Amagi @Unpluggd

Baskar, gave an awesome and inspirational talk of how he helped build a Technology startup in India an the Unpluggd conference.

Transcript

1. 1 re-imagining tv Baskar S, Co-founder
2. 2 Fate encounter !
3. 3 Lot can happen over coffee - Disruptive - Large market - India-focused
4. 4 Delhi Gujarat Bengal TV ad network in India - Same TV ad spot, different advertising, different regions Customers - Region-focused businesses - Focused in specific geographies
5. 5 Bangalore Kolkata
6. 6 6
7. 7 How it works TV network Cable MSO Subscriber homes B Insert city-specific content DTH operator S Insert region-specific content, on set-top box B S Amagi ad insertion device Amagi software on subscriber set-top boxes B
8. 8 World-class technology infrastructure - Holy grail of advertising - More advertisers - Dramatic increase in ad revenues - Never sold to local advertisers - No organized media agency support for planning, creative Thanks, but NO Thanks Classic disruptive business model - Non-consumers - less sophistication initially .. - complete ecosystem
9. 9 Business model Operators TV Networks Amagi ad Syndicate Network Buy ad inventory from TV networks Partner with operators (MSO and Satellite) for an access fee Sell ad inventory at region-level
10. 10 Business economics • National-level ad inventory cost Delhi UP MP Punjab Mumbai Gujarat Pricing across different regions Sum of parts greater than the whole
11. 11 Pehle Aap ! Pehle Aap ! Operators TV channels Two-sided markets Advertisers Pehle Aap !
12. 12 WIN-WIN-WIN TV Networks amagi Operators Cannibalize ? Cannibalize ? GROW NEW
13. 13 Barriers to a business PERSPECTIVE on business technology people Ignorance Your past Your gut
14. 14 How many RUs ? How are you(s) plural?? Domain terminology - few weeks Domain technology - few months Logic and common sense – timeless
15. 15 the scale challenge CapEx 24x7 for 150M viewers Scheduling 500 channels daily Monitoring, archival Failure management
16. 16 Selling TV advertising … Personally ‘tried’ selling ads and making cold calls … YES, does not really mean YES ! Am I the first one ? Is it legal ? Why is amagi selling?
17. 17 TV creative Outsourcing failed miserably .. Creative ways to create creatives ! Continuous improvement - flash - animation - live shoots - templates
18. 18 Love it OR Hate it BUT cannot ignore it INDIAAAA !!! Power Internet Flights Ethics Professionalism Experimentation
19. 19 Culture amagi has NO CEO ! Flat teams , are a cliché .. Well, we cut the head to start with ... No titles for anybody in the company .. Question conventions ..