INDIA GLOBAL CHANNEL “Indian women in traditional clothing in desert”, John Lund

“This is indeed India… the country of a thousand nations and a hundred tongues, of a thousand religions and two million gods, cradle of the
human race, birthplace of human speech, mother of history, grandmother of legend, great-grandmother of tradition, whose yesterdays bear date
with the mouldering antiquities of the rest of the nations — the one sole country under the sun that is endowed with an
imperishable interest for alien prince and alien peasant, for lettered and ignorant, wise and fool, rich and poor, bond and free, the one land
that all men desire to see, and having seen once, by even a glimpse, would not give that glimpse for the shows of all the rest of the
globe combined.” - Mark Twain, Following the Equator, 1897

“…young Indians like you aren’t just going to define the future of this nation, you’re going to shape the world” - Barack Obama, 2015
AGENDA

Vision
Who we are
The idea
Peek into the content

Industry analysis
Strategy framework
Operating model
Commercials

“Dust Storm” by Steve McCurry, 2009

VISION

❖ To re-kindle the pride of India in all Indians within India and abroad
❖ To achieve this by articulating research-based audio-visual content in a documentary format
❖ To sow seeds of interest towards India among the global population by taking to their homes high
quality authenticated content about India’s rich heritage and future potential
WHO WE ARE
Passion for India * Belief in the concept * Personal connect with the subject * Experience in the Industry * Humility about our
knowledge * Fidelity towards the truth * Apolitical in our leanings * Mentorship from the best * Hunger for success

Ananth has 25 years’ experience in Media including with

startups. He holds a BA in Mathematics and a Diploma in
Theatre. He enjoys writing and is a published author.

Mahesh has 27 years’ experience in Railways and IT. He Koshy is a sales pro with over 20 years of experience in
holds a Masters in Materials Management and was part of Media. Had helped Lenovo and Nike with innovations and
the ‘Palace on wheels’ team. He is a performing magician. transformed non-traditional markets. A Footballer, too.

Keshava has 17 years’ experience in IT. He holds an MBA Vishwanath, a Film-maker, has Diplomas in Fine Arts and
with emphases on Strategy & Operations. He was part of Cinematography, and a Post-Diploma in Painting from
MindTree’s strategy function and is a handwriting analyst. Shantiniketan.Was Artist-In-Residence in Switzerland.

Suresh has 15 years’ experience in startups and IT. He

holds a BE in Electronics & Communication. He is a music
connoisseur and is widely traveled within India and abroad.
THE IDEA

To establish a VIDEO STREAMING APPLICATION that would serve as the comprehensive ‘go to’ audio-visual
destination to understand the different facets of India through well-researched and engaging content

❖ Create a growing repository of research-based documentary content by engaging the best of experts in all the
fields we delve into
❖ Take the content to the Indian and global audiences in easy-to-access APP formats
❖ Create a market mechanism for highly knowledgeable experts to leave a legacy of their tacit knowledge while also
monetarily gaining from the same
❖ Make the endeavor financially sustainable / profitable through advertising and subscription revenues
❖ Tap into the collective wisdom of a galaxy of advisors to guide the team, while the team itself brings to the
enterprise techno-business skills in this field
❖ Target the educated viewer with engaging content that satiates their thirst to know more about the enigma that is
India
❖ Content guided by three principles : heritage, contemporariness and novelty
 THE IDEA
WE VALIDATED THE IDEA WITH THOUGHT LEADERS SPANNING MULTIPLE FIELDS

Sir Mark Tully Sri. R Ganesh

Former Bureau Chief, BBC India Shathavadhani

Sri. Sitaram Yechury Dr. C. N. R. Rao

Indian MP, CPI Eminent Scientist, Bharat Ratna
CONTENT
Category Subject Description
The Indian Space Voyage Digging into the untold stories behind the failures and successes of Indian
Science space missions... The stories of human emotion and perseverance.
Modern Marvels A series on some of the most interesting, creative, and incredible
engineering marvels of modern India
Journey Through the Epics A show that travels through the places mentioned in the great Indian
Epics to explore the thin line between myth and history.
Spiritual
Saints and Rebels of India The life and times of some of the most gifted, revered, and radical
spiritual gurus of India, who changed the way world lived.
The rise of Religions in India Tracing the evolution of various religions in the country, and the
History/Heritage challenges of the times.
Through the Prism Juxtaposing and debating the contradictory versions of some of the most
important historical events of India; Trying to find THE TRUTH.
The Temple Codes Do our ancient temples hold on to secret codes? Is there more than
what meets our eyes in the temple structures?
Architecture
Incredible Castles Understanding the purpose, reason, and science behind what has gone
into our land’s greatest forts.. A journey through lifestyle and history.
CONTENT
Category Subject Description
Music and Dance Exploring the evolution and distinct beauty of all forms of Indian Dance,
from the classical to the folk
Arts
Cinema How they made it... Understanding the secrets behind the creation of
some of the greatest Indian movies; the untold stories.
Wonders of India A viewer participation series to identify some of the most mind-blowing
natural creations in India.
Nature
Rivers and Life A journey along the greatest rivers of the land to explore their roots,
history, and the evolution of life and distinct cultures around them.
The Indian DNA Are we blessed with more lateral thinking than the rest? Or, is it in our
Education education system? We will explore the unique ‘Indian’ intellectual traits.
Indian Maths Did we know it all much before the rest of the world? Or, is it all a myth?
How were we able to predict astronomical events? A bit of Math, really.
Indian Cuisine The science of the art of cooking in India! A journey that explores the
Food incredible range of flavors and what defines them.
Best Hosts A peek into some lesser-known lovely hotels in the best known tourist
places in India
CONTENT
GUIDING PHILOSOPHIES

Heritage

• Explore the heritage through the eyes of a traveler

• Explain the reasoning through the voice of the expert

Contemporariness

• Capture the imagination of the young Indian

• Convey how India is poised to shape the 21st century
• Narrate the untold stories of contemporary accomplishments

Novelty

• Go beyond the ‘stereotyped’ India

• Novelty in topics; novelty in research; novelty in narration
 CONTENT
IDEATION AND EVALUATION

1 Architecture 3
Arts
Education programme schedule
Food
History/Heritage
Nature programme calendar
Governance
Science
Spiritual programme strategy
Sports

2
INDUSTRY ANALYSIS
A FIVE-FORCES VIEW

SUPPLIER POWER INTENSITY OF COMPETITION THREAT OF NEW ENTRANTS

Content Competition by content • Sits in a “sweet spot” where the large
Ubiquitous expertise players find the space small enough to
• • NGC / Discovery : Good, but sparse content
Highly fragmented not justify entry, but the “passionate
• • Doordarshan : Great content, boring style
individuals” find the ‘business’ difficult to
• EPIC Channel : Focus on dramatisation
Operations engage in.
• Other : No one ‘go to’ PLATFORM for content
• Good and accessible
technology & talent Competition by Subscription SoW
• Long-tail, dominated by ENTERTAINMENT. BUYER POWER
• Mechanism to “join them” exists Subscribers
• Fragmented, but greatly influenced by the
SUBSTITUTES influencers who represent “mass access”
Competition by Advertising SoW
• Internet and books / • TV dominates this space, but demand outstrips • Market filled with either non-authentic
magazines offer content supply allowing space for niche TG platforms. Indian content or entertainment.
but arduous to consume • High penetration counterbalances low pricing Authentic Niche content welcome
• AV content, broadly, not Advertisers
validated, spread thin and Competition by share of viewer time • Wield moderate power. Well-defined TG
wide. No programmed • News and Sports target the same TG allows us a good balance of power with
content flow • When no active sports action, time up for grabs some advertisers

Low Medium High

INDUSTRY ANALYSIS
CUSTOMER OVERVIEW – THE INDIAN SUBSCRIBER

Growing
Accelerating Increasing spend
Discretionary
Urbanisation on Entertainment
spend

Discretionary spend Indian urban populace There is a huge

growing at 16% p.a. will increase from 340 upside given that
Household mil in 2008 to 590 mil India spends only
disposable income by 2030. Urban 0.4% on M&E vs 1-
nearly tripling from household income on 1.5% in developed
Rs.60,000 p.a. to Rs. average, is projected markets
1,50,000 p.a. by to grow faster than
2025 that of India overall

16% 74% 0.4%

 INDUSTRY ANALYSIS
CUSTOMER OVERVIEW – THE GLOBAL SUBSCRIBER

Lifestyle driven Awe about sheer Increasing APP

Growing interest Tourism interest in
holistic healthcare scale – anything in view time – limited
in the Indian story India
– Indian way India variety

Increase in the Over the last 10 years, Wellness offering – Largest electorate – In US, the avg App
interest levels on there has been an Yoga, Ayurveda and 814 mil – nearly 3.5 viewing time increases
Indian economy, increase of 122% in meditation. Fastest times more than US from 20 hrs/week for
politics, spirituality, foreign tourists arrivals growing wellness (230 mil), the 2nd age group-12-17 yrs
culture, etc. Google in India contributing to travel destination – largest democracy. to 50 Hrs for 65+, an
trends rating of 100. 228% raise in FEE. This 22% growth as Kumbh Mela - increase of 150%.
AOL presence in also has a 48% increase compared to 5.8% in Largest human Limited to Sports and
152 countries. USD in per person spend. US. gathering in the selective TV series.
20 bil FDI from 12 world – 100 million. Lack of variety
countries
100 122% 22% 350% 150%
 INDUSTRY ANALYSIS
CUSTOMER OVERVIEW – THE ADVERTISER

India among the Advertising a APP claiming its

Consumer spend a App Ads target the
fastest growing major influencer of pie in a TV
dominant driver urban viewer
economies consumer spend dominated market

Projected to grow at Consumer spend is Ad-spend at Rs. 49,000 TV accounts for 45% Middle and affluent
8% CAGR long-term. 59% of GDP. 3X crore growing at 12% of all ad-spend in class equally prevalent
270 mil net increase growth across all key p.a. Consumer brands India and is growing in rural and urban
in working-age consumption could push this up to faster than the India, but vastly
population by 2030. categories. Affluent 15-18% p.a. industry average at different in their
A PPP $20-30Tn and middle-class 16% p.a. But the tide spread. Top 5 cities
GDP by 2030 only increase from 32% in is turning now with constitute 20% of
behind China & USA 2010 to 57% in 2020 the advent of Apps. GDP

8% 3X 12% 45% 20%

 STRATEGY FRAMEWORK
CONTENT-CENTRIC TIGHTKNIT STRATEGY

Presence on all mobile platforms, including the iOS and Android. Getting the
App embedded in smart TV sets. Presence on all internet service platforms like
Distribution Jio, Airtel, Amazon, Chrome, etc.

Outsourced : Top talent, Low Capex

Enmeshed Quality : Expert Oversight Brand to resonate with India; respected ambassadors
Knowledge led; Technology Muscled Production Marketing Top agency for launch – TV, radio, events, social media
Designed for multi-format distribution Content snippets to create awareness and pull

Ad : Multi-region inventory of ad-spots

Mentorship from the best Content VoD : Content sales online & in-app
Vast talent ecosystem Well researched; Merchandising and e-Commerce
Resonate with vision and values People Novel, Contemporary Sales Royalty sales; channel partnership of events
Best Employer in Media Heritage value; Graduated growth in ad rates & VoD pricing
Engaging style

Custom-built system for R&D and KM Low capital expenditure; Near-zero debt
Enrich content, people & production Knowledge Finance Venture capital financing < 1yr coverage
Theme-centric communities Op CF financed by the 2nd year of operations

Technology as the game changer – Tech leader in the TV world

Enable all functions; KM, Production, Marketing and Distribution Technology
Enterprise Architecture Strategy for Infra and applications

Rich content is produced through the knowledge of experts using best-in-class technology and methods. Marketed well, the content drives market
pull. Market traction met through wide distribution boosts viewership, yielding high ad sales, thereby financing further content creation.
OPERATING MODEL

subscribe
broadcast stream on-
shortlist produce content check quality demand

outsource to
producer advertise downlink

engage subject
experts
incorporate feedback
 All financial figures in INR crores.
 Total Investment : 35.00
 Cumulative PBT over 5 years : 143.75
 Time for self-sufficiency : Eighteen Months
 Target Valuation in Two Years : 100.00

COMMERCIALS
 BUSINESS PLAN OVERVIEW (in Rs. lakhs)
Year 1 Year2 Year3 Year4 Year5
1st Half 2nd Half
REVENUE 0.00 14.25 2597.89 5633.02 8122.53 14055.62
CAPEX AND PRE-LAUNCH OPEX 1355.02
STAFF COST 441.80 971.97 1069.17 1176.08 1293.69
COST OF OPERATIONS 1108.18 1760.43 1938.12 2218.22 2716.43
TOTAL COSTS 1355.02 1549.99 2732.40 3007.28 3394.31 4010.12
CASH FLOW -1355.02 -1535.74 -134.51 2625.74 4728.22 10045.49
PROFIT BEFORE TAX -1355.02 -1535.74 -134.51 2625.74 4728.22 10045.49
CUMULATIVE PBT -1355.02 -2890.76 -3025.27 -399.53 4328.69 14374.18

COMMERCIALS
THANK YOU
CONTACT DETAILS :: ANANTHA CHINIVAR ( ACHINIVAR@GMAIL.COM )