 We're going to talk about unleashing the potential of advertising on OTT. And on this panel, we have with us some stellar personalities from the industry. Welcome Shashank Srivastava, Executive Director Maruti Suzuki, Ms. Anurita Chopra, Area Marketing Lead Oral Care GSK Consumer Healthcare, Ashwin Padmanabhan, President Partnerships and Trading Group M, Mr. Prateek Gupta co-founder Foxy Moran and Zoo Media. And chairing this session is Neeta Nair, Assistant Editor Exchange for Media. A very warm welcome to everyone. So hello and welcome once again to A4M Play. Now OTT was clearly the buzzword of 2020. And it was literally the year when OTT platforms became mainstream. With big budget movie releases, big show like Patalo, Mirzapur, 1990 and Scan and many, many more. And many mediums are struggling for revenues, ad revenues. You know, most OTT platforms enjoy all the attention from advertisers, even have to think of the fact. And that's exactly what we're here to discuss today. In our session, unleashing the potential of advertising on OTT. And to discuss that, I have with me amazing leaders from the industry. Let me introduce Shashank Shivaskar, Executive Director, Maruti Suzuki. Hi, Shashank. Hi, good to be here. We have Anurita Chopra, Area Lead Oral Care GSK Healthcare. Hi, Anurita. Hello, everyone. Hi, we have Ashwin Padmanabhan, President Partnerships and Trading at Doop M. Hi, everybody. Lovely to be here. And we have Kupta, Co-Founder, Foxy, Ron and Zoom Media. Hi, guys. Hi, everybody. Anurita and I are Assistant Editor with Impact Maxit and also the Moderator for the session. So let me direct the first question to you, Mr. Shivaskar. Now, Maruti has traditionally been a very strong advertiser on TV. Now, when did OTT assume a place of importance in your marketing mix and why? Well, I think talking of Maruti Suzuki, we are a substantial advertiser, as you know, our spends are close to 700 crores, out of which television last year was the largest still at around 30% and digital was 28% as also print. We do a lot of tactical and print. On OTT, we actually started seeing some real strong trends in the last couple of years. And we saw the consumer behavior itself changing as far as viewing is concerned. With the larger penetration of the internet and the possibility of streaming on internet, a lot of platforms which were based on streaming on internet have gained prominence. So you have video, you have so many of these platforms. You have those Netflix and Amazon Prime and so on. You also have audio. So you have Spotify and you also have messaging like WhatsApp or including voice, for example, which is over Skype. So all these are actually part of OTT platform. It's just streaming on. But what we are, I think, focusing today is on OTT platform as far as video and demand is concerned. And we saw this trend emerging last couple of years because not only was the digital percentage increasing, digital percentage in 2019 actually was just around 20%. But it's gone up to probably about 30 now and expected to be 34%. Video also has gone up. In fact, the growth projections are 30%. And that gives OTT an edge because OTT has a lot of positives which television doesn't have. There's more personalized, more individual by individual watching. You can watch it across devices. The cost is lower. You have actually 450 million smartphones, for example, as compared with 200 million television sets. So I think all these trends got together. And we have been observing that since the pandemic started, actually, this has been further accelerated. We find OTT as a very, very strong medium for which we would be advertising, not only doing it currently, but also in future, we expect it to get much larger from our decision. Interesting. Mr. Chopra, what kind of increase have you seen in the market spends GSK dedicates to OTT when you compare it with the pre-factor? Well, actually, Neeta, the way to look at it is not so much in terms of pre and post. But we always knew D is definitely a platform to consider and to gain prominence. I keep saying, and I was talking to you the other day as well, that be where the river flows. And if the consumer is really taking to OTT as a platform for her regular entertainment and is looking and enjoying fresh content out there, then clearly as advertisers, it is only but natural that we'll also find our way to be able to reach a consumer exactly there. So it's totally evolutionary. Yes, the pandemic has actually led up to a height of consumption or possibly because of the same old jaded content on regular television and therefore fresh content sitting out here more relevant than youthy content, vernacular content and so many more avenues, and especially personalized content, which makes it so relevant for different kinds of cohorts to find it compelling to come back. So I think one is the combatability, one is compelling content and therefore by definition, we definitely be there and the expense will only increase. My next question is for you, Mr. Padmanaband. Now, the first wave is phenomenal for the business of OTT platforms. Now, we're facing the second wave. Is it going to be just as beneficial for these platforms? And today, can we see literally all the key advertisers in the space are present on OTT platforms, new age and traditional, everybody? I think honestly, the way we see it, the challenge is less to do with demand from advertisers or demand from consumers. We clearly have more consumers consuming content on OTT, driven by all the factors that have been discussed even in the earlier session. And at the same time, there are more and more advertisers wanting to come on to the platform. I think the larger challenge is that advertising can be done only on the A-word side of the platform. A lot of the content that is getting released today and a lot of the eyeballs that we are seeing on the platforms are actually on the S-word side, which is leading to a challenge from an advertising perspective, which is that honestly, there are not enough impressions available to really deliver the campaign in its entirety. And especially, like Shashank said, if you want to leverage the advantage of targeting, you want to leverage the advantage of probably looking at audiences in a certain cut, the more you slice and dice it, you actually start figuring out that impressions are not available really for you to target. So if you ask me, the larger question is from a strategic perspective for OTT platforms, how do they invest more on content? Which actually powers the A-word side of their business? And I think that's what we'll need to really work on. I'd like to touch upon something that Mr. Upras said, the fresh content part of it. Mr. Gupta, a big factor which has kind of helped OTT approach a good amount of viewership from GECs in the beginning of last year, was that there was repeat content on TV and fresh content relatively on OTT. Now, as far as the current wave is concerned, both TV and OTT are better prepared, shoots have not completely stopped. So would you say OTT would still have an edge when it comes to the overall scheme of things? So as opposed to what live television content does, OTTs or the shows are planned a lot more in advance. The reason that the primes and the Netflix and the hot stars of the world were still doing very well during the first wave of the pandemic was primarily because their content was ready and available, I think four to six months in advance as opposed to television where there is regular content that's being created, which is live. So there is a constant flux of content being made available. As far as where we are sitting today, the demand for content is far greater than the supply. And we are seeing this across all of the platforms that we're actually operating inside. And the advantage that we had during the pandemic was the fact that we started off understanding that India is a one television home. But honestly today, the number of people in the house is equal to the number of screens that they have access to. So suddenly the control of the audience was on to their cell phones, the control of their audience was on to their laptops, the control of their audience was on to a tablet if at all. And suddenly that one home, which would otherwise have been fighting for control of that remote control during a lockdown or a pandemic, had access to so many more options to watch this content. And from a consumer's point of view, the choice was varied. They had the ability to watch different kind of content as opposed to watch either the Ramayana Mahabharata or the news or sports depending on who were the pants in the house. And they suddenly had the option to choose. And more importantly for us, what also gave advertisers the ability to latch on is that they could target the person in the house who was viewing the content. So if you look at it from a supply side and a demand side, whether it's content or whether it's advertising inventory availability, I think OTT was sitting at a pleasant spot. It was anyways growing like Anuridha said, like it was whether it was flowing, it's just that somebody opened the water gates a lot more than the flow increase. And we're all sitting here having this conversation today. We spoke about targeting and I'd like to bring in both the media experts here. If I were to compare OTT with the most popular platforms for content like YouTube or social media, there were instances in the past where you nearly were threatened to pull back advertising revenue from these platforms because their ads were being aired with content which was inappropriate. Now would you say brand safety is a very important point that goes in favor of OTT platforms today when you compare it with the rest? Because it's kind of checked and authorized in a way. Absolutely. I think surely a lot of the content, I won't say all, but surely a lot of the content, a higher percentage of the content which is there on OTT is surely can be classified as brand safe. That's one. The second is the nature of the consumer, the way the consumer actually looks at the content and consumes the content means that the engagement rates are also much higher, the completion rates are also much higher in an OTT environment. So yes, from that perspective, OTT makes it more effective, but where I, and I'm going to go back to my previous point because that actually is going to make or break the whole story of OTT. Today the scale of impressions available on OTT is minuscule compared to all the other platforms that you're talking about. So unless and until there's a strategic investment that is made towards increasing the available impressions on the A-Watt side, we're always going to be talking about the potential that exists, but we are unable to realize. So if you ask me the one biggest strat question that the platforms need to answer this, how do I create more impressions of the A-Watt side if I want more advertising money to come to me? That's probably the biggest bottleneck today. But you know it's right because you know the video completion rates to some extent is high on OTT, but the same time compared to YouTube. I mean but yet industry specific measures like you know click to click through rates, I mean they don't really hold for OTT channels as much. No, I guess we all use you know different mediums for different purposes. So if I'm doing a performance marketing campaign, maybe I will not use OTT, but at the same time if I'm driving brand building which is what we traditionally use TV for, I would surely want to use OTT. So as a potential I guess OTT holds a lot of potential and I have no doubt that it is going to grow substantially, but at this point in time there is a lot of promise, but I would say delivery is still under delivery in terms of what is added. Anita, I'd just like to chime in there with you know with the fact that like exactly what Ashwin said, it also is you're on YouTube because you are going through like a cluster of content that you're consuming at that particular point in time right. So you have you know distracted viewing as what we would call it right. Like I would watch half a YouTube video move back into Facebook, move back into Instagram, come back onto YouTube versus when I'm on an OTT platform I have focused viewing right and also the inventory that sold on OTT is also like a cost per completed view versus an inventory that sold on YouTube would be a CPM inventory where there is an ability to click out and that's the parameter that you're actually gauging right. Like it's basically different horses for different causes and you know that's what it is and there is a problem in understanding of all of the different metrics that are available in the OTT ecosystem and people are using different things for you know different means which needs to standardize a lot more but it's the starting of the learning curve honestly and everybody will get that slowly but steady. I'd like to come to the advertisers now you know the same question that I asked earlier you know brand safety of course is very key for you know as far as any advertiser is concerned but even today we're seeing a lot of cases like you know there are these these web series like Tanda, Patalo which have been mired in controversy because if you know hurting religious sentiments and all of that so how do you pick and choose your content you know are you I mean are you very very sure you have to be very very sure about where you're placing your money you don't want to be seen against you know around provoking religious sentiment sentiments or anything like that so how do you go about picking the content Anuradha. That's a good question and and of course you know as brands you always look for the right foot so you know I think what you need to be very clear about what is the role that OTT is going to play for you in your strategy and I think Ashwin and Pradeep both have made pertinent points on that which is look if you're looking for reach and frequency then obviously you will go for the tried and tested because you're looking at metrics you're looking at deliveries you know that this is going to have a straight-jacketed you know tie back to business in actual numbers definitely in the digital world as well now we have at least reach builder platforms and so that's relatively more measurable now than at what it used to be so similarly a OTT will go through that shown will go through that evolution by definition you know because obviously all advertisers all media experts are going to be haunting on everybody's door saying listen give us the metrics and why would we put more money because yes this is you know glamorous and yes this is clearly where the preference is going but we need hard numbers to be able to convince our clients in the first place or advertisers who are going to divert their funds out here so that's one but second I think you know just like brand ambassador fitment just like property journal fitment so say a brand like Sensodyne which is you know very very you know upmarket not that we don't cater to low tier consumers we do but as a brand to anality you intuitively know whether you are going to be you know associating with a certain genre of programming content or not you know the kind of vein it will be whether it serves your purpose or not for that matter definitely you know we were we partnered with the hot stuff for game of thrones sure because the role out there is impact so if you're very clear about what your role what what achievement you want whether you want to create impact and you know to Ashwin's point so if it's a if it's a launch buzz that you want to create you want to quickly drive visibility you want to quickly drive awareness sure by all means but then be a little flexible on the metrics and therefore that determines the kind of spend also that you put because obviously there is only that much you know first that you have in your budget the others are very very tightly measured and locked and performance driven so by definition all said and done it's a matter of time before metrics will start coming in because the channel or the platform is only getting bigger so they have to okay and coming to you Mr. Shavasava would you go with metrics and you know monthly active users and all of that while picking your you know picking a show to associate with or is it going to be how powerful the content can be and how you can how you can associate well with it what is the balance for you yeah so of course it's not it's rarely that you know to get to a particular marketing objective you talk only of one platform so it's not always an OTT versus something else it is maybe OTT plus television for example it is not just digital versus legacy media or traditional media it is also what that plus something so it's it's I think what we need to shift the debate here is not about OTT how it is as an exclusive platform but how it adds to your overall marketing investment objectives the only specific thing of how to invest in OTT of course you will look at the content preference of the target audience and I think that is the number one priority for us of course you look also at the monthly active users if you are choosing between platforms or maybe the cross visiting data cross platforms so you would have some platforms which have you know which are have a larger cross visiting ratios which we would like to minimize the duplication or that is all part of this thing so for for us it is largely the content and then of course the usual metrics which which any any investment involves but I think the discussion which we have been hearing so far and what Ashwin also pointed out is a question of I think we are not debating whether OTT will get bigger it will get bigger I think there is a general consensus and as Anurita said wherever you have people you will have advertisers will go there so I think there there is no debate Prateek also talked about you know how OTT is better and probably why it is growing so you have you know multiple you can have it seeing it across devices it's a on-demand viewing rather than appointment viewing of television it's more individualistic you can have as many screens in the household as you have number of people you can you know the number of smartphones are increasing internet penetration is increasing data and there is no debate then therefore that there is will be a growth the question is is it advantages for the OTT as a platform to advertise and they are also I think there is a broad consensus and I believe all panel members here also agree to that it leads to a much sharper targeting absolutely no doubt it does it is more open and more amenable to micro targeting whether it is demographics or it is geo targeting whether it is you know even interest cohorts I think Anurita talked about interest cohorts or even device targeting or content targeting is one of the major things which you know advertisers are looking at you can even look at day part targeting like we do for all all model viewer engagement is much more Ashwin said that it leads to a much more stickiness and even binge watching as we all know we have immediate response and I think somewhere OTT is also improving and people are realizing that if you have more clickable CTAs as is possible if you are viewing it on on mobile if you incorporate things like an online shopping within the OTT experience maybe it is much people would you know quickly call up retail stores or maybe visit the brand website customer acquisition is therefore much better I would say this there is more brand safety I think Ashwin pointed it out rightly that there is clearly while there are there are exceptions but clearly there is more brands safety and more importantly which I think so far we have not touched upon is that remarketing is possible because OTT actually is a digital media so your customer give you those digital signals so brands can actually leverage multiple parts of online ad of online ad environments you know multiple devices multiple channels you can address a single cohort using combination of streaming advertisement social media and so on and finally that's the last point I would like to make is that yes Ashwin's point I think is the central point which is when you look at SVOD and when you look at AVOD you have in India of course there is at the moment I think 30 35 percent is SVOD but maybe in abroad it is almost 90 90 plus in US for example so there there is a challenge you have everything going for the platform but is it monetizable is it something and that is where the innovation will come in and I believe in India while we have it you know the AVOD content still big and I think where the advertisers will really have to innovate as also the platform itself is how much branded content you can get so while in SVOD you know it's difficult to have those small small advertisements but if you want to really do a branded storytelling you can really do it using content integration or you have branded content and remember for for for people like Maruti Suzuki we we are a fairly well-known brand so our challenge is not so much awareness as much as engagement and OTT provides that so we are I'm actually quite excited about the future of the OTT including a lot of innovations that needs to be done and I think that's what Ashwin was pointing out too it would require a lot of innovation for it to become relevant for advertisers in a large way as is the case with other mediums so Ashwin in that thank you so much Ishaan there were a couple of things that have come up I mean a lot of questions I have to ask you and the panelists after what you said Ashwin so of course as of now what we understand is OTT is great as far as the upper funnel of marketing is concerned know the brand awareness you know understanding where the product what the product is all about that kind of thing but as far as the bottom funnel is concerned you know the performance part of it the purchase part of it how where are we exactly with regards to bringing all that into the OTT streams is it possible you know while watching am I going to like there are a lot of connected TVs today am I going to be watching it on the screen and going click to you know buy a product is that even possible I think we can think of ourselves as marketers or we could think of ourselves first as consumers of content if I am a consumer of content honestly if I am deep into a content I will not want any distractions of clicking into a link and going and taking being taken away from that content right so from that perspective we don't need to be everything OTT doesn't need to be everything the fact is that it can add to TV significantly with the strengths that it has in terms of being able to allow a brand to build its story in being able to target consumers sharper than we can do in that whole effort so I am not sure whether you really want to spend time trying to become you know relevant from a performance marketing perspective at all why should we do that there are other mediums for that isn't it I would rather invest more time to become extremely good in the whole brand building space as a platform right so if you ask me I wouldn't try to actually you know become relevant from a performance perspective if I was an OTT platform Pratik do you agree yes and no because you know and I'll chime in with a couple of thoughts one is the fact that like while we don't agree that you know this this new normal or you know the first players you call it didn't hit OTT platforms it did because they ended hit them in a good way right they were they were pretty much expecting that I will grow this volume of subscribers or this volume of people watching over two years three years four years right and their product roadmap was always built on that two years three or four year pipeline for instance if in my opinion if last year Dream 11 would have not jumped onto the IPL bandwagon the integration of Dream 11 inside of Hotstar in the IPL if it was in March or in April of 2020 as opposed to September or October in 2020 would never have happened the integration with somebody like a Swiggy into into Hotstar would have never happened so a lot of the product roadmaps for OTTs have also accelerated to allow for these integrations to happen from a middle funnel point of view okay right it's not necessarily top funnel or bottom funnel right like we often forget that there is a middle funnel right over there there are lots of new products that are becoming a part of branded content which are there to change habits right to give you to give you an example of a lot of the house rental or no broker hotels did content branded content that allowed people to understand that there is a change in habit from calling your local broker or asking your watchman for a local broker to a professional service that actually exists does it create awareness for me 100% but it also creates consideration for me does it does it get me my bottom funnel as of where I'm sitting right now absolutely not because my bottom funnel like I said before the metrics are you know did I click on the link did the link get converted into a sale it is too well defined for a platform that is too early to evolve into those kind of metrics as we're as we're actually sitting so two points right so while I agree that where we don't have the relevant inventory we do not have the relevant tech inside the OTT platforms as of where we're sitting right now but as people you know migrate those innovations will start to come to life people will start to understand what is the content community commerce sort of a model that exists even for content creation and as of where we are sitting today can we do branded integrations to drive consideration yes can we do branded integrations to drive sale maybe not or bottom funnel maybe not that's my take on it so it's I just think it's evolutionary it's not necessarily going to happen or not going to happen because a lot of experiments are going to succeed and hopefully a lot of experiments are going to fail Anuradha I'd like to bring you in you know we spoke about this earlier you know some of the popular OTT platforms today are are ad-free like Netflix, Amazon right you know and they have a significant amount of dedicated viewers with them so what are you I mean as far as GSK is concerned how are you going about you know breaking that wall you know how are you bringing GSK into these SVOD spaces well it's it's a little selective honestly where you know as you said that currently it's not open form advertiser space which I think is very good in a sense because I think the first and foremost and I think Ashwin touched on that briefly which is be a consumer first yeah what would you really like and so you know live streaming content has its own role OTT has its own role so first is content traction and so sometimes you're looking at you know whether that's you know you even evaluating opportunities of in program placement you're talking to you know content creators and seeing whether there's any you know role of participation and we are a healthcare organization so look we we definitely we believe in authenticity so for us the kind of content also that we'll be talking to will come with its own you know stamp of authenticity you know we are not a flashy business by definition or people have to trust us and look for solutions be it sensorine be it you know be it you know be it autraven be it iodex be it crocin look at the brands we're talking about and therefore by definition the kind of you know partnerships that we seek are either depending on uh stature if you need so for example a sensorine partnering with IPL show as I mentioned earlier game of thrones show so there the role is in fact integration is a different vehicle later as and when OTT evolves and clearly I think the writings on a wall that it will uh there will be a role of advertisers and accordingly will also evolve uh you know literally a uh a sarogate of high definition where people will still pay more perhaps for uninterrupted flow which is a different revenue model altogether for for this entire framework so there'll be a full circle they will get into advertiser uh framework they will uh you know entail participation probably even e-commerce integration absolutely and seamless because many other markets have moved there you you know you click up a click button and you like something you can buy that you know food you can just order right away etc which is a seamless integration without being too interrupted and at the same time there'll be enough consumers offended and will want a free advertiser free content framework as well so that's how you possibly go and we are we are pretty much you know evaluating at this level um you know you know in an integrated manner I think I'll I'll just possibly say integration is the name of the world and so you know because we were talking about OTT as an extension of tv tell me how important is catch up content for both of you uh Anrita you and Mr. Shivasava you know are you going to be spending enough monies on it do you think there is scope there you know where you where something plays on tv and then you want to catch up catch up the same episode on these OTT platforms is there some is there is it a good opportunity there or is it just something you can overlook catch up content would you like to go first Mr. Shivasava good good all right so again going back to what we've been saying which is it totally depends on the content if it has repeat view viewability potential you know it could be events it could be marquis sports events where people will come back and watch maybe highlights it could be you know movie events of course there is repeat viewing so just like you would evaluate it from a TV perspective that they you know you you estimate a certain uh you know tv r for fresh content and then you estimate a slightly lesser and you know it's it's like a downward curve that's exactly the kind of maths that you do in terms of yes there'll be a certain traction and accordingly you figure out whether it makes sense to your overall strategy yeah so surely we will we do look at on on repeat content as well so catch up content as you say yes it depends on the content as well as I think the the financial part of it because you do have one of the advantages of OTT is that you can do catch up you know so so that that is the thing which also makes it a lot of viewers come there for that purpose also so yes we will we do look at it but for me the more more exciting part is when the 5g technology comes in and you can have a immersive streaming happening maybe live content happening that's something which you know really exciting me because once you have the bandwidth you normally if you stream 4k videos you require 30 mbps but if you if you if you if you have live then you require 60 I think we are getting there technologically that is going to open a lot of a lot of advertising opportunities I think and I think that's what we are all excited about that's what makes OTT the really evolving platform it is you know you're talking about technology and reach you know you have an audience base in both rural and urban India and there's this explosion of vernacular content so tell me would you want to put in your money in a hotstar which has you know sufficient amount of you know vernacular content all those vernacular only OTT platforms which have emerged like OIJ or Sunnext which are more beneficial according to you yes so I think those vernacular ones are evolving also they're the interesting parties mentioned about the cross visiting across platforms it is much lesser for vernaculars the platforms which have vernacular content yes so surely for a for a brand like ours which we have a lot of a lot of selling happening in areas which are you know more localized in that sense at the moment OTT subscribers large base is still you know urban a large base but the the nature of the platform makes it possible to do that geotargeting very very easily and I think that is also as it as we go along when we get good content in vernacular and we are getting every almost every day we have news that something is coming up in the vernacular OTT platform I think that would give us advertisers some many more options and surely Mati Suzuki will look at that because we are a brand which have sales across the geography of the and coming back to the media experts you know tell me how does one you know we spoke about how it shouldn't be up a funnel what in front of that if but can we increase engagement or notity I think Netflix had way back in 2019 and started something with Black Mirror where you know the viewer could control the ending of you know the the show on based on his preferences and that really did engage their with their audiences better can we do something like that with advertisers as well you know wherein it's you know you can ensure that you know audiences are watching and reacting you know absolutely I think a lot of the ideas in fact were discussed earlier as well especially when we're working on branded content you can bring in a lot of innovations and to drive engagement it could be even things like some you could scan a QR code during the course of the show and then you can interact on your mobile play a quiz on your mobile so there are multiple ways in which you can drive engagement you know you may call me a traditionalist in that sense but if there is a pure piece of content which is just entertaining when they're not branded content which is also entertainment you create branded content from an entertainment perspective I would as far as possible make the brand integration natural and subtle and write it into the story as long as the brand plays a role in the story it adds to the it embellishes the story and it embellishes the brand both I think that's the challenge that so if you ask me the you really need to go back into writing versus saying let's do this innovation from a tech perspective so if you want brands to start featuring in content in a manner where they add to the story and some of the story adds to the brand we should start writing and which is what we've started doing actually we've done about three shows in Tamil recently where we had brands coming into the show but we got into that phase when we were writing the episodes the we were writing the brand into the episodes as a part of the story rather than as an afterthought okay and I guess which means automatically requires a lot of planning it's a more strategic engagement like Shashank and Amrita both said earlier you want to choose the content that you want to associate with so all those decisions start coming in so it's a more involved decision than just advertising on a piece of content right so I guess to drive more engagement you will need to plan ahead of time and you will need to obviously put a lot more effort to be able to do that okay Pratik you want to add to that so Neeta we've already done it we've already created interactive content where you can make brand choices as you keep moving on this is something that a way back in 2019 you know we did it for for brands we could not do it on OTT platforms at that particular point in time because like I said OTT platforms did not have the technology to allow for decisions to be made on the fly we used the branded content and we ran it on social media platforms so that brands are able to make these decisions so innovation is already happening in the branded content space like I said in my previous answer we're waiting for the technology and the products on the OTT platforms to catch on with the kind of innovations that we can we can therefore suggest to them and what Ashwin is saying is is fairly correct because the construct of the way content creators and advertisers are working right has to change massively it usually is that you create an IP and take it to advertisers advertisers say that we're interested we're now getting into spaces where advertisers are commissioning IPs which is a very different space than integrating with already existing IPs right so once you're commissioning the IP then you're writing for that particular brand the perspective completely changes the writing completely changes the integration completely changes and so you know for me you know the the the shorthand of what we're discussing today is that it's obviously evolving at multiple levels right we're talking about you know we're talking about looking into the into the future and looking into you know into what it holds but different players the advertiser the content creator you know the the OTT or the technology provider will all have to play substantial roles in being able to push it in a certain direction and we all as a collective have to try lots of things fail and understand what is actually working you know we're just sitting in that structure of of evolution we're probably expecting it to happen a lot faster than it can that's my that's my only fail at all ends okay we're kind of running short on time so I have this one last question to ask or other feedback to give so you know world over there's this constant battle between TV viewership and OTT a lot of markets have already evolved OTT reigns there you know even in India a lot of my friends you know have completely given up on their DTH you know connections and subscribe to multiple OTT platforms so basically to quote a dialogue from the film Divaar you know OTT has rising internet proliferation here video on demand option here a point of viewing ki zarurat nahi hai advertisers bhi hai TV ke pass kya hai one line response from all the Anuradha you go first heritage and metrics okay ashwin I would say OTT b TV hai okay I'm Prithik I would say habit habit okay but habit to change kar sakhi hai um but but there is a whole population out there for whom TV is the is the centerpiece of the house which which is which which will take a while to change and and I think like Mr. Shivasa said I don't think we need to compete you know I think we're all going to eat out of a growing pie I don't think that we need to be I don't think we need to be the you know the the ants trying to pull each other down I think we need to all be trying to create a honeycomb that we can all that we can all eat out of so I I I'm not competing at all so TV is all I will say and digital ke pass TV hai is all I will say in in that okay on that PwC 2020 reports are India's currently the fastest growing OTT market in the world expected to touch revenues to the tune of $2.9 billion you know we've seen OTT gaining at the expense of cinemas last year but like Prithik said we should not be competing within the platforms but still I want to say I'm really really curious to see how soon it will give TV a proper run for its money and before it becomes a preferred choice of entertainment for the country and thank you thank you so much everybody for joining us and especially the panelists for making this such an interesting discussion thank you and stay stay stay safe everybody thank you