Sunday, April 3, 2016

New-age companies allowing content creators to leverage technology to customize videos and monetize content

New-age companies allowing content creators to leverage technology
to customize videos and monetize content

MUMBAI, April 1, 2016. With the advent of digitization, viewing of videos has taken a creative, innovative and thought-provoking turn. Today the digital world is amply loaded with User Generated Content (UGC). But it has been seen that photographs are doing the rounds of social media far more than videos.

The primary reason for this was the low quality of production. The market now offers technologies which readily enable an individual to enhance the quality of production and post-production of their videos. This emerging trend has made the experience of viewing a video far more enriching and interactive.   

On day three of FICCI FRAMES, at a session on ‘The Content and Advertising Showstoppers’, Mr. Shardul Mohite, Founder, Flixapp; Ms. Swati Ketkar, Founder, Exaltive and Mr. Ronak Sutaria of PING Network,deliberated on how their products were allowing content creators to leverage technology to customize videos and monetize content.

Explaining his business model, Mr. Mohite said that his initiative is to build a mobile platform that is going to make it easy for businesses of all sizes to create cost-effective professional videos within a few minutes, with no video editing or shooting experience required. He added that the mobile platform would meet the businesses’ increased demand for videos by producing simple yet impactful videos to strengthen their marketing plans.

Mr. Mohite said that many businesses shy away from producing marketing videos as they do not have the time, money or expertise to create them. This is where the need arises for a business-grade video maker that is easy enough for anyone to use, yet powerful enough to generate professional-looking, on-brand videos that can be easily incorporated into broader marketing strategies.

Speaking about ‘Exaltive’, a first of its kind Interactive Video Platform, Ms. Ketkar said that Exaltive allows viewers to transact within the video. Exaltive enriches the viewing experience of both new and existing videos to make it more personal and effective. It creates upsell opportunities and provides meaningful analytics to marketers while using existing assets.

Exaltive platform includes intuitive designer, interactive player, API integration, channels, and advanced analytics engine, she said and added that Exaltive was a growing enterprise cloud solution designed to assemble and enhance video from multiple sources and present them in the most optimized format.

Mr. Sutaria said that with first of its kind formats and premium talent, his broadcast-ready content was already being viewed across multiple platforms, including satellite television. His company works with talent helping them become successful content creators and with leading advertisers providing them the opportunity to engage with their audiences.

At Ping, Mr. Sutaria said that content creators were supported by a technology-focussed team that helped in understanding audiences on a real-time basis. So, at one destination a content creator was helped in creating content and deliver this content across platforms which allowed the creator to build his/her brand, reach out to a larger audience and resulted in higher monetisation.

The moderator of the session was Ms. Sowmya Iyer, Founder, Xebec Communications.   


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