study<\/a> by The Boston Consulting Group.<\/p>\n\u201cIndia is among the fastest-growing entertainment and media markets globally, with cutting-edge innovation in content creation, distribution and data insights ,\u201d says Anant Maheshwari, president of Microsoft India. \u201cOur partnership with Eros Now is a significant milestone. Together, we hope to redefine the video viewing experience for consumers in India and across the globe.\u201d<\/p>\n
Lulla Singh has been working with teams across Microsoft and says she\u2019s been struck by the company\u2019s collaborative culture.<\/p>\n
\u201cMicrosoft wants to enable other companies to be cool and to essentially realize your own ambition. The collaboration that\u2019s come from that is incredible,\u201d she says.<\/p>\n
The rise in video streaming has shifted consumer expectations and the role of companies like Microsoft in the industry. Consumers are watching content on multiple devices, from smartphones to tablets, and media companies are facing increased competition to attract viewers, Maheshwari says. Those companies are looking to cloud providers for secure and scalable content delivery, he says, and for capabilities such as advanced search and smart content recommendations.<\/p>\n
\u201cWhat will differentiate video streaming services is the ability to give users exciting content to experience within the limited time and attention span they have,\u201d he says. \u201cAI and intelligent cloud tools will be the next drivers of the media business and will impact everything in the content value chain.\u201d<\/p>\n
Eros Now, Lulla Singh says, saw an opportunity to distinguish itself by creating original content that was a departure from the typical Indian television fare.<\/p>\n
\u201cThe television landscape in India is very, very different to what happens in the U.S., where we have \u2018Game of Thrones\u2019 and a lot of sexy content,\u201d she says. \u201cThat doesn\u2019t really exist in the Indian television ecosystem.<\/p>\n
\u201cMost Indian programming is catered to more older audiences, which is actually not relevant to the new millennial audiences.\u201d<\/p>\n
Eros Now began developing its own original content around 2015, launching \u201cSide Hero,\u201d a Bollywood-inspired comedy series, last year, followed by \u201cSmoke,\u201d a drama about drug cartels. Last December, the company introduced \u201cEros Now Quickie,\u201d a series of eight- to 10-minute episodes ranging from docudramas to comedy, and segments on food, health and travel.<\/p>\n
Eros Now plans to continue innovating by personalizing content for customers by language, subtitles and other geographic-based preferences. Bollywood movies have been growing in popularity<\/a> in regions outside India including China, Russia and Eastern Europe, Lulla Singh says. Eros Now, which currently has viewers in more than 135 countries, hopes to ride that momentum to expand into new markets and reach its goal of 50 million subscribers over the next three years.<\/p>\n\u201cWe just want to continue to create, continue to please our customers and grow in the process as well,\u201d she says.<\/p>\n
Top image: A sampling of Eros Now\u2019s original content, which began premiering in 2018. (Images courtesy of Eros Now)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Being on the cutting edge of technology was baked into the DNA of Indian video company Eros Now from the start. Its parent company, Eros International Plc., was founded in 1977, the same year the VHS videocassette format was released in North America. While some in the entertainment industry were leery about the newfangled technology, […]<\/p>\n","protected":false},"author":2,"featured_media":100441,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[54,50],"class_list":["post-100440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-microsoft-news","tag-azure","tag-recent-news"],"_links":{"self":[{"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/posts\/100440","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/comments?post=100440"}],"version-history":[{"count":0,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/posts\/100440\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/media\/100441"}],"wp:attachment":[{"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/media?parent=100440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/categories?post=100440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sickgaming.net\/blog\/wp-json\/wp\/v2\/tags?post=100440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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