BIGO LIVE video streaming platform

Going beyond entertainment, BIGO LIVE is exploring live video streaming for kirana stores as a shopping option

Over the Top, i.e. OTT platforms have rather silently etched a major market share in the broadcasting industry. One such OTT content provider is Singapore-based live video streaming platform BIGO LIVE that has become increasingly popular in India and has earned to its credit of engaging thousands of young Asian individuals with an entertainment-based monetizing model.

Exploring what makes BIGO LIVE a favorite video streaming platform among young adults, VoicenData connected with Nagesh Banga, who is the Deputy Country Manager at BIGO-LIVE. He is responsible for formulating and implementing the strategic plan, driving growth and innovation, and ensuring that the company continues to lead in the region. The article will explore how BIGO is placed in the surging OTT market and how Banga is steering BIGO to see new possibilities in deploying videos for advertising and marketing.

Proportional increase in video consumption boosts business for BIGO

The rationale behind the surge in demand for OTT is quite well-known. Over the Top platforms are vested with the ability to provide content over the internet, bypassing the conventional TV platforms. The shift in platforms from TV to smartphones/tablets is majorly due to cheap data penetration and smartphones not only in metros but also in rural and semi-urban areas has made video streaming accessible to all.

“The entertainment uptake at large by Indian households is seen gradually shifting from the ritual of families sitting together while watching TV to binge-watching ‘Anytime, Anywhere’ is the main attributable reason for the OTT evolution. Viewers today prefer to binge-watch their favorite series on digital platforms at their convenient time rather than restricting to fixed telecasts on TV. Across the globe, there are 3 billion smartphones in the market and India itself adds 150 million smartphones. People now, no more need set-up boxes or cable but can surely get content on the web or an app,” exclaims Nagesh Banga.

Taking cues from global video platforms like Netflix, Amazon Prime, etc, India is also witnessing its own OTT revolution with players like Hotstar, Voot, etc. Moreover, the Indian market has also seen these global players adapting and making shows as per Indian taste. Originally Indian OTT platforms started with a handful of mini web-series, but now they have their original content across genres like entertainment, sports, regional. BIGO certainly has attempted all of those options of video streaming to capture the audience of various sorts.

BIGO LIVE’s responsible content generation promise with AI assistance

Video-based content delivery or more specifically blogging opens up a large avenue for social interaction of varied kinds. The platform provider is therefore expected to keep a vigil on posting content that does not violate internet rules and also does not hurt people sentiments. This only means that the provider is burdened with the responsibility of delivering content that suits all type of audience without creating controversies.

BIGO LIVE, is a pioneer in Live streaming Industry, it is furthermore our responsibility as a platform to moderate content. We have the necessary moderation process in place. Thanks to our army of over 500 moderators and world’s best AI technology.

With the event of banning popular video content platform providers in certain states of India, the inevitable question on responsible video streaming had to be posed to Banga. In answer to that, he says, “BIGO LIVE, is a pioneer in Live streaming Industry, it is furthermore our responsibility as a platform to moderate content. We have the necessary moderation process in place. Thanks to our army of over 500 moderators and world’s best AI technology,” admits Nagesh Banga.

Banga says that the company’s artificial intelligence system is highly effective. It combines a complex and holistic algorithm that operates using certain markers like facial recognition, voice, pitch and tone of voice, background imagery among others. “On top of just monitoring the video stream, we also monitor keyword content in 19 different languages to make sure that our content is clean. Violators are punished based on the severity with the most severe ones being permanently banned and removed in totality,” points Banga.

Claiming further Banga says, “We have a strict content policy and we wholeheartedly reject any politically dissident messages, pornography, gambling, violence, unsavory and obscene content. Our broadcasters are trained on what is acceptable and how to create responsible content. Reporting is also a big part of being responsible and this can lie with both the user, viewer and content creator.”

“But the issue here is that telcos are selling bandwidth way beyond the optimum capacity of their networks and thus compromising on speed. I guess this is where the Telecom Regulatory Authority of India should regulate the matter.”

TRAI’s support sought

Banga’s analysis says that the average internet speed in India is much lower than most of the emerging countries, yet being the fastest growing Internet market. BIGO, however, is not deterred by Internet speeds and is able to work very well in regions with poor connectivity. How is that you may ask? Answering Banga says, “As a platform, our technology incorporates low latency, this allows for faster upload and almost no time lag. This allows for seamless integration for our users to enjoy cutting edge technology at their fingertips. We also have BIGO LIVE Lite with lesser storage space and meant for low-end mobile devices.”

As a platform, our technology incorporates low latency, this allows for faster upload and almost no time lag.

“But the issue here is that telcos are selling bandwidth way beyond the optimum capacity of their networks and thus compromising on speed. I guess this is where the Telecom Regulatory Authority of India should regulate the matter.”

BIGO LIVE’s involvement in the betterment of society

It is quite a wide perception that video streaming is limited to entertainment content. Dissuading this perception, Banga says live video streaming, being the future of content, has multi-fold advantages.

Agreed that is a gateway to entertainment where name, fame, and income is earned, it is still the best medium in today’s digital world for imparting education.

People can make use of video streaming to seek out teachers in various industries and learn from them, similar to educational tutorials on YouTube but with a direct access line to them.

“The video streaming is not only limited to metros but we can see a rising uptake in tier 2 & 3 cities too. People can make use of video streaming to seek out teachers in various industries and learn from them, similar to educational tutorials on YouTube but with a direct access line to them. In fact, BIGO LIVE has started an education channel on its app, adding value to the society,” reveals Banga.

Brands leveraging video streaming

Live video streaming is now considered as a breeding ground for content creators. It started with user-generated content on social media as a way for users to connect with their friends and followers and now it is actually a full-time profession for many.

Platforms like BIGO LIVE that makes digital interaction interactive and engrossing, via a fresh talent pool of influencers who showcase their talent have been able to amass their own fanbase. This presents an excellent opportunity for brands to collaborate with these emerging artists via the platform to create exciting campaigns with out-of-the-box ideas that enable them to reach out to their consumers in an innovative manner. Brands collaborate with video streaming platforms like BIGO LIVE to help them penetrate their reach and also launch a product with branding.

“Huawei did a tie-up with BIGO LIVE for its smartphone launch for 2 consecutive years. BIGO LIVE had done an activity with Honor smartphones to help them penetrate their reach via quiz on BIGO App and social media. Similarly, we have done a collaboration with UC for their Miss cricket campaign to promote UC’s Miss cricket property,” indicates Banga.

Movie production houses and talent agencies are also exploring video streaming platforms. BIGO LIVE acts as a talent/casting agency for these production houses and vice versa. Movies and upcoming shows/ upcoming artists are being promoted via live streaming brands.

What’s interesting to note is that the benefits of video streaming service reaching Kirana store owners. These store owners are rather pepped up with the idea of shopping over live streaming.

What’s interesting to note is that the benefits of video streaming service reaching Kirana store owners. These store owners are rather pepped up with the idea of shopping over live streaming. Banga says that this would be marked as the next big thing in digital shopping. E-commerce companies are also venturing into providing a live demo of their products. “BIGO LIVE can always have a tie-up with such brands and our official broadcasters can give our user base a real-time look and feel of the products especially products like make-up and clothing.

Thus, video streaming is all about reaching out to the masses. Be it educational, social, political or entertainment, organizations of different verticals certainly know that exploiting video streaming platforms can take their brands to newer and wider end users.

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