 a very good evening and a warm welcome to today's virtual roundtable presented by Lime Light Networks in association with eForum. Our topic today is ensuring viewers an over-the-top experience to quality digital content delivery. OTT is not a new term for us. It has been around for the past few years but COVID-19 gave a boost to its use and now it has reached different heights. In today's discussion we delved into how OTT players ensure an enhanced viewer experience across devices quickly reliably and securely. We bring some of the best minds from OTT industry in India together to share how they are taking this to the next level. Now before we introduce our speakers a few key announcements. Firstly my name is Khyati Kawa and I'm going to be a host for this session. We are live on Zoom, eForum Facebook, LinkedIn, Twitter and YouTube pages. Please start sending your questions in the Q&A section and we will take them during the discussion. We are also doing live tweeting using our official page eForum tweets using our hashtag eForum webinar then don't forget to join the online conversation using the hashtag eForum webinar. And I'm really delighted to welcome our speakers as I am told and understand that they are right from Kashmir to Kanyakumari. So ladies and gentlemen, boys and girls, I hope all of you are ready to welcome them. We are in the digital world. We can welcome them with our emoticons and claps so go ahead and do that. As I welcome our first speaker Tushar Bora Technology Z5 India, Lokesh Chauhan, Chief Technology Eros now, Shahabuddin Sheikh, Chief Technology Officer, Aulch Balaji, Amod Okej, Chief Technology Officer, Planet Marathi, Satyajit Diva Karan, General Manager, Digital MMTV, Rohit Bapad, General Manager, Technology Array, Sorgia Mohanthi, Chief Operating Officer, Epic On. And also we have with us Bharat Katragada, Head Technology ETV Bharat. And last but not the least, our speaker Vijay Narsimha, Strategic Account Manager, Limelight. And to share this session, I would like to welcome Faisal Kawasu, Founder and Chief Analyst, TechArk. Faisal Kawasu is a Senior Technology Market Analyst and Founder of TechArk, which is into technology analytics, research and consulting services. Prior to this, he has worked with organizations like IDC and CMR, serving leading technology brands with insights and market trends. Faisal is closely engaged with the CXO leadership and strategy teams advising on product portfolio, go-to-market channel operations and other areas. Faisal plays an influencing role in the technology domain and actively writes columns in leading tech and mainstream publications. Now, before I invite Faisal to take over the session, I'm going to quickly showcase what will be our topping points in this session. So these are going to be our discussion points for the session. I really encourage all of you to please give in your questions in advance for our speakers. This is going to be a very, very interesting conversation. And with that, I would leave the screen to you, Faisal, where you are welcome to all of you. Thank you so much. Thank you. Thanks, Khyati. Welcome. Good evening, everyone. As I was just talking to some of you backstage, thanks to all of you that we have been, we are being entertained. And then I think we understood the importance of entertainment more during lockdown. Those days I think it was just because of some of the technologies that you guys are executing, planning, strategizing that we have been able to leverage whatever we wear. So before starting this session, as Khyati pointed out, so we will be having some questions from the audience and you could please send your questions in the Q&A section and we'll be taking them during the course of interaction. So if we look at this overall OTT space, I think time has now arrived where it's no more like an additional layer. It has now got very much embedded into that internet space. Earlier it was looked at like as an add-on as something which is over the top but now probably the layers are merged. Second, at the same time, the entertainment, the content consumption behavior has changed phenomenally over these years. And probably pandemic was one such instance where that got probably more boost, so to say. So I just want to start this session probably with Tushar. So where is the role of OTT now? Is it like has entertainment, entertainment, entertainment being replaced by OTT, OTT, OTT? What's your view on this? Hi, everyone. Good evening. It's really good to see everyone here. I know some of the people on the panel. It's always a pleasure and a delight to talk to everyone. On the digital front and you mentioned lockdown and the COVID scenario, I think it's very important to understand that entertainment now is not just about a production-ready content which some production houses are building and OTT players are distributing that particular content. It's all about using the digital devices to not just consume that content but also use those digital devices to create a content. We saw the phenomenon that the current band TikTok created at a certain point in time. And there are a lot of Indian players who are trying to fill up that space during this period. I think entertainment has to be gotten there. We start calling our applications rather than over the top application. We should start calling ourselves as entertainment applications itself. There is interaction. There is gamification. There is engagement. And I would like to see what other people think about it. But in my opinion, it's no more an OTT play for almost all the players who are here in this existing department. Great. I think nicely put. Yes, and OTT to some extent. If not, yes, we have paid entertainment. We have free entertainment. And I think this will remain like this for a while. But at least for paid thing, I guess it's becoming the new normal out there. What's your view on this location? And how has probably this pandemic flipped the situation altogether for OTT? Thanks for the question, Fazal. And say hello to all my panelists. Happy to be on the panel with all of you guys. So what I would say is this pandemic is kind of fast forward in the journey that we were progressing on two to three years down the line. So the older generation, the housewives, which one very tech savvy now understand the concept of going online using an app and are able to consume media of their choice. This was something that we believe will happen over a course of time and would require seeding from us, marketing, all of the factors involved. But pandemic has kind of pushed it. And thanks to what we would say, the broadband providers, the mobility partners that even though there was huge amount of strain on the bandwidth, things kept on working. So yeah, kudos to them. So people now are aware, people understand that they can have consumption online. In itself, that has been a paradigm shift. And paying for entertainment to a digital medium is now not something which is very limited to a light of metros. A tier two, tier three are seeing decent amount of traction. And it's not been a trend, at least for us that while pandemic people were happy playing, paying, watching, they have continued. It's not like this has been a complete drop off. Obviously, now the cricket is back on menu, there is a significant amount of viewership junk that cricket takes away. But it's not to the same levels. We have jumped a few levels up where we started off from in the mid-March to late-March scenario. Yeah, absolutely. I think yes, cricket has taken the flavor right now. But as they say, I think there's always a room for take a break moment. So coming to you, Shahabuddin, what exactly did you see? How do you interpret this pandemic situation? Of course, it's something which has propelled growth in OTT. Something you could share with us essentially how the consumers, how the consumer trends change with respect to OTT. Firstly, hi to everyone on the panel. And it's nice to see a couple of you guys. We have been recently in the past couple of days, we were on the webinar. Coming back to pandemic, I think it's a learning curve. Like I think location already added, it's a fast forward. Things that we have planned in the future that we wanted to do. And it was more of a I would say jigsaw puzzle. What we miss the most is the energy that we used to have while we were working on the office with the same colleagues, energy on the flow. That was one thing which was missing. Apart from that, like remotely working, coordinating, that wasn't a challenge because most of us are used to that, coordinating with the team members and playing around it. Next piece comes the content, the production, which was badly hit because every production house, most of us had some content, you know, pipeline, which was in place for a couple of months. I think we survived in March and we post that we had a shortage of content. Now, thanks to the lockdown, four and five, we have an opening state and we started, you know, the production of the content. So overall, it's a good learning experience. I would say in terms of connecting with people and remotely working. And thanks to zoom, a lot of video conferencing and calls are happening. And especially like we are spending more days or hours, I would say as compared to office, especially in coordinating and getting the works and deliverance happening. Sure, sure. Thank you. Thank you for your views. You know, we are just having some quick remarks from everyone and then we'll get onto the, you know, probably some deeper stuff around tech. Probably, if you could, you know, share your views. Did you see something, you know, similar on the regional level as well? Or how was it probably different? Can you? Hi, Faisal and everyone else. First of all, I'll say we are the new kid on the block. So I was during this pandemic, I was more of a consumer than a producer. But I'll say that most people need engagement, some form of entertainment every day. This pandemic has shown us that they, some of us need a source that can distract us, distract, you know, from our daily stress and problems. So with that said, right now, because there is just no source of entertainment outside right now, this new normal presents a huge opportunity for all content providers, especially the ODD platforms. That's what I'll say about this. Okay, great. Maybe I'll next probably, you know, I'd like to ask Satya Jit, you know, Satya Jit, so what's your view on the entire subject? How has probably, you know, again, I think we heard from everyone what's the impact of pandemic, but probably, you know, something else you would want to add. Essentially, I would want to understand from the consumer side, you know, how is consumer, you know, reacted to this situation. Hi, everybody. So the thing is, here, we too had started fairly recently that we had started at Manorva Max just in September last year. And overtime has just picked up and the coming of the pandemic, we were still peaking at that time. And then the content, obviously had had had to change because there was not much content being produced. But at that time, we went out and created content from the people sitting at homes and we entertained the audiences that way for about a month and a half, post which we came in with newer shows and stuff and we engaged the audiences much more. So the peaking is still happening. We've really not phased a lull or we've never come down in terms of the numbers as of now. So touch foot, going as good as of now. Okay, that's great. You know, at least yes, one of the few industries or sectors which is definitely seeing a different trend. And I think the recent trend of or the recent, you know, unlimited data being, you know, that trend that plan, I think that's also propelling to increase consumption of content or internet, so to say, and includes OTT as well. So that's a good idea. Probably, I would want to come to you Rohit. So what are your initial views on initial remarks on this? Sure. Hi, guys. I want to break this down really into two parts. Excuse me. So the way I look at it is today with cheap smartphones and, you know, data plans which are easily available and cheap as well. It's obvious that people will consume a lot of data over their mobile phones, right? So I think in that sense, there is a massive opportunity for bundled apps. Now think about somebody like a geo who comes into the market and your app gets featured on a platform like that. For people who aren't to tech savvy, they will be consuming content of these bundled apps. So there's a huge opportunity there. Secondly, I feel because data so easily available and connections are fairly reliable now and getting better, you're going to find people consuming data on the go a lot more people traveling on the trains, you know, getting to work in a bus, so on and so forth. But that's that's only one part of it. I think the bigger question is about whether we can really call it the new normal and I'm not convinced that OTT is the new normal quite yet. And I think low case kind of touched on that a little bit because I think there is a you know, there's a big chunk of people who still watch regular television, right? So to give you an example, I live in a society which has a lot of senior citizens and believe me, at eight o'clock in the morning, we'll see a message on a society group saying that Tata sky is down. So I know for sure people are watching Tata sky. And maybe there is something with regular television that people like, right? Maybe it's the lack of having to make a decision in terms of what I should be watching next, you put on a channel, enjoy it for half an hour, move on, right? So that that's one part of the audience. What about the audience that's outside of tier one, tier two, tier three cities, right? I try to put up numbers for what's, you know, what's what's the adoption of say DTH in India today. And just, you know, to round off these numbers to give it some perspective, apparently 70 million DTH connections in India. So that's seven zero. And the number of wired broadband connections is 19, one nine, right? So they've got a long way to catch up before people start consuming digital content of their televisions, you know, because I still think television can be ritual in India where maybe people watch television together as a family. Maybe they watch it together at dinner time. So until that transformation completely happens, I'm not sure this is taking over as a new normal, but absolutely, it's only going to grow because I know that your regular cable providers will start providing their content over the internet soon enough. Yeah, so those are my thoughts about this. Good, fair point. I think yes, we have to, you know, so there is growth opportunity, but yes, there is a reality also. And somewhere, you know, a clear picture would be when we merge both of them. Very good points Roy. So coming to you, Sorgia, what's your view on this thing? Hi, hi everyone. So I think we have a couple of key takeaways from this complete pandemic situation. One is being the key part, which is the appetite for consumption of content. I think the appetite for consumption content naturally, which has grown up, we have seen a lot of content from our OTT platform being consumed, which are not consumed earlier. So the user has been looking for a depth. They have been looking for something which is not available in linear or are not available in other apps. So we always talk about one Sunday and 50 apps, right? So that's the fight that everybody has to do, you know, you have only one Sunday and you need to sort of, you know, choose which app to take, which subscription to buy. But yeah, but this pandemic situation has sort of given a great amount of choice to the user because work from home, staying at home has given more time and more time means more consumption and that leads to more business, right? So from the DAU, from a MEU perspective, I think we have seen a good upsurge there. And that has given us confidence to sort of build our own content strategy for the next year. And the second part, which I would like to touch upon is the smart TV. Now smart TV and connected devices has been the future and it is going to be the future with the penetration of 25 million plus units, you know, and all the large Ecom players like Amazon and Flipkart also coming up with BPD and all sorts of, you know, carnival, festive carnivals and India shopping festivals. We are also going to see a good amount of uptake of the connected devices. So we are all ready to sort of take that portion on and be there with a user at every stage, at every point where they would like to consume the content. So these are two key takeaways and we have built very strongly during the pandemic last five, six months we have been building on these two pillars very, very strongly. Sure, sure. Lastly, you know, concluding the introductory remarks coming to you, Bharat. So how do you see this situation and anything peculiar you saw on your platform, again from more of consumer perspective. If I look at it from an external view, probably my understanding is that it was earlier getting consumed, you know, towards the end of the day, but now are we seeing some scattered patterns out there? Yes, hi everyone. So, you know, we at ETV Bharat, you know, we are primarily a news OTT platform. We are also a new kid on the block probably about more than a year since we have one life. So what patterns that we have observed is nowadays people want to know, you know, the COVID statistics, you know, you know, how, you know, how this pandemic is taking over the whole world, right? So, the news is, you know, is watched mostly, right? So the entertainment is one thing, but people are also always on smartphones looking for new updates on COVID, you know, how my state is faring, how my city is faring, right? So is it safe to go out, right? So we have seen a good optic in consumption of news, right? So and we operate in 13 different languages, right? So right from Jemu Kashmi to Kanya Kumari, we have, we are supporting several languages, right, and states. So we have definitely seen a good amount of viewers, you know, looking for updates. And we made sure that we give them timely updates in terms of notifications. And we have also kept a COVID section on our portal so that, you know, once you click on it, we have empowered with infographics, you know, they can pick and zoom into a particular district and see how many cases are there. So our, you know, data people have invested a lot of time in, you know, compiling all what they could get. Sure, sure. So yes, thanks. Thanks. I think, you know, thanks for these introductory remarks. I think, you know, there are definitely some key messages and flavors coming up, you know, something like, yes, it has increased. I think we are seeing growth in every, you know, spare beat discoverability as something, you know, probably Rohit was talking about, you know, then, you know, in terms of subscriptions, in terms of, you know, consumption, in terms of maybe different genres getting, you know, experimented and, you know, people getting hooked to it. So yes, that is growing. But yes, there's a huge, you know, gap out there. Now, coming on to probably, you know, some, you know, with this growth, obviously, so with every technology adoption, perhaps it's not just with OTT. So you have first phase, which is more of adoption. And then comes the second phase, which is more about tuning, fine tuning, refining the things. And, you know, so to say, enhancing the experience and bringing more of the quality elements. So probably starting with you again, Tushar, I wanted to understand, so have we arrived at that stage first? And if yes, so what are those probably, you know, key challenges do you see, you know, you see, which probably the entire ecosystem needs to address to take it to the next level. I'd like to point out a fact that happened when the pandemic started. So the government of India went out to all the ISPs to, and especially the OTT providers and ISPs, both of them, to reduce the bit rate ladder that we are using. So one of the challenges right at the very start was we had to run scripts to, you know, change our manifest files to reduce the bit rate for mobile while on TV, we wanted to give higher bit rate and so on and so forth. So one of the issues that we see is optimization on the delivery. Currently, at Z5, we are only using H264 as the compression technology for encoding the content. We are not using VP9 or AV1 or HEVC. So one of the investments that we are doing in this quarter, which is October through December, is to at least get HEVC up and running and see whether we want to start off with AV1 or VP9 for some of the Android lower devices. One is a definite investment on video engineering. The second investment, which we are seeing, we will have to make because absolutely new cohorts of customers that are coming in is on the recommendation and personalized search. And especially with almost no shooting happening for almost three and a half, four months, there is hardly any production-ready entertainment content that is coming. It's mostly all the news content that has come. And in news, search and recommendation is extremely, extremely important. If I am coming in from Coimbatore versus and there are people here, right, from Kashmir to Kanekmari, and me searching for breaking news will be, I want to see very different kind of results than anyone else. So these are the two major challenges that I see and which we saw during this time and how the users were reacting. The third challenge that we saw was payment instruments and payment gateways and their consistency has posed challenges to us during the pandemic, especially April and May, when a lot of subscription happened. You know, to watch our original content and which was always behind the paywall and no entertainment coming on the TV brought users to purchase them up. So the third challenge which we saw, especially on the UPI side, there were a huge amount of failures that used to happen at the payment gateways. So I think on the infrastructure on payment, I see a challenge all across, not just OTT, but also e-commerce and so on. These are the three challenges which we saw very, very clearly and then there are many more which I am sure other panelists will bring their experience. Sure, sure. So getting some more flavors before getting some more flavors, I just like to hear digress a bit and get in Vijay. So Vijay, you have been probably talking to each one of them or most of these people from a different perspective. So what did you see in terms of these challenges which were, so to say, I would say, momentary at that point of time and now which are those challenges which are still going to be there? Right. So I'll answer this in two parts. Part number one, we saw the rise of content being consumed across the board and one of the things that we also learned was it was not just limited to the younger crowd or the people around about 30 and around 35 and below. The content was consumed even by people in the middle-aged sections where there was a variety of content that would be consumed and each of them picked their own choices. Within a single house, we also realized that it's not necessary that everybody has to stick in front of the television and get themselves entertained by one particular channel or the other, but rather each person within the house itself could go into different devices that start consuming content. This obviously put an extensive load on the infrastructure and the internet network itself and there is a place like us came into a place where we were able to take a lot of that load on to us and we were able to deliver it from the edge. Though we took a lot of stress as well. There were a lot of content delivery networks out there that felt that stress and it took us at least about a month or two to start readjusting the way we end up delivering and the load does not help as well in order to in a short term to build infrastructure. All in all, a lot of support from our ISP partners and from our customers to bear with us during the challenging times and we were able to achieve that in about a month, month and a half and we were consistently able to service the end customers and meet their expectations. Okay, great. I think yes, probably these are two sides of the same coin and I see a lot of reconciliation. So probably that's one of the good things to see that yes there are challenges but at the same time solutions are also ramping up fast to meet up the challenges. Probably I would now come to you, Lokesh. So in terms of discoverability, we are still talking about challenges. So probably in terms of discoverability, so what are those, how important probably is search, although now I think many of them are voice enabled and all that but still I feel when we look at maybe elder generation, one of the probably resistors for them to join OTT is discoverability and searching through the content and all that. So how important you feel that element is and in your way needs to be at risk? I tell you from what data I have at hand, a large set of people do not really go and try and search at least in our platform. They preferably consume what is right in front of them. So what you're talking about is a niche use case where somebody is wanting to search for a specific movie and goes for searching. For most part people are consumers who do not want to indulge in decision making, they want to see things up front and they just want to click and yeah, stop, no price. So discoverability predominantly gets solved by factor of putting things right in front. How do you identify what this guy wants? How do you personalize recommendation is where this problem gets solved most at? Search, voice search, all of these discovery mechanisms are very small percentage of the use cases for most part. The other part of this question that you're talking about is search on interfaces. So TV interfaces usually are now coming, all of them combined with a universal search mechanism. So Android TV are obviously going to start now. Today is the event then for the Android TVs to announce a very similar approach to how Apple and Amazon have been doing it. So universal cataloging and creating a unified search on all interfaces in one place so that even if you don't have the apps installed, you'll come to understand where can you watch a particular content that you are scouting for. That in itself is, in my opinion, going to now become the most user friendly case because consumption of voice, consumption of input from across multiple OTT apps in one place, that's going to become the most easiest way for consumer to find content. So your problem is more about creating the kind of content consumer would want to identify with the name and want to search for it. So it's going to be more of a branding exercise, more of a marketing exercise for a newer content that's coming in. For any older content surfacing piece now will get pretty much a solved problem. So how do you get to that tile in front of you in a unified interface is not going to be controlled by you by default? Okay, fair point. I don't know, I was recently interacting to an ISP, not a major ISP, but a B-class, C-class ISP, and all of them are now trying fiber and trying content on top of it. When they are looking for really content services and one of the feedback they have is their users, they are not very comfortable with this minimal button set, remote on set or box, their users still want that channel approach and they want to remember channels by numbers. So I think yes, that still is, I don't know how that will evolve and how that's going to be bridged. Linear channels are coming. Linear channels is what you're talking about. People don't want that intent of search and choice. That's the song. So you want to watch classics, you want to watch something newer, you want to watch action, you want to watch comedy, you want to watch romance. We have those deep catalogs. Now the right approach would be that we are all wanting to is to create linear channels so a user does not require to do any activity, the same TV behavior. Enter, click, go. Go, right, right. Probably your views should have been on this. What is your view on this interface clutter out there? Sorry, you are muted. Sorry, you are muted. In terms of discovery, you mean to say? Yes, you know, the first few is always there seem to be too many posters and one gets kind of, you know, not puzzled but probably confuzzled at times, you know, what to click? I would take a step back and try to look at the content piece first, like especially content is more if enriched with metadata. Nowadays, search is more of contextual. Like people are searching for content with the context. In OTT, the problem is already pre-solved because most of us on the spanner itself with the content or show is already pre-branded. There's heavily advertised content and people come looking for that. It's pre-populated. Now based on the enriched metadata, we are able to identify our user segments and according to the content is programmed. So most of the it's pre-programmed people like when they come on to the show, they find it on the very first or second row of the tile which is available. So discovery per se, it's already pre-segmented and basis of recommendation engine and metadata. We are able to program the right set of content. Talking about old shows, again, there's a search voice is again gaining up the more popularity on that. But it's not that much where we have the data. People don't like hardly there's 10% I would say is a very small portion of users who are trying to search for it. More or less is pre-programmed content which is being consumed. Talking about clutter, again in terms of usability and approach, there are two segments, I would say the Minilias nowadays they go and search for videos. Gone are the days when people used to go and search on Google. It's video search nowadays which the Minilias are doing. So it's more of a video and contextual where people want to be more interactive and look for that piece of content. Okay. Okay. Probably moving on to a different topic now coming to you, Amod. So one of the critical elements is how it is being distributed. Personally, if I share my own examples, I will not definitely want to name the platforms but whenever I'm kind of swapping between two OTT apps, now probably one I find very smooth on the same network, on the same infrastructure. Whereas the other one I find at times glitchy. Okay. And it's something has probably other than Codex and other how all that is being managed, probably distribution plays also a great role out there. So I wouldn't say how critical it is, it is critical. But what are some of the challenges probably you are facing in terms of distribution or how are you managing them? Yeah, I think as an industry if we are to take the traditional TV channels head on, we need to think beyond the standard distribution methods like our own apps and leverage the use of social media and even OTT aggregators. I don't think that OTT aggregation model has taken off here in India, but I'm sure we'll see that in the coming years. And I honestly believe we as an industry should support something like that. We need to distribute in more than one place is what I'm saying if we are to win this battle with the chance. Okay. So you talked about how to probably distribute it and make it available in more than one place. So I wanted to talk about another form of distribution, which is about getting the content delivered and distributed, not just the discovery. So probably I may want Rohit to come in here and share his views. How is this distribution of content being managed? And what are some challenges with your managing or if you're facing some challenges? Sure. So once again, I'll touch this with two instances that we've had. First is when we, so originally we've got a platform, which is essentially our website, our apps. And we used to actively have content running on our website as well as a YouTube channel. Then when we ended up launching a web series a couple of years back, we decided that we are going to promote our apps really and make sure the content is exclusively sitting on the apps. And that way we cut out our YouTube channel from the equation. Right. And what we weren't ready for was because the web series did very well, we ended up getting a massive amount of traffic on our website. And that essentially got us by surprise. So in terms of the distribution mix where we got a hit is we essentially underestimated the amount of people who would consume our CDN resources. And before we knew it, we were already overbilling and we had run over our quotas. So the learning from this is how do you, before you're going to be launching a new series, right, you need to estimate your visitors very well, and you need to work out the unit economics. Right. So for instance, I may have a quota, which is X, how much is it going to cost me, right? If I'm within the quota and what happens as soon as you exceed that quota, is there an overall charge or does your provider give you alternatives, which are flexible, that's going to help handle this traffic. So that's been the learning when it comes to pure distribution CDN point of view. How we handle this today. So today we end up distributing our content across our website, our apps, our social media channels, and we end up syndicating a lot of this content to other partners as well. Now, they work very well, because if I've got, see any of the panelists here, I work with any one of them, what a massive captive audience. By having a content sitting on their platforms, it's easily discovered by the audience they already have, right? That's a straight win. And the most selfish win for us is it takes the heat of my tech guys, because I know somebody else is taking the hit to consume all the content. Yeah, that's our which way. Okay, okay. Maybe Satyajit, you would want to add something to this distribution and CDN, so to say, puzzle out there in this entire picture. Yeah. So when we would like to distribute our content, look at which other platforms the end users likely to consume content. And in this instance, I would just like people to be aware of where I'm speaking from. I'm speaking from Kerala, where we have this OTT platform, which is an exclusive Malayalam OTT platform. So it really does not have any competition as such. So we have started ensuring it is available in all the mobile platforms initially. And we've started distributing it on the television platforms as well. For instance, for the fire stick and stuff. So we don't have fire stick right now, we are developing that going forward so that it becomes available in all the television platforms. And the Android TVs and the Roku boxes for the international audience that way, we're trying to cover as many of the devices that are in front of the user. And that way ensure that the distribution of the content is optimum for every user. Having said that, because it's an exclusive Malayalam platform and we are providing both news and entertainment, the user is, once the user comes in, he is showered with a lot of content. We upload roughly about 80 to 85 pieces of content every day, which is a huge number. So for him to reach that content that he's looking for, it is not very easy by just showcasing something right on his face. So it is not just about movies or it can be the latest news that could be something happening right now that needs to be up there. So the other pieces of content get pushed down. So that's where in terms of searching and delivering the content, also it becomes important on our platform because it's very important for the system to understand what the viewer actually wants to see. The effort is to put forth the content which the user is used to seeing and place it there so that when the user comes in, each user, there will be users coming in from watching movies. There will be users watching live news. There will be users watching in a web series and all of that. So based on whatever he has watched in the past and based on what he's likely to watch, we like to place the content there and then get it across to him. In terms of CDN, that was the other part of your question. We have tied up with a company who does the CDN bit of it, which is providing us with intelligent technology which is able to realize what is the device at the other end of the user. So the user may be using maybe a small end device or a high end television screen. The system is able to realize what is the user using and also what is the content he's watching. Accordingly, it is able to place the renditions of the content to the end user. So that is how we bridge this gap between what we upload and what the actual content user is seeing on a screen. I hope that was making sense. Yeah, definitely. I'd like to get Vijay here. Vijay, is there any best practice for this? We have to go by this tailor approach where probably every platform will have its own mix and own strategy to solve this issue. Yeah, it's a great question. Today, as far as a content delivery network or a technology platform that comes in place when it comes to distribution especially. So a lot of customers are already practicing and it's always a best practice in order to have multi-bit rate approach where you're looking at whatever is the end user's available bandwidth, you're delivering the best possible experience to the end customer. Today in India and globally as well, customers are coming in roles. Customers are consuming content in roles. It's not restricted to certain timings because of the situation that pandemic has created. Content is being consumed at any time in the day and then it's consumed from all loops and corners as well. It's not just restricted like earlier times to tier one or tier two cities. Now we are seeing content being consumed even in tier three cities and then it's going lower down to remote areas as well where people are consuming content. So when customers are coming in from different parts of the country, the network in India is not as mature as it should have been for the way the content is being consumed. So you have 4G networks in all tier two, tier three cities but then when it goes deeper down, the network percolation of the quality is not that very strong. So you will see difficult network challenges that end up coming and then again the device distributions you virtually have every week a new device that's being announced. So there are so many different devices. Now these devices could be high end resolution ones and there are different screen sizes. So a technology or a platform that is delivering to the end user needs to understand the end users devices needs to understand the network conditions needs to understand what would be the best experience for the end user to have a quick start time, to have a consistent experience, buffer free viewing experience because that is what is going to bring in repeat customers. When you have repeat customers, you're going to continue subscribing, they're going to spend more money, they're going to continue a long term relationship with you. So whether it's an OTG platform or a CDN player like us or other platform partners that you engage in in order to give a complete OTG solution, the end result is the end user's expectations and the end user's experience. If we together are able to solve the problem for the customer, we are able to give consistent experience whether they come from a smart TV or Android TV or they're coming with mobile devices or it's laptops and desktops, whatever kind of experience, whatever kind of device the customer wants to consume content or wants to be entertained. So we are a bunch of, you know, entertainment crazy people here in India, right? So everybody wants entertainment in some or the other form and a technology needs to be geared up in order to serve all of these different challenges to the end customer. Absolutely, you know, we did, we recently did a study which was around connected consumer, connected Indian. So we try to understand, okay, what is the device which is probably, you know, penetrated most after smartphones among smartphone users, which connected device. So it is smart TV. And even if you check, you know, the wish list or the desire, I think number one, again, you know, people are looking for smart TV owning a smart TV after a smartphone. So yes, I think smart TV as a form factor is, you know, growing and getting momentum. And I think, you know, all of you guys, I'm sure you're already prepared for it, but probably there's something more which needs to be done to meet this, you know, demand out there. Now, coming to a different, you know, one more maybe area which I wanted to understand is there's always, you know, security if we talk of security on these platforms. And we have, we have, we have known so many issues out there, right from selling, you know, smart TVs at probably, you know, discounted price, which was a classical case in US to many other things for data and other such thing. And I don't know how robust right now the smart TV ecosystem is with regards to security. So coming to you probably, Sorgia, you know, what kind of, you know, investment plans if I may come on that side, you fee you have or if you don't have right now, you know, what, what, what, what would be a typical kind of investment plan with respect to catering to security, maybe to CDN and other such kind of elements going forward. I think the first part would be obviously security. The other part I will start from the other part is basically the customer promise. Now customer promise is a very big word, but then, you know, during the process of delivering the content or giving an experience with some time are not in a situation to give a hundred percent, you know, or fulfill the hundred percent of promise. But at the same point, I am the substantial amount of investment and, you know, effort in terms of research in terms of, you know, working in the back end and how do we sort of live up to the expectation is something that is very key. Now, coming back to that, we are the only OTT platform right now in India, which is, you know, giving podcast and video in the same platform. So Epicon has been present in almost 55 smart TVs, barring LG and Samsung, which will be done in a few months. But overall, what we have been seeing is that the smart TV consumption is in the Hilt. It is at the maximum. And there is a consumption pattern that we have seen all throughout the day. I mean, starting from 11 o'clock in the morning till night two o'clock. And we, when we, when we start slicing and dicing those data, we have seen that family watching is in the epicenter, right? And when family watching happens, everybody comes, friends, family members and everything are in the house and in the sort of, you know, they do a binge watching and binge eating kind of a situation in weekends. So we see that. So that's one pattern that we are sort of living up to the expectation in, in terms of distribution in terms of making robust apps for the TV. The second part, which is more to do with the situational aspect is the cinema to home. Now with the pandemic coming into the picture, you know, the movie theater, the other multiplexes are a little remote as of now, while, you know, there may be, you know, unlocking happening. But then, but still there is a good amount of consumption that we can expect next three to four months, at least two quarters from now where, you know, movie consumption is going to increase. So there's a lot of time spent, which is going to happen on the long format, which is the movies and smart TVs and connected devices like fire stick, Apple TV and some of the Chromecast devices are going to be the, the lead runners in terms of giving that consumption. Coming back to the security part of the CDN. Yes, we have been working on two technologies very, very aggressively. One is the broadly technology of compression, which is for the podcast, which is for the audio side of it. And the Zzip, which is the Zzip is for the video segment where we, we, we don't compromise with the segment identity or resolution of the product, but still ensure that there's a good amount of compression done and the delivery is up to the mark. So when you're tapping and the buffering time is beyond four seconds, that's not a good situation to be in a OTT scenario. So we promise that as far as security is concerned, we have couple of items there. So we have security bots that we have sort of implemented already with a partner and that sort of gives us a good amount of signaling method or monitoring outputs on from time to time, whether it is a dark web trying to attack a staging server or our main server, or if there is any attack, which are a potential attack that may be happening, people are trying to sort of get from the dark web and then trying to hit the, the overall platform back end. So we have all the systems where, where we are not having, and now we have implemented, we have seen a phenomenal amount of readiness from our end. And that sort of has given us one step ahead from the perpetrators to see that, okay, are we ready? Are we not ready? And what are the kinds of, you know, checks and balances we need to put. So we're pretty much last four, five months, we pretty much worked on our cloud management and as well as CDN and implemented a lot of this compression and security system in place. That pretty much from the back end to the front end, we have got things sorted. So that's good. Like, you know, the epic of OTT will remain on and the investments are there too. That's the effort. Yeah, yeah. So Bharath, you know, this is of course an important question. So I'll come across to each of the panelists, but Bharath, you know, just from you, I want to understand on this investment part, you know, what are those probably, you know, key areas where, where you think your investments will go for next, you know, maybe a year or a couple of years. Yes. So the important thing is there are two things. One is we want to look at how do we present the relevant content to the users? Like, you know, as you know, the panel colleagues have told that, you know, you have to reduce the clutter. So you have to give the specific pieces of content to the user. So since we are new, we, we have more than 50 to 60 categories, right? So sports, you know, the IBL is on. So, you know, you have business, you have markets, you have, you know, health category, right? So you have to give the relevant content to the user. So obviously, you know, recommendation engines play a critical role in that. So they understand the user behavior, you know, which content is the user watching frequently. So you present that content to the user. So that is one of our next, you know, key investments in that area. So giving the user the right, you know, ways to discover the content in a, in a few clicks, like, you know, in one or two, he should reach to that. And the other investments which we want to do is on the security side, you know, because at the same time, we have, we are seeing, you know, since we are a news platform, right? So obviously, there has been a lot of attacks in the, the Chinese, you know, hackers, right? So they have been targeting the Indian publishers. Right. Okay. I think some, some issue with Bharat's connectivity. Probably, you know, if I could move on to Rohit very quickly, you know, what kind of investment areas, you know, you are looking over next, a couple of years. Sure. So Fezal, when it comes to our site, right, we are not purely video content. A large part of our offerings also involves text pieces, right? We do a lot of opinion-based pieces on a website as well. Right. So in that sense, we really cater to two different audience sets. One that enjoys these sort of web series or short videos, and another audience that likes reading, right? So it could be opinion pieces, it could be news pieces, so on and so forth. So, you know, I think the, what COVID has really done is because we're running lean, we've really been questioning whether we really need to have everything that we have to learn what we can do to make it cheaper and essential, right? So in that sense, the first question we're asking ourselves is, where does your majority of the traffic come from? So we get about 90% of our traffic coming in from the mobile web, right? If this is the case, maybe we should relook at our website and figure out whether it should be mobile first. So we have a responsive website, yes, right? But did we build for the mobile and then grow out? No, we haven't done that, right? So it's something that we are questioning, and we will perhaps do that in the coming years. The second question we've asked ourselves is having your Android and iOS apps. It's nice to have them, but it's very cluttered, right? When users install these apps with so many other apps, what are the odds they're going to be opening your apps? And what value add are you going to give these people by installing your apps, right? So to put this in context, none of our content is paid, and we are widely distributed across our platforms and other platforms. So there's no question of people paying for content or trying to maintain some sort of a payment history, which makes it necessary for us to have these apps. So do we need a PWA going forward? Maybe a progressive web app might solve problems for us. So a lot of the thinking that we're doing from a user perspective is mainly in terms of making their experience mobile friendly, right? And from a backend perspective, because we syndicate content a lot, we'd like to have a system where it's basically plug and pay, right? Tomorrow I sign up with five different partners. It should be that easy for me to start a stream from my end to them, and I provide them with my data, my metadata, and then we can go live fast. It shouldn't have to be a manual process where you reinvent the wheel each time. So those are the two areas that we're looking at. Sure. Sure. You know, next I would want to understand from location about the same thing. And then, you know, we will start. So there are already some questions which are popped out. So we'll start answering them also, you know, gradually. But just, you know, location, we want the investments. Sure. So there are definite investments in broadly four categories. One is content creation, identifying what users are wanting to watch based on data. The second one is insurance that what we are producing is we are able to present as proper, what you would say, formats to users. So improving our delivery formats. Third is more personalization focus. And fourth, in my opinion, the most important aspect, the way I put it, is solving the whole conundrum around payments. These are broad areas that we want more and more focus from our side. We're trying to build most of the tech around it in-house. And for certain cases, we are open to partnering with somebody who has deep expertise also. So we are, you know, looking at how we can improve the overall discovery, overall experience, and solve the whole part where user wanting to watch a content is dropping off because PG is not performing. Okay. Okay. So I'll have this question for other panelists also. I think this is an important one because, you know, this also gives us a view of what's exactly going to happen with this segment. So just ask, you know, this is a question from the audience that how do we see edge computing helping to change this OTT experience in coming years? Essentially, again, from tier two to tier three consumers. Any views on this? To be honest, edge computing is not going to help here. A large part of this information is serving through CDNs. The compute aspect is not the most complex aspect here. It's a delivery. And I think most of these devices, which are, you know, delivering the content, the end devices, they're already a lot of, like they're very intelligent and they have very, you know, good power of compute out there. Handled devices today carry more firepower than computers five years back. Absolutely. You can do on-device computation for AI and neural networks now. These are mid-tier devices that are now coming with neural inhibitors. Right, right, right. So there's one more question, like what are the learnings from post-COVID? I think we have been talking all about this, you know, what are the learnings from post-COVID and how are we seeing the behavior changing? I think we have, you know, fairly, you know, answered this in depth over the, you know, past, whatever, 30, 40 minutes or one hour we have been talking about. So coming to you probably, you know, Shahabuddin, I want to understand about this investment. So what are those key three, four areas where you feel you will be investing over the next one year or so? Primarily, it would be content. So we're obviously looking at content and other aspects of content is making it more enriched in terms of metadata, which is a little bit of manual plus a technological help, like a Vila content, which is being played, the metadata genre, the specific scene is there. It's a comedy scene, who are the, you know, characters or artists, what role play is happening? All that is enriched in the metadata. It will really boost how you can program the content for a user, depending on his persona. If our user is watching a content, if it likes comedy content, is it a standup comedy, is it kids comedy or adult comedy? This is of that you can program the content for a user. So today there is a lot of clutter in the market, what users are looking for both content and experience. At the same point of time, you have to personalize the experience for the user. Like normally at all what we believe in first user experience when the user installs an app, there should be nothing coming between the user and his first view. They should be easily able to watch the piece that he came from. Of course, then there we have a single sign-in where you can easily subscribe and then watch the content which is behind the paywall because we are a SWAT model. We normally keep first episode free and rest of the episodes are paid. So I think content is one very precise investment, which we are doing in terms of that. And next is a user experience. We are trying to build a lot more pieces in terms of recommendation engine, which we are trying to upgrade as I spoke about metadata enhancement and enrichment. And that obviously in terms of infra isn't a challenge. I would say precisely being on AWS and cloud technology is computing and delivery is not a challenge. We recently we did a overall delivery network as well. So it's more on like content and I would say content production. Sure, sure. Amod, your views on this investment piece, like you are pretty much new into the system. Yeah, can you hear me? My Bluetooth just failed so I'm just working with my earphones. My camera also somehow I'm not seeing myself. You can hear me, right? Yeah, we can hear you almost. So basically, like you said, we are the new kid on the blog. So I can see three areas where we are going to invest heavily in the next year or so. Okay, so you have asked me to start your video. I'm clicking. Okay, anyway, I'll just keep talking. So yeah, so three areas that I can see are going to be the key for us. The first one is of course, the content because we are the new OTT content is going to differentiate us from all these giants on this panel right now. The second part I'll say is of course, the user experience. I believe that right now, being fast is the name of the game. Like someone just said, the new generation they simply don't have patients like we all have. I won't say we all because I'm relatively quite young right now. Anyway, so we all know that one of the main reasons apps like, you know, TikTok saw the huge upsurge was due to their user interface. It was very simple. And there was almost an instantaneous click to play time. Almost no buffering whatsoever. So I think the quicker we can get the user to watch the content he wants, the better the engagement and you know, better the generate. The second thing would be how our apps compare with the giants, how our own app, you know, people are going to compare the best apps in the business. So we have to ensure that we have to provide a seamless experience on all devices. And finally, the third area, of course, security. I think I'll talk more from the consumer side of things. We all know that the more popular platform gets the more attacks they get. Yeah, the worst kinds of attacks are a breach in data like personal or financial information. Now many OTTs they process their own payments. And I think that a major investment should be on things, you know, securing the payment data. I even say that when it's not possible, we have to upload that responsibility to the payment processors, never touching that info in the first place. As far as personally identifiable information, I think that also has to be secured and we need to manage this database access very tightly with encryption using salt where possible. Of course, all of it has to be delicately balanced against the experience a user has. So I guess content user experience and security will be our three main ideas. Great, great. Vijay, I want your views here because you have, you know, of course, all of these learned people have a global view, but since you may be interacting with your customers globally as well. So is the investment in line or we are missing out something here? So at any given point in time, when you're looking at technology, the investment is always falling short, right? Because with each day that we are moving forward, we are looking at newer technologies coming. The end users or the customer expectation is constantly, you know, they are asking way beyond what the network today can handle, right? It was one of the questions that earlier you had asked about edge computing. Now, I just take one step to explain exactly what you mean, right? So, Lokesh had also mentioned about, you know, there are smarter chips in the device. So computing can happen at the device in the cell, right? But those are high end devices. Still the percolation of those kind of devices would take a long time, right? So most of the computing needs to happen either at the origin and then you're looking at that content going to the end user or the computational results going to the end user does take a lot of time due to latency of the content getting delivered to the end user, right? But a lot of this can today actually be taken to the edge of the internet or closer to the end customer and decisions can be made. Like for example, in an OTT scenario, we are talking about, you know, transcoding becoming one key aspect while content, there are different formats to the content and then, you know, also different bit rates that needs to be changed. Now, instead of having to do that at the origin and then the content getting transferred to the end user, this can happen on the fly itself and be delivered to the end user. It can happen at the edge. Now, another scenario is with publishers and some of the OTTs, a few OTTs that actually run based on ads instead of subscriptions, right? In those kind of scenarios, when you have a few ad impressions, your decision making to pick the right kind of ad to be served to the end user, it would make a lot more sense if those decisions were actually taken at the edge, right? So you could write some functional codes and such a way and then deploy it at the edge through your ad servers that could actually be taking the final decision in order to deliver what kind of ad that needs to go to a person belonging in a certain geography, right? So a highly personalized experience when it comes to ads, highly personalized in terms of content, whether it's video content or it's, you know, media content that ends up reaching the customer. So edge right now what we are seeing in terms of edge computing is taking a significant amount of interest across the United States and Europe as well. And this will start becoming the trend as you go forward through the course until we see a lot of devices actually getting that capability of computing within the device itself, right? So until then there is a gap that needs to be bridged. So investments are coming out in newer areas and newer technologies are helping customers decide on what would their key investments end up being over the next three, six months or, you know, over the next one year. Sure, sure. So gentlemen, before I have, you know, probably final words from you, just, you know, let's, let's try to, you know, answer some more questions. So, so although we have, we have touched most of these topics, but if some of you would like to probably, you know, dig up a bit deeper. So, so for instance, we have a question around, you know, content personalization. So, so how are OTT platforms managing it and, you know, how is AI playing a role there? So, so anyone would want to answer this, I guess, really location you were talking about, you know, personalization is definitely, you know, one of the focus areas. Would you like to? There is, there is no way out. We have to cater to individual needs. A guy who is watching short forms in the morning and long form in the night needs to be given appropriate kind of content when he is on that part of the day on that kind of a device. Now that is clear personalization. It's not just on content. It's the time of the day. It's the kind of device he or she's using. We have to go deep into the kind of context of shows. In fact, a lot of our movies and shows which are currently having a single kind of a genre now needs to have more microgenres coming into picture so that we can identifiably rate a similarity score better there. Okay. We have one more question. So it's about how can we improve the experience of users? And I think there are there are so many ways of probably doing that. But I think this is specifically about AR VR. I don't know, Sorgia, would you like to take on because I guess the content which is on your channel is one would like to get immersed into it sometimes. So do you feel AR VR can play a role there? Yeah, I think definitely. I think that's the future because AR definitely can be the future where especially it works well in the kids content, in the kids genre, where where we see that, you know, whether it is a individual mobile consumption or a smart TV consumption, wherever they get a chance to sort of engage with the content, I think the engagement with the content is very key. I think AR sort of enhances that. And especially it works well on the short form content because where you come up with filters, you come up with a lot of different extensions of AR that can be sort of given out to the users to experience that. I think with our complete content stack, we are building on the kids genre very, very aggressively. And all of these are in the part of the roadmap that we're building already and it's there. And what we also see is that not only this, but also the video player also forms a very, very important part of the overall experience. So it's AR, VR plus the engagement with the video player. I think we're spending substantial amount of time in building a very intelligent video player, whether natively done or taken a third party. I think that is the maximum amount of engagement that the user does while consuming the content. So building all of this, which is the front interface part. And what we see is that overall, I think my fellow panelists will also agree is that the three tap playback is something that everybody aspires for as content providers as OTT players. So I think the whole effort is towards that. So these are some of the investment points and some of the achievement points that we would like to sort of go to these milestones and then sort of experience the customer feedback. Okay, we have one more question, which is around security. We did talk about, but user is wanting to specifically inquire what are those specific security challenges on OTT platform. And there's also a question of how to reduce piracy and increase platform revenues. I think, of course, you would not want to tell anyone how to increase revenues, but I think OTT is also helping in reducing piracy. I don't know. I want your views on it. So I would like to take that. India has a huge market for piracy. It's a supply and demand curve. So people are looking for an India today, especially people are okay and they opt in for installing certain apps or like sidelines of APK files, which are at a big risk of taking consumer data in terms of privacy or their financial data can also be at risk. But people do install certain apps and they are able to consume content, which is on the premium side of it. But on the other side, we see a lot of behavioural shift in the user, where they are trying to pay for a premium content based on the experience that you provide to them, that is precisely timely content delivery. So it goes hand in hand, I would say. But again, privacy piracy is a big challenge, especially when it comes to premium content. And we face a lot of it. Every new show that is launched, so like initial couple of weeks, is a big anti-piracy race we need to do and do a lot of strikes on people who try to pirate the content and upload it on different mediums and forms on social media. Also, I'd like to add to what Mike Wali-Chalber was telling over here. Now, typically, when it comes to OTT, OTT content, and we are talking about security, yeah, it's one of the biggest challenges today the industry is facing in terms of securing content, making sure that it's not illegally used elsewhere, somebody who does not have the right to a certain content, reproducing it and delivering it to mass people out there. And that's a short fit for revenues as well. At the end of the day, your subscribers can find a certain content free of cost elsewhere. Why will they want to pay and then consume it with you? So there are a few methods that a lot of our customers end up using during several conversations that we've been able to help our customers as well. DRM seems to be one of the solutions that helps because you're encrypting your content at the post you've done, you're transporting other content. And then you have a specific license key to each individual user who is able to use that key to decrypt the content and it's only consumed once. After that, it's gone. And what we've also noticed in a few customers who deliver live, linear television channels is there is a loss of stream. And once again, over there, a significant challenge can be avoided or probably a significant challenge can be taken head on is by using DRM's solution by encrypting your live stream content as well. However, these two solutions as of now still seem to be fairly expensive and the customers are finding different ways to incorporate these security solutions. Sure. I think we have almost reached to the conclusion of this program, this session. We have answered almost many of the questions. There are two, three more left, but some of them are just around observations. We'll try to see if we can take them out once we proceed ahead. So just starting with the concluding remarks from each one of you, probably I would want to start with Satya Jithu. So I think there is no denial or doubt about the growth of OTT, prospects of OTT. So probably other than that, what kind of opportunities do you see in OTT, maybe in terms of content, in terms of technology, in terms of user experience, in terms of quality? So what are those opportunity areas I would want to understand from you? So probably I would like to divide these opportunities into two. One is the content opportunity and the other is the technology opportunity. So in terms of content opportunity, here is the evolution of a new medium and in our part of the world where we can create content which is special to our, the diversity of people around us and keep them happy and thus engage with them on a continuous basis rather than allowing the user to jump from one OTT platform to the other, create something genuine and engaging at a content level and engage with the end consumer. That's one of it. And this incidentally, there's a lot of very, very high cost content that is coming in all the time these days. And unlike that, I mean at Manor Mam, what we believe is to create content which is smart but at the same time economic and is able to reach out to the audience as well. So we are looking at investing in that kind of content going forward so that we are able to engage with the consumers in a more meaningful way, not just as a movie that comes in, flashes in and goes out and the next movie you will look for whichever platform it's on rather we would like to give more engaging content in a realistic manner. That's one thing. On the other part in terms of technology, we would like to ensure that the end consumers able to reach out to Manor wherever they are. It's not about the location, it's about what is the device that is right in front of them, on which they would like to consume the content. So it could be from a mobile to it can be the laptop screen or even the television which is near you or whatever. We should be able to deliver content there. So we are trying to build up investments in that direction so that we are able to deliver the content to everybody and anybody who wants to see it we can just see the click of a button. Sure, sure. Bharath, coming to you very quickly, your views on the same thing like what are those opportunity areas in the OTT? Sorry, you are muted Bharath. So I mean since we are from the news genre, the opportunities are huge on the OTT. So we have visibility to the whole universe. So we have all age groups looking for news, not only the elderly but you have young kids looking at news but also in terms of we also have to categorize the news. It should not be like a mundane news that you throw at them. So the COVID stats on regular political news. So you have to differentiate yourself from the other news channels. It should be an opinion section has to be given. You have to get the senior editorial people talk a little bit about the burning issues. So you try to get the new audience at the same time the opportunities in the sense because we are multilingual, we cover 13 languages. So it also gives us because our reporters are there in every nook and corner and we are the hyper-local app that means we cover 11 news. So this is phenomenal. See all the leading news OTT platforms only cover metro news. Sure. Which I think people, it's a dime it doesn't. But if you what is happening in tier 2, tier 3 cities, that makes more sense. That gives them more inclusiveness so that they come back to your content all the time. So if you're covering, we have given them a district selection. So once they select or once they install the app in initial screens we ask for the district and we throw the relevant content to them. So they're district what is happening in their surrounding areas. So we are making actually. Okay. Amud, your view is on the same. Yeah, my camera is I think on for good. I'll quickly summarize as opportunities go. I'll say we have two things right now. The first one is we right now have a great opportunity to grab a huge chunk of the traditional television audience. One because of the pandemic and of course, because of the ongoing digital penetration to tier 2 and 3 cities. I think we should really make the most of these two things right now. And the second thing would be I'm really excited to see what the world of we are and AR brings us in the next few years. I think that's where the future opportunity lies. And you know, as a sort of the harbingers of technology, I think OTT platforms should take a maximum advantage of when not if that technology hits mainstream. It's really a matter of when I mean not if so those we are and grabbing the audience right now. Those would be my two opportunities to look for look forward right now. Sure. Sure. Sorgia, could you add your views on to the same thing? I think the I think opportunities are threefold. I think the first one would be a lot of advertisers are looking at cohorts that they would like to target. So I think on the AVOD front, there's a good amount of opportunity in terms of monetization, all the OTT players to sort of have the right user segment target them properly with in conjunction with the advertiser. And it can sort of scale you can sort of scale the monetization bit on that. I think that's one bit. The second bit is of course, being a being a con and tech that is content and technology being together. So it's one of its very unique proposition or hybrid proposition that can non-linearly scale up on its own. So I think the spread and the distribution is very key. And internationally, we can as OTT players be present in multiple countries and multiple and sort of targeting multiple audience there. And the third bit, which is the SVOT piece, which is the behind the paywall piece. And of course, as all of them spoke about content being one of the key drivers, of course, content and technology, there also plays a lot of importance. And we are going to see that how do we grab the user's attention in terms of taking a subscription to watching the content. I think that's going to spell out the success there through better UX, better latency rates and of course, overall world-class technology in the back end. I think all of this go hand in hand with an opportunity. Sure. Shahabdin, your views on the same like what are those opportunity areas for OTT over the next three years? I think with the expansion of the digital area and availability of the infrastructure in Tire 2, Tire 3 cities and the explosion we have in the price downside of data, most of the consumption, which we at our old biology we get is from Tire 2, Tire 3 cities where people are trying to consume long form and short form content both. So in terms of future, I would say obviously content, we need to look at more on the way, the data which we have, we need to generate content which is more engaging to the consumers that we get. One and second, have much more better user experience for the user because user is paying for content and experience. I just want to revisit that point. Easily, precisely, timely content delivery. So and technology has got a big role to play over there especially when Tire 2, Tire 3 is there or cities in India where still their connectivity is a huge challenge. We do get subscriptions when then we get a lot of user feedback as well where they are not able to browse or access the content. That is where we are working with the partners in terms of technology where we can transmit in SD and try to play in SD. So still the user gets a better watching experience. I think it's more on content plus the delivery of the content. I would say the best user experience you can deliver. Sure. Rohit, your views, your closing remarks on the same thing. I see a couple of opportunities. One being creating regional content. I think a lot of the smaller areas perhaps don't have as much OTT content as the big cities do. Secondly, trying to experiment with new formats that are popular. So short format content, the kind that you see on an Instagram or a TikTok is something to look at. Third is distribution of this content. I genuinely believe that partnering with other players, whether it is trying to syndicate your content, whether it is bundling your content as part of their offerings, helps everybody in terms of discovering content and could be a way for you to monetize your content as well with an agreement that you might have with the partner you are teaming up with. From a tech point of view, I think the big challenge that at least the smaller players like us tend to have is we have limited budgets. Now, if I want to put out my content on different platforms, the market is very fragmented. So if I'm working with say a Samsung or an Apple or whoever else they might be in the market, everybody has a very distinct text tag that they work with, which means expenses towards developers trying to understand framework and essentially additional costs trying to get live on a different platform. So I think I see an opportunity there where the industry as a whole needs to work together to make it easier for people to distribute across platforms. I know it's a tall order but that's something that's going to make life easier and maybe that's going to be a reality one day, which is going to make life easy for all of us. Yeah, those are the opportunities. Sure, sure. Lokesh, your views on the same thing? I put it this way that we need a game of thrones of our own, at least 10 million concurrency of users. That's the challenge I would say we need to have. The moment that happens, we have a content that's an engaging content to the extent that people are like left, right, center wanting to watch it day one when it premieres, when the show hits the episodes, the moment they go live, there is a whole set of people dying to watch it. I think that's where we would have cracked it. That's where I believe all tech challenges will be gearing up. You can handle a 10 million concurrency. Can you handle a 15 million concurrency? Apart from IPL, nothing of that proportion has ever happened here, right? Sure, sure. Okay, Vijay, Vijay, would you like to have some concluding remarks on the same thing? Yeah, absolutely. Technology is our technology platforms are essentially looking up to let you do the dream and while we do the dirty job. So we continuously go on there, invest, we increase, we keep expanding our infrastructure, like like currently in the first half of 2020, we've in fact doubled our capacity and by the end of this year, we're going to further double it again. So three folds, we're going to be increasing. We are bringing in a lot of other technologies like edge computing, we are looking at security, how the, what kind of challenges our customers are facing. We are constantly looking at those aspects and we are trying to help solve those problems well in advance. We are investing significantly in terms of making robust platform and technology investments across the board. We will be geared for the kind of challenges that you're looking at as you move forward when it comes to distribution of your content or ensuring that your content is being delivered seamlessly to your end customers, no matter where they come from, the kind of experience that end users demand without understanding the kind of challenges that are there between the content being produced all the way to the content being consumed on the end user device. So my thought over here is organizations like us, whether it's a CDN or a generic platform, we are all part of your overall business ecosystem, work closely with your partners, engage your partners on a consistent basis, have those discussions around what your challenges are so that your partners are aware of where your challenges are coming from and how, you know, each one can put the puzzle together for you and solve those problems together as a unit. At the end of the day, we are looking to solve a problem for a business and for an end user. We are all pieces of the puzzles between these two. Sure, sure. Well, I think gentlemen with that we are, you know, to the end of this session. Personally, I enjoy this session a lot. What I understood, you know, yes, experience is something which is not, which cannot be just bought, you know, it's a journey which each of the platform will eventually, you know, kind of ride on. And personally, probably there are three elements which I could conclude from the entire discussion. One is off course content, then there is technology and probably the third one is personalization. So all these three taken together will eventually probably, you know, take us to the next level of OTT entertainment. With that, I'd like to thank you all. Thank you, audience. And over to you, Khyati. You are muted, Khyati. Thank you so much, Faisal, for steering this very interesting conversation. And thank you, gentlemen, for sharing the insights with us, the hunger for content in OTT has been, you know, increasing day by day in the lockdown. And I think we are just hungry for more, more good content, more seamless technology that can bring that content to us. So thank you, everybody for sharing your insights and stories with us. And thank you for all of you for watching us till the end. And if you are here, still join us with us, then do not forget to engage in our online conversation using our hashtag eForum webinar. With that, we thank you all. And I hope you have a very good evening. Stay safe and stay home, everyone. Thank you. Thank you all. Thanks. Thank you, everyone. Thank you, everyone.