of the index.

̶ The likelihood of their customers remaining loyal to them increases by 1.8x

̶ Even for a newer category like streaming platforms, basic CX attributes emerge as top drivers of CX - ease of getting in touch, value for money, customer centricity and download / buffering speed

Handheld Devices

̶ The leader has 1.8x higher engagement levels than those at the lower end of the index.

̶ Retailers that lead in the CX+ Index are 1.9x more likely to be recommended

̶ The likelihood of their customers remaining loyal to them increases by 1.7x

̶ Interestingly, experience in branded stores at the time of purchase, delivery of brand promise and being customer centric are more important drivers of CX than functional aspects relating to the product themselves.

The Kantar CX+ TMT 2020 study analyzed 6,000+ customers drawn from users across the sectors in India and was conducted in early 2020.

Viacom18, India’s fastest growing media and entertainment company, today announced the appointment of Rajesh Iyer to take on independent charge of Colors Bangla, Colors Odia, Colors Tamil and Colors Gujarati.

Speaking about the appointment, Rahul Joshi, MD, Network18 said: “Regional broadcast entertainment is a key pillar in our endeavour to chart out a high-growth path for Viacom18. India is witnessing an unprecedented boom in the segment and agility is the need of the hour to get to leadership positions in our existing regional markets. With his years of leadership experience across TV and digital ecosystems, Rajesh is ably poised to take on the challenges presented by the genre and successfully grow the business.”

Rajesh Iyer joined Network18 in March 2019 and has worked closely with the leadership team therein, to spearhead new initiatives. Prior to this and as part of the broadcast leadership team at ZEEL, Rajesh successfully launched its second GEC ‘&TV’ in 2015. He is no stranger to Viacom18, having served the organisation for 6 years when he led the marketing portfolio of the network’s flagship GEC COLORS. He has also worked with Star, YuppTV and Ambience Publicis/Ogilvy & Mather.

Ravish Kumar will continue to lead the network’s regional broadcast forays in Kannada and Marathi. Both Rajesh and Ravish will work closely to grow the regional broadcast footprint of Viacom18.

Created by top Directors like Abrar Athar, Shihab Shaheen and Anam Biswas

Mainkar Chipay, directed by Abrar Athar to be released on 09th November, 2020

ZEE5 Global, the largest OTT platform for South Asian content, announced the launch of its first Bangladeshi Original, a dark-comedy thriller – Mainkar Chipay at a virtual press conference on Tuesday. The announcement was made by Archana Anand, Chief Business Officer, ZEE5 Global.

She also announced the development and production of three new Bangladeshi content projects over the next few months, with more in the pipeline. The announcements were made at a star-studded event attended by the likes of Ziaul Faruq Apurba, Nusraat Faria, Afran Nisho, Bidya Sinha Mim, Arifin Shuvoo and many more. Mr. Asaduzzaman Noor, the former Minister of Cultural Affairs of Bangladesh, Vice Chairman of Asiatic 360, and a legendary veteran actor himself, also graced the event with his presence. The event also saw the trailer of the upcoming venture being unveiled. All these shows will be available to ZEE5 Global subscribers in over 190 countries.

Mainkar Chipay, directed by internationally acclaimed young film maker Abrar Athar, is a situational thriller comedy which will see Afran Nisho, Sariful Razz and Shamol Mawla working together for the first time. Shot in a minimalist format, this is an edgy thriller which sees a cop, a drug dealer and a drug addict caught in a situation inside a car. The shooting of the film was done with strict adherence to all the lockdown guidelines. This will be the first project for Abrar since Koli 2.0. The film is set to release on 9th November and will mark the beginning of ZEE5’s Bangladeshi Original Content chapter.

“We’re super excited to shoot the first Bangladeshi original on Zee 5. The film was shot in record time and we wrote the script in a way that didn’t require a large crew or a lot of equipment. It’s a crime thriller comedy and we really hope people have as much fun watching it as we did making it.” said Director Abrar Athar.

Among other projects, notable Bangladeshi screenwriter and film maker Shihab Shaheen is set to commence shoot on 28th October for his new film and second ZEE5 Original title Jodi, Kintu Tobuo…, a romantic comedy starring Ziaul Faruq Apurba and Nusraat Faria, while another national award-winning young director Anam Biswas will be working on “What the Fry?” starring Bidya Sinha Mim. Also part of the line-up will be Tanim Noor and Krishnendu Chattopadhyay’s (with Parthe Sarkar as an associate director) Contract, a web series starring Arifin Shuvoo, Chanchal Chowdhury, Zakia Bari Mamo and Iresh Zaker. The Originals are being produced in partnership with local content agency Good Company Limited – An Asiatic 360 Content Initiative.

Amit Goenka, President – Digital Businesses & Platforms, ZEE Entertainment said, “Investing in local content that resonates with global audiences and building out strong local partnerships is high on our agenda this year. Bangladesh is a high priority market for us and we’re very glad to be rolling out our first set of Originals in this market today as a first step towards our vision for strong collaborations with this market”

Announcing the lineup, Archana Anand, Chief Business Officer, ZEE5 Global said “Bangladesh has an immense pool of talented directors and artistes and rich cultural stories. In line with our vision of creating rich local narratives with the local talent, and giving them a global audience, we’re thrilled to be announcing a slate of multiple projects, and the launch of our very first Bangladeshi Original - Mainkar Chipay. We have brought together the best of talent from Bangladesh to create these unique narratives which are sure to resonate with viewers, not just in this region but across the globe.”

Sarder Saniat Hossain, CEO, Good Company expressed his delight to have been a part of a journey together with ZEE5 to take Bangladeshi content to global audiences.

MRUCI would like to inform you that, Radhesh Uchil - the CEO of MRUC India, has decided to move on from his current role.

Having joined MRUC India in 2015, Radhesh has played a key leadership role in ensuring the successful execution and release of 2 rounds of the IRS study, in tandem with the Board and TechComm. He was also actively involved in exploring new opportunities with other industry bodies to further the objectives of the Council.

The MRUCI Board thanks him for his commitment to the Council’s cause over the past 5 years, and wishes him every success in his next endeavours.

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