The OTT Platform

A subsidiary of a leading business conglomerate and multimedia behemoth in India, our client is one of the most innovative and fastest-growing Over The Top (OTT) platforms in the country.

 

The company builds on its deep-rooted understanding of the Indian audience and leverages a strong portfolio of regional content to draw from an unmatched library housing over 260,000 hours of television content (across 90+ live TV channels), approximately 4800 movie titles, and an ever-expanding array of international shows.

 

Launched in February 2018, the OTT platform includes original features, live TV, catch-up TV, lifestyle shows, childrenʼs programs, exclusive short series, and acclaimed plays across 12 languages.

 

The Ask

Digital video consumption in the country is being driven by mobile, accounting for over 90% of viewership. With a clear focus on enhancing user engagement and offering a never-before UI experience to this large audience base, the client aspired to introduce ground-breaking features like 11 navigational languages, a content download option, seamless video playback, voice search, and more.

 

To make this happen and to optimize search, the clientʼs key requirement was to make the content accessible and indexable, thereby aiding content discovery and enriching the overall user experience and value. To power up the platformʼs internal search engine, every digital asset (past, present, and future) was to be mapped across multiple data points.

 

In this process, one of the critical requirements was writing a show/ season/ episode synopsis, which, simply put, is a short description of the screenplay. If you ask a scriptwriter, she or he would say that condensing a complex plot down to few short paragraphs is impossible (but this is where LexiConn comes in… more on that later!).

 

The Complexities

 

1. QUALITY OF EDITORIAL

Writing episodic synopsis is a rigorous and manual task (donʼt attempt to automate this, we tried, unsuccessfully). Apart from meeting the length (no. of characters with spaces) constraints based on the UI, and language benchmarks based on a thorough understanding of the target audience, a good episode synopsis is supposed to build the tension, without revealing the plot. The synopsis is also supposed to take the story ahead, to capture the turn of events, but not give away any of the key moments – such that the audience is engaged and excited enough to watch the show. All of this within a princely sum of 500 characters (Web Synopsis) and again within just 180 characters (EPG Synopsis).

 

2. META DATA – RANGE, DEPTH AND RELEVANCE

Data is the new oil, and the god is in the details. In order to develop highly relevant advertising and packaging possibilities and to derive data-driven insights, the project required in-depth analysis of each asset, to mine useful data points and tags to develop a rich META content repository.

 

In addition to the Synopsis and highly customized Keywords, the project required the content partner to capture episode-specific details such as Character Names, Episode Title, Cast, Crew, Events, Festivals, Locations, In-episode Promotions, Product Placements, and more.

 

3. THE VOLUME GAME 
In the digital content space, scale is revered. And scale (with quality) is what our client is best known for. They approached us with over four hundred thousand episodes across nine languages. The critical bottleneck to monetizing this content was the availability of high-quality META content, created as per the platformʼs CMS specifications.

 

4. DIVERSITY 

Diversity drives engagement and enhances mass appeal. Our client thrives on diversity. Their content library consisted of episodes across nine languages, and across run times between 30 minutes to 120 minutes. To make matters more interesting, this content was across genres like biopics, thrillers, horror, comedy, drama, mythology, reality and action.

 

5. BINGE WATCHING FOR A LIVING?

If binge-watching is fun, getting paid to binge watch is just awesome! But putting together a team that loves to binge watch 8 hours a day, each working day, to write synopsis and curate META content, is not easy. The law of marginal utility soon catches up, and the novelty wears off.

 

Solutions Offered

 

1. QUALITY OF EDITORIAL 

An in-house team of language experts, writers, editors, binge-watchers, and project management folk worked very closely with the client to develop processes, systems, frameworks, language tools, and templates. Further, details WRT style, tone, depth, word usage, etc., were chalked out and perfected over a six-month working cycle to achieve consistency.

 

Since the project required a rigorous quality check at multiple levels, a dedicated two-level QC team was set up to review each batch, and to ensure that only top-quality content was delivered to the client. Operationally, the team sketched optimum delivery timelines and models to coincide with the clientʼs in-house processes and editorial bandwidth.

 

The quality and timelines allowed the client to focus their resources towards other mission-critical tasks such as content creation and
monetization.

 

2. META DATA – RANGE, DEPTH AND RELEVANCE

Necessity is the mother of invention. Since the task required very close attention to detail, secondary research, referencing and benchmarking,
there is no substitute to watching each episode. Attention to detail and an eye for plot accuracy are therefore our driving principles.

 

However, to exceed SLA expectations and to build scale and efficiency, we developed a set of proprietary tools and processes to capture episode META data. We did this by carefully analyzing patterns, staying flexible, and thinking out of the box. These tools helped us enhance accuracy and achieve data homogeneity (lack of which can translate into a catalogerʼs nightmare).

 

3. THE VOLUME GAME 

When you have a mountain to climb, getting a good start is invaluable. We started slow and focused on building a strong team, which in-turn built robust systems and processes. Our client supported us and believed in our ability to scale up. The team picked up the process quite easily. After multiple pivots and iterations, we cracked the code to scalability.

 

Along the way, we invested in cloud-based solutions for facilitating a seamless (yet restricted) access to the clientʼs digital assets. We combined physical and technical ideas to achieve the most optimum and cost-effective system. Today we are completely geared up to tackle high to very high volumes with varying degrees of complexities.

 

Till date (January 2021), we have written synopsis for over 95,500+ episodes covering over 48,000 hours of episodic content, across languages.

4. MANAGING DIVERSITY 

Diversity was the next milestone. Complexities across language, length, and genre were addressed by leveraging our multi-city presence and our pan-India reach. We developed processes to identify, train, and onboard a highly talented team of contributors, across locations. To tackle the regional language challenge (e.g. English synopsis for Marathi shows), writers across multiple states and regions have been brought on board.

 

Remote teams also bring a unique set of challenges WRT data security, coordination, and team bonding. This challenge was addressed by meticulous planning, implementing systems, setting up multiple hub-and-spoke teams and planning physical meets and events.

 

 

5. BUILDING TEAMS

 

Every business is a people business. META content creation is no different. Setting up a large and growing team brings unique challenges, which are compounded while scaling up. The task demands skill, consistency, and commitment. Every team member undergoes an intensive training module to learn about the various technical and strategic aspects of the project.

 

To fight monotony and fatigue, various interventions and incentives are rolled out regularly. Technical training programs, cross-project training, personal effectiveness coaching, job rotation, etc., are some of the methods used to achieve job enrichment.

 

BENEFITS AND ONGOING ENGAGEMENT

In the digital content space, speed and scale are the force multipliers. With LexiConn as one of the prominent content agencies on board, the client has found a reliable partner to achieve these. Despite being launched in a crowded OTT space, the clientʼs platform reached 61 million MAUs (monthly active users) within a year of launch.

 

Over the years, LexiConn has worked with multiple clients across domains and subject matter. We have a thorough understanding of the nuances of META tagging and have developed the required skills, systems, and processes for the job. We are meticulous with attention to detail being our strongest suit. More than a vendor, we work as an extension of your team. With LexiConn, you get a professional, experienced, and full-time team of synopsis writers and content creators who understand the subtleties of Digital Asset Management and bring substantial project management expertise along with stringent quality control.

 

Our services have ensured that high-quality META content is available to the client at an economical price. Our scale and scope of operations have allowed the client to drastically reduce the time to market, powering up their plans for achieving exponential growth. Due to the wide Indian diaspora following regional content, the client has been able to launch globally across 190 countries.

 

Based on the work done by LexiConn, the client has enhanced the scope of work. Articles and live updates are being considered as useful modes of building engagement and generating higher traffic.

 

Over the years, LexiConn has worked with multiple clients across domains and subject matter. We have a thorough understanding of the nuances of META tagging and have developed the required skills, systems, and processes for the job. We are meticulous with attention to detail being our strongest suit. More than a vendor, we work as an extension of your team. With LexiConn, you get a professional, experienced, and full-time team of synopsis writers and content creators who understand the subtleties of Digital Asset Management and bring substantial project management expertise along with stringent quality control.

 

LexiConn is a leading content agency headquartered in Mumbai, India.

 

Over the years, we have worked with 900+ clients across the globe to deliver 6000+projects. We work closely with some of the biggest MNCs in India to partner with them for their digital content requirements.

 

Our services include content for Web Content, Blogs, Thought Leadership Articles, White Papers, Case Studies, and more.

 

We also work with authors and publishing houses to bring content ideas to life. Write to us at [email protected] or visit us on www.lexiconn.in to know more.

 

 

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