This is a research project on "Scope of Made for Web Content in India" Compiled and sourced from various interviews, primary research and secondary research. This is a presentation of the complete report. In case you find it useful do write to me at banga.ankit@gmail.com

1. • Saturated Mass Non
Fiction Content What is the
• Restricted Interactivity
problem?
• Limited scope for low
budget production houses
• Increasing time spent
Internet
• Increasing time shift
viewing

2. A STUDY TO EXAMINE THE
“SCOPE OF NONFICTION CONTENT
MADE FOR WEB IN INDIA”
Buffering

3. OBJECTIVES &HYPOTHESIS
RESEARCH METHODOLOGY
INSIDE DATA ANALYSIS
Scope, Genre, Monetization, Marketing & Challenges
RECOMMENDATION
CONCLUSION

4. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
OBJECTIVES
OBJECTIVE
Examining the scope for nonfiction content
made exclusively for web HYPOTHESIS
Niche Nonfiction
SUB OBJECTIVES content made for web
has great scope in India
and will be a popular
concept in India

5. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
RESEARCH METHODOLOGY SECONDARY DATA
PRIMARY RESEARCH
QUALITATIVE
1. Mr. Pratik Arora, Founder & CEO at Monkwise Associates
2. Ms. Ru Ediriwira, CEO at Castle Media
3. Mr. Jamsheed Gandhi, Editor in Chief at cxotoday.com &
channeltimes.com, UTV News
4. Mr. Nikhil Pahwa Editor & Publisher at Medianama.com
5. Mr. Diwakar Chandani, Content Head at (IMCL) i-Media Corp Ltd
6. Mr Akshay Padukone, Sr. Digital Media Executive at Set India
QUANTITATIVE
Sample Size: 252
Instrument: Online Survey via structured questionnaire
Universe: Metropolitan India
Sampling Methods: Simple Random Sampling

6. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
QUICK SAMPLE PROFILE
86 % are 97% are
educated over between the age
high school of 15 to 30 years
51%
Almost 52% are students and the
remaining 48% are into
service, business, 49%
self employed or unemployed.

7. DATA ANALYSIS

8. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE
1. TIME SPENT ON THE INTERNET IS MORE
THAN THE TIME SPENT ON TELEVISION
ON DAILY BASIS
TIME SPENT ON INTERNET & TV
160 45 percent spend
140
No of Respondents
120 more than 30
100
80
minutes on online
60 videos every day
40
20 -Vdopia along with
0
Every Every Every Every Every Once a Others Twice a
Nielsen Report 2010
Day - Day - Day - Day - Day - week week
less than Less less than less than More
2 hours than 3 an hour half an than 3
TV
hours hour hours
Internet

9. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE 44% watch videos
everyday, 80%
2. CONSUMERS HAVE BEGUN TO CULTIVATE THE HABIT watch videos at
OF WATCHING VIDEOS ONLINE least once a week.
People Buffer and
watch
Equal number of
respondents watch
and not watch
television content
online.
Emergence of

10. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE
3. MAJORITY OF THE RESPONDENTS WHO HAVE SEEN
MADE FOR WEB CONTENT HAVE LIKED IT
93% of 33% respondents who have watched Made for web
content have liked it
4. RECEPTIVE TOWARD NON FICTION CONTENT MADE FOR
WEB
WOULD YOU WATCH MFW CONTENT
May be, not
sure as of
now
22%
Yes, i would No, i prefer
give it a try watching on
65% my television
sets
13%

11. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE
5. A LARGE AMOUNT OF TIME IS SPENT IN OFFICE OR AT
WORKPLACE
No Television Access
8:6:2 working Ratio in India
6. TIME SHIFT VIEWING
No appointment Viewing
7. HIGH LEVELS OF ENGAGEMENT
Comments & Contests
Advertising Potential
8. GLOBAL REACH
Expats Audience & IPL 200 countries – 2mn to 54 mn

12. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE 14. THE SUCCESS OF
PREVIOUS
9. BIG TELEVISION PLAYERS ENTERING THE GAME WEBISODES &
WEBSERIES IN INDIA
Bol Niti BOl Views
SET India & Balaji June 26th, 2010 29,091
June 29th, 2010 57,729
July 18th, 2010 10,442
10. INCREASE IN BROADBAND PENETRATION IN INDIA July 14th, 2010 18,453
July 30th, 2010 43,010
2% in 2003 to up to 9% in 2010 Ram & Ria Views
Nov 27th, 2007 24,478
– Dept of Telcom Feb 20th 2008 3,129
Company Bahudar Views
11. PLATFORMS LIKE GOOGLE TV, IPTV BROADENING THE Aug 10th, 2010 911
SCOPE Aug 14th, 2010
Nov 4th, 2010
550
1083
April 14th, 2011 296
12. LOW BUDGET PRODUCTION HOUSES The Next Internet
Millionaire Views
Episode 1 2242
13. LOW BARRIERS TO ENTRY Episode 2 861
Episode 3 5385
Episode 4 52,657
Episode 5 1573
.
Maruti Suzuki The hunt Views
Episode 1 759
Episode 3 433
Episode 4 654

13. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
A. 15 POINTS - EXAMINING THE SCOPE
15. TELEVISION NON – FICTION CONTENT POPULARITY ON YOU
TUBE
SHOW AVERAGE MAXIMUM VIEWS
VIEWS
Dance India Dance 20,000 views 11,98,786 views
Roadies 15,000 views 3,72,125 views
Big Boss 40,000 views 3,00,065 views
Emotional Atyachaar 25, 000 views 71,303 views
Entertainment Ke leye kuch bhi karega 10,000 views 82,664 views
Dance India Dance - Season 2 Vadodara Audition Part 5
Total views: 11,98,786 Ratings: 1171 Comments: 702
Favorites: 1,378 Likes: 1127 Dislikes: 44

14. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
B. ASSESING GENRE
Made for internet
KIND OF VIDEOS videos/content such as
BEING WATCHED Shows which are
specifically made for web
4% Advertisements - Virals
ads and Jokes and all
International Content
13%
7% I dont watch videos
Television Content u have online
missed or you want to 1%
catch up
9%
Movie Trailers
Sports Content 20%
8% Others
7%
Music Videos Movies
24% 7%
Nonfiction Content has higher viewership than fictional content online
There is a need for exclusive content made for web
TARGET GROUP AGE: 14 to 44 years

15. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
B. ASSESING GENRE
MADE FOR WEB CONTENT ONLINE - CHARACTERSTICS
Entertainment, Exclusive, Intrusive & Engaging
It Should be Niche targeted
Source: Spencer Wang Report, 2009

16. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
1. HUMOUR
B. ASSESING GENRE
Nature of Content
2. ACTION
Others
Award Ceremonies
Cricket Matches
Genre of Content
Fiction Shows - Daily Soap Opears
Situational Comedy
Concerts 3. SEMINARS &
News Video Content WEBINARS
Confrences & Seminars
Reality Shows
Nothing i dont want to watch videos on web
0 10 20 30 40 50 60 70 80 90
No of People 4. REGIONAL CONTENT
5. BOLDER CONTENT
6. INDIAN ENGLISH
CONTENT
7. CONCERTS

17. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
B. ASSESING GENRE LENGTH
LENGTH OF NON-FICTION CONTENT MADE FOR WEB 5-6 minutes clips
CONTENT are best &
Maximum of 10
minutes
Multiple clips for
longer content.
Shorter content
have higher views
SHORTER FORMATS
Not more than 8-
10 episodes
5min
Audition have high
viewership
Source: Spencer Wang Report, 2009

18. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
C. ANALYSIS OF MONETISING OPPORTUNITIES “I don’t
want to
PAY FOR ONLINE CONTENT RANGE OF PAYING
pay for
Yes
50 Rs for 10
episodes
online
33% 33% 100 Rs
for 10
episodes
content
No
67%
30 Rs for 10
episodes 20 Rs for 10
55%
”
2% episodes
10%
**Only if they liked the first two
free episodes which again is
uncertain.
***Buying also includes paying for
online tickets

19. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
C. ANALYSIS OF MONETISING OPPORTUNITIES
PROBLEMS OF PAYING FOR ONLINE CONTENT
PROBLEMS PAYING ONLINE
No problem at Paying through The sum is too
all credit card/debit low, to be paid by
9% card credit card
27% 6%
Never Other Why should I pay
tried or 28% when I get it all
thought free otherwise
off 21%
9% I don’t trust in
I want it all online payment I don’t have
free, i will not 18% a card to pay
pay at all online
3% 7%

20. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
C. ANALYSIS OF MONETISING OPPORTUNITIES
KEY REVENUE MODELS
1. ADVERTISING & SPONSORSHIPS (PRIMARY)
2. LICENSING &
Consumer Preference
SYNDICATION
India ranks 4th in the world when it comes to unique viewers
of video content. ComScore Report 2011
Neilson Stats prove the effectiveness of Online Ads
3. SUBSCRIPTION
4. AFP’s
Maruti Suzuki I
Serial Star

21. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
C. ANALYSIS OF MONETISING OPPORTUNITIES
“Actually , it will be
ALTERNATE PAYMENT MECHANISM cool if there is
option of easy
1. PAYING THROUGH VOUCHERS recharge as in u
PREFER BUYING VOUCHERS have a account in
which u have cash
12356789234556 only for online
May be
Yes
42% 29%
shopping be it
Rs 30 anything. It will
No save the trouble of
29%
actually getting u r
debit/credit card
2. USING MOBILE NETWORKS and all that
jazz, hmmm nice
idea though!”
- Respondent
(Consumer Survey)

22. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
D. MARKETING OPPORTUNITIES
KEY MARKETING STRATEGIES FOR
Market the name and
NON FICTION CONTENT MFW keep it Short, Simple &
ONLINE CONTENT Contextual
Be available on various
platforms
Use Social Networking
Websites extensively
Other websites like
the regular homepages
should be equally used
Incorporate
Engagement Strategies

23. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
E. CHALLENGES
Low INTERNET SPEED
Inadequate AWARENESS
QUALITY of Content Building LOYALTY
Piracy on Digital Medium
MONETIZATION
INFINITE content - Discovery & Recovery
ASYMMETRIC consumption NON consistent views

24. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
E. RECOMMENDATIONS
• Build Relationship with fans.
• Think about the Business
& Marketing side as you BEGIN
• Crack Barter Deals
• Create Pilot episode
• Create a Brand Connect
• Be Available on Multiple Channels
• Use SNS Effectively
• Create Shorts Formats
And
• Create great Content

25. SCOPE OF NONFICTION CONTENT MADE FOR WEB IN INDIA
E. CONCLUSION
There is huge potential and scope for nonfiction content made for web in India
The major problem is Infinite Content, Internet speeds, penetration, quality of content
and making people pay for online content.
The habit of viewing online content is varied from other mediums.
Use of apt engagement tools
 Comedy, Lighter & Entertaining content will always do well.
All in all, this project results in an optimistic approach on the prospects of nonfiction
content made for web in India.

26. THANK YOU
Presentation & Research by
Ankit Banga
banga.ankit@gmail.com
9892212357
Buffering Complete

27. Key Findings from a report on the effectiveness of pre
roll ads by Vdopia along with Nielsen Report in India
58 percent of respondents recall seeing pre-load video
ads.
Among respondents who recall seeing pre-load video
ads:
83 percent clicked at least once on a pre-load ad
54 percent clicked more than once on a pre-load ad
78 percent have replayed a video ad at least once
69 percent think video ad is interesting
87 percent have no aversion to seeing pre-load video
ads

28. S/N Name of the Genre Description Average Views No of
o Webisode minutes
episode
1. ibibo iHunk Non Fiction Talent 8500 NA
recognition participated
platform
2. Aitel ibibo singer Non Fiction Singing Talent 30,000K Likes 2 min
hunt
3. Bol Niti Bol Fiction Video Dairy 60,000 Views 2-3 min
4. Company Bahudar Fiction Sit Com 1000+ views 10-12 min
5. Ram & Ria Fiction Sit Com 25,000 views 3-4 min
6 The next Internet Non Fiction Mind Hunt 1000 + views 10 min
Millionaire
7 The Bannen Way Moviesodes Crime Drama 4000+ 6-7 min