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Part 2: Rajjat Barjatya On Video Advertising & Networks, Regional Language, Short-Form vs Long-Form Content & Rajshri Media’s Broadband Studio

Note: please download the audio file for the interview

Some excerpts from the Interview:
Broadband Studio
…it’s still all about telling a story, and now making a unicast model interactive; we’re working on a recommendation engine. Our broadband studio is very similar to a traditional studio, it’s just that we are a web and mobile studio. We have invested in content creation infrastructure – a shooting floor, recording studios, edit suites, a significantly large storage capability, all within the four walls of our office. We’re able to – in terms of speed, cost and efficiency – create video content. Our future lies in IP which we create for new media platforms.

Video Advertising
Short form content allows us ad units – a pre-roll and an overlay. Does that 30 second pre-roll still stand in short form, or will it irritate the audience? I’m very clear that in case of medium and long form content, the pre-roll, mid-roll, overlay and post-roll, all four will remain. That’s the only way you can monetize long form content. The rules change when we move towards short-form programming. YouTube is clear that they’re going to go with overlay, not pre-rolls. Joost thinks differently – they believe in medium and long form content. Each online video streaming website thinks differently regarding the bouquet of content and advertising.

Video Advetising Networks
We’ve tied up with around half a dozen video advertising networks in the US. They are our bread and butter, reaching out to an affluent ethnic audience in North America, which is over 80 percent of our traffic. The Indian traffic is small, but growing rapidly. And with mass content like Akbar Birbal remixed, we do see an audience from India coming to Rajshri.com.

Video advertising is in its infancy in India. Our experience with US based video ad networks has been positive, simply because they are high up the learning curve. What we do find is the lack of standards in terms of the ad units – the length of the video stream, the size of the file, should a pre-roll go with a companion banner ad or not, the rates in the market, the commissions charged by agencies vs networks. A lot of people are experimenting. It’s a matter of time. The Indian ad networks should also not blindly go by US rules – the Indian content is different. Indian films are 3 hours long, double of a Hollywood film. We don’t have a concept of seasons in the TV industry…

Also in the audio – More on Video Advertising, Plans for Regional Content, Short-Form vs Long-Form content, Syndication business and Conflict of Interest, Differentiation and more.

Part 1: Rajshri Media To Break Even By Year End Says Rajjat Barjatya; Rajshri.com Revamp, Mobile Portal, Syndication Business

In Part 3 (coming soon) – The making of Akbar Birbal Remixed, Internet vs Mobile, Working with Mobile Operators, Repurposing content into audio, video, SMS, Ringtones, Games, Video advertising on Mobile

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