Priyanka Sudan

UNDERSTANDING TV SYNDICATION MARKET

SIP project report submitted in partial fulfilment of the requirements for the PGDM

Programme

BY

Priyanka Sudan 2013213

Supervisors:

Harshad Wadadekar

(Manager sales and syndication)

Dr. S Senthil Kumar

(Associate Professor, IMT Nagpur)

INSTITUTE OF MANAGEMENT TECHNOLOGY, NAGPUR

2013-15


Priyanka Sudan(2013213) Page 1

ACKNOWLEDGMENT

I would like to thank Mr Vivek Lath, Founder- MD, GoQuest Media Venture Pvt Ltd and

Mr Harshad Wadadekar, the company guide for their effort and time to make Internship

learning and defining experience in my career. Under their guidance I gained knowledge not

only about the sector but also learnt many skills which I believe have left a profound impact

on my professional life and will continue to inspire me in my career.

My Sincere thanks to Dr. S Senthil Kumar, the faculty guide for his guidance and insights

throughout the internship process.

I appreciate the help and companionship of fellow interns and company officials for their

guidance throughout my internship.

Priyanka Sudan

2013213

IMT Nagpur



CONTENTS

OBJECTIVES ............................................................................................................................ 3

EXECUTIVE SUMMARY ......................................................................................................... 4

INTRODUCTION ...................................................................................................................... 5

ABOUT THE COMPANY .......................................................................................................... 6

MINISTRY OF INFORMATION AND BROADCASTING ....................................................... 8

WORLD CONTENT MARKET ............................................................................................... 11

COMPETITORS ...................................................................................................................... 12

METHODOLOGIES FOLLOWED ......................................................................................... 13

UNDERSTANDING INTERNET CONSUMPTION PATTERN ACROSS 5 COUNTRIES ON

VARIOUS DEVICES ............................................................................................................... 17

RUSSIAN TELEVISION MARKET ........................................................................................ 20

METHODOLOGY APPLIED .................................................................................................. 21

SCOPE FOR FUTURE IMPROVEMENTS ............................................................................. 22

RECOMMENDATION ............................................................................................................ 23

LIMITATIONS ........................................................................................................................ 24

BIBLIOGRAPHY ..................................................................................................................... 25



OBJECTIVES

1. Understanding the Internet consumption pattern across 5 countries among various age

groups and gender on different platforms.

2. Understanding the Russian market and its requirement for Indian content.

3. Project to understand E-marketplace by speaking to independent content owners on

YouTube.

4. Developing relationship between Goquest Media and online publications.



EXECUTIVE SUMMARY

The first few days were devoted to understand the services provided by the company which

included syndication and licencing of television content. Subsequently, I was given the data

from YouTube to understand the internet consumption pattern across 5 countries population

consisting of various age groups. Here I got the opportunity to understand the nitty-gritties of

YouTube. I was also responsible to manage the channel Election Guerrilla where the videos

required promotion and for the same I started a blog with my mentor.

Another project which was introduced here was “E-marketplace for YouTube content

owners” which would bring independent content owners and content buyers on one platform

to initiate the process of buying and selling. For this I had to contact content owners via

Facebook or email and through a set of questionnaire understand their perspective on this

model. The project helped in understanding the perception of various content owners

towards syndication and whether they have used syndication to monetize their content and

how it has helped them expand their reach.

The third project I worked on was to tap the Russian market and speak with various television

channels and sell them Indian television content.

Last project was pertaining to building relations between Goquest Media and online

publications such as Screenafrica, Rapidtv, Worldscreen and many others.



INTRODUCTION

According to FICCI-KPMG Report 2014, the Indian media and entertainment industry has

grown by 11.8 per cent in 2013, vis-à-vis 2012, and touched Rs 918 billion. It is expected to

touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent.

Online view of TV content:

Over a period of time the trend of video viewership has grown significantly in India. With

more than 60 million people watching videos on their PC’s, has shown a growth of 16 per

cent between December 2012 and December 2013. This has pointed towards the immense

potential that lies in India. The growth of online consumption depends upon development in

the current eco-system: the content, platforms, data services and various payment

mechanisms. The broadcasters today are considering various options to make their content

reach out to as many users as possible. Youtube is one such platform which accounts for 58

per cent of online viewership in India. Currently, there are star plus, colors TV, Zee TV and

set India are among the most watched channels on YouTube.

Various players in the industry are trying to capitalise from consumers demand for watching

TV content anywhere and anytime. The broadcasters have launched multi-screen platforms

such as Sony LIV from MSM India, Ditto TV from Zee Entertainment and Star Player from

Star India, additionally launch of online/mobile platforms by DTH operators in 2013. Both

Tata Sky and Dish TV launched, mobile and tablet apps through which subscribers could

watch live TV, catch up TV and video on demand (VoD) for an additional monthly fee

Independent VoD services such as Apalya, Geodesic, Zenga, DigiVive (nexGTV) and Spuul

continue to see traction but are yet to see any significant amount of paid user base



ABOUT THE COMPANY

About the Sector

Syndication

In layman’s terms, syndication means acquiring the rights of the content for the purpose to

show it on various digital platforms and across various networks in order to monetize from its

sale. The rights are bought by the company for a time period that has been negotiated

between the content owner and the buyer. The content buyer after reproducing the content

through various medium charges a commission and pays the profit if made to the content

owner

GoQuest Media Ventures Pvt Ltd is a sales agent and distributor of Indian Television

entertainment content. It acquires and aggregates Indian content and distributes to various

television channels and distribution platforms throughout the world.

GoQuest Media Provides an array of services to content owners and content buyers:

Content Owners:

1. Television Syndication:

2. YouTube Management

3. Digital Distribution

Content Buyers:

1. Television Shows

2. Movies

3. Digital

.

International syndication

1. Jeet in TV Asia, USA.

2. Kasautii Zindagii Kay, Sinhala dubbed version Praveena is broadcast by Sirasa TV in

sri lanka.

3. Kyu Hota hai Pyarr was broadcasted in New Zealand on Traingle TV.

4. Mann Kee Awaaz Pratigya was telecasted on Urdu channel 1 in Pakistan.

5. Popular Indian series Miliee was based on Argentine telenovela Muñeca brava.

6. Maayke Se Bandhi Dor was telecasted in Afghanistan’s channel Araina TV.

7. Mitwa Phool Kamal Ke was broadcasted on Ariana TV and it was dubbed in Dari

Persian



Regional syndication

The regional syndication market has seen a tremendous growth over the last few years. There

has been a rise in several general entertainment channels (GEC) across south India. Players

such as Polimer TV, Zee Tamil, Mega TV, Vasanth TV, Captain TV and Kalaignar TV,

while there are several old players such as Sun TV, Star Vijay, Raj TV and Jaya TV. These

channels buy hindi content at low prices and dub them in the regional language. The

audiences don’t realize that these shows are from north india unless it showcases north indian

style of dressing. Some of the popular shows listed below have been taken from the hindi TV

series industry.

1. Ye rishta kya kehlata hai is dubbed in Tamil and appears on Star Vijay as Uravugal

Thodarkathai.

2. Pirivom Santhipom is the remake of popular hindi show Bidai in tamil.

3. Anbalae Azhagana Veedu is the dubbed version of Baheenien

4. Sindhu Bhairavi is the dubbed version of Uttran is broadcasted on Raj TV.

Indian entertainment industry

The media sector is one of the fastest growing sectors in the world; with ever increasing

personal disposable incomes of people across the world the thirst to quench the need for good

entertainment is also increasing. Due to technology and innovation we have seen various

digital platforms coming up besides YouTube, such as Spuul, Netflix, daily motion where

films and television series across the world are released. Having these platforms is not

enough, making quality content available to people will help the producers, broadcasters and

networks to make good money.

According to FICCI-KPMG Report 2014, the Indian media and entertainment industry has

grown by 11.8 per cent in 2013, vis-à-vis 2012, and touched Rs 918 billion. It is expected to

touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent. In the future, the industry

will see a rise in mobile videos, since smart phones are available at decent prices with 3G and

4G connection and prefer to watch TV shows on the go will give an opportunity to the

producers to provide quality content.

With DTH is still coming to the household of people becomes another area from where

revenue will be generated.

(http://www.pwc.in/assets/pdfs/india-entertainment-and-media-outlook/india-entertainment-and-

media-outlook-2013.pdf)

http://www.pwc.in/assets/pdfs/india-entertainment-and-media-outlook/india-entertainment-and-media-outlook-2013.pdf




MINISTRY OF INFORMATION AND BROADCASTING

It is the apex body which governs rules and regulations pertaining to broadcasting,

information and Films.

Films

1. Directorate of Film Festivals (DFAI)

2. Films Division (FD)

3. Central Board of Film Certification

4. Children's Film Society, India

5. Film and Television Institute of India, Pune (FTII)

6. Film Certification Appellate Tribunal

7. National Film Archive of India (NFAI)

8. Satyajit Ray Film and Television Institute (SRFTI)

9. National Film Development Corporation

Broadcasting

1. Conditional Access System (CAS)

2. Community Radio Stations

3. Prasar Bharati

4. Doordarshan

5. Akashvani (All India Radio)

6. Broadcast Engineering Consultants India Limited

7. Uplinking/Downlinking of TV Channels

8. Content Regulation on Private TV Channels

9. DIRECT TO HOME(DTH)

10. Internet Protocol Television (IPTV)

11. Headend-in-the-Sky (HITS)

12. Digital television transition

13. Radio And Television Licence Around The World

14. Broadcasting Authority of India 1977

Information

1. Directorate of Advertising and Visual Publicity (DAVP)

2. Directorate of Field Publicity

3. Photo Division

4. Publications Division

5. Research Reference & Training Division

6. Song & Drama Division

7. Office of the Registrar of Newspapers for India (RNI)

8. Press Council of India

9. Press Information Bureau (PIB)

Source: Wikipedia



Indian shows currently licenced abroad

Indian soaps have their own uniqueness, the culture depicted in the story helps in connecting with the

audiences across the world. Popular shows such as Balika Vadhu, Uttaran have been dubbed in

various languages and are telecasted across countries such as Bosnia, Middle East, Africa and many

others.

Balika Vadhu has been dubbed in 16 languages across 18 countries and Uttaran for 1000 episodes by

leading players from the industry. Indian soaps have been competing with other country’s TV series.

Some facts to be stated are;

1. Turkey, which made about 270 cr from overseas sales of its TV serials in 2011.

2. East Europe, Russia, Croatia, Latin America, Africa and even developed markets such as Italy

have, however, evinced interest in Indian content

3. Zee, which possibly has the largest library, has spread its footprint across most markets, with

its popular serials such as Pavitra Rishta finding a market in Afghanistan and East Europe.

Source:(http://articles.economictimes.indiatimes.com/2013-01-25/news/36548364_1_indian-

soaps-serials-uttaran)

http://articles.economictimes.indiatimes.com/2013-01-25/news/36548364_1_indian-soaps-serials-uttaran

http://articles.economictimes.indiatimes.com/2013-01-25/news/36548364_1_indian-soaps-serials-uttaran



International Body for Content Licensing And Syndication

FRAPA:

Known as The Format Recognition & Protection Association is an international platform for

international format business to provide protection and information from producers to

creators and distributors across the world. The organization was founded in 2000 at the onset

of current reality television explosion. FRAPA came into existence when television formats

grew from a simple boutique business to a global, multi-billion dollar industry which is

responsible for the biggest entertainment companies in the world.

FRAPA constantly strive to evolve with changing times by catering to the industry it

represents. With ever-growing and changing needs of the format industry FRAPA has been

more refined to provide its services such as price, registration, negotiations, and regular

surveys on different format requirement across the world. FRAPA also organizes Annual

Format Award ceremony to acknowledge the creative work in the format world.

FRAPA has protected and represented its members and helped them create a strong format

industry that has shaped the entertainment business and has made the concept of intellectual

property very important.

International conferences for content syndication:

MIPCOM

MIPCOM is an annual TV and Entertainment market held in Cannes. It is a content event

held to help facilitate business ventures pertaining to co-producing, buying, selling, financing

and distribution of entertainment content. It provides a platform to the delegates from the

world of television, films, digital industry, and production and distribution industry with an

opportunity to network with each other and understand the future trends and trade content

rights of audio-visual content on a global level.

The event is attended by the top notch honchos of film and TV production companies. Each

year the event is attended by 12000 delegates from across the world.

(http://www.mipcom.com/RM/RM_MIPCOM/2014/documents/pdf/mipcom2014-

brochure.pdf?v=635380136859799567)

http://www.mipcom.com/RM/RM_MIPCOM/2014/documents/pdf/mipcom2014-brochure.pdf?v=635380136859799567




WORLD CONTENT MARKET

It was founded in the year 2000, today world content market is a platform which brings

esteemed delegates from the field of television, films and media on one platform giving an

opportunity to all to develop a strong network, launch new products, build brand awareness,

generate leads for content acquisitions and sales, and retain existing partners.

The platform provides plethora of content pertaining to films, TV, Mini-series, Telenovelas,

animation, kids programming, documentaries, formats, music, sports, lifestyle, news, and

much more. The delegates attend from 60 countries across the world. The delegates of top

notch honchos from the world of television channels, distributors, content aggregators,

mobile operators, VOD platforms, portals and social networks etc. get the opportunity to

connect with each other.

NATPE

NATPE, the oldest platform is the bridge between content creation and monetization which

connects the on-going conversations between Hollywood, International, Digital and

Brand/Ad Agency communities. As a trusted facilitator the platform brings scale and

efficiency to the content marketplace by catalysing the discovery, creation and monetization

of the world’s most compelling content. The conference annually takes place in the US.

DISCOP

The organization was started in the year 1991 as an audio-visual market for Eastern Europe

countries. However, with the collapse of USSR, the future of the organization came became a

concern. DISCOP was a place for the buyers to purchase discounted programs. With the

liberalization scenario kicking in DISCOP became a much more organized platform to cater

to the needs of the burgeoning media sector. In the year 2011, DISCOP Istanbul was

launched after the existing DISCOP Africa.



COMPETITORS

Berserk Media Ltd

Green Gold Animation

NDTV Lifestyle Limited

Shree International



METHODOLOGIES FOLLOWED

E-marketplace for YouTube content

YouTube: YouTube is the most popular avenue; with its reach across the world, the hours

spent by users on the site has created an opportunity for people who wish to generate revenue

by displaying their talent, and uploading quality content. With the opportunity to have

advertisements money can be generated.

Market Research: It’s an organized effort to gather information about markets and

customers; research is employed to understand the person of the target audience. It lays the

foundation upon which a company’s business strategy is built upon. Market research provides

important information to identify and analyse the market need, market size and competition.

By employing various statistical tools on the given data a company can forecast a trend and

accordingly form a strategy.

Questionnaire:

1. I would like to understand your motive behind the start of your YouTube Channel. Is it

just for the purpose of Branding or did you see strong monetization opportunity from

YouTube?

2. What is the percentage of revenue generated from the YouTube Ads? Have you ever

licensed your videos to platforms other than the YouTube?

3. For the revenue generation, do you rely only on the YouTube Ads? Did you ever sell the

Ad space on your videos to local brands yourself?

4. Do you for see any other revenue source for your videos in the future. What do you think is

missing in the current ecosystem for independent content creators?

5. Have you heard about distribution companies who license content to television channels

and other digital platforms?

6. Do you see value in companies, who can represent your content and help you monetize

your content by licensing your content to TV Channels? What would be your apprehensions

for such an association?

7. Do you see value in an online market place which will help you license your content

directly to various media platforms across the world? Much like a Shutterstock or a Getty

images. How do you feel this will add value or not add any value?

8. What do you think is the future of independent content creator ecosystem fuelled by

YouTube?



9. How much time do you spend on YouTube, is the return on investment as much as your

time spent.

YouTube Channels:

Sonia Travels (Travel Preparation) , Beautycakez ( Fashion) , Steve Spangler ( Education).

Analysis:

Few of the content owners replied with the answers, from responses that I received the

owners were apprehensive about stating their revenue generation from various YouTube

advertisements.

Secondly, the purpose behind stating a YouTube channel ranged from branding, educating,

and entertainment purpose. While their videos are professionally shot it becomes much easier

to connect with the people across the world. having their channel helps the content owners in

earning from their content, they tie up with various local brands for advertisements from

which they earn revenue.

Thirdly, from the response of the content owners each stressed upon the fact that Television

content owners wish to own the content and not licence it which cuts out the owners from the

entire creative process. This raised their apprehension about licencing.

During the survey it was also discovered that some content owners are not much aware about

syndication industry which could help them in monetising their content better across

channels.



Promotion of Election Guerrilla across social media platforms:

Blogs:

Blogs allows a company to provide a longer description of the products and services they

offer. It includes links of Facebook, twitter and several other social network and blog pages.

Blogs can be used for promotion and to keep customers engaged. These informative blogs

can be shared, subscribed to in order to keep the customers engaged.



Twitter:

A platform where people can express themselves in 146 characters, writing small messages

about the product, brands can hold attention of the person. These messages consist of the

links of brands website, its Facebook page. Thus, Twitter allows brands to promote their

products at an individual level. Twitter is one of the preferred platforms to conduct product

marketing. If used well, it can create a strong brand image and bring in business.

Twitter influencers:

Twitter is one of the fastest growing platforms in the world today and has it influence

everywhere. Twitter influencers can be segregated into 3 categories; firstly, the celebrities

who have millions of followers across the world. Secondly, there are peer influencers who

have substantial followers and are active throughout the globe these are the people who re-

tweet relevant information from the internet and further spread the message. Lastly, there are

domain experts such as gadgets experts, fashion, automobiles who give their views on all the

latest happenings from across the world and it’s their views that help in shaping our opinions.

Quora: knowledge is power. Quora.com is a question-answer platform which gives an

opportunity to people from across the world to discuss plethora of matters ranging from

politics to gadgets and generate healthy discussion and exchange of ideas among youth. The

platform gives an opportunity to participate in endless discussions and gain lot of knowledge

and since the website has millions of users there is no dearth of ideas.



UNDERSTANDING INTERNET CONSUMPTION PATTERN ACROSS

5 COUNTRIES ON VARIOUS DEVICES

For any channel on YouTube the content which is being watched is most important, however

there are certain points that I learnt during the tenure of my internship;

Average view duration

The content being the heart of the entire video can engage a person for a long time. It has

often been seen the content creators have long videos which becomes a task to hold the

attention of people while for short videos it is assumed that the customer retention will be

higher. Both scenarios are completely situational. Showing good content will help in

engaging the viewers for longer time and will increase the total average view time.

Playback source

Most of us come across videos on popular platforms such as Facebook, twitter where viewers

share the link with their friends to watch. The video shared across various platforms helps the

video to gain more visibility.

Estimated Minutes Watched

The length of the video may be long or short but it’s not always able to hold the attention of

the viewer and may not tell us much about the preference and taste of the viewer. So

estimated minutes watched on YouTube give us an insight about the content likability by the

viewer.

Understanding internet consumption pattern

Watching videos on mobile is a new trend across the world. With the advent of 3G and 4G

experience has enabled users to view videos while travelling in public transportations for

0

5

10

15

20

25

30

Australia Canada Germany India UK USA

Average Percentage Views

DESKTOP

MOBILE

TABLET

TV

UNKNOWN_PLATFORM

GAME_CONSOLE



short distances. However, people will prefer other devices over mobile as the screen size is

relatively small. Additionally, the trend of watching mobile video is still growing and will

occupy a considerable amount of market share. The future lies in mobile advertising.

Game consoles come with features that allow users to connect with internet Wi-Fi and watch

films, their ability to store movies in them are a hit amongst children and adults. Video

consoles work like minicomputer only for children allowing them to play games. The trend

was first started in the USA and is now growing across the world.

According to CISCO's IBSG Report, 2010 Germany shows 7% of internet is used for

watching entertainment videos while remaining is for work and other purposes. The content

is the king while browsing the internet. Internet gives people the opportunity to watch videos

at the time suitable to them. Secondly it gives them more options pertaining to content.

In India, 23% of the population is still untapped. This lot doesn’t fall in the category of any

of the devices. In India, TV brings the entire family together for the daily soaps or news.

According to Deloitte’s report on entertainment and media states that the 2011 Census of

India found that over 47% of Indian households have television sets and when we factor in

community viewing, which is popular in rural areas, the coverage increases. Probably the

only other device that has a higher coverage is the telephone/mobile. Television’s importance

as a source of entertainment and a medium for advertising cannot be overemphasised. The

average viewer spends around 130 minutes per day watching TV. Of this, nearly 80% time is

spent on a leading set of 30 channels. This means that the rest of the channels—anywhere

from 150 to 350, depending on the DTH or cable operator—are fighting for a slice of roughly

26 minutes each day

Research conducted by Neilson has shown with increasing technology has widened the video

viewing among the Australians is at present 96% of the households consists of television.

Unknown platforms can include movie theatres where people visit to seek entertainment;

this is high in all the countries covering substantial amount of the market. The trend of

watching videos in movie theatres will remain high in the future as well as people pay for the

entire experience.

0

5

10

15

Australia Canada Germany UK India

Demography - Female

35-44

45-54

18-24

13-17

25-34



0

10

20

30

Australia Canada Germany UK India

Demography: Males

65+ 35-44 yrs 45-54 yrs 13-17 yrs 25-34 yrs

The age group 25 to 34 years is highest in Australia, Germany and India, while it accounts a

decent place in Canada and UK. Certain characteristics associated with this age group are:

· Transient lifestyle - more likely to rent than to own primary residence

· Working class, hardworking people who want entertainment after returning from work.

· Impressionable - ripe to be hooked by products in ads in their favourite shows

· Fickle - will drop a show if it is not currently meeting expectations

· Very bonded to nucleus of friends, who like all the same shows

· They don’t live in a routine, but do take out time to follow their favourite shows with

friends.

· Multi-taskers

· Consumers have no or less loyalty towards brands, to be a regular viewer they need content

with excellent story.

· Like computer games, such as Play stations (particularly males)

· Like to "discover" things or programs for themselves, rather than be told about them.

References:

(https://www.cisco.com/web/about/ac79/docs/sp/CLMW-

Germany_Video_Transitions_IBSG_FINAL.pdf)

(http://www.marketingmag.com.au/news/tv-holds-its-own-against-smartphone-and-tablets-

14228/#.U6bWrNwW1yQ)

http://www.marketingmag.com.au/news/tv-holds-its-own-against-smartphone-and-tablets-14228/#.U6bWrNwW1yQ

http://www.marketingmag.com.au/news/tv-holds-its-own-against-smartphone-and-tablets-14228/#.U6bWrNwW1yQ



RUSSIAN TELEVISION MARKET

Telenovelas: are popularly defined as limited set of TV drama. These are short run soaps that

have a definite ending. Across the world Spanish, Portuguese, Mexican telenovelas are

popular. These have been licenced across the world.

In 1988, telenovelas were introduced in Russia and became instantly popular. Their stories

were ardently discussed by people. Some shows like Escrava Isaura and Los Ricos También

Lloran.

Russia has 3300 channels that are national, regional and local owned. Within this

approximately two-thirds channels are owned by federal or local government.

(https://www.cia.gov/library/publications/the-world-factbook/geos/rs.html)

Present Scenario:

The Russian Pay-TV market is one of the fastest growing markets in the world. According to

local research group iKS consulting, Russian pay-tv market by 16 % in 2013, the study also

said that cable television is responsible for 52 % of the pay-tv subscriber base and 58 % of all

the sector's revenues, satellite TV for 38 % and 28 %, respectively, and IPTV for the

remaining 10 % and 14 %.

In 2013, the cable TV segment didn't grow for the first time since paid TV was introduced to

Russia, and the growth in the number of subscribers was achieved thanks to satellite

television (19 %) and IPTV (25 %). One of the reasons for growth in the satellite segment

was the cheap offerings from such operators as Trikolor TV. iKS-consulting forecasted that

over the next five years, the Russian pay-tv market is to grow by four per cent annually, with

the penetration figure reaching 73% by 2018.

(http://www.hollywoodreporter.com/news/russian-pay-tv-market-up-673808)

http://www.hollywoodreporter.com/news/russian-pay-tv-market-up-673808



METHODOLOGY APPLIED

Indian shows currently running:

1. Iss Pyar Ko Kya Naam Doom (How Do I Call This Love?): in Krasnodar NTK 9

syndicated by star plus.

2. Diya Aur Baati Hum (The Light of Your Love) syndicated by star plus.

3. The Indian, show is a joint venture between India and Russia.

India TV by red media television holding group, showcases popular Bollywood films and

television series for its audiences. Currently the channel caters to 17 million people across

Russia. (http://www.indiatv.ru/522)

Zee TV has launched its own channel in Russia catering to the audience with an array of

shows ranging from lifestyle to daily soaps in Russian language (http://www.zeerussia.ru/)

Making a database of

prospective channels

Understand the hierarchy of the company and

find the right person i.e Content acquisition

manager and contact with the product

Cold Call Get email details Send catalogue

along with links of

first episode

dubbed in English

Handle the queries Negotiate the price Send contract and

finalize the deal

http://www.indiatv.ru/522

http://www.zeerussia.ru/



SCOPE FOR FUTURE IMPROVEMENTS

With internet becoming an important part of our lives has led to the development of several

platforms besides YouTube. Today producers have the option to release their content across

various platforms besides television and monetize their content to its utmost value. All these

are giving an opportunity to syndication and distribution companies to aggregate content

from various platforms and licence it abroad on commissions.

There are several opportunities that lie in this field. Since content is the king, huge amount of

money is being spent to create something which is unique and will catch the eye of the

viewer.

To summarize, India has had its own unique content such as IPL, dance India dance and

much more. Here reality TV shows, mythological sagas have done well in capturing the

attention of the people. Though the Indian syndication industry will take a bit more time to

become as strong as US or Turkish content market.



RECOMMENDATION

Increasing visibility on Social media platforms: maintaining a Facebook page and

twitter account is imperative which helps people to become aware about the company.

Links of the company YouTube channel can be posted on the social media platforms.

Other stories pertaining to news published across various publications can also be

shared which will help derive the traffic.

Providing sports content to various countries

Maintaining a section of News and Archives



LIMITATIONS

Time constraint

Language Barriers: The major barrier that I came across while speaking to channels

across Russia was language, many of their company officials didn’t speak English

which delayed the process of communication.

The medium of conducting surveys for E-Market Place was done through emails,

sending messages across Facebook. The difficulty came when most content owners

didn’t reply. While others who replied didn’t disclose their revenue details because of

strict policies.

Some content owners replied by saying they would not be interested in being a part of

such platform.

Since the concept of IP rights differs in each country, content owners were finicky

about losing their rights over the content entirely or not being a part of the process

once any television network buys their rights.



BIBLIOGRAPHY

1. http://www.zeerussia.ru/

2. http://www.indiatv.ru/522

3. http://www.hollywoodreporter.com/news/russian-pay-tv-market-up-673808)

4. http://www.mipcom.com/RM/RM_MIPCOM/2014/documents/pdf/mipcom20

14-brochure.pdf?v=635380136859799567

5. https://www.cisco.com/web/about/ac79/docs/sp/CLMW-

Germany_Video_Transitions_IBSG_FINAL.pdf

6. http://www.pwc.in/assets/pdfs/india-entertainment-and-media-outlook/india-

entertainment-and-media-outlook-2013.pdf)

7. http://www.newindianexpress.com/entertainment/television/Tamil-serials-skid-on-

dubbed-soaps/2013/07/01/article1661098.ece

8. http://goquestmedia.com/

http://www.zeerussia.ru/

http://www.indiatv.ru/522

http://www.hollywoodreporter.com/news/russian-pay-tv-market-up-673808



https://www.cisco.com/web/about/ac79/docs/sp/CLMW-Germany_Video_Transitions_IBSG_FINAL.pdf

https://www.cisco.com/web/about/ac79/docs/sp/CLMW-Germany_Video_Transitions_IBSG_FINAL.pdf



http://www.newindianexpress.com/entertainment/television/Tamil-serials-skid-on-dubbed-soaps/2013/07/01/article1661098.ece

http://www.newindianexpress.com/entertainment/television/Tamil-serials-skid-on-dubbed-soaps/2013/07/01/article1661098.ece

Priyanka Sudan

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