 Good evening. Good afternoon everyone. I'm Zubindubash and I lead the digital businesses of Shimaru Entertainment. Today we are going to talk a little bit about regional but before that I just like to give you a little perspective of where the industry is going. I'm not going to show any slides and I'm going to just talk off my head right now. So most of these numbers are very much fresh in my mind in fact that's what we live and breathe by every single day. So I'll talk a little bit about numbers. I'll talk about the relevance of why regional is so important for all of us and where the entire digital video consumption is actually headed to. So let's take into perspective the entire infrastructure around how digital video is growing. So what does it take to actually grow that? One is internet penetration across India. Internet penetration across India right now is at about 900 million subscribers. That includes broadband, fixed wireless and fixed line and along with that so once you have your internet connection you obviously need devices to actually take you through the entire video experience. Now how does that actually happen through smartphones, smart TVs and devices that are video enabled? The smartphone penetration among this is about close to about 450-500 million smartphones and connected TVs are right now about a million odd growing at a rapid rate faster than any other of the devices category and in the next three years this is touted to grow about 10x. Now these are numbers just to kind of give you a perspective of what the infrastructure is talking about in terms of growing video as a platform, as a consumption medium. Now coming to where the consumption is actually happening, out of those 800-900 million internet users, one out of two are consuming video every month. So today you can safely say that are 500 million video consuming users in India. Within these 500 million video consuming users we have close to about a hundred million hundred and 222 to be precise million subscriptions on OTT. The rest you can safely assume are YouTube and other free Avaat platforms and these hundred and 22 are divided into let's say two per households you're literally talking about 60 million households penetrated by an OTT. Now over the last five years India has come of age in the OTT space. This is reflective of a lot of content that we all see, a lot of OTT platforms that we all subscribe to and today if I had to ask you a question and let's make this a little interactive how many OTTs are actually present as we speak, are live as we speak. Would anyone want to guess? Sorry 40. Would anyone like to take another guess? Sorry more than that 20. 40 okay same 40. 100 plus. So actually the number is in that 70 range. Shamaru Mi which is our OTT we launched in 2019 at that time we were about the 40 or 42nd player. Okay now there are now why is this happening? This is happening because it's a similar trend of what happened in the television era. When TV launched many many years ago what was the main reason for us to watch TV? GEC which is entertainment, sport and news right? So that was a core areas of what we wanted and GEC at that time was purely Hindi okay if you remember when satellite television came in the first one was Z that came in and at that point in time it was that after Doordarshan it was Z that broke out into lots of more channels that came in but primarily Hindi. Now much later is when everyone started seeing that there are special focus needs of channels that are needed and within that there could be affinity groups like devotional or kids channels or the lowest hanging fruit which is saying why only Hindi let's give everyone a taste of TV which is regional trust me it's the same trend that's happening on the OTT space. The OTT space is right now 70 and precisely for this very reason that everyone's coming up and carving out a niche because there's enough and more consumers out there all they need is a reason to consume content. The lowest hanging fruit in this era for the next three years or maybe more is going to be regional we haven't yet broken out into affinity based OTTs to that extent yet that might be the next wave after the regional wave is done but regional is definitely the next wave to grow. Now let me tell you a little bit about Shimaru Me. We launched Shimaru Me around 2019 and our entire focus as an organization Shimaru as you know is a 60 year old 60 year young brand if I may say so because the very fact that I'm standing on the stage and talking about new age technology and content speaks about the fact that we always look at ourselves as learners every five years. We're looking at what the next frontier or the next device or the next technology that consumers are going to consume content on and one fixed in that equation is we are what lies in content we understand video content. We follow the consumer on every device that he goes to so earlier if it was YouTube some years ago which we are still present on to today if it is OTT and tomorrow if he is consuming content in the metaverse we will be present across the board because we are following the consumer in his journey of discovering content on any device and we are very much device agnostic as an organization. So OTT for that matter came in 2019 and we said let's open up our entire content catalog to the entire OTT world and to the customers out there. So today we have about 20,000 hours of content on Shimaru Mi. You must download it at some point and try it out. It'll be a great experience for sure. The content spreads across Bollywood and a few regional content pieces along with devotional kids and that's the entire spectrum of content that we've got on the platform and we've got both a mix of AVOD as well as SWOT content. Now reason I'm telling you all of this is that as an organization we said let's start and give content to customers and let us see what's happening and where they are actually using all of this. And the first year and a half was very interesting. We learned a lot in terms of consumer behavior understanding what a consumer doing with our content and I have to say this that the biggest learning for us was that the regional consumption of all our content just blew our socks off. Regional consumption was significantly growing rapidly. We were seeing some amazing numbers on just regional content consumption and moreover we were seeing customers coming and we have that search feature right? So you search for content. The search gave us even more learnings on what they are finding on an OTT. That gave us in the lockdown, in the peak of the lockdown itself in 2021 we launched our B2C 4A and we wanted to obviously see what is our forte into going into B2C. What do we stand for as an OTT? Our OTT we said is we want to go after a particular regional pocket. Why a particular regional pocket? Because we saw there's a genuine need. We went and spoke to customers in that particular market. We picked Gujarati. Now today I can safely tell you that we are the largest and probably the by far the largest OTT. In fact the only OTT who's actually working on, can I take another five? Sorry I just had ten minutes I was rambling but they've given me another five so I'm going to take the five. Okay there's a okay anyway it's time up here. Okay so on Gujarati we said let's go and find out what the customer really wants and we found out that the customers are genuinely there's a huge community out there who really enjoys Gujarati content and for the first time in the entire history of OTT and I can safely say this that in the I mean probably in the world we're the only OTT who offers an SWAT subscription service with a promise a guarantee. A guarantee is that we will come we already have a library of Gujarati content yes on the platform but beyond that we also offer you one new piece of content every week guaranteed. Okay now what is this new content? It could be a blockbuster Gujarati film which has just launched in theaters and eight weeks after theatrical window it lands direct to digital or rather first on OTT digital premiere on Shimaru Mi. That's the first category of movies that we take on. We also commission a whole lot of web series and we have Natux which are plays and theater which Gujarati is a very very fond of. It's a big draw and it's a huge craze as far as the Gujarati community is concerned. Now with this promise and where did this promise come from? From the work and the the discussions the conversations we've been having with our customers. We saw that customers in general and that's the normal trend in any OTT in fact even in normal TV I would say people are not platform loyal they're not channel loyal they are only content loyal so today if FIFA was not coming on Geo Cinema you wouldn't have flocked Geo Cinema you would have gone and flocked another channel on where it is right so that is content is where people go the channel or the destination is only the means to the end and that's why people will always be content loyal and not platform loyal and this is our endeavor to tell customers that we are not here in it for a one-off transaction with you we want to build a relation with you and here's our promise to you saying you be a partner of us be a member of our entire community and we will take care of you giving you one new piece of content every week. Now the regional consumption on Gujarati we've done so much of content right now and we've seen some amazing traction happening right now we've got millions of customers who are on the platform using our service and paying for our service so that's a it's a great reciprocation or it's a great I mean it's a great outcome of what our hypothesis was to understand that customers really want to take this kind of content now does it stop at Gujarati definitely not we will definitely go to other regions as well and regional is the way to grow because you want to tell customers that I will master the art of finding out the right need of what content you need in that particular region and provide it to you making that customer a real loyal audience to your platform now how do we work apart from B2C we work with a lot of brands and that's probably relevant for this discussion we work with tons of brands about a hundred plus brands across various different sectors we're completely sector agnostic because we follow one principle which is the CAS principle content as a solution we tailor make solutions using content which is our main forte ROTT and cater to your needs whether it's a challenge you're facing or whether it's an objective you want to deliver and I'll give you some examples there's a handset manufacturer like an OEM or is or a device or a connected TV manufacturer who wants to obviously up his sales and there's such a clear synergy between saying smartphone equals content therefore you need OTT to come on board bundle it together and there you can actually offer it to your customers as an advantage to take that particular product over another product so it becomes a very good bundling opportunity there another bundling opportunity that we do is with ISPs ISPs the internet service providers have this one challenge they're saying most of our customers are on our base plan which is only pure broadband they don't make money on that they acquire customers on that this is the insight so how do we actually tell them so we say that why don't you come on board take an OTT bring in OTT subscriptions and use that to elevate or upgrade your customers from the 400 rupee plan to let's say the thousand rupee plan the moment he goes to the thousand rupee plan when you're buying those those OTT subscriptions in bulk you are actually seeing a lot of value created for the upgrade and there's a lot of revenue and profitability that comes in because of that and at a very marginal cost of incremental cost to buy those OTT packs from us that's the second part another example is that there are a lot of apps okay who actually want to get more engagement on the platform they are very transaction oriented how many of us out here would have probably bought a ticket on clear trip or any of these travel apps and then gone back to the app for any reason it's very rare that you'll go back to the app you'll end up having your ticket on WhatsApp you probably will have it on your email you may not even need it at the airport you'll go for your trip you'll come back and you may not even realize that you've not used the app after you booked it so that was the only need so we picked up this insight and told these customers and these clients of ours that why don't we increase your your time your time spent on the app we can integrate Shamarumi into your app and that way you can get video as a as a vector that your customers can use before your flight after the flight on the flight trip if it's a holiday package you can save from check-in to check out there's so many innovative things you can do using content as the catalyst to build loyalty on your core product so these are some of the solutions we've been doing we've been seeing some amazing traction on that one more I can tell you is an interesting one that we were working with some with the entire hospitality fraternity here the element is that they obviously give you Wi-Fi free which is part of every room night check-in to check out and nobody watches the television in the room right they are only probably a spa or a banquet just rolling continuously so you don't end up seeing much at best you'll get to say one or two news channels so there's no value of a television in a hotel room what value will you get is if you can watch content from the start of your check-in to your checkout so just in the same way as you do Wi-Fi you do check-in to check out content on your phone or maybe on the hotels change app you can watch it out there itself and engage right through the hotel area while you're there itself and these are some of the solutions we've come up just tells you a little bit about the cast way of thinking that we do our consumption on regional especially on Gujarati has been growing at a breakneck speed and we definitely see a lot of potential for even in-film placements to come in especially for our web series we've seen a lot of brands who come in and work with us on saying we want dialogue integration we want sponsorships outside the entire thing I'll use we do a lot of that as well so just to sum it up if I may regional is definitely growing and if you're missing out on that bandwagon do look back think a little bit and bring it as part of your core strategy to address and target the next generation of digital consumers thank you