Asia-Pacific Broadcasting (APB) August 2017 Volume 34, Issue 6 - Page 10

10 August 2017
NEWS & VIEWS

iflix stays close to where consumers are

Demographic shifts are transforming how media is created , and impacting on consumers ’ expectations from their content providers . For iflix , an over-thetop ( OTT ) streaming service founded in 2014 , the key is to stay close to consumers ’ hearts , understand their consumption habits while delivering the content across multiple devices . APB prompts Jason Monteiro , iflix ’ s new Asia marketing director , for his game plan in driving iflix ’ s market strategy as the company continues to roll out its services in emerging markets . Monteiro previously served at telcos such as Indosat and Vodafone Qatar .
Using the download-and-watch offline feature , iflix subscribers are able to download up to 10 programmes of their choice , and watch them on-the-go without being connected to the Internet .
Moving from the telecommunications industry to iflix , what are some of the insights you have brought along with you , and how will they help in your strategy development for iflix ? Jason Monteiro : iflix works with leading , trusted local brands in our operating territories to offer integrated carrier billing and other payment solutions . My telecommunications background gives me operational insights , helping us better understand the objectives of our partners , and how we can become the over-the-top ( OTT ) partner of choice .
I also bring over a deep understanding on mobile user behaviour knowledge , which will help deepen and evolve our service offerings as the majority of our streaming minutes are moving towards mobile . Lastly , my experience in emerging markets in Asia and the Middle East will help ensure that we have the right mix of variety , personalisation and scale in our proposition .
Besides service providers like iflix , pay-TV operators and broadcasters have also developed their OTT platforms to cater to audiences in the digital space . Hence , what are iflix ’ s strategies in garnering consumers ’ attention and keeping them on the service ?
Monteiro : Subscription video-ondemand ( SVoD ) is a relatively new concept in Asia , making education the biggest challenge . We engage in multiple personalised strategies through a variety of channels , ranging from traditional out-of-home ( OOH ) advertising to data-driven marketing and programmatic buying , to ensure that consumers understand our product offering . The communications and channels slightly vary from country to country , given limitations in language and local preferences .
As media consumption on mobile continues to grow , do you expect more viewers shifting away from linear watching ? In your opinion , what will be the key to winning the OTT space ? Monteiro : Our real competitor is not linear TV — with many ASEAN
households currently consuming pirated content , it is piracy . To combat piracy in emerging markets , we need to have an extensive library of content , ensure our application is accessible despite limitations in local infrastructure , and work closely with our local partners to ultimately execute our service at an affordable price with suitable payment solutions .
We founded iflix with the aim of being better than piracy . By providing unlimited entertainment all at the price of a pirated DVD , we want to revolutionise the way people in Asia consume entertainment .
Linear watching will continue to decline and OTT will continue to grow — it is already happening right now . The key to winning is to have the relevant content for customers , including an extensive combination of local , regional and
❝ Linear watching will continue to decline and OTT will continue to grow . The key to winning in the OTT space is to have the relevant content for viewers , [ and ] the service needs to continue to innovate and evolve to adapt to consumers ’ rapidly changing needs .❞
— Jason Monteiro , Asia Marketing Director , iflix
international content .
Additionally , the service needs to continue to innovate and evolve to adapt to consumers ’ rapidly changing needs . When combined , it results in the service becoming relevant while providing customers all access to the media .
Indonesian football league GO-JEK Traveloka Liga 1 and Liga 2 matches are now streamed live on iflix . What are the drivers for iflix to offer live sports , and how is iflix positioning this sports offering among many of its movies and TV shows ? Given that Internet connections might not be stable in the region , what are iflix ’ s strategies in addressing this challenge ? Monteiro : Football is Indonesia ’ s most popular sporting competition , with millions of fans tuned
in to catch their favourite teams compete in the national leagues . Beyond variety and volume of content titles , iflix wants to be at the heart of the local consumer ’ s entertainment experience .
This is the first time iflix has launched live sports streaming in any of its markets , and we will continue to explore other formats and partnerships that empower our consumers to access the content they want to watch , wherever and whenever .
Given the challenges in infrastructure and connectivity , iflix is one of the SVoD services to offer download capabilities for offline viewing to its members . The download-and-watch offline feature allows our subscribers to download and enjoy the content of their choice , without an Internet connection to constantly stream the media on-the-go and incurring prohibitive mobile data costs .
iflix has also commissioned its first original drama series Magic Hour . Given that Asian is a diverse region in terms of culture and language , what are the challenges in creating original Asian content , and how is iflix making these localised content appealing to viewers across the globe ? Monteiro : We commissioned our first major original drama series , Magic Hour , in partnership with Screenplay Productions . The eightpart romantic teen drama will be a sequel to the 2015 Indonesian film of the same name .
The main challenge for originals in emerging markets is to ensure that we produce high-quality and compelling content for each country while using localisation efforts — subtitling , for instance — to ensure the material is primed for regional and global distribution .
We believe in the talent of local and regional cinema , and we aim to tell compelling stories that are world-class , yet local at its core .
10 NEWS & VIEWS August 2017 iflix stays close to where consumers are Demographic shifts are transforming how media is created, and impacting on consumers’ expectations from their content providers. For iflix, an over-the- top (OTT) streaming service founded in 2014, the key is to stay close to consumers’ hearts, understand their consumption habits while delivering the content across multiple devices. APB prompts Jason Monteiro, iflix’s new Asia marketing director, for his game plan in driving iflix’s market strategy as the company continues to roll out its services in emerging markets. Monteiro previously served at telcos such as Indosat and Vodafone Qatar. ❝ Linear watching Moving from the telecom- munications industry to iflix, what are some of the insights you have brought along with you, and how will they help in your strategy development for iflix? Jason Monteiro: iflix works with leading, trusted local brands in our operating territories to offer integrated carrier billing and other payment solutions. My telecom- munications background gives me operational insights, helping us better understand the objectives of our partners, and how we can become the over-the-top (OTT) partner of choice. I also bring over a deep under- standing on mobile user behaviour knowledge, which will help deepen and evolve our service offerings as the majority of our streaming min- utes are moving towards mobile. Lastly, my experience in emerging markets in Asia and the Middle East will help ensure that we have the right mix of variety, personalisation and scale in our proposition. Besides service providers like iflix, pay-TV operators and broadcasters have also devel- oped their OTT platforms to cater to audiences in the digital space. Hence, what are iflix’s strategies in garnering consum- ers’ attention and keeping them on the service? Using the download-and-watch offline feature, iflix subscribers are able to download up to 10 programmes of their choice, and watch them on-the-go without being connected to the Internet. will continue to decline and OTT will continue to grow. The key to winning in the OTT space is to have the relevant content for viewers, [and] the service needs to continue to innovate and evolve to adapt to consumers’ rapidly changing needs. ❞ — Jason Monteiro, Asia Marketing Director, iflix Monteiro: Subscription video-on- demand (SVoD) is a relatively new concept in Asia, making educa- tion the biggest challenge. We engage in multiple personalised strategies through a variety of channels, ranging from traditional out-of-home (OOH) advertising to data-driven marketing and pro- grammatic buying, to ensure that consumers understand our product offering. The communications and channels slightly vary from country to country, given limitations in language and local preferences. As media consumption on mo- bile continues to grow, do you expect more viewers shifting away from linear watching? In your opinion, what will be the key to winning the OTT space? Monteiro: Our real competitor is not linear TV — with many ASEAN households currently consuming pirated content, it is piracy. To com- bat piracy in emerging markets, we need to have an extensive library of content, ensure our application is accessible despite limitations in local infrastructure, and work closely with our local partners to ultimately execute our service at an affordable price with suitable payment solutions. We founded iflix with the aim of being better than piracy. By provid- ing unlimited entertainment all at the price of a pirated DVD, we want to revolutionise the way people in Asia consume entertainment. Linear watching will continue to decline and OTT will continue to grow — it is already happening right now. The key to winning is to have the relevant content for customers, including an extensive combination of local, regional and international content. Additionally, the service needs to continue to innovate and evolve to adapt to consumers’ rapidly changing needs. When combined, it results in the service becoming relevant while providing customers all access to the media. Indonesian football league GO-JEK Traveloka Liga 1 and Liga 2 matches are now streamed live on iflix. What are the driv- ers for iflix to offer live sports, and how is iflix positioning this sports offering among many of its movies and TV shows? Given that Internet connections might not be stable in the region, what are iflix’s strategies in address- ing this challenge? Monteiro: Football is Indonesia’s most popular sporting competi- tion, with millions of fans tuned in to catch their favourite teams compete in the national leagues. Beyond variety and volume of content titles, iflix wants to be at the heart of the local consumer’s entertainment experience. This is the first time iflix has launched live sports streaming in any of its markets, and we will continue to explore other formats and partnerships that empower our consumers to access the content they want to watch, wherever and whenever. Given the challenges in infra- structure and connectivity, iflix is one of the SVoD services to offer download capabilities for offline viewing to its members. 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