TieUps Update: ZoomTv - Vdopia Video / Ibibo - FTV / C2W - iTasveer
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Loading ...Tieups Tieups Tieups! Three times for the three tieups I’ll be covering in this post 
.. Well as they say “if you can’t do it yourself then.. Tieup!” That seems to be the golden mantra being followed in the Indian internet space these days. In just a span of a week there are three noteworthy tieups for three differnet internet portals.
The first one being..
ZoomTV ties up with Vdopia, an online video advertising player, which will procure and serve advertisements for Zoomtv.in’s video partner network. Justifying the tie up Sameer Pitalwalla, Head, Digital, Zoom Television said “Their ad serving capabilities, along with their understanding of the Indian and NRI markets, is another great monetization opportunity for our premium entertainment content.”
ZoomTV.in has been in the news for clocking high number of video views claimed to be 23 Million in all! We had blogged about the same and even questioned whether sponsored or proprietory content works better than User generated content. Now with this tieup happening it will be interesting to observe and learn whether proprietory content can be monetized in a better way that User generated content. If thats the case then the use of TV content on the web and its licensing could end up being a bigger market in the future.
The second tie up..
Ibibo ties up with FTV to launches iFashion Photographer Contest
Ibibo has made it a strategy to tie up with TV channels for reality shows or contests. Even earlier they had launched the Ibibo iSuperstar along with channel V and now they have gone ahead and tied up with FTV for the iFashion Photographer Contest. In the Ibibo FTV iFashion Photographer Contest, fashion photographers can upload their portfolios on Ibibo which will be adjudged by the Ibibo community and the FTV panel including famous fashion photographer, Jatin Kampani. This contest will culminate with 5 budding fashion photographers shooting FTV models, in a professional state of the art studio under Jatin Kampani’s guidance. The experience will be captured by FTV on camera and will be telecast later on FTV.
Mr Ashish Kashyap, CEO, Ibibo Web Pvt Ltd said as per the release that, “Ibibo.com is encouraging the younger generation to showcase their talent in areas that interest them the most. Ibibo is gradually becoming the platform that recognizes and rewards great talent. Ibibo FTV iFashion Photographer is a unique proposition, never attempted before. It’s a platform that gives budding fashion photographers from both metro and non-Metro India, an opportunity reach out to audiences and showcase their work on ibibo. And a select few get to train and shoot with the very best in the industry-Jatin Kampani.”
Just in the earlier tie up we questioned whether proprietory content worked better than user generated content. But according to me what works for sure is the combination of online offline while engaging an audience.
And the third one..
C2W ties up with iTasveer for Monsoon Pictures contest
Contests2win is a site thats been around since donkey’s years (a term user for any site which has been around for more than 5 years.) and has been moving from strength to strength off late. They have released some interesting viral campaigns in the past to connect their brand with online contests. Now they have gone ahead and launched a seasonal contest with help from iTasveer.
With monsoons just around the corner this contest is about rating user uploaded monsoon pictures. the contest can be played here. Contests2win started user generated contests in around october and has done well to increase user participation on the site. Ekalavya Bhattacharya (An Ex-WATConsultant & WATBlogger :)) and current Product Manager of Contests2win.com had this to say on the c2w strategy “Contesting, till not too long ago, was all about luck. Now it’s more about fun, it’s about interactivity and skill. We want to become a site where users show-off their talent, others have fun while rating and both are rewarded at the end of the day.”
On the whole it does seem like contests2win pretty much owns the market as far as user generated contests are concerned. What will be interesting if they can bring these contests to go beyond their site i.e. distribution through viral channels and be accepted like youtube videos have been by the publisher community of bloggers who can embed the same on their blogs. If they can do that they would have a reach far beyong C2w itself and can give more value to its advertisers.
Pheww… thats it for the tieups! Till next time.. Keep a watch for this space..
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Thanks for the mention Rajiv. Yes your last line is pretty much something we’d like to achieve….
But its nice being the pioneers of UGC in India