2 min read.Updated: 07 Dec 2020, 11:10 PM ISTLata Jha
Clips from shows and movies are not just popular and easy to engage with, they also help create stars for the next generation out of a consumer base that may not necessarily be active on mainstream social media like Facebook or Instagram
Homegrown short-video platforms such as Chingari, Mitron and Moj are making the most of the void created by the TikTok ban and helping small-town users with bigger opportunities and greater recognition.
They are partnering with video streaming platforms, movie and music labels to generate content for users to engage with and perform on.
Chingari has partnered with Bengali streaming service Hoichoi for short-video clips and dialogue from shows and movies on the platform. It has also tied up with Ekta Kapoor’s ALTBalaji for bite-sized content and video memes that will be available on a separate page. ALTBalaji had earlier partnered with apps Roposo and Firework to have their content hosted on its platforms.
Moj, owned by ShareChat, campaigned for recent films such as Laxmii and Suraj Pe Mangal Bhari, as well as for upcoming titles such as Coolie No.1 and Bell Bottom. Mitron TV is also considering a partnership with reality TV shows.
The platforms are catering to a demanding audience base, especially in small towns, who constantly need snackable content. Clips from shows and movies are not just popular and easy to engage with, but also help create stars for the next generation out of a consumer base that may not be active on mainstream social media platforms such as Facebook and Instagram.
“We are a creator-first platform and the whole idea is to groom the next generation of creators. Plus, most viral videos today belong to the user-generated content category," said Deepak Salvi, chief operating officer and co-founder, Chingari. The platform saw an equal mix of urban and rural crowd, Salvi said.
Rather than striking commercial arrangements with OTT players, short video platforms like Chingari say they are engaging in barter deals that enables content to get promoted across media and ultimately helps users and creators benefit.
“Brands will start paying our creators in the long run as their content becomes popular and that will enable a lucrative proposition for all," Salvi said.
The collaboration with short-video platforms makes sense given that the content acts like ‘munchies’ as attention spans of viewers dwindle with each generation, said Ria Banerjee, senior manager, social media revenue and communications at Hoichoi and Shree Venkatesh Films.
Berges Y. Malu, director at ShareChatthat owns Moj, said platforms like theirs are definitely looking at innovative ways to keep viewers engaged and reality show collaborations will be a key strategy going forward. Moj has entered into a partnership with Viacom18 Media Pvt Ltd to have a ‘Moj App Room’ set up inside the Bigg Bosshouse, and have exclusive content from the show aired on the platform. Shivank Agarwal, CEO and co-founder of MitronTV agreed it makes sense to partner with players in the traditional entertainment space such as reality TV shows, given their wide reach and the fact that the strategy gives app users an opportunity to both perform to the content and interact with judges and participants.
“There are more people sitting at home and they want to enjoy new social experiences so there is definitely a lot more happening on the digital front in 2020," Malu said referring to the opportunity that the year has thrown up for short video platforms.
As of June 2019, it was estimated that there were 120 million monthly TikTok users in India. Moj had reported 80 million monthly active users at last count, while Chingari claims a 40 million user base and more than 3 million daily active users.
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