The amount of traffic which online streaming videos attracts on sites like Youtube and Facebook is making media industry to take the plunge of promoting their content through this media channel.
Numerous companies like Rajshri, Yashraj, Shemaroo, Ndtv and others are enrolled for partner’s account with youtube and are also active on other video streaming by providing content on those sites.
EROS international, an AIM listed company has set up a 25 members team to produce fresh content only for online streaming sites. (via DNA)
The content vastly includes interviews with actors, bollywood event reports, ‘making of the movie’ episodes, trailers etc., are then put up on Eros’s website and on it’s ‘channels’ on third party online video portals. Besides this, Eros also puts up film clips and full-length songs from its library of 2000 films, free of charge.
Though these companies are hardly able to recover editing or content creation cost from youtube partner’s programme they still seems to be showing high interest in such activities. The main reason is the amount of publicity which a viral video could generate and the absence of any major incurring charges in hosting these videos.
This media channel also gives companies a way to connect with the youth audience.
Top five Indian channels on youtube by views:
| Channel partner | total videos | Total views |
| Rajshri | 4,156 | 62Mn |
| zoomdekho | 2,409 | 59Mn |
| ndtv | 3,872 | 12Mn |
| nptelhrd | 3,563 | 8.1Mn |
| Istreamindia | 9,831 | 4.6Mn |
Programme’s offered by Youtube:
The earlier days of YouTube existence provided “Director account”. This was a scheme run in 2006 to try and reward the well behaved content producers by giving them some extra rights and customizations on their channel. Typically this included the ability to upload videos longer than 10 mins. or 100MB. It also allowed them to display a logo alongside their videos.
Channels:
Many fellow bloggers and users fail to attract traffic and popularity through this programme as under this any person can create a channel where he could upload videos and other people can subscribe to these channels. Although the channel does not provide any monetary compensation , a successful channel owner could also sign up for Youtube partners account.
Youtube’s partners account:
These accounts comes with monetary compensation which is different from adsense for video.
Google is definitely going for tie-ups with bigger companies and trying to enroll them with favourable terms and this is particularly done to negate the effect legal hassles by the media content owners for the illegal use of their content on youtube.
This looks like a win-win situation for both the media owners and video streaming sites as there partnership would provide a level playing field for both the stakeholders.
Hey Raghav,
good post. I believe certain producers are paying Rajshri to launch their trailers as well. So going forward it almost becomes like a media vehicle that they can leverage.