Tete-a-Tete

First of all, Congratulations on your new role. Can you tell us a little about your new role?

My role primarily involves bringing BIGFlix content to consumers worldwide and increasing NRI/non-NRI traffic to our website. In this regard, I will be working on creating various distribution channels, forming content distribution alliances, and generating advertisement sales revenue from international sources. I will also be involved in overall marketing of BIGFlix content & setting up critical PR alliances that will increase our visibility worldwide.

Your current responsibilities at BIGFlix will be in addition to your responsibilities at Reliance Capital, how do you manage to straddle both?

Additional responsibilities are always challenging especially given the competitive landscape of the online VOD space. The good thing however is that I clearly understand what it will take to make BIGFlix successful in the international market and how its content needs to be presented internationally to be appealing to the global community. Over the years in my role at Reliance Capital, I have developed an extensive network in the media and entertainment sectors along with other industry sectors. This will enable me to drive BIGFlix’s international agenda successfully. There is also a significant overlap in the overall business development efforts in both roles; hence I will be able to manage my responsibilities efficiently.

Recently Indian cinema has been getting global attention, especially after the success of Slumdog Millionaire. How do you see the opportunities for BIGFlix?

The opportunities are enormous. Over the last year we have seen a steady increase in NRI traffic at BIGFlix. Both “Masala movies” and “Parallel cinema” has seen an overall increase in traffic, but movies that combine familiar social issues with intense masala have had a significant appeal in the international market. “Slumdog millionaire” is a movie that falls in that category. The world is indeed flat when it deals with familiar social issues. The growth of world cinema and consumption of foreign films with English subtitles has grown at a rampant pace over the years. The increased involvement of foreign actors in Hindi films (Rang De Basanti, Laagan, Kisna, Mangal Pandey) and Indian actors in foreign films (Bend it like Beckham, Shantaram, Indiana Jones, The Other End of the Line, The League of Extraordinary Gentlemen etc) in recent years has narrowed the boundaries between Indian and World Cinema and created an avid following of Indian cinema globally.

Apart from NRI audiences would BIGFlix also actively market its services to non Indian audience as there is a renewed interest in Indian cinema?

Yes, the goal of BIGFlix is to eventually bring South Asian content to the world. However, the present focus is to reach out to South Asians/NRIs worldwide and then to offer content that will have universal appeal.

Any specific strategies that you have planned for BigFlix?

Our strategy is simple-make BIGFlix content available to as many consumers possible worldwide through various distribution channels and at affordable prices.

Are you planning on any new alliances, tie-ups or acquisitions for the North American markets?

We are always looking out for potential partners that will create a value add to our existing platform.

How would a VOD service beat the threat from illegal digital downloads?

There is no easy solution to this issue. This is challenging not just for BIGFlix and other Indian content providers, but is prevalent across the board in the industry. Digital rights management usage for all our content will allow us to check piracy to some extent.

Recently we have seen increased interest amongst content owners to fight piracy. We will be able to address this problem significantly, if content owners come together and work as a unified force to deal with this issue. Making legitimate content available in good quality and affordable prices will be the key in solving the problem. The download VOD model is losing traction and popularity, due to issues dealing with piracy, internet security, and download time. The future of VOD content delivery lies in the streaming model in my opinion. Here the consumer gets instant gratification. The model could incorporate free streaming supported by Ads or streaming without Ads for a fee. This model works in favour of both the content provider as well as the consumer. The industry is already shifting towards this.

Fragmented delivery technologies, confusing rights restrictions and expensive download charges risk driving viewers away from legitimate VOD service? How do you plan on countering the same?

A mentioned above, a lot of services on the internet are already moving towards the free viewing ad supported models. Due to the illegal download market there is an obvious pressure on content owners to reduce time windows for release of content over the internet. Lower download charges and lesser time windows will provide some security for the content owners against piracy.

We believe that independent filmmakers struggling to showcase their movies in theatres have turned to VoD. The platform has given many aspiring yet talented filmmakers the chance to propagate their creations. Is BIGFlix working towards featuring indie movies from lesser-known directors?

Yes off course. Indian movie industry is growing and many young talented people are getting a chance to enter this market. For niche movies VOD becomes a huge platform to reach out the world. BIGFlix offer that portal to deliver niche content to consumers worldwide. We are always looking to work with independent filmmakers to need us to propagate their content. To cite some good examples, we have had movies like Hulla, Khosla ka Ghosla, Bheja Fry where independent film makers have benefited from BIGFlix in the international market.

What online activity has BIGFlix conducted in the North American markets to promulgate your proposition?

We have actively promoted our services in North America. Internet advertising has been the primary focus. Apart from this we have also advertised on Indian TV Channels, Newspapers, Radio, movie theatres and others.

Though being an online property BIGFlix has never created hype through any online initiative / campaign. Why not use the medium you support?

This is not true. We have been active on Google, Yahoo, MSN and many other websites

How has response been in the US markets? Has the recession been a deterrent?

We have grown at a reasonable pattern month on month. Maybe users have more time to watch movies online. South Asians worldwide are looking to access content via non-traditional mediums. Increased broadband penetration is creating this additional demand.