"Dekkho" Turns Your Device Into A Television - GADGETS & INNOVATIONS


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Friday, May 5, 2017

"Dekkho" Turns Your Device Into A Television

Press Release

Dekkho Turns Your Device Into A Television  Launches TV-like Linear Programming On Its Platform

The first-of-its-kind format enables better content Discovery, Greater user engagement, and more optimized ad spends; users can also create programming playlists and share it with other users

Mumbai, May 4, 2017: In a development which heralds a major transformation in the OTT entertainment experience in India, online video streaming platform Dekkho has announced the launch of its new Linear Programming feature. A first for any OTT platform, Dekhho’s Linear Programming allows content creators to make customized 24-hour programming with an easy-to-use back-end system and run a first-of-its-kind TV-like format on the digital medium. The feature will be available on Dekkho’s website as well as its Android and iOS mobile applications.

Dekkho will jointly curate along with content creators, existing top performing videos as well as undiscovered premium videos from its repository and organize them to create long-form content packages from different creators. Since content creators will not be required to create additional or fresh content in order to feature on the platform’s linear TV playlist, existing video content on the platform will benefit from increased viewership. Likewise, short-form content creators will get greater exposure through this pseudo-long content format, which will help them realize up to 3-5 times higher viewing for their catalogues. Creators will additionally be granted total control over the content published, its genre, and running time, and will receive direct feedback from fans and users on current as well as upcoming programming. Dekkho will also enable them to plan and update their programming according tothe viewer demand.

Commenting on the launch of the feature, Tanay Desai, co-founder at Dekkho said, “The prevalent on-demand model of video streaming can often lead to a fragmented and broken viewer experience, especially forusers whoprefer a laid-back viewing experience that does not involve navigating between various content offerings. This is a huge market which has not been tapped into. This segment will provide much higher engagement and a loyal fan base, hence Dekkho is introducing an innovative Linear Programming feature. It offers users a TV-like programming structure with the convenience of a digital medium, allowing them to enjoy an uninterrupted viewing experience of repackaged content for the first time on any digital platform. With this feature, users also get to act as content curators by making playlists of their favorite videos and sharing them with other users. With the latest rollout, creators and channels will get greater exposure on Dekkhos platform and have a chance to significantly increase their viewership.

With the linear programming feature, users can forego the manual discovery and selection of videos and instead view a selection of relevant content bundled together at the push of a button. Users also get the chance to discover content from multiple creators who provide similar content through Dekkho’s recommendation engine, thereby offering increased visibility to more non-mainstream and regional creators. Users can also view regional content in their preferred language from multiple creators in a single package. Dekkho will additionally give its users the power to decide what they want to watchby creating their own programming playlist through a feature called ‘Reels’. This will allow any Dekkho user to pick videos from its library and assemble a programming playlist. Dekkho will in turn gamify this process to drive user engagement. Dekkho also plans to eventually enable downloading of a section of linear programming for offline consumption.

The feature will benefit advertisers as well, giving them the opportunity to cater to a loyal, long-form-consuming audience through linear programming. Since advertisers will have prior knowledge of what content will stream on live/linear channels, they will be able to take better decisions in terms of identifying target audiences and optimizingtheir ad spends.
Creators have already observed a 3.5x rise in viewership on linear channels as compared to video-on-demandand OTT platforms. Advertisers, too, still prefer to invest their ad budget in linear TV, and theyre confident that itwill remain a dominant medium. Scale and simplicity are the main reasons behind this thought process.Through a linear programming structure on Dekkho, we can better target a segment of conventional viewers who still prefer television over digital and offer them the content of their choice the way they like it,said Vinay Pillai, co-founder at Dekkho

Since its launch, Dekkho has disrupted online video streaming with its differentiated approach. It aims to revolutionize videos in India by providing premium content across music, comedy, fashion, food, travel, and lifestyle which first premiers on Dekkho. The platform allows its users to discover, view, share, and recommend high-quality content close to their hearts through an invite-only feature.

About Dekkho:
Headquartered in Mumbai, Dekkho is a new-age video streaming service, was established in March 2016. Catering specifically to the diverse entertainment needs of Indian viewers, Dekkho allows its users to watch free, high-quality, multichannel premium content with advertisements. The platform aims to curate and showcase content close to its users’ hearts to enable seamless access to the most relevant entertainment solutions, anytime, anywhere. By presenting only premium content across genres such as entertainment, food, travel, lifestyle, fashion, comedy etc. to viewers for free, Dekkho provides fully customized solutions to meet a user’s daily need for the most perfect premium viewing. The platform, currently, has over 12,000 hours of content from top digital channels such as Sony Music, Zee Music Company, ScoopWhoop, Rajshri, 101India, AIB, MissMalini.com, East India Comedy and Culture Machine to name a few. 

Dekkho – Company’s Profile

Catering specifically to the diverse entertainment needs of Indian viewers, Dekkho is a disruptive new-age video streaming service which allows its users to watch free, high-quality, multichannel premium content with advertisements. Headquartered in Mumbai, the platform aims to curate and showcase content close to its users’ hearts to enable a seamless access to the most relevant entertainment solutions, anytime, anywhere. The end goal? To become the default destination for all online video-based Indian entertainment content across Android, iOS, and web platforms.

The need for a platform like Dekkho was felt when its founders – avid consumers of online entertainment content – witnessed a large gap in the country’s nascent digital entertainment industry when compared to more mature markets such as the US. They realised that the Indian digital streaming ecosystem had to capture value from Subscription Video-on-Demand (SVOD) owing to steep pricing, immature payment gateways, and high content production costs. Platforms such as YouTube were not considered an attractive option for content providers due to low payouts, while issues such as user-generated content and inferior content discovery plagued both viewers and content developers. As a result, the brand value was getting diluted, the market was fragmented due to the presence of multiple players with conflicting interests, and users were unable to access premium content through one single app.

This void in the digital entertainment industry was what Dekkho was established to address in March, 2016. By presenting only premium content across genres such as entertainment, food, travel, lifestyle, fashion, comedy etc to viewers for free, Dekkho provides fully customised solutions to meet a user’s daily need for the most perfect premium viewing. The platform, currently, has over 10,000 hours of content from top digital channels such as Sony Music, Zee Music Company, Times Music, Rajshri, OML’s AIB, East India Comedy, Kanan Gill, Kenny Sebastian, Zakir Khan and SnG Comedy, MissMalini.com, Culture Machine’s Being Indian, BLUSH, Whack, Put Chutney, VIVA and Awesome Sauce, Powerdrift, Pocket Films, 9XM’s SpotBoyE, Viral Bollywood, Global Music Company and Mysterious World. Dekkho also has a unique ‘window concept’, which allows it to exclusively premiere music videos, trailers, and snippets from major blockbuster films and popular international artists on its platform for a duration of 48 hours to 7 days. This literally makes Dekkho the ‘Friday first day, first show’ of the Internet for Indian viewers!

Several other aspects set Dekkho apart from other OTT content aggregators. The monetisation model at Dekkho is based around highly-targeted, high-performance, and interactive advertising. Aided by advanced analytics, this gives advertisers access to a highly-engaged audience through in-stream video ads and sponsorships. Users benefit from free viewing and premium content with regional focus, while content providers are offered greater visibility, better monetisation, and are saved from the hassles of technological investments. The platform consumes less internet bandwidth, has superlative social sharing and community features, and delivers content offline.

With a team of 25 fulltime professionals with extensive experience in the media industry, Dekkho currently reaches out to 2 million social media users on a monthly basis. The platform has several strategic partnerships with brands such as LAVA, Intex and BookMyShow across segments in order to allow users in the partner ecosystem to also gain access to its diverse array of rich entertainment content. Dekkho plans to expand its team strength to 70 members by mid-2017, and produce original content in the short-to-medium format. It will additionally target launching an in-house artist label, and power networks like Ola, Samsung, and Vodafone with its content as a value-added service. The long-term vision is to create a sustained video streaming culture through adaptive transcoding and subsidised data tariffs with multiple telecom service providers over the next five years.

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