 there, specifically if you are interested in how internet is shaping our lives as well as how online video is changing as far as India is concerned. This is the global scenario, about 7.5 billion overall population. You have about 55% urbanization, 53% people are on internet already. There is about 3.1 billion active social media users and what you see as a figure of 2.9 billion is people who access social media through mobile phones. So what you can see is more and more people are moving on, as we will see now, more and more people are moving on to social media through mobile phones. So the growth, this is 18 versus 17, 18 January versus 17 January, so about 7% increase globally in the internet users and about 13% on the active media, social media users and about unique mobile users, about 4% which is as good as 218 million. So this is how the global landscape is changing. The app usage, the average number of apps which are on a mobile phone is about 80. Mobile install and uninstall, that keeps on happening but it's a huge number because end of the day the engagement is only with few apps, but look at the large number of apps that they experiment with and the average number of apps that they use, average again per month and that could be only for couple of minutes and then getting disinterested or whatever or working on it for hours during the day which is like what they do on Facebook or Twitter or any other such media, that's about 40. The time spent using native mobile app, the app which is already in your mobile phone versus the web browser, time comparison is 7 times of that, 7 is to 1 and the frequency of native app usage versus mobile web browser, so going through the app or accessing the same information through the browser so that frequency is 13 is to 1, so look at that. So this proves that lot of stuff is happening on the app side, more and more apps people are experimenting with despite of their staying engaged with only couple of them and the browser versus the app it's about 7 times the time spent and frequency of visiting of engaging about 13 times. This is, that was a global landscape, now zoning into India, about 1.3 billion population, 462 million. Story is happening, we are thinking how does that happen, of course there is going to be evolution and how things are going to move, who wondered just a bit that, that somebody is going to put a car in this space and you will see a car driving around the moon and what time of the day is going to come up, how it is going to be shown to you, lot of stuff is going to be on technology, latest technology of course, only that story part is what is going to be put in there, that's everything what is going to be turned out is going to be based on technology. So that technology, look at that graph, the x axis is the number of years and the y axis shows how much shift is happening in technology, so you can see that for every one year there is about you know a mega jump which is happening in technology, so every day new things are going to come and maybe by the time we will get used to the artificial intelligence and the augmented reality, something new is going to come up and that's not far away, so you can expect things moving very fast. The new behavior which is emerging, so that is what is going to happen in the future, now let's step back again and look at how the new behavior which is emerging, so one figure for all those friends here and clique there who are sitting from the media side, you should look at the first one, so out of the whole of people who are online, connected on internet, about 460 million people take a few couple of minutes here and there with all different sources, different figures, 15% of them the traditional TV is already lost, they are no longer watching or producing TV, it's what called cutting phenomena, it's already happening in various other countries, it's happening here, so go back and see so many of us have already cut the cord, they don't watch the TV on the regular platforms which is the satellite or the cable, they are watching the TV and watching the online video online now and that could be through the connected fire sticks or the boxes or just streaming or just on the iPad or that or even on the mobile phone, 15% is about 60 to 70 million people, that's a big number, you already lost them and this shift is happening very fast, so you'll see that the youngsters, especially youngsters in India are already online, they don't go to the traditional TV or the streaming, they watch, because they want to watch what they want to watch in that format, the convenience and the availability of contact is huge, why should I program my life around your private life, I will make my home private life and I feel, you know, we like watching that program, so that's one big number, these are the other numbers which show you there are about 78 million online content streams on TV, they are actually streaming or on TV, depends on phone to TV, screen mirroring, boxes available bar to the download and the fire sticks or anything, but streaming is happening such a large number, in the internet you are watching video online, 83 million and growing and this gives you how many of them, so watch online video every day, 33% now this is not a evolved phenomena anymore, it's not that technically people are evolved early adapters, no it's no longer early adapters, so one of my favorite examples is go to a high rise office building and don't use the elevator walk down the stairs and you'll see a lot of support staff sitting out there and watching videos and half of them are actually connected online more than half of them, earlier they used to borrow the content from the people who are selling the pirated content, no longer because content is available and of every kind and every formal genre and it's available for free so why should they go and of course thanks to the telcos, the the data is become more affordable, the quality has improved so why would they go to and get it downloaded first and then connect and watch so this is what is happening these are the emerging trends as we see now and not that they are not going to change trends like the attention span as they say in the area of technology and the way things are changing, the trends also have short life but these are the trends, so rise of social video especially on facebook who's going to be the biggest broadcaster of tomorrow, you don't know who's maybe a social media company or a tech giant will emerge as against the traditional broadcasters or maybe one will buy the other which one you don't know for the first category to second or the second to the first but this is what is happening as of now, mobile data used more than wifi yes, in India the way, and I was talking to my senior colleague earlier the way reliance geo has made it a mass phenomena it's one thing which is what we can say is that the entire society and the consumption of media or consumption of online stuff has been put on an irreversible path no longer people are going to go back to what we used to do earlier but the shift has happened so more and more mobile data rather than wifi, women are more avid users so avid means more involved the number if you see of videos being watched by more men but if you see the avid, the depth that's more women, in the videos are most watched ones and vernacular is definitely going to drive it especially in India and we've seen that happening in TV, it's going to happen online comedy entertainment, most popular genre as they call it, ABCD and they have the religion and the cricket and comedy weekday versus weekend, so this is something which is very different for what is happening globally, most of the viewing is happening weekday when we are supposed to work, but that's a different story and average money spent on subscription, now that is where we are the, you know, we have a totally different approach but that comes from the fact that the TV arpu in this country is the lowest in the world it's about 3 to 4 dollars, while in US you have about 80 to 90 100 dollars, Europe also 50, 60, 70 dollars and even in Africa it's 20 dollars plus, but in India 3 to 4, 5 dollars and you want 400, 500 channels, but that comes from a different fact because the way we are structured, the broadcasting industry needs to do something about it, yes they know, they've been trying to but haven't been so successful as of now, but that's what it is that's why we are like everything we want is for free because we don't want to pay for subscription and that's where the issue is so we'll be more avod rather than s-vod so avod is advertising based video on demand where I am, okay I don't bother, throw as many ads as you can but don't charge me, but the s-vod is subscription based where I don't want to be interrupted, I want an adulterated entertainment and I will pay for it, that's subscription based video on demand so we are evolving more like an advertising video on demand country rather than subscription based content, oh sorry and then of course the short crisp videos perform better in terms of numbers, the long duration movies and TV shows are picking slowly and gradually, but the phenomena is that you want a larger screen, so the smaller screen for shorter videos for snacking as we call it and the larger screen for more evolved but both connected, that's where the world is moving and India is moving vernacular as I said is set to outnumber English, it is happening as we speak because we have already seen that happening in TV, so this is going to be no different the platform and the pipe from our cable has changed to online pipe but everything else remains the same, so vernacular we want to see the entertainment in our own language to start with and then of course we can shift to any other language, so vernacular is going to drive the overall ad spends on online video are on rise, in the morning it was being discussed that Anurag was saying that most of the ad revenues are being taken by Facebook and Google of course, yes, but then slowly and gradually this part of the pie or this piece of pie is also going to increase so online video and the advertising on online video is also going to increase gradually, rise and rise of regional content which is very similar to what we are saying on vernacular and the Fertile Indian market it's growing 460 and growing the effort out there by most of the telcos is how to get more and more people online because OIS has become a commodity, so the business lies in more and more data consumption so they want more and more people not only from the cities and smaller towns also from the rural area to get online and get used to it and there is already a discussion of having a light version of Facebook for a certain kind of a people so that they get on Facebook and they get online, so more and more people will get online and 460 is the number which is waiting to shoot up in next couple of years and OTT viewers is definitely increasing phenomenally more and more people are shifting on to online viewing rather than sitting on that, the number is still small if you look at the overall size of TV viewing but it is growing much faster and yes it is being used as a second screen but as we discussed in earlier part of the discussion about 15% people which is roughly about 70 million plus have already shifted and that's happening in India, 70 million is not a small number, 70 million people are watching the TV on a traditional TV, they are watching the TV on an online connected device and that could be a mobile phone a pad or even a TV which streams this is something that I wanted to share with those who are from the news business, so the largest news channel about 27 million individuals that is the kind of reach we are talking about 24 million is the next one, 22 million there could be a number here or there 21 million but don't go by that because what the message is right at the bottom Daily Hunt which is online app has got 155 million installs, even if 50% people are visiting that even if 25% people are visiting that compare it with the largest news channel which is on TV, so you will get the picture where it is going, this is another part of the world where you can see the news viewing on TV and news viewing online 57% 2016 coming down 50% in 2017 this is US and 35% or 33% sorry going on to 43% online and both the lines are converging and somewhere they are going to meet in a year or two and I think this is going to be the year if not maybe the next year, so more people will gradually be watching online news rather than going to TV and watching their news, this is happening there, we are not far away the way we have got used to passing on videos to each other and it is happening across all strata of our society and whatsapp has become like a very common tool which everybody loves to use and it is not only for contacting people also for information sharing and passing on the videos and various stuff that you get, we are not far away from this one this is the new normal, we all know the news in shorts is really picking up, huge number, people have got used to that they are reading their news, they are snacking on the news and if they want a deeper dive they go to one of the media but then on the go how to connect the books that we read, this is getting the new normal and this is now going to be the new new normal where as I was mentioning earlier the augmented reality, the virtual reality, all they are going to play and the devices will become different and this of course is the new normal of those people this is the new normal of our news where more and more stuff is getting consumed through the twitter or flip board or news in shorts or daily hunt and you still have that paper which comes to your doorstep, many of us have but many of them don't read you don't consume your news from there anymore as much as you consume it on the go from these things so the evolution, how it is going to affect, just look at this and this is also connecting to the earlier thing that I said digital is dead or digital is reborn every day, the first digital which happened is give them news in shorts in text form, don't give them long articles on the few lines, so that was text and then okay let's make it a little interesting add a photo and now it's led by video, same thing it's evolving so fast in a year, year and a half and that means if I will get all my news in shorts and I will get the videos crispy small videos which I really want to see what happened and on the go then will I go back to my TV to watch that news, maybe not and do you think if this one will become vernacular and if it will be easy to use do you think the regional papers or regional channels will not come under challenge, of course yes, right so the idea is that things are changing fast, the user behavior, the technology adaption is changing very fast, faster than we can imagine people are so comfortable now with transferring money and all that stuff that we have seen and various other things that I thought money was the only area where they would not want to do it online so I think that the rate is happening so this is nothing as compared to that so the disruption is happening faster than we can imagine and I am not sure if all of us are ready for that so the final content will remain the king because of course you are going to generate the content so if you are a media house or a publisher content is going to remain the king but it's going to remain in the center and platforms will evolve, the platforms will evolve and how do they consume that same content is going to be very important because if you are not logged in to the new platforms and to the new technology then your content slowly and slowly even if it is good the distribution will start fading out because distribution is the name of the game, if you are not connected through all those devices and platforms people will not be able to reach you if you are not reaching you you will fade away from the public memory so that's important for all the friends and the colleagues who are from that industry from news industry, this is super crucial yes you are always going to be in the center the content but how people will reach you is changing already and if you don't move along with the things at that pace you lose out very fast and that's it thank you so much