OTT Ka Power Play

 

 

I am/was a television addict and the ones who have been following this blog can vouch for that.

Coming home from school/college/work, it was sitting in front of the idiot box watching movies, good content was the way days would be spent.

I have written about the change of content on the idiot box that it was perhaps time that someone put those tv channels into place who would show regressive tv shows all in the grab of this what people want to see.

The entry of the different OTT platforms had begun and it took a Jio to break the internet access and offer data services for a reasonable price which a majority of the Indian people can afford and provided accessibility to.

The pricing of the OTT platforms still keep it restrictive to a small piece of the cake instead of a bigger piece of the cake. Something that still needs to be worked out.

Cutting the chase to the pandemic, most of us are stuck at home thanks to the lockdown with the exception of people employed in the essential services. 

With me being stuck in the work from home routine, the television set had to be provider of entertainment to provide some relief. Have to say that I had only a year of Amazon Prime Subscription which got over before I become a prisoner in my own home.

The television set became nothing more than a binge watching of Crime Patrol. I will not suggest it for the weak hearted. Apart from that it would be the Kapil Sharma show which for a change had a few good episodes on it.

Movies is what I used to binge on and guess what no new movies would be available on the movie channels. I have to say the Setup Box did no good to the television industry restricting the number of tv channels to a few. Soon enough it is going to be a death knell for the television. 

It came to such a point that we actually stopped watching tv in our home. Few months down the line decided to pull the cord on the cable tv as their was no good content to watch, entertain or binge on...

I guess the next question would be how would I survive without my tv?

Thanks to Reliance Jio, I was hooked on to Youtube before the entry of the OTT platforms and they became a crux of my daily binge as and when I was bored on what to watch. Then again it also offered to me to do some thinking. REAL THINKING.

I see that there are a lot of OTT platforms offering an array of web series, movies and a whole lot more content than the tv channels could cater to. In other words concentrate on that segment of the population who would avoid the rona dhona saas-bhau types serials and pay for good content.

The entry of the OTT platforms is a good thing that has happened and would save the people who would have to depend on the idiot box for content and have no say in it whatsoever.

The audience that never existed before came alive for these OTT platforms. The success of some of the web series, movies being launched on OTT platforms are a proof to it.

However the penetration is still very low as much as 32 millions approx. which is spread across different platforms. Here not counting the regional OTT' platforms like Cave, Hoichoi, etc. 

The OTT platforms monthly/yearly subscription seems to be priced reasonably. However they seem to have not undertaken the other factors that impact that penetration.

Firstly, though the mobile data have been cheaper than what it was earlier priced. The data does not last long and no wonder we can always find links in the telegram channels for download of their content.

A typical household has a cable connection, which let say cost around Rs. 500 and wifi monthly costs around Rs 500. With so many platforms offering an array of content, why would one stick around with them with a yearly subscription? Also do others have the same kind of purchase power to subscribe to other OTT platforms? This is where the real thought needs to be put in.

There will always be a set of people who would be loyal to their OTT platforms irrespective if good content is offered or not. Then again there will be also the other set of people who would try to utilize every bit of the money they spend. If you remember the ad "Kitna deti hain" ad.

Yes that's the mentality of a majority of the Indians who want every worth of their penny. They would only want what works for them.

Now YouTube has also come with a YouTube Premium plan. I think that says a lot about the spread in OTT.

The big question is how to have the bigger piece of the cake. The solution would not be the liking to the OTT platforms as everyone like to a monthly fixed income and not a variable one. Then again how does fixed income+variable income looks? Better than fixed income and yes increase in revenue...

For this one needs to look at the telecom industry. The number of prepaid users outdo the number of postpaid users in India. Though prepaid is considered of low value they are still reckon with and yes the opportunity to convert them into a postpaid user is also there. From variable to fixed income that sound like an opportunity  knocking at the door.

The OTT platforms can come with similar plans and offer complete or limited access as they deem it to be self serving.

I think any OTT platform which consistently offer good content would be the King.

Did I mention that customer would be the one who would decide on that? :)

P.S.: This was suppose to come out around 2 years back but never late than before ha!. In terms of disclaimer, I have a subscription of Amazon Prime, Disney Hotstar and not forgetting the free ka Youtube.

The Past

 

 

Sugandha asked Jinesh to talk her friend as she curled herself on the other side of the bed holding a pillow. 

"Let me check with her and message you" replied Jinesh as he kept the phone down. He told Sungandha that she needed the PNR of their flight tickets to cancel. 

"Its in the sms, please send it to her na". "Yeah, I will if you could unlock your phone." he said. 

She gestures to hand over the phone to her and gives it back unlocking the phone. Jinesh forwards the text to her friend as he is laying next to Sugandha as she is trying to sleep.

As he was going to keep the phone next to her, a whatsapp message pops up which caught his attention.

Scrolling through her chat messages, he wondered if he knew Sugandha at all. The night became a bit longer for the sun to rise.

They had met through a common friend a year back. Jinesh never thought he could come across someone who would make him feel complete.Sugandha too felt the same for him. They decided to take it ahead formally as they decided to be together for the rest of their lives.

They both got engaged to be married in a few months. Life could not get any better from both of them.

Sugandha's parents had gone out of town, when she fell ill. With no one to take care, Jinesh decided to be there for her.

He looked at her sleeping and found himself unbearable to deal with what he came across.

All he could think of was did he knew Sugandha at all? Planning to marry her?

Jinesh kept her phone on her side and he moved to his side of the bed. Staring at the wall, all he could think about was the chats from the past.

He kept thinking if he should confront her or not or let past remain the past...

IKEA: Yeh Tune Kya Kia

 

The year 2020 was a tough year for an end of the decade. Not that 2021 is better, but atleast we know what we are up against and in much better position to fight the pandemic, even though the struggles are also a work in progress.

Hoping everyone is doing well and praying they do well along with their families.

This tale is about the beginning of the pandemic which we thought would go away when we would usher in a lockdown. Apparently the corona virus was smarter than and we ended up playing an hide and seek game that is still going on...

Since it was a lockdown, offices were closed and work from home became a norm.

The only thing that I miss about the office is the adjustable chair. Being a tall guy, having a lever for adjusting your chair's height, pushing it back feels like heaven which I miss a lot. This is not about the chair, which again I would have loved to have one.

I have to say a home is certainly not a place to work for a tall guy where the ergonomics goes against them. If you don't believe, please do search for the average Indian height, you will know better.

The start of the lockdown I managed to do my work through my arrangements. As months passed by and duration of work getting longer, my back began to complain.

The complaint of the back was so much that I knew I needed a solution. That is getting a work desk which should take care of the problem.

This was going to be the first time experience of mine buying an furniture online. I did not knew that I would be regretting it so badly. After going through a couple of home decor sites I zeroed in on one and that was IKEA.

The purchase and delivery of the table was fine. It was when I opened the box, I realized that one of the corners of the table was chipped off.

Immediately I got in touch with their chat box support on the site and they assured me that they would take care of it. What I did not know was this was just the start of my nightmare. It all began in Oct 2020.

Days turned into weeks, weeks into months. I had nothing better to do than doing follow-ups to the great international brand of IKEA and keep asking when the replacement would happen. All I got was a date. Yeah I am too reminded of Sunny Deol's famous dailogue tareek pe tareek.....

I seriously wanted to be one of those guys working in the chat support system. I hope they pay nice. The beauty of the chat support system is that the employees can disconnect the chat without even providing you a resolution. On top of that there is no feedback system with regards to the interaction. Sone pe Suagha.

The email system should be replaced by postal service. Such is the world class treatment was provided by this global MNC that the only thing I would get would be a call and a date. No responses or even an acknowledgment to one's email.

The call center was no better. The only good thing was I could vent out my frustration, despair on those hapless agents who would assure of looking into it but nothing would happen. Any talk of speaking to higher ups will be met with a silence stating we cannot do that. How pathetic is the customer service? You cannot give solution nor intent to provide an escalation matrix to ensure that people in the top knows what is going around. 

The person who handles the customer service department surely needs to be given a raise. This kind of customer delight is not heard of before. May well give them an award.

Finally the month of Dec 2020 arrived, I was again assured that I would get a replacement on 31st Dec 2020 which again turned out to be a dud.

I gave it up and stopped following with this company who seems to be lost on responding to their customers and fulfilling their commitments.

2021 turned out to be a good year though. Out of the blue, in the second week of Jan 2021 got a mail from the company stating about the replacement.

Guess what they actually got it replaced. I should thank my lucky stars.

One lesson that I learned through this ordeal is never to buy furniture online. Tauba kar le humne.

I only hope this only helps others as I came across lot of other people on social media awaiting their replacement/refunds. Such kind of pathetic service was not expected from a brand like IKEA. Naam bade aur darshan chote.

Ikea yeh tune kya kia....