PING Digital Broadcast is India?s first high definition (HD) broadcasting network. Founded by Govindraj Ethiraj, the former founding editor-in-chief of Bloomberg TV and Prashanto Das, the former network head for creative services at UTV, Ping is a partner for Google/YouTube in India and produces and distributes original content through a network of channels hosted on YouTube. While Ping develops original content, Google chips in with marketing and sales expertise. Ping?s first channel is India Food Network, which currently has more than 345 recipe videos online with more and more uploaded each day and more than 9,36,725 views till date. It has recently launched India Music Network (IMN), a HD music station started with an aim to promote a new generation of musicians and artistes on its dedicated YouTube platform. In this conversation with FE Brandwagon?s Anushree Chandran, Ping Digital?s co-founder and chief executive Prashanto Das sheds light on the dynamic world of the online medium, and how television is evolving rapidly. He speaks about launching more channels in the auto, tech and news space. Edited excerpts:
What made you go for a high definition broadcasting network?
We have seen how broadcast functions and the fact that scale matters. Broadcast is really in our blood and we were itching to do something of our own. We had realised by then that the cost models in television broadcast were warped. That?s about when Google and Youtube also took the same bet; they wanted to be real-time broadcasters. They backed it with an initial $100 million in the US.
Is Google funding Indian producers as well?
In the US, they did. But not here. They?ve not opened up the funding as yet, but they are talking to some of us on how it can be done. This is our cost. Today we are a YouTube partner and running two channels for India. India Food Network has had more than half million views and 10.9 thousand subscribers. We started seeding music for our music channel India Music Network and we are looking to grow that business too. For food, we are not shooting in the studio, we are entering people?s kitchens. And we are relaying it in a world that is not defined by geographical boundaries. Currently Google and Youtube are selling on our behalf and that?s how we get our revenues. ?
You started with food and then moved into music. What do you plan to do next?
We are in categories that involve passion and there is huge scope of growth. Next there ?ll be tech and auto and then the fringes of news. In next two weeks, we ?ll have tech going out. There?s something called gadgets and gizmos that will go up soon and then auto. By the end of the year, ten more channels will be launched. There may be some more categories. Our aim is to do a lot in the areas of knowledge, lifestyle and utility.
What segment of the viewers are from outside India?
About 70% are from abroad. Our largest market is the US, then India, then the UK, Canada and so on. One of our most popular chefs is a Maharashtrian lady who speaks in Marathi. She is very popular in Brazil and Argentina. We thought English was the global language, but here she speaks in Marathi and people are following her. Yes, there are subtitles but food evokes such passion in people. Also, home chefs is a new category and this differentiates us from our competitors. With our music network, it becomes increasingly obvious that there is so much diversity in Indian music. There are about 15 bands we have with us and 25 in the pipeline. We have tied up with a e-commerce music label called OK Listen; most musicians retail their music through OK Listen.
How different are online broadcasting networks from television?
It?s obviously very different. This business won?t survive at the same kind of high cost structures as television. If you see India Food Network, these people are gifted at what they do and that?s how they get to be part of these channels. We work with them to work out a production plan, and the interesting thing about India Food Network is that we are shooting in high definition. Average time spent on a video is 3.5 minutes. And this is a 5-minute video that we are talking about. We are the first network in India where everything is high definition. Not many people with legacy can afford to do that. Cost is something that we?ve had to work out in order to ensure that we don?t make the same mistakes that our friends in broadcast are making.
At some point, would you consider selling your HD content to the television broadcasters?
This is high definition content that can go on any television channel or platform. At some point of time, maybe. People have asked us about it, but right now, we are completely focused on building the content. We haven?t yet given any thought to exploiting the content. Once we do that, surely we can give it across platforms since we hold the intellectual property rights. Video that is high definition can play out on any channel.
How many people would consume news online?
News can be done a different way. Does it really need to be a rabble rousing, hot tempered debate? No, it does not need to be. It can be an intelligent discussion or a conversation. On the online medium, if I discover a video and I like it, I can come back for more. Television has a shorter shelf life.
When do you think India will move to a subscription model?
We believe that anywhere in the world, people will pay for good quality content. And that?s where the business model will need to move. On this medium, there is no cable operator who will stall the last mile delivery. This is my screen, my time. To a certain extent, people are paying pay per view- in India. But yes, this whole industry needs to scale up a bit. Overall, people need to acknowledge the fact that video is going to be consumed in a different way. Which is not to say that television will cease to exist. TV will be around as well, but online will also be a powerful platform. Television viewing itself will evolve.
Will you collaborate with youngsters who want to start their own channel?
At some point, we will start partnerships with new talent. But its an early stage for us. First, we want to build up our own things before we actively scout for partnerships. Globally, if you look at companies like gaming network Machinima, they?ve built their networks this way. TASTEMADE, the largest food network in the world, is already a partner with us.
Do you think ad companies are not waking up to the opportunities presented by digital?
Maybe. But the harsh truth is that video is the new text. People consume a lot more videos than they are consuming text today. And there is instant justice in this world. You don?t have to wait a week for the ratings. When you put up a video, either people like it or they don?t. The audience is ruthless. If they don?t like a video, they will kill you for it.