Digital Content Industry Confident of Finding Place in Market
The digital content industry is confident of finding its place in the market soon, with the advertisers rising interest in it and the Broadcast Audience Research Council planning a measuring tool for the segment.
The largely advertising driven and free subscription based over-the-top (OTT) platform is in a nascent stage in the domestic market with a dozen or so players. Being digital, it offers higher addressability and measurability of both the ads as well as the content.
"Digital (market) is taking baby steps now to create content for the discerning people who want original content. Give this industry a year or two and you will see a big change," Viacom18 Digital Ventures Chief Operating Officer Gaurav Gandhi said over the weekend here.
The YouTube, which is an ad-funded and use...