The site, MyIndianIdol.com enables participants to upload their videos in order to participate (and jump the queue) in the reality show.
“For the first time in Indian Idol’s history, MyIndianIdol.com will provide an online platform to discover talent across India. With the number of Internet users crossing 100m in India, this will give us another method of reaching out to talent across the country. Within 5 hours of launching the site, we had more than 30 audition video uploads from across the country.” – Nitesh Kripalani, Senior Vice-President – New Media, Business Development and Digital/Syndication at Sony Entertainment Network.
The online venture is in partnership with Videochaska, a Multi Screen Media property that focuses on exclusive online Hindi video content.
Online Video Trend in India
When it comes to consumption, India holds #3 position and most of the video consumption in India happens from offices (read our earlier report: Online Video Consumption–India Holds the Number 3 Position Worldwide). But will Indians take the online route for content production? Initiatives like these probably help, but are brands gearing up to use videos for advertising/reaching out to the consumers? That’s precisely the challenge with the current state of the industry (read: State of Online Video Industry in India [Video Ad Inventory Is Sold As Display Ad Inventory]).
Although there are many video ad networks, their ability to give good inventory fills and yields are suspect. The main reasons for the same are
- They are trying to get ad budgets allocated from digital spends as opposed to TV spends
- Because of the above mentioned reason they end up selling video ad inventory like a display ad inventory
- They are limited to getting ads to one geography today i.e., if it’s an Indian ad network you would get ads only for India.
This monetization limitation makes content development, specific to this medium, very challenging for publishers and independent content creators. Also for the traditional content owner have not found the right set of service providers who would make their content ready for mobile and internet consumption and distribute them across the web and mobile access points. There are content networks like TAN, Rajshri, & Star TV out there in the market; however, they are limited in providing content only from their library which makes their reach very limited.
Will this change in 2012? For sure, brands cannot ignore the online medium, but will they ever shift ad budget from offline to online in the coming days?