“The YouTube platform is still at a nascent stage and only provides a fraction of our revenue so we are just testing the waters now and have uploaded about 10-12 movies." “New films are obviously the drivers of business but at the end of the day old movies have higher shelf life," said Hiren Gada, director, Shemaroo Entertainment.
NEWSTREAM YOUTUBE MOVIE
Ltd have already tied up with YouTube to make their movie content available online.
Film-makers such as Shemaroo Entertainment Pvt. Producers sense an opportunity in being able to monetize their back catalogue. “But we are in talks with several content producers and you will be able to see a lot of new titles being added to the library, both old and new." “Since we have just started working with long-form Bollywood content producers, the library currently has limited titles," Anand said.
NEWSTREAM YOUTUBE FOR FREE
YouTube recently added a Bollywood channel to its full-length movie library, featuring Manorama 6 Feet Under, Naukar, Bawarchi, Shaan and Mumbai Salsa available for free viewing. So we are trying to go one step ahead of the pirates and providing these movies online for free or a nominal amount and, in turn, earning revenue from a medium that at one time was a rival," Bhargava said. “There are many ways of illegally posting full-length movies online. “However, for clients with an NRI focus, it could be considered." “None of our clients have come up yet asking about YouTube," he said. Tarun Deep Kumar, executive director, India North and Pakistan, Starcom Mediavest Group, agrees that the avenue makes more sense for overseas markets. “It is, however, an excellent medium to create curiosity among the NRI (non-resident Indian) audience, but for it to pick up in India, it will still take some time." “The streaming capability in India is very low, therefore, YouTube as a medium for advertising has not picked up as yet," said Sai Nagesh, chief operating officer, Dentsu Media India.
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