 I think that was a fantastic session by Mr. Sivastav, right. You know, some of the things that I picked up, well, I mean, I just, you've heard my introduction, I just want to say that I speak in my personal capacity here. And I would really like to thank Exchange for Media for inviting me to speak here. And I also congratulate them. The reason I congratulate them is they've organized a conference which is on a very important technological innovation that is actually going to potentially change the way advertisers approach their targets and open up new avenues and precision marketing. You will hear a lot, which way does this work? Yeah. You will hear a lot on the following sessions about how, and I got the agenda, so I saw that, you know, the latest speakers that are going to talk about how connected TV can make advertising work for brands. How measurement of audience can be done more effectively in a connected TV world. New shoppers, how can they be influenced from awareness to consideration? How cable TV, DTH, connected TV coverage? How they converge? And really more on code switching. So, earlier we heard of code cutting, which was very prevalent in the west, but now we're hearing a word which is code, a phrase, which is code switching. And I think that is something that you will hear about in the next sessions. And of course, creating interactions through connected TV. So all these are very interesting sessions that are lined up for the day. And I've been kind of asked to talk about survival of the fastest. So I thought of focusing on a few aspects just to give a brief context so that the relevance of the next sessions are clear to you and you can draw from my session onto the next sessions and see, you know, how the whole thing, the concept of connected TV and, you know, audience measurement, how you target audiences and how you, you know, have more precision marketing. All this will come together, hopefully, with my introductory sessions and the following sessions. And before I go into, you know, presenting my slides and I have a few of them, I'd just like to pick up some of the things Mr. Sivastav said. And really, that's a very good segue into the topic that's going on to come for later part of the day. See, he spoke about digital. So it's a combination of physical and digital and that's the way forward. As you will see, he spoke about disruption. So connected TV itself, the technology is a disruptor and we'll talk more about it. He spoke about embracing technology and he said, also said that, you know, if you don't embrace technology, technology is going to throw you out. I mean, the fast pace at which technology is changing is going to throw you out of business. Absolutely, that's the case. And connected TV is one such, you know, development in the technology world which really is going to change the way advertisement is done, particularly to certain sections of the audiences. And he also spoke about 35% of his budget being on television and he thinks that, and Maruti has got, I can see that it's got one of the biggest advertising budgets in the automobile industry. I'm sure it's got the biggest. And he says that, you know, he's looking at more personalized and of course, therefore, you know, going more into a connected TV space going forward. Single view of customers and, you know, transactional and interactional data. I will keep that for posterity because it's a fantastic coinage that you've made. Interactional data and single view of customer is also something which is being provided by connected TV as a technology, right? When it comes to audience measurement and when it comes to the behavior of audiences, viewing pattern of audiences. But fantastic when he said, he spoke about connected devices. So, you know, connected TV is one such connected device. He's talking about, you know, devices that are connected to the Internet and how those can provide alerts, those can provide various safety measures, etc. So that's another dimension that is a product feature. But these are very important things which, you know, it's important for us to appreciate how the advent of Internet is actually enabling various product features and it's actually taking technology from one step to the other and leapfrogging, actually. So with that, you know, maybe I'll just lay out my agenda for the day. I'll talk about how the television value chain is getting disrupted. And, you know, I'll quote from a research paper and you can see, you know, it's very clearly laid out what are the different elements that are coming in the television broadcasting chain. The difference between CTV, OTT and linear TV, although this might sound very basic, but I'm sure it's always a question in our mind because we keep on using these terms, right? Connected TV, OTT, linear TV. What does it mean, really? In very layman, simple people's term, I would like you to appreciate this because I think the rest of the day will keep using these terms often and on. So a little bit on that. Television broadcasting in the 5G era. My theme is survival of the fastest. I just need to keep a watch in the time. Yeah. Survival of the fastest. And so therefore, you know, we are in an era where we already are seeing 5G, which is one of the latest communication technologies and how television broadcast might change or, you know, evolve in this 5G era. Some overview of CTV trends and here I'm going to really quote from a very recent research that's been done by Group M, Kantar. And I'm sure there are speakers from Group M, Kantar coming in later on in the day and they will talk to you more about that. But there are certain very defining, you know, trends that are coming out of this study. And it's important for us to have an overall bird's eye view of those trends. I'll talk about it a little bit. The key differences between connected TV and linear TV and its implications, connected TV audience measurement and attribution and the concept of fastest and connected TV. So there's a lot to cover, but I'll try and give you only glimpses so that, you know, you have appreciation of the details that are going to follow. A little bit about the history of connected TVs. Smart and connected TV concept is not that old. It's become dominant particularly in the early 2010s and, you know, in the, you know, some of the high-end television technologies have come in mid-2010, 2015. And in Nielsen, I think they ran a survey in 2016 which said about 30% of the U.S. households beyond a certain income bracket would have smart TVs. So it really is a particular segment of the audience that is moving towards this technology. A certain income bracket, a certain, you know, a certain genre of audience. Now, how has the TV broadcast value chain been changing and how is it getting disrupted? And this is from a research paper very well laid out where, you know, essentially it's been mapped out how a few years ago the broadcasting chain was much simpler and you had, you know, maybe just two players in the content market, two types of players, you know, three or four types of distribution network, couple of types of gadgets in the television space, and the consumers were only of a couple of types which would pay license fees and pay TV subscriptions. But cut to now at this age, this scenario has completely changed and that's because of the proliferation of communication technology and the evolving communication technology that we have now. So you will see particularly, you know, in the domain of content producers and devices and apps, there's been a massive change. In the content producers market, we have, you know, OTT providers and personalized personal content providers coming in and absolutely taking the entire content domain by, you know, a massive change, perverting around these content providers. And in the devices and apps space, you now have app developers, you have gaming consoles, you have smart TVs, you have tablets, you have smart phones. All these have come in because of one thing, which is the advent of evolved communication technologies. And we already heard about metaverse, which is evolving right now. I think it's not in a very evolved stage. At this moment, we are having individual metaverses or hosted metaverses. There will soon be a day when you will have interoperable metaverses. And I think the rules around those and, you know, the policies around those are still in the works. So metaverse is definitely a space to watch out for. But, you know, let's come back to television. And you see that, you know, the television value change today is much more fragmented and, you know, it's mainly due to the increasing applications arising from the advancement of communication technologies. So communication technology is something which is probably driving many of these disruptions. And the main reason for disruption, again, is the convergence of internet, broadband and telecom industries, internet protocol and internet. They are the key enablers of bringing the industry together and breaking down the barriers which used to exist earlier. So that's basically the background of how this disruption is happening, right? Let us discuss about this much-talked topic about CTV, OTT and linear TV, right? I mean, we often use these CTV and OTT interchangeably. And, you know, the difference with linear TV needs to be understood. So, you know, as you will see these terms to the rest of the day, at a time, you know, where OTT and CTV are used interchangeably, they are confusing. And if you throw in the word linear TV into it, it becomes further more confusing. So let's try and untangle this a little bit. So OTT essentially is a delivery mechanism. It really delivers content, video content over the internet backbone and in a form which is video on demand. And it's over the top and, you know, and used and provided by traditional network providers. So it jumps the broadcast chain and goes directly into using the network. It goes directly into the device of the customer. So that's OTT. Connected TV is an internet connected device. So it's a device. The earlier one is a delivery mechanism. This one is a device which a customer uses to watch television or video content online on demand. And it could be a smart TV, gaming console, or some other sort of internet connected device. So that's connected TV. So this one is a, so both are technologies. One is hardware. The other one is software. If you want to understand it very simply. And linear TV, of course, you know, we all know it is a classic system where the viewer watches a scheduled television program when it is aired in its original channel, and the viewer can watch the content through antenna or by paying cable or satellite subscription. So, you know, so that I want this audience to, you know, keep as a background when you hear the other series so that you can place, you know, what's being said where. Television broadcast in the 5G era. So one of the main, what's the characteristics of the 5G era, right? We spoke about how changes in communication technology is changing TV viewing. Since October last year, we have 5G in India. But it's still in a nascent stage, and I don't think, you know, we have the desired coverage anywhere close to what we want or what we are looking at in the future in India. But essentially, 5G is higher frequency, higher bandwidth. So in the current 5G scenario, what we will see is consumers, you know, will pay for what they watch, when they want to watch it, and where they want to watch it. So that's what 5G is going to enable. You know, we still had that in 4G, but because of the 5G capabilities, the way this viewing will happen, the way the downloads will happen is going to be of a different order altogether. And the lower latency of the, you know, of the broadcast is also going to enhance the viewing experience of audiences. So whereas in 4G era, these things were already there. In 5G, the adoption of a smart TV is going to be at a different level because it's going to be near real time with absolute, you know, enhanced capacities of download and streaming. Right? So in the 5G era, therefore, you know, the way marketers will market to their audience will also have to change because the adoption of new technologies will happen much faster. You know, some of that was spoken about by Mr. Shivastri. One of those technologies, the ctv, per se, television viewing is going to, you know, be adopted at a much faster space. Now I come to the survey that I spoke about, which is the Kantar survey. And, you know, they bring out certain very interesting ctv trends. I think the survey was made on an NCCS AB and it was, I think, mainly 70% or 80% NCCS A and predominantly male with, I think, it was 21 to 50 years. And the results of the survey and maybe some of my Kantar friends can correct me if I got this data wrong, but that's what I read. Very interesting, very interesting trends coming out. 12% share of total TV is ctv in 2022 and that's going to be around 22% in five years time globally. 47% CAGR of ctv ad spends about 400 million ctv ad spends in 2027. I think, you know, that's a very conservative estimate. With the adoption of newer technologies, this might have a kind of a hockey stick kind of a trajectory. I'm hoping so, but, you know, we'll go with this study. Advertising spends would grow on the back of brand spending more on connected TV. That's a very clear message that's coming out of this survey. And it is convenience that is driving audience, whereas addressability that is driving advertisers connected TV. So advertisers are looking at more addressable audience where they can identify with the audience, track the audience much better. And it is a convenience factor that is actually driving the audience towards the connected TV. Some trends, you know, the driving of the growth of addressable television households is happening because of contents on OTT apps, smart TV sales and broadband connection. This is also one of the trends that's coming out of this survey. 11% CAGR in broadband subscribers. So, you know, the growth in broadband, which is the tri-projected growth figures, is also something to be put in conjunction with this technology, right? To see that the enabler for adoption of CTV, how is that growing? And that's 11%, which is phenomenal given that, you know, we already have a great base, a good base in India. This is a very high growth number. And 600 million, so this is a Bain report which says 600 million OTT viewers with an average daily time of 180 minutes spent. That is also some data point that is of good use because OTT viewing or video on demand is one of the driving factors for adoption of connected TV. And that's where we are going with OTT viewing. So, the Kantar survey actually shows that connected TV is the preferred, and it's, of course, based on the sample that they have surveyed, and it is a specific section of society, so it has to be taken scene in that light. Connected TV is a preferred connection for about 65%, whereas that comprises smart TVs and devices such as fire state, internet-enabled set, top boxes, et cetera, whereas the rest of the 35% is linear, which is cable and DTH. So, you know, we made the distinction between linear and connected. Connected is, you know, smart TVs and other devices which enable, you know, over-the-top viewing, whereas linear is, you know, appointment TV, specific appointment programs, appointment TV. Main differences are the key differences are, of course, by now you've all appreciate that it's content available on demand in case of the CTV users. Content can be personalized. So, you know, you would, so based on my viewing pattern, I would know what kind of content I'm, what kind of content I want to view. And then the advertiser would also know me as an individual, what kind of content I'm viewing so that they can target me. They would know my age bracket. They would know my, you know, viewing habits. And accordingly, you know, they would do a profiling of the consumer and target. So, advertising can be targeted and better profiling of the consumer is possible. So, that's the difference between linear and the connected TV technology. So, connected TV measurement and attribution. The measurement is the ability to track and analyze the success of performance TV advertising campaigns, whereas attribution is to identify where the consumers are coming from when they take an intended action. You know, so, you know, what is the source of that intended action. And I'll talk a little bit about the technology that goes behind it, of course, at a very high level. So, assessing the effectiveness of CTV advertising, there are certain metrics that are followed. You know, it's like cost per completed view, cost per acquisition, and average order value, et cetera. So, these are some of the metrics that are coming in for agencies and advertisers to measure the effectiveness of CTV advertising. So, if a consumer sees an ad on a linear TV that inspires them to buy, they might search for that product in Google, and they might navigate the company's website from the search results, and, you know, they will click the website, make a purchase. You cannot make that conjunction the attribution in a linear TV scenario. Whereas in the CTV realm, the click of the consumer who navigates the attention away from the television glass to visit the brand's website on the mobile device, the attribution can be made there. Because, you know, you have the technology, and I'll talk briefly about the technology, how that attribution can be made. So, that is where, you know, you can really go to a next level where you can actually ascribe the attribution of a sale to an ad that was aired on the connected TV, right? And typically, how does it work? I'll just take a minute to explain to you at a very high level. So, if an ad is delivered to the CTV platform, then the platform identifies and stores the household IP address in an exposure file. And the device graph, and then, you know, the device graph, it also populates the other devices that are attached to the IP address in that household. So, there's a connection that's made through the IP address. And then, if there are multiple people in the household using mobile devices, those are added to the exposure file. And then, when someone in the household uses one of the connected devices by visiting a website or making a purchase, the data about that can be stored in an outcome file. So, two files, exposure and outcome file. By comparing the data in the exposure and outcome files, it is possible to match through the IP address, indicating that someone in the household acted based on the CTV ad. So, this is a very simplistic view of how this attribution, the connection and the attribution can be made. It's not as simple as I'm making this out to be. But just to give an overview of how this technology enables attribution in case of a connected TV device, which is not possible in case of a linear TV device. So, therefore, for marketers, if the adoption of this technology happens, it is a big blessing, because they know exactly how their ads are actually inducing purchasing behavior in their consumers. Now, to come to the context of fastest. So, you know, my session is survival of the fastest. So, you know, though TV in the TV broadcast domain, CTV will certainly attract influence and measure audiences better than linear TV. It is competing with mobile devices. So, let's understand that mobility is something which has, which is of paramount importance, which has been increased many folds due to the proliferation of communication technologies. So, you still have a CTV competing with mobile devices, right? In the TV space, of course, the connected TV is fast emerging. As a space, you know, it enables the ability to differentiate between, differentiate on content, timing preference and personalization. So, that is something which CTV gives to the viewers, which the linear TV doesn't. So, therefore, there is in the TV viewing space, of course, CTV will emerge very fast. That's nobody's, I mean, doubt at this moment. And building more and more personalization features will get in an audience faster to the CTV. So, you know, that's the context of being survival of the fastest because of the personalization and, you know, if you can give me what I want to view at a point in time when I want to view it, I will move to your platform, right? Which, of course, there's a big, you know, there's a big disadvantage there with linear TV technology. However, there are certain challenges. We need to be mindful of these. So, I'm just counting three. There might be many, one of which is cyber, data privacy, et cetera, which was, the point was addressed by Mr. Shavasthav. But I'm just talking about three here. The number of CTVs, CTV homes hasn't caught up. And of course, you know, because of the price of the devices, this is really a certain segment of society that can only afford, whereas linear television is, if you talk about the Indian audience, you know, not everybody can afford that price. And we saw that Nielsen data about US, which said that, you know, CTV is gaining pace in households which has more than $75,000 per annum income. So, similarly, there will be beyond a certain threshold, the adoption will be very high because of the price of these devices. Many platforms and data providers are not able to match the cookie data or mobile ad data to IP. So, that is one of the issues which limits the scale of inventory available. So, you need to, so, you know, the currency and the inventory, there would be a doubt of that unless this matching technology, you know, improves. And, you know, the attribution can be made really, really pronounced. And so, there is a little bit of technology catch up that needs to happen there. And the bigger thing is how is the collaboration between the content distributors and the companies that are building and selling CTV devices. So, therefore, you know, these often come with preloaded apps, CTVs often come with preloaded apps, bundled apps, right? So, there needs to be certain collaboration that needs to happen between the content, you know, the apps, basically, and the CTV. So, that's also one of the things that need to be addressed for faster adoption of connected TV. And what can we expect in the future? Well, with, you know, with viewership drops in the satellite and cable TV, you know, there will be many live stream programs like sports programs, et cetera, which we feel will one day move to a connected TV environment because you will have more and more audience coming into the connected TV world, right? And, you know, those, the big four ROTTs, they're already, you know, doing content streaming, they're already in that space. We expect their dominance to hold steady and increase in the coming years. And that is what will also drive a lot of the connected TV because, you know, that's video on demand. You can watch those and, you know, the exclusivity of the content, the quality of the content, everything is getting invested there in that space. And in the last decade, we saw this shift from traditional TV to streaming TV begin. Now, we will see this movement solidify as data, machine learning and artificial intelligence and IoT products continue to advance. So, regardless of the changing landscape, we feel that there's no question that OTT and CTV advertising would remain relevant and actually will increase, which is, you just heard from Mr. Shivastav, who's one of the leading advertisers, that's also what he feels, you know, going forward with the adoption of this technology, the dollars, the advertising dollars will move to the CTV space at a pretty fast space. With that, I hope that's given you a bit of a background for appreciating what's going to come in the next sessions. And, you know, there are, in each of these that I've spoken about, I think there are going to be detailed sessions, so you will enjoy those interactions and you can hopefully fit that into the deliberations that I've just now made. With that, I thank you very much. I've gone over by two minutes. Thank you for your patient listening.