How can Youtube Nextlabs create a storyteller’s

economy in India?

tannistho@gmail.com

Disclaimer

This presentation is not endorsed, supported or accepted by Youtube in anyway. It is merely a Youtube fan’s vision

of how the product can get better traction in India.

Although, this presentation is the copyrighted property of the author, it can be represented, tried out by Youtube or

any other online video network in India.

The Nextlab story

• In March 2011, Youtube acquired a company called ‘Next New Networks’, a web television company, to create Youtube Nextlab, an audience development group that brought a structure to create high-class videos on Youtube.

• Nextlab organises workshops, gives out tools and other kinds of support to content creators in different Youtube geographies.

Nextlab has recently come to India and is developing strategies to penetrate the India

market to develop high-class content creators for the platform.

The following slides represent some pointers on the strategies that Youtube can adopt to develop its Indian storyteller’s ecosystem.

OBJECTIVES

To increase the number of

channel created on Youtube from this geography To create quality

channels that grow in viewership.

To transform Youtube into the biggest content destination for India.

1

2

3

The Market

India Is:• By nature a country of storytellers and

storylovers…

• The two biggest epics ‘Ramayana’ and ‘Mahabharata’ have been created in this country.

• One of the biggest nobel laureates in Literature has been from this country.

• One of the biggest movie industries belong to this country.

• Approximately, 823 television channels abound in the country producing 24 hours of content each.

• The country has about 18 official languages with various dialects – which means everyday print and radio content is being created in so many languages.

The Online India

India has about 73.9 million internet users now.

4G and 3G has started to penetrate the market.

People are used to viewing videos on the internet.

However

• It’s still a market where connectivity is still low.

• It’s a market where even though mobile phones have increased, the number of people viewing videos there is limited.

• It’s still a market where you are paranoid about your 3G limit exhausting fast for video playing.

Therefore, how do we address the following problems?

1. Slow but growth of video viewing behaviour.

2. Not enough powerful content apart from advertisements and film content being viewed

regularly in the country.

3. Jostling with other screens – namely television, dvds, films for share of mind

Let’s concentrate on the objectives in the reverse

order … and solve just one of them.

Objective 3:To transform Youtube into the biggest

content destination in India.

Which means…

You are technically competing with Star Network, UTV, PVR Cinemas, Inox, Fame, pirated

dvd sellers, BIT torrent, regional channels…

And the newly emerging movie platforms like Spuul.

… and some of other unlikely contestants like…

Coaching centers… youtube is internationally a

destination for training videos

Theater… extremely limited thanks to its stage based

performances, theater can go mass with youtube.

Political speeches and other self promotions.

So how do we drive this transformation…

Let’s look at the behavioural traits that NextLab can

address…

Need to get to my laptop soon

for the next show of ‘Yeh

Desh Yeh Gaon’.

If you are seriously

interested in this class… join

Youtube.

Interested in the cool product that we created? Join Youtube right now!

After school it’s Youtube time for Disney videos.

Now, I need a job – so let me turn to Youtube.

At the core of this intended behaviour, there is a small insight that is true for

the country as a whole…

Every one wants a sensationEveryone wants to be sensational, but

they don’t always know how.

Therefore, the way to go about it…

Creating Youtube

Sensations in India Driving

Appointment viewing Driving

Sensation creators Driving daily

engagement

Driving up viewership

And the method

Youtube Driven

Content driven by Youtube in the form of appointment

viewing, sensations, etc. which creates aspirations among

others to create quality content for Youtube.

User Driven

User driven content is augmented by the aspirational content that Youtube channels

created through branded content drives.

The aspiration created by Youtube branded content is sustained by the user through an ecosystem that Youtube creates to enable the users to drive better

content.

Let’s start looking at each…

1. Creating Youtube Sensations.

Sensations are…

The stars who are driving

billions to the box office.

#1

Concept: Youtube Reach The Stars

A programme for directors – where you ask newbie directors to upload in an exclusive Youtube Channel.

Get a panel of directors to evaluate the films. Create a parallel crowd-rating option.

The winning 3 directors get to direct 3 top stars in their short films which will premiere only on Youtube.

#1

Therefore, the way to go about creating sensations

are…By creating a box office inside

Youtube and change lives.

#1

Value:

• You get new directors to create exclusive content for Youtube.

• You use the concept of ‘spikes’ used in popular television programming and amplify

it ten fold exclusively for Youtube.

• You drive high volume traffic and create special ad schedules during the premiere.

#1

In addition…

• You brand the entire channel with a client trying to enter India and drive an exclusive value for the client as well.

• This covers part of the costs.

• You also use that channel to drive word about Nextlab – by creating additional video about how NextLabs can help you become the next sensation.

#1

Sensations are…

Real behind the scenes stories that are relevant to your

daily life.

#1

Concept: Youtube Behind the Real

A programme for ‘citizen journalists’ to conduct operations on key issues around the country.

Drive it citywise… for example ‘DELHI – BEHIND THE REAL’

TAKE UP AN ISSUE EVERY WEEK – AND CREATE A SEPARATE CHANNEL ON IT. ASK PEOPLE TO UPLOAD THEIR VIDEOS ON HOW THEY FEEL ABOUT THE ISSUE, WHAT DO THEY SEE THE ISSUE.

#1

VALUE THAT YOU DRIVE

TRANSFORM VIDEOS INTO A CONVERSATION MECHANISM AROUND EVERY DAY ISSUES.

TRANSFORM EVERY INDIVIDUAL INTO A SENSATIONAL ANCHOR.

#1

Sensations are…

Innovations that have the potential

to change the world.

#1

Concept: Youtube Releases

Create a platform on Youtube where products can be released on a daily basis.

Every day some company is trying to be innovative. You create a platform for that to happen. It’s nothing but

organising the concept and driving conversations around it.

#1

Sensations are…

People who break all odds to do

stuff…

#1

Concept: Youtube PathBreakers

Create a channel for pathbreakers to promote themselves.

Create exclusive channels for them – in different categories and make it into like a newsfeed – where

pathbreakers can put their stuff up on a regular basis.

#1

Okay, let’s look at Point 2

Driving Appointment Viewing

#2

Appointment viewing is how television soaps are

used. Youtube channels are trying to do the same in some way by creating channels. But…

How do you drive appointment?

#2

Looking at the appointment viewing habits of people

• Appointment viewing allows for high engagement.

• Appointment viewing is driven by serialised content that keeps the momentum going.

• Appointment viewing needs strong characters/anchors to hold the audience.

Looking at appointment viewing in the context of

India.

#2

Concept: Simulcast Your Content

Insight: You might want to see a certain show but when it is

aired, you might not be before your television set. But in most cases, you will have your smartphone with

you.

Therefore:Partner with channels to simulcast their content.

#2

Value

Youtube is already partnering with channels to present their content on youtube simultaneously.

Simulcast happens when new shows are being introduced. Youtube can present the option of channels simulcasting their content at the

same time on the site which works as appointment viewing and works on a revenue share basis where Youtube parts with a portion of its ad

revenues during the channel simulcast.

While this does not have high revenue potential– it allows for appointment viewing to be seeded in the platform and thereby allows

more engagement with the platform.

#2

Concept: Learn The Art

A classic series on Learning the Art of entrepreneurship, fundraising, NGO management, career counselling, coaching, getting a job, etc.

Every week, Youtube creates an appointment with a particular speaker and gets a video appointment fixed with that person.

Appointment viewing is driven through:Branded youtube show on television channel listings in newspapers

as well. SMS notification to possible users before the show starts.

#2

Value

“Learn the art” works as a platform for well known speakers to come and mentor others.

At the same time, Youtube creates provisions for others to create their own channels here

#2

Value

‘Learn the Art’ can be a brand in itself driving a certain kind of content and allowing people to create similar kind of content on the web.

You can create a tagging system to the channel – where let’s say a ‘motivational speaker’ conducts a video on ‘how to influence your own life’ and similar speakers with the common content might want to add

themselves to the channel.

It drives viewership of the channel and also an ‘appointment’ ensures that you tune in the right time. An added google+ hangout right

after the video also can help in driving engagement.

#2

Now, let’s come to Point 3.

Driving Sensation Creators.

#3

The Problem

• Video is an effective medium… but not everyone’s an expert. If they can shoot, they might not tell a great story. If they tell a great story, they might not be able to shoot.

• Sometimes– You can teach someone to be an expert– Someone can teach himself/herself to be an

expert– Connect someone to an expert.

#2

Therefore, the solution that you have is to create

an ecosystemCan we create an ecosystem of video creators, i.e connect

storytellers to good video creators, get them to work together and drive content in the system.

This is where NextLab comes in with a huge value

#3

The way to go about it

Create trainings – both online and offline using

MOOC, classroom sessions, workshops, and simple training

videos.

Enlist creators and supporters – make

them available through a Service called Youtube

List. Facilitate the interaction between

storytellers and creators.

Drive individual heroes of content on a regular

basis.

Drive variety of content.

#3

Possible Impact

• Interesting marriages go online. • Children’s videos go online. • Happy days with family go online. • Homemade movies go online. • Political rallies go online. • Classroom talks go online. • Dating with girlfriend goes online.• Chat session with friends go online. • Needs go online (for example: Hi I’m Abhinav

and I need a girlfriend videos).

#3

So, how does each cog function?

• Training videos on– Editing– Shooting– Camera controls – Types of camera to buy (can be facilitated

by camera companies). – How to use a still camera for shooting. – Using freeware on the net for video

editing. – Easy soundproofing your room techniques.

#3

How does each cog function

• Trainings Offline:• Workshops with storytellers who have

mastered the art. • Workshops on how every day events can

become memorable on youtube. • Case studies of Youtube celebrities. • How to transform your camera into a

powerful storytelling tool (for example - when you are teaching, you can’t just talk about iphones but about Micromax Canvas). • How to capture the moment. • Shooting techniques.

#3

Some great trainers on storytelling

There are good regional film makers who have created great stories. The short films abound here. In fact, the students of Film

and Television Studies’ Institutes are a great fit for training up creators in Tier –II towns.

#3

Youtube list: The Idea

• There are several videographers around town – in every city, every town, every street corner. If you can’t hold a camera – they can help.

• There are several film and television enthusiasts passing out every year – they all have a chance.

• There are several people shooting on their phones and cameras and shooting well. They all have a chance.

#3

YYOUTUBE LIST IS A CONNECTION PLATFORM – WHERE PEOPLE CAN PUT UP THEIR VIDEOS, SKILLS FOR OTHERS TO CONTACT AND USE THEM FOR A FEE. GOOGLE WALLET CAN COME IN HANDY AS A PAYMENT PLATFORM HERE.

How does Youtube List work?

• It’s a merit list – you need to have put up at least three videos for others to evaluate you.

• You can name your price for hire.

• You will present your contact details on the list. • If people want to have a Youtube Video made – they

will get in touch with you.

• Google Maps comes in handy here in locating your nearest Youtube video creator.

#3

And finally…

Create a recognition platform for every hardworking creator.

#3

Therefore…

Youtube City Hall of Fame

You create a master Hall of Fame for every city. Every individual creator with the maximum

number of hits gets featured here. When a user is uploading his/her video they can select it for the

City Hall of Fame by adding their city name.

#3

Which means…

• There are Hall of Fames for Chandigarh, Mumbai, Kolkata, Bangalore, Raipur, Jaipur, etc.

• It drives a psychological effect: If I see my neighbour getting a million hits on Youtube even if he is a small town guy, I might also get interested.

#3

If we can drive these three things successfully…

The fourth strategy of using Youtube for daily life like fixing a leaking tap will

automatically happen driving viewership and user growth on the platform.

In prospect…

Youtube needs to be like a Google for life… where anyone who needs to do anything can use Youtube to learn from it.

This behaviour in India can only be driven by a mix of several strategies and not an individual one to drive

engagement and connection with the platform.

Bottomline

An exponential growth in Youtube Storytellers can only happen when:

• There is an ecosystem that supports storytelling

• The means of storytelling can easily be acquired by someone

• Storytelling has strong psycho-social benefits for the individual.

Thank You for reading through